IWINETC, the global event for the wine and culinary tourism industry, has published their provisional Conference programme and they have a number of speakers confirmed who are set to educate and inspire all attendees.
All IWINETC attendees are invited to attend the opening plenary session delivered by key figures in the Agencia Catalana de Turismo and the Diputación de Barcelona at 09.30 to kick off IWINETC 2016 with a lively and visual session on Catalunya as a grape escape destination.
The day will finish up with award-winning wine and food writer, Sarah Jane Evans Master of Wine, (one of 338 in the world and currently Chairman of the Institute of Masters of Wine) delivering a talk on Cava Tourism as a way of boosting both enoturismo and Cava and wine sales in Spain and Sarah Jane will follow on and lead the Grand Cava Tasting which will demonstrate through the palate just how great Cava is.
Allison Markin, based in the heart of British Columbia wine country, will deliver a session that looks at the steps to create a tourism-centric business plan, including: identifying the idea and opportunity, researching trends, finding the right data from destination marketing organizations, identifying partners/funding, and building a marketing plan.
Returning speaker from IWINETC 2015 La Champagne, Hilarie Larson CSW,FWS will look at creative ways for wine territories and specific businesses within to keep up-to-date with ever-changing customer tastes and desires.
Other pithy research based talks include one from home-grown Damià Serrano, Barcelona University, based on his recent PhD Thesis about Wine Tourism in Catalonia and one from Vasco Santos, Portugal looking at an empirical & conceptual model of consumer behaviour in wine tourism based on primary research in Porto.
Numerous sessions on Branding and Marketing have been included in the IWINETC talk programme as these are key for gaining business ideas for all wine tourism professionals. Talks include:
- How to appeal and market to wine and tourism students
- How to create ways to attract, engage and retain that most valuable asset – the customer.
- How to create new wine tourism proposals, encouraging cooperation within and across territories
- Ho to use branding, marketing and customer service to transform any winery or tasting room into a leader in the wine tourism market.
- How to differentiate yourself from everyone else in a crowded industry, become THE destination of choice, and create marketing messages that are effective 100% of the time.
- How to plan for and create content as part of a winning retail strategy.
Tour operators and travel agents working in tourism have dedicated sessions under the Grape Escape Destinations category and will discover destinations such as Greece, Hungary, Romania and many other destinations on show in the exhibition area and present at the wine tourism workshop.
Conference delegates will get the chance to taste wines from not only regions of Catalunya but also from Champagne, Greece, Hungary, India and Romania. There’s even a chance to gain insights and knowledge into the world of beer tourism thanks to a talk and tasting led by Robin Barden of Edge Brewing.
As part of the winery visit Programme there will be a number of exciting visits to wineries in the Cava, Conca de Barberà, Penedès and Tarragona wine regions ranging from visits to Wine Cathedrals to family run producers making wines from specific and special terroirs.
Anthony Swift, Director of IWINETC commented, “in this exciting 8th edition of IWINETC conference delegates will find many dynamic sessions on a wide range of topics around wine tourism and the latest industry trends. Some of the highlights are case-study presentations from people simply working in wine tourism as well as sessions on branding & marketing, professional development, social media and big data, to name just a few.”
IWINETC 2016 will take place from 5th to 6th April, with a Wine tourism Workshop on the 7th. The one day Wine Tourism Workshop will take place the day after the Conference on 7th April. Registration is now open and all wine and culinary tourism industry professionals are invited to register.