Conference Agenda – Malopolska 2026

Time to collect your accreditation and explore the exhibition area, featuring diverse grape escape destinations such as Armenia, Italy, Spain, and South Moravia, before the official welcome

Conference launch: welcome remarks and an introduction to the days ahead.

This presentation will introduce and discuss the results of research on consumer expectations regarding the wine tourism offer in Poland. The study was conducted at UKEN University in Krakow, with surveys carried out among oenotourism markets both in Poland and abroad.

Wine tourism has undergone a significant transformation in recent years, evolving from a niche, product-oriented activity to a sophisticated, experience-driven sector. Drawing on recent research and international data, this presentation explores the behaviour of contemporary wine tourists—highlighting their motivations, decision-making (more…)

Network and connect over a cup of coffee while perusing the exhibitors in the exhibition area

In the age of short-form video, grape escape destinations have an unprecedented opportunity to connect with travelers around the world, not just through taste, but through visual storytelling. In this session, Terry shares how wineries and wine destinations can use TikTok to showcase their unique experiences, inspire curiosity, and attract (more…)

Wine has always been about stories, of the land, the people, and the craft. Today, those stories are being told in new ways. Artificial Intelligence is no longer a buzzword; it’s reshaping how travellers discover, taste, and connect with wine. The cellar door, once limited to a physical place, is becoming a digital gateway. The question is: will AI enhance the magic of wine tourism, or dilute it?

Network and build relationships with fellow participants while enjoying exquisite Polish cuisine.

How Airbnb Experiences work, and how they can be used as a tool for sustainable destination development, empowering businesses like wineries, destinations, and tour operators, while enhancing the visitor experience. This talk will cover how these experiences work, how they can be used as a demand generator, and some possible practical implementation strategies, as well as case studies on Airbnb experiences.

Through storytelling, place, and sensory connection, wine becomes a traveler’s portal. In this talk, I show how wineries and destinations can craft narrative-driven marketing that deepens loyalty, creates memorable guest journeys, and turns wine into a passport between culture and brand.

Embark on a tantalizing journey through the heart of Polish wine country with our exclusive collection of wine tours of Poland. Discover the exquisite flavours and aromas of the finest Polish wines, handcrafted with passion and tradition, as you explore the breathtaking landscapes and charming vineyards of this hidden gem of Europe. Our (more…)

Breakdown of key traveller segments for food & wine tourism (cultural explorers, casual foodcations, experience seekers) and how to tailor tours, messaging and channels to each. Includes data on global culinary tourism growth.

Outline of Zagreb County’s pathway to establishing sustainable tourism, particularly in regard to wine tourism: sustainability pillars, orientation, achievements, certifications, collaborations, destination management, and showcase of best practices and flagships, especially in wine tourism. Successes and failures for other wine tourism destinations to consider.

Network and connect over a cup of coffee while perusing the exhibitors in the exhibition area

This session will include practical information on how to get any website into ChatGPT, with a focus on what destinations, wineries, and tourism sites specifically need to ensure is present on a website in order to get included in almost any AI. This session will contain slightly technical information but presented in a way to help you (more…)

Wine & culinary tourism isn’t just about what’s in the glass or on the table—it’s about the story behind it. In a crowded digital landscape, travelers are drawn to wineries, craft food and beverage producers, restaurants, and wine and food tour providers that know how to communicate their why, not just their wine lists or menus. In this (more…)

Come hungry—for inspiration, and a new way to see how place is tasted as much as it is seen.

Conclusions, Key Takeaways, and Official Announcement of the Host Destination for the 18th Annual International Wine Tourism Conference (IWINETC) 2027.

IWINETC brings together worldwide agents specializing in wine and/or culinary tourism with providers of wine tourism experiences, both from the host destination and internationally. This platform facilitates the establishment of valuable connections for both parties through meticulously arranged one-to-one meetings, carefully matched by our highly experienced team based on individual business requirements. It is important to note that attendance and participation in the IWINETC B2B Workshop necessitate a separate registration, as all appointments are scheduled ahead of the event.