IWINETC 2020 Friuli Venezia Giulia: Get ready for the future in wine and culinary tourism.
Over the last few months, the future for wine and culinary tourism has been quite an uncertain prospect but now it is the time to move forward again. That’s why we have prepared this online event to provide wine and culinary tourism professionals with not only an update on IWINETC but also insights and inspiration for your business and career.
This exclusive two hour virtual event includes 2 sessions:
Session 1 @16.00: IWINETC 2020 Update.
Speakers: Anthony Swift, IWINETC Director and Lara Persello, Area Enogastronomia – Strada del Vino e dei Sapori del Friuli Venezia Giulia, PromoTurismoFVG provide an update on IWINETC and will be ready to answer questions related to the event, health and safety.
Session 2 @17.00: What’s next for wine and culinary tourism?
Travel and tourism is slowly beginning to happen again. IWINETC speakers Peter Syme, and Chris Torres will take a look at the likely future of wine and culinary tourism and help you get back on track and design your tours and activities for the “new normal”. With host Anthony Swift, the panel will discuss group sizes, vehicle considerations, location, hygiene, virtual tours and be available to answer your questions.
Session start times are Italian (Trieste) local time. Not sure what time that is where you are? Check the World Clock here
Eager to capture more market share of the wine and culinary tourism market? Better adapt: one of the keys to success is working together as a region and not as an individual player. Andrea Kaiser, Proprietor Drea’s Wine Co. presents the case of Niagara-on-the.Lake
You state that The ‘Wineries of Niagara-on-the-Lake’ is a self-funded collective marketing group that was established in Ontario, Canada in the early 80’s. How has this initiative evolved since then?
While the marketing collective has evolved over time and shifted when necessary in response to changes in the marketplace, the group is very unique in the fact they have never wavered from two key principles within the organization. Number one, the organization was founded and still operates on the basis that each winery has one vote, equal to all all others, so that all winery member opinions are valued equally. Also while all decisions are based on majority vote, the group is very collaborative in seeking consensus whenever possible. The second key principle that has kept our organization grounded is our steadfast commitment to one key mission, to drive visitors to member wineries in shoulder season. It is only recently that we have begun to have conversations around complementing this with a secondary mission, to establish our destination as premium wine producing region.
Presumably, at some point the regional tourist board has been involved in promoting the destination? That being the case what have they done/doing and how good of a job have they done or are doing?
The formation of our organization was rooted in the
fact that our regional tourism board was lacking finances and was largely
focused in the past on promoting historical attractions and theatre.
Wineries were not identified as a primary driver of visitation until recently.
Furthermore while our organization sought to work with the regional board and
align strategies when possible, it was not until recently that a change in
leadership has provided a renewed faith in the regional tourism
How successful has the project of encouraging all year round wine tourism been? Can you give us some figures on number of day visitors and number of visitors that stay and sleep?
The example of Reif Estate Winery, where I work as
Marketing Director, demonstrates the significant impacts that
our organization has had on member wineries since its inception. The
winery was one of the founding member wineries of the marketing
collaborative and has experienced exponential growth in shoulder season,
primarily due to the Wineries of Niagara-on-the-Lake marketing
initiatives. When the organization was established, summer visitation
from June – September, provided for bulk of cellar doors sales and accounted
for 90% of visitation to the winery per annum. Now peak season has been
extended from May through November, bookended by Wineries of
Niagara-on-the-Lake Sip and Sizzle tasting program in May and
Taste the Season in November. Furthermore visitation during the ‘peak
season’ now only accounts for approximately 75% of visitation to the
winery in the course of the year, as Icewine Festival in January and
Days of Wine and Chocolate in February are now key drivers in winter.
Furthermore at that time of the organizations inception visitors to Reif Estate Winery would have been
approximately 15,000 visitors per year. Visitation to the winery has grown to
over 300,000 visitors per year.
