WELCOME FROM THE CONFERENCE ORGANISERS

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3 WELCOME FROM THE CONFERENCE ORGANISERS Dear Fellow Wine & Travel Lover It is my great pleasures to welcome you to the 4 th International annual Wine Tourism Conference in the beautiful city of Perugia, Umbria, Italy. Our team have been working hard over the last year to make sure you have a stimulating and fruitful conference. I hope it proves to be professionally rewarding and also personally enjoyable. We have read the feedback on last year s conference with care and have responded by making a number of refinements which I hope will make your time here as pleasant and rewarding as possible. We are happy to offer you free WIFI access, space for networking, discussion panels, a programme of evening social activities and day coach trips to nearby wineries pre and post conference. Please remember to sign up for the evening social programme as each one has a limited number of places. We have four world-class plenary speakers as well as over 40 sessions consisting of talks, workshops, panel discussions and more. We would like to extend a very warm welcome to first-time delegates. Attending a fairly large international conference can be a daunting experience. We hope you will find the after conference and social activities particularly helpful in orientating you and enabling you to meet new friends. There are many people to thank for their contributions in putting on this event. Our sponsors, exhibitors, committee members, organisers and participants. I shall defer the thanks until the final day of the conference. At this stage I would like to mention our Premium Sponsors, The Movimento Turismo del Vino who have helped us enormously leading up to the conference, workshop and Fam trips. Their creativity and hard work over the last 14 months have contributed significantly to the quality of the conference and ensured an interesting range of social activities and pre and post conference tours. It is the joint contribution of many different participants that will make the conference a success. This annual conference aims to be best known for its friendly and relaxed atmosphere, where wine tourism and related professionals from many countries are able to network, discuss and socialise. Welcome to Italy! Enjoy meeting old friends and making new ones. Most of all, I hope you look back on your Italian experience as memorable. Anthony Swift International Wine Tourism Conference Director General Manager Wine Pleasures. 1

4 GENERAL INFORMATION WELCOME Welcome to this year s International Wine Tourism Conference in Perugia. The annual conference is best known for its friendly and relaxed atmosphere, where wine and tourism professionals from over 40 countries are able to network, discuss and socialise. You can enjoy four plenary sessions and more than 40 sessions consisting of talks, workshops, panel discussions and activities and more. PROGRAMME CHANGES AND CANCELLATIONS Changes made to the programme after the printing of this Conference Programme will be displayed on a notice board located in the foyer in the hotel and will also appear on the smart phone application which we would recommend you download to your smart phone. REGISTRATION & CONFERENCE OPENING TIMES Registration Conference talks Monday Monday Tuesday Tuesday Wednesday Wednesday REGISTRATION Your name badge entitles you to access all sessions, after conference activities and priority enrolment for evening events*. Your badge must be worn at all times otherwise access to conference talks may be denied. Please note the room for each session, shown on the left-hand column of the presentation pages. Access to sessions is strictly by badge only and is on a firstcome-first-served basis. For lunches you will be issued with tickets which you must produce and give in at the Ristorante New Orleans entrance on each day of the conference. Without a ticket you will not be able to enter the restaurant. *Tickets are required for evening social activities as there are a limited number of places available for each one. On-site activities (i.e. those within the After Conference Programme in the hotel) are free. Please see the Conference Programme for details of both after conference and evening events and make sure you check the foyer notice board for changes as well as the smart phone app. INTERNET Free WIFI access will be provided to all registered delegates. Please ask at the registration desk for instructions on how to connect. 2

