The 2 days of talks provides a wide range of innovative, creative and cutting-edge sessions delivered by leading industry experts.

We have established 5 key content themes (Research, Professional Development, Branding and Marketing, Grape Escape Destinations and Networking) that underpin all of the talks over the 2 day conference. These have been hand picked based on the significance they play in wine and culinary  tourism market. Learn from experts, discover grape escape destinations, keep up-to-date with the latest developments and enhance your business and professional skills.

Provisional Talk Programme IWINETC 2019 (in no particular order)

The Importance of Media in Wine Tourism

If you build it they will come – if they know about it. A key plank in any tourism marketing strategy has to be dealing with media, whether that’s traditional print and broadcast media, or influencers on social media. Felicity Carter will discuss with case studies low- to no-cost ways to get media attention, from crafting a perfect pitch through to leveraging media relationships.

Key Note Speaker
Felicity Carter, Editor -in-chief of Meininger’s Wine Business International

Win my Heart, Win my Wallet

Unlock the power of transformative wine tourism experiences and discover why Gen Y and Z are changing the way we create and market experiences.

Key Note Speaker
Robin Shaw, Wine Tourism Australia

Enoturismo MICE: Cómo Enfocarnos hacia este Sector

Dentro del mundo turístico, seguramente será el sector MICE el que exige un mayor nivel de especialización por parte de los prestatarios. Son muchos los componentes que diferencian este sector del clásico enoturismo vinculado al ocio vacacional. Analizaremos estos factores y expondremos algunos enfoques que pueden ayudarnos en la conversación tanto con clientes de empresa como con los operadores MICE.

Key Note Speaker
Alicia Estrada, Vinoturismo

Gastrodiplomacy: How Food & Wine Tourism can Change Everything

Based on the research conducted while coursing the Food Tourism Master at Basque Culinary Center. Gastrodiplomacy is a brand new term that defines how food & wine can be used to build or improve destination image, promote their cultures, globalize their food industries, attract international tourists, and build relations with international wine and food lovers.

Irina Gusinskaya, TimeforMore.Wine

Tasting Room Economics – Cost Center or Profit Center

There is still valuable debate over the function, value, and importance of the tasting room for wineries. Some see it as a cost center whose cost is to be minimized, while others see it as a profit center whose contribution should be maximized. Our talk is to review the salient issues in how and why wineries operate their tasting room

Barry Gilbert, San Rafael, CA

The 5 Ps of New Zealand Wine Tourism Strategy

Following an understanding of the state of Tourism in New Zealand we explore how Wine Tourism fits within this overall strategy as run by the official wine body New Zealand Winegrowers. The background and implementation of the 5 Ps of New Zealand Wine Tourism are explored as well as the opportunity of sustainability.

Chris Yorke, New Zealand Winegrowers

Old Vine Heritage Tours as a Differentiation in Wine Tourism

The Old Vine Project aims to preserve vines older than 35 years. Winemakers can certify their wines as ‘Old Vine’ and the public are now able to buy wines that are made from the many ancient and sometimes forgotten patches of South African vineyards. Old Vine Heritage Tours offer guests a tailored and informative experience of the Cape’s viticulture and wine heritage.

Andre Morgenthal, Certified Heritage Vineyards

Development Strategy to become Spain´s Leading Accessible Wine Tourism Destination

Creating a unique and distinctive experience around wine culture today is a very complicated task. There are millions of wineries around the world that are seeking to differentiate themselves from their competition. Why not differentiate yourself with a wine tour that is accessible for everybody? True success consists of converting what may have been a problem at first to a refined business opportunity.

Ana Martinez Bujanda, Bodegas Valdemar

Standardisation of Tourism in Wineries

In wine tourism, wineries do not offer simply wine and tasting, they offer a touristic experience. Since hotels or restaurants have standardised criteria and rating, why wineries don’t? Why is it important to standardise it across one wine route and how it is done in some regions – case studies of Villany, Hungary and Istria, Croatia.

Djurdjica Jojic, Faculty of Tourism and Hotel Management, Vrnjacka banja, Serbia

Training Wine Tourism Professionals: Opportunity for Innovation and Future

Growth and innovation in wine tourism is based predominantly on the people who work in this sector. 
Starting from a diagnostic of needs, we will analyse the existing opportunities for training at local/national and international level. And we will highlight the added value strategies for the development of professional skills that can be better for the future of the sector

Teresa Guilarte, Artean Wines, Escuela de Vino

Policies for Wine Tourism and the Wine Industry in Japan

In accordance with the increasing popularity and quality of “Japanese wine”, which is wine made 100% from domestically produced grapes, wine tourism is booming in various local areas of Japan. In this talk session, various policies, initiatives and strategies in industry, government and academia in Japan will be analyzed in terms of promoting wine tourism and clusters in the country.