Reading through your abstract of your talk for the 2020 edition of the International Wine Tourism Conference (IWINETC) it feels like most of the wine tourists the region receives are Ontario based? Can you give some % numbers of where wine tourist are coming from and if they are DIY tourists or organized by tour operators and travel agents.
winery member has a very different business plan in regards to accepting
organized tours. We have some very small members who are simply not able to
host group busses due to limited facilities and others who choose not
to accept large groups from abroad and focus instead on
domestic independent travellers.
This is in part because visitors who arrive by air are hindered in making wine
purchases due to restrictions in liquids in carry-on luggage and the costs
associated with heavy weight and additional bags during travel. There
are however particular markets that are desirable for Icewine sales
and therefore those member wineries who specialize in Icewine
production target groups of all size from Asia Pacific. Many offer order
fulfillments of wines from private warehouses in Asia, when the
customer returns home from travel. We also have members who target bus
groups (not air travel) from the U.S. who also have an interest in Icewine and
also Quebec, as their Province enjoys wine of the highest
wine consumption rates in Canada and are also within driving
I would estimate all
member wineries receive approximately 60-80% of their visitors from Canada
(depending on their own winery strategies), for all weighted heavily from
Ontario. That being said, because of our proximity to the world famous Niagara
Falls, there are a significant amount of International visitors in
our wine growing region as compared to other wine regions in the
province who might instead rely on 90% domestic travel.
Can you tell us about a Niagara-on-the-Lake wine you are particularly fond of?
My father loved to make wines with good structure and strong backbone of acidity so I have grown to love cool climate wines. In particular, I love white wines, especially sparkling wines from Niagara, but I also have a great fondness of our Sauvignon Blancs and dry Rosés. While I am not generally a red wine drinker, it is worth noting that Niagara-on-the-Lake is a designated ‘specialty crop’ area with the most growing degree days in Ontario, and as a result gaining recognition for its red wines as we are able to successfully grow Cabernet Sauvignon, Cabernet Franc and Merlot, unlike some grape growing regions in our Province.
Join Andrea at IWINETC 2020 where she will be delving deeper in the topic of marketing collectives.
Great wines with a poor visit or poor wines with a great visit or should we aim for the middlle OK wines OK visit? IWINETC speaker Djurdjica Jojic Novakovic, currently doing here Ph.D with a focus on wine tourism takes a look at standardisation in wineries and wine regions.
At IWINETC 2019 in Spain’s Basque country you talked about tourism standardisation in wineries. What do you mean by this exactly?
are complex systems and different areas of their activities can be subject of
some sort of standardisation, such as technological operations with wine, or
health and sanitary aspects of the wine making facility. The third one, being
the main topic here, is touristic offer
wineries provide some sort of touristic services – wine tastings, visits to the
cellar, visits to the vineyards etc. The quality of these services does not
have necessarily to reflect the quality of the wine, i.e. some excellent
wineries can offer poor touristic experiences, or not so great wineries can
offer quite memorable cellar experience. The main idea is to unify the quality
of the touristic offer in wineries (NB: not the offer itself, but its quality)
across a region.
How would a tourist board or a collective of wineries achieve such standardisation?
up a standardisation procedure is done neither easily nor quickly. There are
certain preconditions that need to be met, the most important ones being –
defining sources of financing, and the vision & objectives.
this system has its costs, as well as its maintenance once it is realised. It
is crucial to define in advance how these costs will be covered, in order to
avoid conflict of interest or even more importantly, influence of member
wineries on obtaining certain grade.
In my view, the most important is the vision. Idea of where the wineries see their region in the future, what they want it to become like. This image is inevitably connected with the current specifics of the wine region. What are the strengths, what are the areas for improvement? If the region is not well connected to international airports and corridors, is it realistic to expect to attract guests from abroad?
stronger faith and passion in the vision, by all stakeholders involved in this
process, the better results can be achieved.