5 SMART IPHONE APP IWINETC 2012 application is the personal and interactive guide for your iphone, ipod Touch and ipad for the International Wine Tourism Conference. Just download the FREE application and you will be able to: Search easily the sessions you need to attend, by conference day or by keywords, and create your personal program in no-time, with full details (description, room, timeslot, ). Discover the speakers bio and their contact information. Rate your attended session and give comments, and use them as the starting point of your work after the conference. Find out after conference activities with full details (location, prices, ). Be notified for any last minute change or any news related to the conference, even after. Follow the conference Twitter feed. Share your conference experience on Facebook with your friends or by . iphone application designed, developed and sponsored by Nomad Systems. CONFERENCE BLOGGING The conference has around 30 bloggers and traditional media amongst us and they will be taking photographs and shooting videos for use in their respective publications and web sites. If you do not wish your photo or video to be used, please inform the media in question at the time. The editor of the Wine Pleasures Blog will be taking photographs and making videos for use in the blog, on our website, and possibly in other advertising and promotional materials. If you do not wish for your photograph to be used, please inform the editor at the time. Follow live blogging on twitter #iwinetc CATERING Teas, coffees and light refreshments will be available for delegates in the morning in the exhibition room located in the middle section of the conference called the Trumpet Area. A light lunch is included in the price of the registration fee and will be taken in the Ristorante New Orleans. You must give your ticket at the Restaurant entrance and carry your conference badge. No ticket no lunch! GENERAL Please turn your mobile phone/cell phone off during sessions Smoking is prohibited inside the hotel and on the external terrace area of the hotel. We regret that no responsibility can be taken by Wine Pleasures for the loss of personal belongings or for accidents. 3

6 THANK YOU TO OUR SPONSORS Wine Pleasures would like to thank and acknowledge the following companies for their generous contribution to the success of the International Wine Tourism Conference and Workshop: Movimento Turismo del Vino Italia (Premium Sponsors) and their many partners (Region of Umbria, Centro Estero, Camera di Commercio Umbria, Soprintendenza per i Beni Storici Artistici ed Etnoantropologici dell Umbria, La Bottega di Olivia & Marino Barilla Pavesi, Coordinamento of Strade del Vino Umbria ) for sponsorship of many aspects of our conference, including hosting the Blogger/Media group & participating tour operators and travel agents. Georgian Wine Association, Georgian Incoming Tour Operators Association, Georgian National Tourism Agency, USAID/EPI Georgia - Economic Prosperity Initiative (Gold Sponsors) for Wines of Georgia tasting. Vina Croatia (Silver Sponsors) for Wines of Croatia tasting and the Wine Tourism Workshop dinner Nomad Systems for putting together and sponsoring the conference Smart phone application Riedel for sponsoring glassware for all of the wine tastings included in the After Confrence Programme Regione Puglia & Unioncamere Puglia for sponsorship of a Puglia lunch & Tutta Puglia Wines of Puglia Tasting. Hotel Gio for sponsoring accommodation for international tour operators and travel agents participating in the wine tourism workshop Also to thank are the numerous wine tourism experience providers in Campania, Marchè, Umbria and Tuscany wine regions for their participation in the Press-Blogger Fam Trip and the Tour Operator & Travel Agent Fam Trips. We are most grateful for the support from all these companies. We are always looking for new support and new ideas to be sponsored to enable us to host a memorable conference and workshop for all participants. If you are interested in sponsoring a part of the Wine Tourism Conference and Workshop in 2013 to be held in Croatia, please contact the Wine Pleasures Office: T or E. 4

