Conference Programme 2020 & Speaker Notes – Italy 2020

Welcome to the IWINETC conference talk programme. Missed the live event? Not to worry! We have created a library of battle plans to not only take you through COVID and beyond but also to ensure that you keep up to date with the latest industry trends. Click on each session to view the speaker notes and/or the replay webinars.

Dia 1 (01/01/1970)

Branding & Marketing

Evolution of Winery Destination Marketing
 A Case Study Wineries of Niagara-on-the-Lake, Canada

Follow the evolution of a winery destination marketing collective established in 1980 by founding family wineries of an emerging wine region. Traditional destination marketing tactics and collaboration to drive shoulder season visitation to member wineries has now evolved to prioritize brand identity and positioning as a premium wine destination.

10:30 am - 11:15 am
Oceania
Research

Service Development and Supply Chain Enlargement for Wine Tourism Success

Wine tourism enables both sales in the cellar and brand visibility-awareness-notoriety in general. As emerged from the Annual Reports by the Italian Observatory on Wine Tourism by the National Association of “Città del Vino” (“Wine Cities”), it is no longer a secondary activity for wineries, but a business with equal or even greater importance, continuously expanding through service innovation and supply enlargement.

10:45 am - 11:30 am
Saturnia
Grape Escape Destinations

Israel – Ancient wine – Modern Wine

Thousands of years ago, Israel used to be a leading wine producer. Israeli wine used to be shipped all over the known world. Today, the industry is up and coming and is reshaping itself constantly; Indigenous local grapes are being re-presented, Israeli agriculture technology is changing the world of wine and new geographical indication is being presented. It's time to rediscover Israel and redefine the tourism potential around it’s wine and culinary arts.

11:15 am - 12:00 am
Oceania
Grape Escape Destinations

The Furmint Trail: A Wine Pilgrimage from Tokaj to Jeruzalem

While originating in Hungary’s Tokaj, Furmint is a grape that has been historically grown throughout the Carpathian Basin under various names, such as Moslavac, Šipon or Zapfner. Based on this, Tokaj and Somló in Hungary, Pohronie in Slovakia, Burgenland in Austria, Moslavina in Croatia and Jeruzalem in Slovenia can be linked up into a new themed route – The Furmint Trail.

11:30 am - 12:15 pm
Oceania
Branding & Marketing

Let’s Get Personal

You can’t be all things to all people’ is an oft-quoted piece of advice that is largely ignored by businesses seeking to expand their customer base among a sea of similar product offerings. By focusing instead on ‘being something to someone’ allows you to develop and deliver experiences that appeal to a specific market segment – without excluding other key audiences. Whether you are a winery, tour operator or travel specialist, find out how personalisation is the key to attracting more customers, delivering memorable experiences and maintaining profitable customer relationships.

11:45 am - 12:30 pm
Saturnia
Grape Escape Destinations

Wine Tourism Network “Wine Roads of Northern Greece”

I invite you to follow me on an imaginary wine journey to magnificent vineyards and wineries of the “Wine Roads of Northern Greece”. We will start from Mt Olympus, the Mountain of the gods, following a route of different terroirs between mountains, lakes and coastal sites, we will explore the homeland of Alexander the Great and Aristotle, wander through the steps of Dionysus and ending up to the city of Thessaloniki.

02:00 pm - 02:45 pm
Oceania
Branding & Marketing

How to Easily Generate 90+ days of Content to Promote your Tour business

In this workshop, author and brand marketing expert Chris Torres will provide practical advice on how to generate a brand personality through your own staff and content as well as generating over 90 days of content ideas from one piece of video marketing.

03:15 pm - 04:00 pm
Oceania
Grape Escape Destinations

On the routes of Wine, Oil, and Flavours: Experience-driven Tourism at the Heart of the New “Journey Through Italy”.