What criteria would be used in order to achieve standardisation if indeed standardisation is desired by each winery?
not necessary that each winery is subject of evaluation. It is quite possible
that some will be reluctant, especially in the beginning. It is of crucial
importance to ensure fair, objective and transparent process of evaluation so
that those entities which didn’t take part from the beginning, eventually join
and increase the number of entities evaluated.
specific criteria are derived directly from the vision i.e. from the objectives
that are defined.
example, if the region decided to promote itself as a place of traditional values,
it may give more importance to the appearance and interior design of wineries
and give higher grade to those whose architecture is in line with the old style
houses. Or, if it decided to position itself as a place of high environmental
culture, it will give more attention to whether wineries respect the nature, if
they implement practices of sustainable development (e.g. usage of renewable
sources of energy). If a region decided to brand itself as a modern place for
young foreign travellers, it will pay more attention to whether wineries have
website and are active on social networks, and how many languages staff members
can reflect general conditions such as availability of infrastructure and parking,
presentation of price list and wine sheets, possibility to purchase wine,
professionalism of the host presenting the wines, hygiene etc.
Specific criteria can be availability of tasting rooms and how well they are equipped, wine assortment offered, availability of additional services (food, playground for children, offer of other products typical for the region, conference room etc.), how well the staff is trained etc.
Can you give an example where a standardisation project is currently happening and indicating any tangible results?
In my presentation I presented two case studies, or two regions – Istria (Croatia) and Villany-Siklos (Hungary). Here I will shortly describe only one, so that these answers don’t turn into a real novel.
Villany-Siklos Wine Route Association was established in 1996. This is today
one of the most developed wine regions in Hungary, not only in terms of quality
and number of wineries but also in terms of accompanying activities such as
tourism in general, gastronomy etc. Out of top 10 Hungarian restaurants, 5 are
situated in this region. Only in the period 2010-2015, number of tourist
arrivals and number of nights spent increased for as much as app. 50%.
concept is based on evaluating not only wineries, but rather all business that
have to do anything with the wine tourism, such as: wine museums, wine shops,
restaurants, producers of local products and providers of other related
The result is a grade presented with 1, 2 or 3 grapes. The board with the grade is clearly presented at the entrance of each winery, shop, restaurant etc.
If a wine region is to achieve standardisation how would this benefit on the one hand tour operators selling a destination and on the other DIY tourists?
Benefits are numerous for any type of visitor. The main benefit is customer protection. Visitors can be confident that they will get certain level of quality and that they will get those products and services that are communicated. It cannot happen that e.g. foreign visitor comes to a highest grade rated winery and be served with bulk wine or to be hosted by someone who is unprofessional or cannot speak English. Visitors can be safe and confident not to be cheated or mislead and to really concentrate to maximizing their indulging and learning experience.
Historically, food has connected people across cultural and geographical distances and boundaries, going back to the ancient trade routes based on commodities such as nuts, grapes, spices, coffee and sugar. Tourism also links peoples and nations, playing a role in the building of national identity. IWINETC 2019 speaker IrinaGusinskaya takes us on an informative tour of Gastrodiplomacy.
Gastrodiplomacy – what’s that?
There are few aspects as deeply or uniquely tied to culture, history, or geography as cuisine. Food is a tangible tie to our respective histories, and serves as a medium to share our unique cultures. The subject of gastrodiplomacy is exactly that: how to use food to communicate culture in any context.
The concept is
ancient, but the terminology is relatively new. The term gastrodiplomacy was first used in an Economist article on
Thailand’s public diplomacy campaign to promote its food and culinary art to the
world. Since then, gastrodiplomacy’s popularity has spread rapidly. In
gastrodiplomacy, nations use food as a part of their efforts to promote their
cultures, build their images, globalize their food industries, attract foreign
tourists, and build relations with foreign publics — at the same time
strengthening their national identity and pride. The actors are no longer
limited to state politicians and their chefs but include food corporations,
celebrity chefs, tourist agencies, public relations firms, public diplomacy
practitioners, TV cooking shows, and social media.