7 WINE TOURISM EXHIBITORS DETAILS Movimento Turismo del Vino Viale Giorgio Lungarotti, 2 Perugia Torgiano Italy T E. W. Contact: Caterina Longhi The Movimento Turismo del Vino (Wine Tourism Movement) is an association created in 1993 that has encouraged Italian wineries to open their doors to visitors: Italy has now become the country of Cantine Aperte, the annual event organanised by MTV on the last Sunday of May. MTV is a non-profit association with the aim of promoting wine tourism and improving the wine areas image and prestige, as well as their economic that puts the visitor at the centre of attention. Among the almost 900 members of the Association are some of Italy s most prestigious wineries, selected on the basis of very precise characteristics, first of which is their high quality of visitor hospitality. Movimento Turismo del Vino Campania C/O Rag.Ivo Capone, Via Scandone, 141 Avellino AV Italy T. +39 E. W. CAMPANIA/ Contact: Daniela Mastroberardino Everyday we dedicate ourselves to the production of quality wines and with the same commitment we welcome to our wineries those who would like to see close up this fascinating world of ours. Thanks to our wines, you could start a virtual journey through lots of useful tips for the wine buff as well as classic itineraries as well as less well know routes to discover the wineries and native varieties that have made Campanian wines world famous. Associazione Nazionale Le Donne del Vino Strada Comunale di Ramazzano, 19 C/O Aliani Perugia - Italy T E. W. Contact: Angela Aliana The National Association Le Donne del Vino (Women of Wine) involves producers, restaurateurs, wine shops owners, oenologists, sommeliers and journalists throughout Italy, who promote wine culture in the widest sense. Le Donne del Vino is known as one of the most interesting reality in the Italian women entrepreneurship. The members of this association are women on the front line at the different levels of vine-growing and wine-producing process, from viticulture to marketing and communication. Movimento Turismo del Vino Puglia Via Giuseppe Sangiorgi, 15 Bari, BA Italy T E. W. Contact: Vittoria Cisonno Movimento turismo del vino is the ideal point of reference to receive more complete, updated and reliable information on the wine tourism in Puglia. To select the sites, facilities, prices according to your needs, knowing you can trust a partner that, at any time of the year, is able to create itineraries among wineries, oil mills, farms, taverns, wine and oil museums and many others places of extraordinary beauty.in our web site you will find a part of the proposals which, through history, culture and good food, will make your trip unique and unforgettable. Among other services offered there are also: bus tours for groups, jep rental, cooking lessons, expert guides in wine and territory. 5

8 Vina Croatia Pavlenskiput, 7ª, Zagreb - Croatia T E. W. Contact: Saša Špiranec Croatia is lucky to have inherited numerous indigenous varieties from its rich centuries-old wine tradition. Even today, when fashion dictates absolutely everything, even the type of grapes grown in vineyards, Croatia's own wine varieties have managed to preserve their primacy in the total assortment in the country. Today Croatia has approximately 60 grape varieties in commercial production, with as many as 200 varieties which can still be found in vineyards. However, in such a numerous population, three varieties stand out as the most important ones, Graševina (gra-she-vi-na) in Continental Croatia, Malvazija Istriana (mal-va-zia) on the Istrian Peninsula and Plavac Mali (plavatz ma-li) in Dalmatia. Together, the three varieties, each the leading representative of its region, occupy as much as 47% of the total area. During International Wine Tourism Conference 2012, we will present some of the most successful examples of each of these varieties, as well as several representatives from other major varieties. Meet the richness of Croatian wine expression. Cheers! Georgian Delegation on Wine Tourism 4, Sanapiro Street, Tbilisi - Georgia T E. W. Contact: Natalia Bakhtadze The Georgian Delegation on Wine Tourism consists of the Georgian Wine Association, the Georgian Incoming Tour Operators Association, the Georgian National Tourism Agency and USAID/EPI Georgia - Economic Prosperity Initiative. Come and visit us and discover Georgia as a grape escape destination. Please check the smart phone application for exhibitor registrations received after this programme went to print. 6

9 DAY TIME TOURS & EVENING SOCIAL PROGRAMME (to enrol for these activities and excursions please do so at the Registration Desk) Take advantage of your trip to Umbria and take some time out to relax and discover some of the many delights in Umbria. IWINETC in collaboration with Strada dei Vini del Cantico & Marfil Viaggi has organised the following pre and post conference day tours and an evening social programme of visits. Places are booked on a first-come-firstserved basis so early registration is recommended. Tickets can be bought during the conference subject to availability. Please note that places are only allocated to registered conference delegates Colli del Trasimeno DOC area - Tuoro Sul Trasmiento - Castiglione Del Lago Sunday 29th January Cost: 60 Euros Number of places: 15 Tour highlights Visit a beautiful historic town with cultural relics and architecture dating back to ancient times Gaze at spectacular panoramic views of Piazza Garibaldi and Lake Trasimeno, the biggest lake in central Italy Witness the location of the historic Battle of Trasimento in Tuoro between Romans and Carthaginians. Explore the art of lace at the Museum of Lace, and enjoy a cultural tour of the scenic Maggiore Island Enjoy the lake views and an exquisite lunch with local fare and wine in Castiglione del Lago Experience an oasis of tranquility in the beautiful hills surrounding Lake Trasimeno Learn about local wine culture, local legumes, and century old olive groves in the Trasimeno Lake Valley. Enjoy a vineyard tour through the alluvial soils of the Madrevite Winery and an exclusive tasting of local DOC and IGT wines. Discover the prized Trasimeno bean, unique to the local area and recognized among the slow food presidium Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 7