It was almost fifteen years ago that Carlo Petrini – the founder of the Slow Food movement – issued his call for“good, clean, and fair” food. It was the title of a book, but it soon became the founding principle of a revolution in what we eat (and drink), the way we produce food, and the dignity of the new generation of farmers. I think it is now time to apply this concept on a local scale. A“good, clean, and fair” tourism offer is integrated and horizontal, experience-driven, authentic, and able to generate income and motivations for those who live in rural areas and bring them to life. This is not a new challenge. In fact, in many cases this process has already begun, and must now be supported and consolidated with coherent policies building upon this country’s virtuous networks and enormous biodiversity and cultural heritage.

The speech will deliver examples of how the Wine, Oil and Flavours Routes of Italy are cooperating to offer authentic experiences to tourists.

03:30 pm - 04:15 pm
Session 1.2
Network & Connect

Vines and Wines of Friuli-Venezia Giulia

Friuli-Venezia Giulia is tucked into the far north-east corner of Italy, between the Adriatic Sea and the Julian Alps, on the border with Slovenia to the east and Austria to the north. It is a young and dynamic wine producing region of extraordinary diversity, internationally recognised as a source of premium and super-premium wines.  The region is renowned for its interpretation of the international classics, from Sauvignon Blanc to Pinot Grigio and Chardonnay, but it is arguably Friuli’s unique local varieties which best crystalize the flavours and aromas of the terroir and project a sense of place. It is these, possibly lesser known varieties, which we will explore in the Grand Tasting through a tasting of benchmark wines from a selection of Friuli’s top producers.

04:15 pm - 05:45 pm
Sala Grande – Magazzino 42

Dia 2 (26/10/2020)

Network & Connect

Welcome to IWINETC 2020 & Opening Announcements

Together with representatives of the host destination Friuli Venezia Guilia, Anthony will welcome conference delegates and deliver the opening announcments.

26/10/2020
03:00 pm - 03:15 pm
Session 1.1
Grape Escape Destinations

Destination Friuli Venezia Giulia

A tour of the wine & culinary delights of the Friuli Venezia Giulia wine tourism destination from high mountains, gentle hills, rivers & plains to the coast. Prepare to be wowed!

26/10/2020
03:15 pm - 03:45 pm
Session 1.1
Branding & Marketing

How the Digital Transformation is Impacting at all Levels in the Food Industry

A story that traces what is happening in the world, starting from the themes related to food tech, but above all about e-commerce, social food, digital artisans and digital consumer relations. A cross-section of the current framework and future trends will be made, with successful international and national experiences in the agrifood sector.

26/10/2020
04:00 pm - 04:45 pm
Session 1.2
Branding & Marketing

Marketing Wine & Culinary Tourism in the Post-Covid World

Chris Torres provides insights into the future of tours and activities over the next 2-3 years, showing real life stats that prove domestic should be the main focus for tour operators for the next 18-24 months. Chris will also highlight key demographics that you should be targeting now as well as current Google trends.

To view speaker slides for this session please click on the image below:

26/10/2020
05:00 pm - 05:45 pm
Session 1.3
Professional Development

Bringing back wine tourism. Post-covid19 restart strategies and opportunities.

This talk session will present the most appropriate strategies to maintain and promote wine tourism as one of the most successful tourism segments within the tourism industry. The session approach will focus on how wine tourism has the best potential to bring about profitable changes. This talk session will include questions and answers.

To view speaker slides for this session please click on the image:

26/10/2020
06:00 pm - 06:45 pm
Session 1.4

Dia 3 (27/10/2020)

Research

The Business Advantage of Responsible Tourism

There is a strong business case for Responsible Tourism, cost reduction, market advantage and reputation. Two major consumer trends are converging to move the market in favour of Responsible Tourism businesses. Many consumers are seeking authentic experiences and they are concerned about any negative impacts, social, environmental and economic that their trip may have. Experiences on the Wine Route in South Africa and Cava Country in Catalunya will be used to illustrate how the market moves on. More and more destinations are being identified as having an overtourism problem in the news and feature pages, although rarely in the travel pages. The terroir and the natural and cultural environment are fundamental to the production and consumption of wine and food in a period when local sourcing is prized. How can businesses make the most of these market trends and avoid the problems of overtourism.