Can you give us a couple of countries or case studies where Gastrodiplomacy is happening?
The region in which the most work has been done is South-East Asia, but there have been projects in other parts of the world, including South America (especially Peru), Europe and the United States. Apart from culinary nation-branding initiatives, there are other practical applications of culinary diplomacy that are performed by the mere citizens.
Gastrodiplomacy is a manner of creating greater soft power — the
power of influence, by making distinct culture more attractive through better
understanding of all the culture entails. For countries like Peru and South
Korea, the benefits of gastrodiplomacy have been profound as each respective
nation’s cuisine has topped the charts of the popular food trend lists.
under-recognized nation brands such as Taiwan or Korea, among others, to
attract broader international attention for their culture through their
cuisine, and thus indirectly enhance their soft power. Or it can help great
powers like the USA ‘soften’ their image. And of course, it is an excellent
means to boost economic development and improve the social situation and
national self-awareness for countries like Peru. In the case of each nation,
the cultural narrative acted as a cohesive social force, uniting
neighbourhoods, villages, regions, and the nation, offering a sense of
belonging and pride. The private, public and civil sectors have the capability
to resurrect the positive narrative through a systematic approach to national
gastronomy. As a relatively new discipline, gastrodiplomacy has already proven
itself effective as a soft power instrument of public diplomacy. Its importance
is highlighted by the general trend of globalisation, where it is becoming more
difficult, especially for smaller countries, to showcase their national
identity. It has the potential to reshape public diplomacy through its
promotion of gastronomic exchange between nations, as well as its strengthening
of cultures through accentuating a sense of pride for nationals. The number of
ways in which a nation —and each citizen — can utilize gastrodiplomacy is endless.
What would you say are the conditions that a destination should have to make Gastrodiplomacy a success?
The most popular
gastrodiplomacy strategies: quality, evidence-based content creation and
storytelling, media strategy, brand ambassadors, fighting for official
recognition, food and wine festivals, affiliations, agricultural product
marketing, specific education, social and economic measures…
the recipe of success requires only 5 quintessential ingredients:
Consolidate the forces and create a
Include gastronomy in as many of the
actions of the destination as possible.
Reinvest profits and constantly
improve the quality of the experience and guarantee it.
Do not overdo it: nationalist ideas
do not lead to anything good.
Measure the results and correct the
Food and wine seem to go hand in hand yet we hear about food tours and wine tours – are these two different types of tourism?
Definitely not. Wine is a part of gastronomy and should not be considered separately. At least if we want people to understand not only this wine in a glass but all the history and landscape required to make it.
Irina Gusinskaya — food, wine and
tourism expert but still meticulous editor, enthusiastic publisher,
accomplished blogger with 15+ years experience. For the last 7 years I’ve been
working as deputy editor-in-chief in Alpina Publisher. (A short article
about my publisher’s alter ego can be found here.)
In 2016 I moved to
Spain to turn my passion into a new profession — to study the Master of Food Tourism in Basque Culinary
Center, and the next year my Master thesis won the Gourmand Award in two nominations —
Innovative and Embassies. You can
download the whole thesis in Spanish here.
Since that time I’ve
also become a certified sommelier and spirits master
(Madrid Chamber of Commerce), whilst still working as an editor and organizing
gastrotours — thus practicing the gastrodiplomacy.
Tourism tech is a hot topic – and a difficult one for wine and culinary tourism organisers: which to choose and when, how to integrate it into the planning process, the tourist experience, how to make people embrace it rather than resist it…. Roberta Garibaldi, responsible for “Food Tourism Research & Trends” for the World Food Travel Association, gives an appetizer of her talk scheduled for IWINETC 2020.
