IWINETC
Tuesday
You can attend one of the tours in Mikulov chateau, starting at 13:00, 14:00, 15:00, 16:00 and 17:00. During the tour you will visit Chateau cellar, Chateau library, Exposition - desire and dignity, or depending on the visitors' interests. The duration of the tour is 30 minutes.
The walk through a history | The Mikulov town tour with a tour guide in english
To attend the tour register here.
Free entry for all participants - register here
Wednesday
Anthony Swift, the IWINETC Director, will enthusiastically inaugurate the IWINETC 2025 conference, joined by esteemed officials from Czechia and South Moravia to include Martin Chlad (President of the Union of Winemakers of the Czech Republic/President of Svaz vinařů ČR) and Petr Kubín (Director of Mikulov chateau).
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 artistry behind its sparkling wine production, the storied craft beer heritage, and the innovative approaches that have redefined modern Czech cuisine. South Moravia, on the other hand, is celebrated for its picturesque vineyards, historic wine cellars, and authentic regional dishes. Renowned for its exceptional varietals, South Moravia presents an unparalleled opportunity to savour wines that are beautifully complemented by the region’s culinary offerings.
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 these trends to enhance visitor engagement, foster brand loyalty, and position your enterprises and regions as dynamic, multifaceted travel destinations.
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 business effectively. With over 27 years in digital marketing, this is an opportunity not to be missed with one of the few experts at this level speaking at conferences.
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
Price per person €85. More info here.
Thursday
Attending this talk will be useful for several reasons: Insights into Effective Promotion Strategies: Learn how the Wine Travel Awards (WTA) leverage a variety of promotional tools to elevate both global and local wine brands. This knowledge could help you understand cutting-edge marketing strategies in the wine industry. Real-World Case Studies: The talk will feature case studies from successful WTA partners, such as Natalia Burlachenko, CEO of Big Wines and ambassador of Vinos de La Luz. These examples provide practical insights into what has worked for prominent players in the field. Understanding Market Trends: Explore how international trendsetters perceive and interact with wine brands. This perspective can help businesses position their offerings more effectively in the global market. Learning from Pioneers: WTA’s success as a project since its inaugural year demonstrates its value and influence. Learning from their journey can inspire innovative approaches to branding and promotion in your own endeavors. Broader Application: While the focus is on wine brands, the promotional strategies and tools discussed are applicable to wine and culinary tourism.
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.
Friday
28.3. - 30.3. Program in South Moravia
30.3. - 1.4. Extra program in Bohemia