Programme 2026

Conference Narrative

Wine tourism is no longer defined by tastings and cellar doors alone. Around the world, leading wine estates are evolving into destinations—places where culture, landscape, hospitality, commerce and community intersect to create lasting value.

As global travel behaviour shifts and competition for the leisure economy intensifies, wine destinations face a defining question:

How do we design wine tourism experiences that are desirable today, commercially viable tomorrow, and sustainable for generations to come?

The Future of Wine Destinations brings together wine estate owners, destination leaders, investors, tourism authorities, designers, operators and financiers to explore how wine tourism can compete in the experience economy, connect meaningfully with guests and communities, and endure in a rapidly changing world.

This two-day conference moves beyond trends to focus on decision-making, investment and execution—equipping industry leaders with the insight, frameworks and case studies needed to future-proof their wine tourism offerings.

DAY 1: Designing Demand & Desire

Why guests come, feel and remember.

Day One focuses on the front end of value creation—understanding the modern wine tourism guest and designing experiences that inspire visitation, loyalty and advocacy.

Key themes include:
– The evolving global wine tourism guest and changing expectations
– Competing in the experience economy beyond wine alone
– Experience design: culture, architecture, food, wellness, storytelling and place-making
– Monetising experiences without diluting authenticity
– Differentiation in a crowded global market

Through keynotes, case studies and panel discussions, delegates explore how leading wine destinations create emotional resonance and commercial demand while remaining true to place and purpose.

DAY 2: Designing for Endurance

How wine destinations scale, finance and sustain success.

Day Two turns to the back end of value creation—the systems, capital and governance required to ensure long-term viability.

Key themes include:
– From sustainability to regeneration as a strategic advantage
– Operational realities: energy, water, labour, partnerships and accountability
– Financing wine tourism projects and initiatives, including:
• Funding models for wine tourism infrastructure and experiences
• Private capital, development finance, blended finance and public-private partnerships
• What investors look for in wine tourism projects
• Structuring projects for bankability and long-term return
– Managing risk, avoiding greenwashing, and measuring impact
– The next decade: technology, ownership transitions and future operating models

This day grounds inspiration in financial and operational reality, providing practical insight into how wine tourism projects are funded, scaled and governed for longevity.

DAY 3: Wine Experience Day

Scheduled for Thursday, 21 May 2026.

The concept is to host intimate groups of 6–8 delegates for a one-day immersive experience in a specific region. This would include visits to 3 or 4 leading wine tourism estates in the region, where participants would have the opportunity to engage directly with senior leadership (MDs, GMs or Marketing Directors), enjoy behind-the-scenes tours, and gain practical insights into how top-performing estates are approaching wine tourism. We also envisage a short tasting at each stop, followed by a hosted lunch at one of the estates.

Who Should Attend

– Wine estate owners, executives and GMs
– Tourism boards and destination marketing organisations
– Investors, lenders and development finance institutions
– Architects, designers and experience creators
– Hospitality, events and luxury travel operators
– Sustainability, conservation and community partners

Why This Conference Matters

The Future of Wine Destinations positions wine tourism not as an ancillary activity, but as a strategic economic driver and long-term asset class. It offers a platform for honest conversation, informed investment and collaborative thinking—helping the industry move from isolated excellence to globally competitive, future-ready wine destinations.

*provisional programme, subject to change.