What exactly is this wine tourism thing?

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As we leap in to 2013, I am gearing up for a year of possibilities; a year of trips; a year of experiences; a year of wine!  I am excited to be participating in the 2013 Internatinoal Wine Tourism Confernece, this year in Zagreb, Croatia.  As i prepare for that adventure, I am reflecting back on what I have learned about wine tourism over the past 2 years, since I was in Portuagal at the 2011 Wine Tourism Conference. Wine tourism is an ever evolving thing.  At it’s core, it is the travel and tourism of people that are seeking destinations orbiting wine and food.  But, it is an evolving industry.  There is a boom in growth in wine culture, in the US, and internationally. Those who define themselves as wine tourists tend to be more affluent, with a higher level of education and also tend to spread the word about their experiences when they return home.  With over 90% of wine tourism happening as an adjunct to visiting friends & family, there is an untapped market that is ripe for the picking. Given that, in my small area, there are over 1000 wineries, with more than 2000 in the state of California, how do you stand out?  How do you identify your target audience, and attract them to your business?  As a wine tourist myself, I am often overwhelmed by the sheer number of offerings in a small wine region.  Selecting which establishments will benefit from my business is always a taxing exercise.  When I am alone, I target places I have never been.  However, how do I select destinations when I am in a group?  What makes you stand out?  Being unique and being intriguing is a key factor in this over saturated market. As I plan my trip to Croatia, the state of wine tourism in the US and beyond is in the forefront of my mind.  After being piqued by the conversations that occurred at the 2012 Wine tourism Conference in Santa Rosa, I am excited to explore this topic more.  While I had already set my discussion topic (with my fellow blogger and co-presenter Liza Swift of BrixChicks) I am infinitely curious about what other people do to attract wine tourists to their regions.  I spontaneously broke in to lengthy (geek) discussions while in Portland recently about how their evolving urban wine scene is unique to the area, and different from the Willamette Valley (more on that later). In California, there is so much more to wine tourism than the well known grape producing regions of Napa & Sonoma.  There is an entire culture of wine and food that is a large economic part of the state’s bottom line.  But, outside of those primary tourism destinations, and perhaps some of the regions made famous in Sideways or Bottle Shock, do you know about the smaller, alternative destinations?  Creating a brand identity for an international tourism audience is paramount to success.  You don’t want to be foreever […]

We interrupt this train of thought…

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I’m still catching up and formulating my thoughts about the Wine Bloggers Conference, but as I do so, I thought I’d share with you another conference that I’m excited about.  Ok actually two conferences! First, in November, I will be attending the Second Annual Wine Tourism Conference, here on my home turf of Santa Rosa.  Last year, 200+ wine tourism professionals, bloggers, and media attended the first conference in Napa.    Due to popular demand the conference is now an annual event, run by our friends at Zephyr Adventures (the folks that brought us the WBC). The Wine Tourism Conference (WineTC) was created, inspired (at least in my opinion and observation) by the International Wine Tourism Conference, to provide hard information about the important and growing industry of wine tourism in your region, as well as the region that conference is held in.  Spawned by the International Wine Tourism Conference (more on that below), the WineTC attracts wineries, wine tourism professionals, wine associations, tour operators, travel agencies, hotels, PR professionals and media who writes about wine and tourism. Please follow on twitter using the hashtag #winetourismconference for all the lastest news! The second upcoming conference that i will be participating in is the 2013 International Wine  Tourism Conference.  This time, the event will take me to Zagreb, Croatia!  I can’t tell you how excited I am to learn about the area and some of the wines of the region.  I look forward to spending a few extra days exploring the region; after all, Croatia is the birthplace of zinfandel. You may remember that in 2011 I travelled to Porto, Portugal to speak at the IWINETC on topics of engaging bloggers (view my slides).  This time, I will be teaming up with my friend and fellow blogger Liza Swift of Brix Chicks to discuss new ways of attracting wine tourists to your hidden gem of a region. The 2013 IWINETC will bring together wine and travel lovers and professionals from around the world to discuss, reflect on and develop their ideas on wine and culinary tourism.  With two days of interactive presentations, demonstartions, and talks, it will also give attendees the opportunity to taste wines fro all over the world, and foucs on the host region of Croatia.  With so many attendees from so many areas, there will be the opportunity to taste many different wines and foods. Much like the WBC, the IWINETC has grown over the last 4 yeras.  In 2011, there wre 175 attendees; 2013 will bring 300+ attendees from over 30 countries.   It will be a unique experience to share, network, and discuss wine tourism and I look forward to sharing more as we get closer to the date! Please follow along on twitter using the hashtag #iwinetc during the events! Both events promise to provide an overview of local wine tourism s well as wine tourism as a while, while providing specific information that you can use, networking opportunities, and a sampling of local wine and food. Stay tuned on more about […]