Wine Tourism Lessons From Down Under

Nov 7, 2016 | IWINETC 2017 Sicily Italy, 2017 Sicily

Announcing the first wave of speakers for the IWINETC 2017! We are thrilled to reveal the blend of  Mai Tjemsland MW, Susan Hulme MW, Judith Lewis & Robin Shaw as 2017 Keynotes. The 2017 Sicily Conference will include around 30 talks classified in one of the following areas:

  • Professional Development: Expert advice & insight into enhancing our career in the wine tourism industry
  • Research: Trends and predictions on aspects of wine tourism
  • Branding & Marketing: These sessions are certain to give you ideas to improve your business
  • Grape Escape Destinations: Key sessions dedicated to tour operators and travel agents
  • Network & Connect: Formal & Informal presentations usually including wine tasting

We are thrilled to feature Robin Shaw as one of the four keynote speakers. Here’s a taste of two talks to look forward to:

Are we there yet? Australia’s Wine Tourism (R)Evolution. (Research)
From the days of meat pies and Holden cars, where city folk visited wineries to stock up on bulk wine and top up their port barrels, to the current landscape of sophisticated winery dining and pretty young things in limousines, Australia has journeyed far.  And while domestic visitors are flocking to the nation’s wine regions, the perception of Australia as a genuine culinary tourism destination still raises the eyebrows of many prospective international visitors.  But the cork is well and truly out of the bottle and some savvy marketing campaigns are now shining a very bright light on the nation’s wine tourism offerings – with some startling results.

clare-valleyBeyond the Cellar Door: Creating a Destination in your own right! (Branding & Marketing)

It’s no longer good enough to simply hang out a shingle and expect visitors to flock to your door – regardless of your brand’s popularity in the marketplace.  In fact, it is often the brand’s popularity with consumers that has led some of the New World’s best known brands to create all-encompassing visitor destinations and genuine experiences that go well beyond the humble wine tasting.  Using contemporary case studies from Australia and South Africa, find out how modest family brands have truly embraced the ‘wine tourism’ concept to create exceptional businesses.
About Robin

Robin Shaw speaker at IWINETC Sicily 2017Robin is passionate about all things wine and tourism and is widely regarded as Australia’s leading wine tourism development specialist.  Her experience extends across sales, marketing, business development and operational roles with companies such as Pernod Ricard, South Australian Tourism and Winemakers’ Federation of Australia.  Awarded a prestigious Winston Churchill Fellowship in 2004 to study wine tourism innovation, Robin used the information gained to develop a series of workshops and resources which she has successfully delivered in Australia, South Africa and Chile.  Robin’s company, Wine Tourism Australia, works with wineries, tourism operators and regions to maximise their destination appeal and deliver memorable visitor experiences.  She also hosts wine tourism study tours for industry professionals to locations in South Africa and Australia that epitomise best practice and service excellence and develops leisure packages to some of the world’s best wine regions. A dynamic and entertaining presenter, she is regularly engaged as a speaker and facilitator at wine and tourism industry conferences.

Join us March 28 & 29, 2017

Registering for IWINETC is the only way to experience these fantastic speaker sessions. Registration is open  – start planning today by browsing attendance options to find the perfect fit for you and/or your business.

Many more speakers will be announced in December – so stay tuned and follow us on Twitter. Get ready for the most explosive IWINETC experience yet!



International Wine Tourism Conference (IWINETC)

Founded in Spain in 2009, the International Wine Tourism Conference (IWINETC) has now accommodated over 2,500 wine & culinary tourism professionals in 45 different countries throughout the world.

Though opportunities for international networking, professional development, and world class industry information you will find that our conferences and workshops offer unique ways to discover grape escape destinations around the world.

IWINETC is the destination for those involved in wine, gastronomy and tourism. So come along and share your point of view and gain from the experience of others.


Tel: +34.93.897.70.48

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Vino y Sol, 1 · 08779
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