The International Wine Tourism Conference (IWINETC), the leading global forum for wine and culinary tourism professionals, today unveils its full conference programme for the 17th annual edition in Kraków & Małopolska, Poland. With over 20 expert-led sessions spanning research, branding, marketing, business innovation, and destination storytelling, the programme offers fresh insights and practical takeaways for wine tourism operators, destination managers, tour agents, and industry stakeholders.
Conference Kick‑Off & Research Insights
The event opens on 24 March with a warm welcome and introduction to the days ahead, followed by leading research presentations that set the tone for forward‑looking discussions. Early sessions include “What Consumers Expect from Wine Tourism in Poland” by Wojciech Giebuta, revealing consumer preferences in this emerging market, and “From Grape Escape to Smart Experience: Evolving Trends & Future Challenges in Wine Tourism” with Roberta Garibaldi, who explores how the sector is shifting from simple vineyard visits to immersive, experience‑driven travel.
Branding, Digital Innovation & Storytelling
The programme continues with engaging talks on marketing and digital engagement. Terry Abromitis tackles “From Vineyards to Visitors: Turning TikTok Views into Grape Escape Experiences,” demonstrating how visual storytelling can grow global reach. Peter Syme offers a keynote on “The New Vintage: How AI is Rewriting Wine Stories,” examining how artificial intelligence is reshaping discovery and connection in wine tourism.
Other highlights include Judith Lewis’s session “Airbnb Experiences Explained,” unpacking how immersive experiences can support sustainable destination development, and Jamie Knee’s “Wine as a Passport: How to Build Global Brand Experiences,” focused on narrative‑driven engagement that deepens traveler loyalty.
Industry Perspectives & Destination Showcases
Attendees will also hear from industry voices sharing practical experiences, such as Malgorzata Rose introducing “Small Group Polish Wine Tours with Poland Culinary Vacations,” and Patrik Kubát presenting “Taste Czechia: Wine, Landscapes & Emotions of the Czech Winescape,” highlighting regional wine tourism narratives.
Day Two: Targeted Business & Technical Sessions
On 25 March, the programme shifts to business strategy and digital tools, starting with “Targeting Today’s Taste Traveller: Who They Are & What They Want” by Peter Syme, offering segmentation insights for successful wine tourism offers. Ivana Alilović will present “Establishing Sustainable Wine Tourism in Zagreb County,” emphasizing destination management and sustainability practices.
Practical sessions continue with Judith Lewis on “How to Ensure Your Website is Included in ChatGPT,” helping destinations and wineries optimise digital visibility in AI platforms. Terry Abromitis returns with “Beyond the Bottle & Plate: How Storytelling Turns Culinary Venues into Destinations,” and Vadim Koryagin presents “Savour this – Cambrils!” — a session celebrating the sensory experience of place.
Closing & B2B Workshop
The conference concludes with a plenary bringing together key takeaways and the announcement of the host destination for IWINETC 2027, followed by the IWINETC B2B Wine Tourism Workshop — a dedicated platform where wine and culinary experience providers meet hosted travel agents in pre‑scheduled one‑to‑one sessions to forge new business partnerships.
IWINETC 2026 offers an unparalleled opportunity to connect, learn, and innovate in wine tourism, with over two days of expert sessions, networking, and destination exploration in one of Europe’s most dynamic wine regions.