Your talk at the upcoming edition of IWINETC 2020 is about improving customer experience through technologies. What level of tech maturity do you see today in the wine and culinary tourism industry?
Wine and culinary tourism industry are currently embracing new technologies. A number of examples from different industries (restaurants, producers, themed museums, …) testify that such tools have been, and are being, adopted. According with my experience, the level of maturity is slightly lower compared to other tourism sectors. Especially when considering producers of food and wine. It must be said that technology was formerly introduced to facilitate disintermediation and sharing of information; only in recent years, has taken on more sophisticated and relevant functions, becoming both enhancer and enabler of experiences in the co-creation value. In the age of internet and DIY tourism can you give us a few tips on how tour operators and travel agents can remain relevant tomorrow?
It is now difficult to answer to this question, considering the health emergence that we are currently facing and is deeply affecting the tourism sector. Previously, providing customized holidays and focusing on niche products might have been considered appropriate suggestions.
What does it take to choose a new tech solution aimed at improving customer satisfaction?
Technology can facilitate the development of enhanced experiences where customers actively participate and interact with virtual contents and places as well as enable a dynamic co-creation process with visitors allowed to create their own experience. Wine tourism operators should properly consider what they want to achieve and what are the most suitable technologies to be adopted for this purpose. Also evaluating the additional costs and future benefits. In covid 19 time, tech can help the wineries to be in touch with the customers, e tastings, e tourism could help in these months.
From your own experience would you say wine tourism experience providers embrace new tech or resist it? Can you provide an example or two of wineries that have embraced it?
Wine tourism experience providers are embracing new
technologies. Hennessy Maison (Cognac, France) and the
“Living Wine Labels” project provide examples of the possible
Hennessy Maison offers the opportunity to
enjoy different technologies during the guided tour. This
experiences allow to discover the entire winemaking process, from
‘the birth of grape to the glass of wine”, and to be introduced to
the range of products that can be appreciated in the tasting room.
Living Wine Labels is the updated version of the “19 Crimes” app, a project created by American Tactic agency between 2016 and 2017 for the Treasury Wine Estates group. By scanning the bottle label with the camera the user has access to a range of information in augmented reality. The content is told by different characters shown on the label, such as ex-convicts in the case of the “19 crimes” brand. Data testifies it success: – 700+ Million impressions – 8+ Million App Sessions – 4 star rating in Apple and Google Play Store – 22+ Million Total Screen Views – 4+ Million App Downloads – 2:57 Average Session Duration
How can co-creation help customer satisfaction when it comes to wine and culinary tourism?
Co-creation allows visits to actively participate and interact with people and places. A higher level of engagement can make the visitor more satisfied the experience he/she is doing. In this scenario technology mainly plays a complementary role, as it supports the tourism experience. New technologies can also empower and become an integral part of the tourism experience, enabling a dynamic co-creation process, can facilitate the edutainment; at this level, technology has a crucial role and needs to exist for the experience to happen.
No small matter. Judith Lewis of DeCabbit a SEO, PPC, Social Media and Digital Marketing Training & Consultancy tells us about Digital Marketing in the wine and culinary tourism industry. Her experience and know-how will help you take a look at the way you market your winery tour services and get you motivated to battle through the Pandemic Covid-19.
Your upcoming talk at IWINETC 2020 is titled: Website Optimisation and Digital Marketing for Dummies in the Wine Tourism Industry. How would you define dummy?
The ‘dummies’ name is more in the style of
the books ‘XYZ for Dummies’ as a way of expressing a value-based simplification
of a difficult specialism. By focusing in on communicating only the really
important bits, rather than everything, it enables businesses to focus in on
the most important elements which have a real business impact. There is, of
course, a lot that goes in to assessing and optimising, a website but there are
some more straightforward fundamentals that, if you get them right, can have a
really big impact on ranking and visibility.
You have talked in the past about leveraging Facebook, Twitter and Instagram for wine tourism. Can you update us on any new trends which may be of use for wine and culinary tourism professionals?
