The ICARE Foundation, in partnership with the GIZ Private Sector Development and Technical Vocational Education and Training (PSD TVET) Programme, has developed the GuideMASTER wine tour guide training program to boost Armenia’s wine tourism sector. Since its inception in 2020, this initiative has trained 64 professional wine guides across three successful rounds, supported by the Vine and Wine Foundation of Armenia (VWFA) and the Tourism Committee of the Ministry of Economy.

The program has earned accreditation from the Ministry of Education, Science, Culture, and Sports of Armenia as a modular vocational course titled “Guide in the Field of Wine,” ensuring its long-term sustainability and recognition.

Based on participants’ feedback, there was a clear need to enhance knowledge of international wines. In response, the ICARE Foundation launched the Level-Up Program, a focused fourth round aimed at enriching participants’ understanding of global viticulture. This initiative broadened their expertise by exploring key wine-producing regions, grape varieties, and the unique qualities of international wines.

The Level-Up Program, lasting three months, offered a deep dive into winemaking traditions across 13 countries. Participants learned about the history, terroirs, and signature wines of each region. With a hands-on approach, including wine tastings in every session, guides refined their sensory analysis skills and gained confidence in describing the distinct characteristics of global wines.

The fourth phase also saw the inclusion of leading wine professionals as instructors, who delivered lectures on international winemaking and advanced tasting techniques. By expanding the scope of training, the program has empowered its graduates to excel in both local and global wine tourism, creating a new standard for wine tour guiding in Armenia.