The “GuideMASTER” Wine Tour Guide Training Program

The GuideMASTER Wine Tour Guide Training Program, implemented since 2020 by ICARE/EVN Wine Academy and financed by the PSD TVET programme,
commissioned by the Federal Ministry for Economic Cooperation and Development of Germany (BMZ), co-funded by the European Union (EU), asb well as the Swiss Agency for Development and Cooperation (SDC) and implemented by GIZ. The academic program has been a collaborative effort
with local partners including the Vine and Wine Foundation of Armenia (VWFA) and the Tourism Committee of the Ministry of Economy of the Republic of Armenia

This comprehensive program offers intensive in-class and practical training to tour guides, equipping them with the necessary skills to conduct wine tours effectively. Participants gain in-depth knowledge of Armenian wine history, cultural heritage, wine regions, viticulture, enology, and wine tasting techniques. The aim is to enhance the local wine tourism experience and contribute to Armenia’s reputation as a prominent wine-producing country and wine tourism destination.

Upon completion of the program, participants receive an official certificate on behalf of the Ministry of Education, Science, Culture, and Sports, validating their expertise and readiness to offer high-quality wine tours.

With three successful rounds completed, the program has trained over 60 wine tour guides. This portal functions as an online platform featuring profiles of the GuideMASTER alumni guides. Serving as a centralized hub, users can access information about certified guides who have completed the GUIDEMASTER Wine Tour Guide Training Program. Each guide’s profile highlights their qualifications, expertise, and specialization, facilitating connections with knowledgeable professionals for wine tours and related experiences.