Agenda – Czechia 2025

Anthony Swift, the IWINETC Director, will enthusiastically inaugurate the IWINETC 2025 conference, joined by esteemed officials from Czechia and South Moravia to include TBA

Czechia is a country where culinary and viticultural traditions converge to offer a unique and immersive wine tourism experience. This presentation examines the distinct contributions of Bohemia and South Moravia, two regions that epitomize the diverse flavours and cultural heritage of Czechia. Together, they have positioned the country as an emerging leader in wine and culinary tourism. In Bohemia, conference delegates will get a taste of the (more…)

With wine sales declining around the world, we all need to look hard for ways to improve the marketing of both our wines and our wine regions. Paul Wagner has taught these topics for the last thirty years at Napa Valley College, and his insights will not only make you think twice about what you are doing, they will also give you practical steps for how you might approach the future.

Network and connect during the IWINETC Coffee Break.

In just a few decades, the traditional tasting room has transformed from transactional venues to experiential destinations, led by new world countries like South Africa and Australia. In this session we’ll explore shifts driven by a growing demand for experiences that blend wine with art, culture, and wellness, appealing to a broader, often younger audience. Trends such as wellness, sustainability, luxury, artisanal food and cultural practices infuse contemporary wine tourism, supported by digital innovation and strategic partnerships. Learn how to leverage (more…)

Refine visitor experiences, leverage technology, and achieve sustainable revenue growth. Discover strategies to enhance visitor experiences, leverage technology, and drive sustainable revenue growth. Gain actionable insights and a practical road map designed for wine tourism businesses, empowering attendees to achieve measurable success and optimize their operations for lasting impact.

Network and build relationships with fellow participants while enjoying exquisite Czech cuisine and award-winning wines.

In this talk, we will break down the essentials of digital marketing across key channels, from social media and email campaigns to SEO and content creation. You will learn how to craft compelling messages, reach your target audience, and measure success—all without breaking the bank or needing a full-time specialist. We will also share tips for staying ahead in a rapidly evolving digital world, so your business can thrive. Whether you are new to digital marketing or looking to sharpen your skills, this session will equip you with the tools and confidence to market your (more…)

Check the Czech wines. Discover wines from the heart of Europe. Explore the terroir of Czechia with international and indigenous grape varieties. You will be guided through the various wine regions by national sommelier Klára Kollárová and taste typical wines for these regions and the entire wine country

This panel discussion led by Robin Shaw will explore how to create immersive and memorable wine tourism experiences that engage and captivate visitors. Panbel experts will share insights on the power of storytelling, personalized tours, and interactive workshops in enhancing guest experiences. The conversation will highlight the role of cultural integration, sustainability, and sensory engagement in creating unique, unforgettable visits. Panelists will discuss strategies for building lasting connections between wineries and visitors, helping to foster loyalty and elevate brand presence. Conference delegates will gain practical knowledge on transforming traditional wine tourism into dynamic, educational, and culturally enriching experiences.

Network and connect during the IWINETC Coffee Break.

Everyone seems to be using AI (images and text) for everything under the sun but there have also been issues. Is AI right to use for your company or is it too much of a risk? In this session we will cover how you could safely implement LLMs and Image generation into your business, where you should not, and what potentials exist for the future. You’ll learn how to best use LLMs, when you do and do not want to use image generation, and how to ensure your marketing efforts are not wasted when using these tools.

While many regions are successful, there is always room for improvement.  In the presentation, Paul Wagner shares some of the worst-case scenarios of wine tourism around the globe, and his suggestions on how to avoid them. This presentation is sure to make you think, and maybe laugh a bit, too. Given the overall decrease in wine consumption around the world, fixing these problems will help us all move ahead.

Conclusions, Key Takeaways, and Official Announcement of the Host Destination for the 16th Annual International Wine Tourism Conference (IWINETC) 2026

IWINETC brings together worldwide agents specializing in wine and/or culinary tourism with providers of wine tourism experiences, both from the host destination and internationally. This platform facilitates the establishment of valuable connections for both parties through meticulously arranged one-to-one meetings, carefully matched by our highly experienced team based on individual business requirements. It is important to note that attendance and participation in the IWINETC B2B Workshop necessitate a separate registration, as all appointments are scheduled ahead of the event.