Facebook remains the place that everyone
seems to reside but they have improved their platform with additional
targeting. Email marketing is not only the best medium for sales but using
email lists of your best customers can help you design lookalike audiences on
Facebook to ensure your marketing budget is spent on targeting people most
likely to want your services or product but who don’t already know your brand.
Twitter can still be used with scheduling in place as I have spoken about
previously. Linking Instagram, Twitter and Facebook is still straightforward
using either the native app or IFTTT (If This Then That) so there are easy free
efficiencies there or for a paid solution there’s Hootsuite, Sendible or
others. Don’t try and leverage Snapchat for organic reach unless you have the
time to invest but you can use paid advertising there now unlike TikTok. This deck does not cover Tictik or the new
Snapchat advertising but attendees of my 2018 session on “Getting Seriously
Social” may remember this deck: https://www.iwinetc.com/wp-content/uploads/2018/04/1.4-Ballroom-IWINETC-Getting-Seriously-Social.pdf
Would you say Google Travel is having or will have any impact on wine tourism businesses worldwide?
I don’t think Google Travel is as big a
threat to tourism as it is to travel. While Google has created a multitude of
destination guides, wine tourism is in the enviable position is including
guides with specialist knowledge, access to cellars that are inaccessible by
the general public arranging their own journey, and expertise to visit the most
relevant wineries for the region – not just those with the biggest marketing
budget. Google did purchase a PSS solution (ITA software) and has had a
comparison engine guilt in to the search results which outranks the brand
itself, and has for some time. This is a serious threat to airlines and travel
companies as this usually results in Google being paid a fee on the successful
completion of a purchase even when the search was for the brand and the
searcher had intended to purchase directly from the brand. That is a huge issue
but thankfully wine tourism for the moment while there are specialists with a
passion for communicating the story of their local wineries and wines, it will
be less impacted by Google’s destination guides than other types of tourism
How can players in the wine tourism industry make their webs sites more visible to customers?
They need to follow the steps to properly
optimise a website which are: research the topic; group the keywords into topic
groups (small groups of keywords clustered around a tight set of keywords, not
too diverse); decide which page related to which topic (if more than one, split
the content up); write naturally; optimise the title tag for keywords but also
make it attractive for people (ranking factor); optimise the mete description
(not for ranking but for clicks); make sure you include the target keywords
once on the page but otherwise write naturally; ensure internal links point to
the page; write naturally (did I mention you should write naturally?).
For example, I just looked at a website
that had duplicated title tags trying to rank for a single keyword across
multiple pages. Not only did this not work, the title tag (the short title that
Google uses in the search results, often taken from the headline of the page by
Wordpress but this is editable using a plug-in like Yoast) was replaced by
Google because it was so useless. This teaches us that each page should be
targeted at one topic only, title tags should reflect the unique, single topic
using our keywords, and the meta description should be compelling, making
people want to click. It is important to utilise proper optimisation in order
to make our websites visible.
For more tips, IWINETC attendees from 2016
will remember I did an epic masterclass on this. The slides for that
masterclass are here: https://www.iwinetc.com/iwinetcspeakers/judith-decabbit-lewis/
We are starting to hear about online tours where the customer is sent wines or tapas, video links to guides and written and visual documentation to their homes. Do you think this will be the future for wine and culinary tourism after the coronavirus lockdowns? That being the case, how should web sites change so they stay relevant and in business tomorrow?