To view speaker slides for this session please click on the image:

27/10/2020
03:00 pm - 03:45 pm
Session 2.1
Branding & Marketing

Protected: Post-Covid Website Optimisation and Digital Marketing in the Wine Tourism Industry

Password Protected

To view this protected post, enter the password below:

27/10/2020
04:00 pm - 04:45 pm
Session 2.2
Research

What do Luxury Travellers Want on a Wine & Food Tasting Tour? Defining the Luxury Traveller of Today 

The aim of the talk is to explore the concept of luxury wine tourism experiences and to understand the perceived importance of these specific type of experiences and markets to wine tourism businesses and to the destinations where they are located in. Experiences involving local products, such a wine and gastronomy are critical for the tourism sector and they have been growing in the last decade becoming key for increasingly demanding consumers.

To view speaker slides for this session please click on the image:

27/10/2020
05:00 pm - 05:45 pm
Session 2.3
Branding & Marketing

Vitinera, The Experience of Launching a Start up in the Wine Business

How digital technology allows the development of new business model, improving the customer experience and engagement in the wine tourism. Vitinera will tell his experience, how the idea becomes a company, which are the steps, the needs, the focus and the partners.

27/10/2020
06:00 pm - 06:30 pm
Session 2.4

Dia 4 (28/10/2020)

Research

Wine tourism innovation during COVID-19

This study reports on findings relating to innovation adopted by 23 wine tourism operators in South Australia during the COVID-19. Findings provide valuable insights into what is called 'innovation for necessity". Virtualisation of wine tourism experiences dominated the type of innovation, while findings revealed that COVID-19 has increased the digital gap and economic divide between big and small operators.

28/10/2020
02:15 pm - 02:45 pm
Session 3.1
Research

How to Improve Customers’ Experience for Wine through Technologies

With wine that has become an enticing element for tourism, applications of technology as a mean to improve guests’ experience in wineries have also grown. We will show in what ways technologies can be integrated into the wine experience, what benefits can generate in terms of engagement and how producers can deal with such potential developments through examples from all over the world.

28/10/2020
03:00 pm - 03:45 pm
Session 3.2
Branding & Marketing

Growing Your Wine Tourism Bookings Using OTA’s and Digital Distribution

In today's digital era it is never been easier or cheaper for wine tourism operators to increase their bookings using a global distribution strategy combined with simple technology. This presentation will cover digital strategy including direct business via digital platforms like google and social media platforms. Indirect business via third party relationships with trade and the fast-growing impact global online travel agents are making and why wine tourism operators cannot ignore them. The simple technology required to develop an online digital distribution network will also be discussed.

To view speaker slides for this session please click on the image:

28/10/2020
04:00 pm - 04:45 pm
Session 3.3
Grape Escape Destinations

Wine Tourism Lab

Wine Tourism Lab (WTL) is a brand new tool dedicated at helping innovative wine tourism projects in France. Located in Champagne a year ago, it provides project managers with various services : nesting, coaching, networking, workshops, benchmarking, living lab... WTL also works as a data center on educational, legal, financial, market issues. WTL just launched its first call for projects and selected 6 promising start-ups.

28/10/2020
05:00 pm - 05:30 pm
Session 3.4
Grape Escape Destinations

The Lower Austrian Wine Region

Over 28.000 hectares of vineyards, romantic wine cellar lanes, a millenia-old wine culture and an excellent infrastructure: Welcome to Austria’s leading wine region. If you appreciate fine wines,diverse landscapes and high-class culinary experiences then you can’t pass Lower Austria, the land round Vienna. Let me inform you about the combination between wine, culture and event!

28/10/2020
05:45 pm - 06:15 pm
Session 3.5
Grape Escape Destinations

Closing Plenary Session

Closing announcements. Final words from IWINETC 2020 host destination Friuli Venezia Giulia with Lara Persello, Area Enogastronomia – Strada del Vino e dei Sapori del Friuli Venezia Giulia, Promoturismo FVG

BYOB!

28/10/2020
06:15 pm - 06:30 pm
Session 3.6

Sponsors & supporters

Host Region

Join the IWINETC Network
Stay up to date on conference happenings