Israel's Jezreel Valley has won an international award for its efforts to sustain and develop wine tourism despite the challenges of recent years, including the COVID-19 pandemic and war.
The region received the Best Resilient Practice in Wine Tourism award at the 11th Iter Vitis Awards, held on October 9 in Ilok, Croatia. The ceremony took place at the historic Principovac Manor House during the Dunav Wine Festival, with representatives from 16 countries attending.
The award recognized the Jezreel Valley's Wine Valley initiative, which connects 18 wineries and promotes cooperation between local wine producers, tourism businesses and the regional council.
Established six years ago by the Jezreel Valley Regional Council's Tourism Department in partnership with local winery owners, the initiative has expanded alongside the region's wine industry. New wineries have opened, thousands of dunams of vineyards have been planted, and a wine school has been established in Tzipori.
The region also has developed wine festivals and tourism events aimed at connecting its agricultural heritage with local tourism. As part of these efforts, the Jezreel Valley Wine Route introduced the Jezreel Valley Taste Pass, a digital platform that brings together wineries, farms, restaurants, cafés, heritage sites, artisan workshops and accommodations. The platform uses QR codes and interactive maps to help visitors discover local attractions and businesses, including smaller establishments that may otherwise receive less exposure.
The 11th Iter Vitis Awards
(Photo: Ministry of Tourism )
According to Iter Vitis, the Jezreel Valley was selected for its ability to maintain wine tourism activities and strengthen cooperation among local businesses despite the disruption caused by the pandemic and the war.
Iter Vitis is a Cultural Route of the Council of Europe, certified in 2009, that promotes wine heritage, sustainable tourism and cooperation between wine-producing regions.
Israel's Ministry of Tourism, through its International Relations Division, has supported the Jezreel Valley initiative and its participation in international tourism activities. "The Jezreel Valley's international award is a recognition of the hard work and determination of its local tourism industry," said Michael Izhakov, director-general of Israel's Ministry of Tourism.
The award highlights the development of wine tourism in the Jezreel Valley, where local wineries and tourism operators have increasingly worked together to attract visitors and support the regional economy.