I love the new subscription boxes I see
with wine or gin plus snacks that are coming out which enable people to
discover the wines and foods of a region each month or two or whatever. I think
that this approach is fantastic as an additional offering to core wine tours,
enabling people who may not be able to travel for whatever reason (time, fear,
budget) to still virtually tour different wine regions, experiencing the
difference terroir makes to not only wine but also the other products grown
As to the optimisation, because this is so new, there isn’t quite the search demand but it could easily become something should the restrictions on travel not ease substantially. As to selling, I think it is the kind pf product that could be added as a virtual wine tour, where different packages are offered to people for different wineries or regions where they get the package of wine and tapas or food of the region and a recorded guided tour of the cellar, winery, and the different farms involved. Given these could be recorded solo with a selfie stick and mic, or with two people from the same household, it could be recorded now with proper social distancing. This is then referenced using a QR code or similar link that is password protected so it isn’t just accessible to everyone and the content held that way. By relating the virtual tour to the in-person tours, within the same suite of packages, you can cross-sell to people who were looking for the tours. The key thing would be getting creative with Facebook advertising through targeting those lookalike audiences and advertising the new virtual tasting tours to that group and selling through that way. Sadly the SEO side of things might not work as quickly but if the packaging is sorted with the alcohol shipping regulation issues ironed out, it could work very well.
Felicity Carter, editor-in-chief of Meininger’s Wine Business International, the world’s only global, English language wine business magazine tells us about the importance of staff training in the wine tourism industry. She also gives a few pointers on press trip organisation and management.
Better staff training…can you clarify this for us?
One thing that successful wineries have in common is
they train staff thoroughly. This isn’t just a matter of teaching staff to
serve better, but also to be able to understand who the customer is who is
standing in front of them. Far too many tour operators and cellar door staff
have a script they adhere to, that either treats everyone as a complete
beginner – which can be insulting for some customers – or which relies on
stereotypes, such as automatically offering women sweeter, cheaper wines, when
they might be serious connoisseurs.
Staff also need to understand the wine they’re working
with – even the back end and administrative staff. There needs to be a culture
of wine and hospitality inside the whole organisation. Staff not only need to
know about their particular product, but also how the wine fits into a regional
and international context.
For example, if an Australian winery is serving Shiraz
to international tourists, it’s important they understand what other styles of
Syrah/Shiraz that tourist has been exposed to, so they can explain how their
local style differs from that of the Rhone Valley, for example.
The reason it’s important that all staff learn about
wine, is because it can turn them into advocates for the brand or region. If
they have a good understanding of wine, and it becomes part of their own life,
they will talk about it in their own time, to their own friends and relatives. They
will have even more pride in the place where they work, and that also
Who trains? It may be the case that the winery management are not very good pedagogicallyspeaking and therefore poor at training themselves. That being the case should the winery employ an external trainer?
Not investing in staff training and professional
development is a key weakness of many European and some New World wine businesses.
Any staff who are involved in any type of sales, including at the cellar door,
should absolutely have professional sales training; customer and hospitality
staff need professional training as well.
It may seem like an unnecessary expense, but proper
training will pay off again and again. Sometimes people worry that sales
training will turn staff into aggressive salespeople, but it’s not the case –
good training will help staff understand when to continue the conversation and
when to back off.
As for wine training, there is no better place to
start than the WSET.
At IWINETC 2029 in Spain’s Basque country you talked about media in wine tourism and highlighted Google as the big player. Would you say Google Travel is having or will have any impact on wine tourism businesses worldwide?
Any business, whether wine or travel, needs to
understand Google search, because this is how tourists will find them. Every
website needs to be SEO and search optimised, so it rises as high as possible
on Google rankings.
We often hear about a wine region’s tourist board organising a press trip for journalists, writers, bloggers….Can you give a few tips from a journalist point of view about what to do and what not to do for tourist boards organising and running a press trip?
The most important thing is not to overfill the day.
There are some press trips that start early in the morning and go to late at
night, and then do it all again the next day. Professional communicators need
time to go over their notes and start composing stories. If the pace is
relentless, everything just blurs together.
The other thing to watch is over-feeding. Nobody needs
to have a gourmet lunch and then a five-course dinner. Days of over-feeding
leads to everyone feeling sick and sluggish, particularly if there is long bus
You talk of TikTok as the next big thing in media. Can you expand on this statement?