Toru Kodama, University of Tsukuba

How Advanced Data Analytics Boost Profit for Wine Tours and Resorts

Do you think only global tech companies can benefit from data analytics to improve their performance? Think again. This session will showcase real applications of use of data for small and medium players in the wine tourism industry. You will discover how to increase your customer base, beat the competition, set optimal prices and identify upselling opportunities.

Emilio Zunino & Andrea Torassa, Maiora Solutions

Nemea: an Emerging Wine Tourism Region?

Nemeais Greece’s most important red wine appellation, Agiogitiko, located in the northeast of the Peloponnese. This area has seen a huge amount of investment and growth in the past few decades. In last January we conducted a qualitative survey to measure how a wine tourism company, Venikos, managed to stimulate the development of wine tourism in this region.

Laurence Cogan, School of Wine & Spirits Business, Burgundy School of Business

AI, IOT and All That – A Future Perspective on Tomorrow’s Wine Tourism Technology

Technology is moving fast.  New buzzwords and acronyms such as AI and IOT are creeping into our everyday language. The technologies that sit behind the buzzwords are creeping into our everyday lives. How are technologies such as Artificial Intelligence and the Internet Of Things going to impinge on wine tourism?  Will they have a major impact or no impact at all?  In this session, you will hear a future perspective on tomorrow’s technology and how it might impact on wine tourism.

Key Note Speaker
Paul Richer, Senior Partner at Genesys Digital Transformation

Service Mapping for Wineries and Cellar Doors: Lessons from Australia

Cellar door service experiences are the core attraction of wine tourism and the need for outstanding service in a beautiful setting is well recognised in the wine industry. Cellar door service mapping has the potential to generate product loyalty and subsequent wine sales and exports. This presentation will detail the research findings from two Western Australian wine regions.

Dr Jack Carlsen, Tourism Research Services, Western Australia

Vender Enoturismo a Través de Canales Digitales: Herramientas para Empresas y Territorios.

Los canales clásicos de venta del enoturismo, tanto venta directa como intermediada, se han visto complementados por múltiples herramientas de comercialización efectivas a través de canales digitales. En este nuevo escenario, no solo las empresas pueden actuar, también los territorios de vino tienen mucho que decir para dinamizar la comercialización de las empresas de su territorio.

Key Note Speaker
Alicia Estrada, Vinoturismo

Grand Tasting Wines of the Basque Country

Sarah Jane Evans MW will be blending an exceptional tasting of wines from the Rioja Alavesa region and Txakolí  from Arabako Txakolina (Álava), Getariako Txakolina (Getaria) and Bizkaiko Txakolina (Bilbao) – a fascinating masterclass not to be missed by IWINETC conference delegates. Winemakers from the selected wineries will be on hand for attendees to meet.

Key Note Speaker
Sarah Jane Evans MW

Tokaj: An Emerging Wine Travel Destination

The session is primarily aimed at travel professionals with good wine knowledge including, but not limited to, tour operators and travel agents, as well as wine and/or travel journalists, and, of course, anyone with interest in wine travel. No knowledge of the Tokaj region or its wines is required.

Gergely Somogyi, Tokai Today

Discovering Enotourism along the Strada Reale dei Vini Torinesi

The Strada Reale combines companies in the agri-food, hospitality, tourism and institutional sectors. It offers interesting enogastronomical routes in 4 territories – hills of Turin, Canavese, Val Susa, Pinerolese – with a focus on Ivrea, UNESCO heritage site.


Alessandro Comotto, Strada Reale dei Vini Torinesi

So you’ve started a wine tour company – Now what?

Starting and sustaining a wine tour company has a steep learning curve. While every country has their own rules and regulations, the basics to building and sustaining a wine tour operation are universal. This presentation gets into the nuts and bolts from incorporating to advertising and what you may want to avoid, based on the real-life experience of running a wine tour company


Lou Thompson, Wine Tours Toronto

Success with Sustainable Wine Tourism Practices in South Africa

SA wineries are located in a biodiversity hotspot, the Cape Floral Kingdom, the smallest and richest.  But under threat from agriculture, alien vegetation and human development.  Wineries are looking at minimizing their impact on the environment, conserving water/resources and using eco-awareness as part of their tourism offering.  The South African wine industry was the first to introduce  a sustainability seal, incorporated in the official Certification Seal.  Best practice examples for the presentation will include case studies: Vergelegen, Black Oystercatcher, Spier, La Motte, Boschendal


Andre Morgenthal, Certified Heritage Vineyards

Please keep checking back for updates. The definitive programme of talks and timetable will be available by the end of December 2018.

Register to attend here!

Conference Venue

The 2 day conference will be held at the Centro de Congresos Europa, Av. Gasteiz, 85, 01009 Vitoria-Gasteiz, Álava, Basque Country, Spain