ine offers a window into different territories, their traditions and their people. For this reason, wine tourism is being increasingly embraced by destinations around the world as a means to attract visitors and so support rural communities and preserve and celebrate their unique heritage. Just like the tourism sector as a whole, the wine industry is broad and incredibly diverse, encompassing established leaders and emerging regions. It includes not just the producers but also importers and exporters, as well as consumers. Moreover, all stakeholders benefit from clear, consistent rules and regulations designed to protect health, livelihoods and cultural authenticity. Through robust, continuously reviewed and updated wine law, we can ensure the responsible management of natural resources hand-in-hand with the sustainable development of rural communities. The following publication offers a comprehensive overview of recent and ongoing developments in the complex but fascinating field of wine law. Launched to coincide with the 5th UNWTO Global Conference on Wine Tourism, held in Alentejo in Portugal, it brings together leading experts from every global region. Alongside identifying common challenges facing the wider industry, including the legal protection of trademarks, as well as consumer protection and the ever-evolving field of marketing and promotion, it also showcases a range of national perspectives and significant insights into wine tourism. In my role as Secretary-General of the World Tourism Organization, I have seen first-hand the many social and economic benefits that come with thriving oenoculture, from the creation of jobs to the keeping alive of centuries-old traditions. I warmly welcome this valuable addition to our knowledge and understanding of wine law and thank all the authors for their expert insights. W
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