TikTok is mostly used by a very young audience, meaning it’s not a suitable platform for companies involved in alcohol. However, TikTok has been a game changer for online communications, pushing people to do clever, funny things in just 15 seconds. People love the format – if you can make a quick film highlighting one funny, warm or cute moment, do it. It’s much more likely to get traction than the usual expensive, glossy tourist video where the drone zooms across the beautiful landscape and… well, you know what happens next. We’ve all seen those productions and they’re boring. Fifteen seconds of fun beats them all hands down.
These are unprecedented times in the wine and culinary tourism industry, and the world as a whole. More than ever, it’s important to keep busy and get ready for brighter times, so we’d like to point you to a few of the IWINETC speakers from past events and their speaker notes which we believe will be useful for people and businesses in the wine and food travel industry.
Access our selection of speaker notes from industry speakers and professionals to find information and inspiration:
Due to the rapid spread of the new coronavirus (COVID-19) and the increase in air travel restriction to and from Italy, Lucio Gomiero Legale Rappresentante e Direttore General and on behalf of the PromoTurismoFVG has stated that PromoTurismoFVG are not able to maintain the scheduled dates for IWINETC 2020 and have also stated that in their opinion IWINETC be postponed. The IWINETC Management had for weeks made it known that a decision on holding or cancelling IWINETC would only be taken based on the recommendations or instructions of PromoturismoFVG. Only they possess the necessary information and specialist knowledge in order to draw the right conclusions.
That’s right…you can now register online to attend the International Wine Tourism Conference (IWINETC 2020), the leading global event for the wine and culinary tourism industry, taking place from the 24th – 25th March in Trieste, Friuli Venezia Giulia, Italy.
We have so much to offer this year and there are some exciting new enhancements too… all to be revealed soon! As well as networking face-to-face with over 300 wine & culinary tourism professionals from across the world, the IWINETC conference programme will be bursting with inspiration and ideas to help you enhance your career and transform your business.
Call For Speakers
If you would like to submit a talk proposal for the International Wine Tourism Conference. This should include a title and short abstract outlining the main aspects of your presentation and its relevance to the field of wine and/or culinary tourism.
Exhibit at IWINETC & Show your grape escape destination to the World
For IWINETC 2020 there will an exhibition area for conference delegates to discover grape escape destination and wines from around the world. Participating as an exhibitor will ensure you reach the 300+ delegates expected to attend as well as connecting with wine tourism professionals from around the world.
Participate in the B2B Wine Tourism Workshop as a Trade Provider
Connect, Sell and Grow at the IWINETC B2B Workshop. The 12th annual IWINETC B2B Workshop is the leading B2B and networking event focused on wine and culinary tourism, and a must-attend for all wine tourism experience providers wishing to grow their business. There is no comparable event in terms of focus, size and opportunity anywhere in the world.
The IWINETC one day B2B Workshop is the most comprehensive and cost-effective way to extend existing networks through meeting international outgoing agents specialised in wine tourism face-to-face in one convenient location.
Sponsorship opportunities now available to consider
Whether you’re looking to gain a prominent branding position before, during and after the event or you want to promote your brand through our digital channels or publications, IWINETC can offer you a multitude of opportunities that will put your brand front and centre.
The tailored programmes offered to agents earlier this year in Spain received high praise for their focus on buyer’s needs and encouraged quality appointments with exhibitors and Workshop participants. For 2020, these programmes will offer buyers even more flexibility on their attendance and key education and networking opportunities relevant to their role and business.
As the team work hard to make next year’s IWINETC the best yet, make sure you keep up to date with the latest news and important information on LinkedIn, Twitter & Facebook.
I hope to see you at IWINETC 2020 in Friuli Venezia Giulia for another successful year.
Need more information?
Get in touch with the IWINETC team who are on hand to answer your enquiries about the many ways of participating.