10 Area DOC Orvieto, DOC Todi & DOC Colli Martani - Orvieto - Todi Sunday 29th January Cost: 65 Euros Number of places: 15 Tour highlights Visit the Duomo of Orvieto, one of the most important examples of Italian Gothic architecture in Italy. Explore the great halls and prestigious art gallery of the Palazzo del Popolo Enjoy wine tasting at the Winery Decugnano dei Barbi, a premium wine producer with a privileged Umbrian grape growing location. View excavated caves in lava rock designed to produce sparkling wines and mature wines in special barrels. Learn the procedures necessary to develop top quality wine in the Orvieto region Lunch in a stone villa with a beautiful terraced garden of flowers, and olive and almond trees Wander through the medieval monuments of Todi, including the Palazzo del Capitano, which houses the city s museum. Learn why the three concentric walls surrounding Todi are inherently medieval, Roman and Etruscan. Ramble through a town with sights that include ruins of a Roman amphitheater, a dozen churches and Renaissance Palazzi. Taste wine with winemakers in a stone building built by Benedictine Monks Take in the breathtaking landscape and enjoy samplings of the native grapes Grechetto di Todi and Sagrantino. Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. Torgiano: Art, olive oil, wine and cooking Sunday 29th January Cost: 62 Euros Number of places: 15 Tour highlights Go back in time 5,000 years and discover the archaeological and artistic collections that have marked the history of wine culture at an extraordinary wine museum Witness Dionysian theme engravings by Picasso, Mantegna, and many other world renowned artists Celebrate the permanent exhibition of 60 oniric works by the prized Nino Caruso, donated by the artist to the city of Torgiano Enjoy a Wine Tasting in Margaritelli s cellar, and taste the local grapes cultivated in Umbria with varietals such as Sangiovese, Trebbiano, and Canaiolo Receive first hand tutelage a mini cooking class and discuss local fare and food pairings with knowledgeable locals Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 8

11 An Evening with the Goretti Family Monday 30th January Cost: 47 Euros Number of places : 15 Tour highlights Savor local delights, including local wines, grappa, honey, oil and balsamic Tantalize your taste buds with different Goretti wines and food pairings Become versed in Old World winemaking and cultivation methods from vineyard owners Tour the winery and understand what it takes to create a 90 rated wine in a DOCG Listen to winemakers uncover the essence of Wine Therapy Experience the tradition and flavor of four generations of vintners Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. Visit to the Chiorri winery Tuesday 31st January Cost: 42 Euros Number of places: 15 Tour highlights Taste wines from the D.O.C Colli Perugini and IGT Dell Umbria Experience the Azienda Vitivinicola Chiorri, where the ultimate desire is to offer a wine capable of adding positive emotions and infinite moments of joy Taste the native grapes, including Greghetto, Trebbiano, Malvasia, ans Sangiovese Tour the vineyard and learn the methods of harvesting and bottling which combine tradition and technology Enjoy views of Assisi and Todi while sipping on Sangiovese at the Chiorri Winery Socialize with long time natives ready to answer any questions one might have about the fascinating wine world Discover a piece of the Strada del Cantico in the heart of a territory rich in natural, historical artistic and cultural influences Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 9

12 A Superb Visit to Osteria a Priori Wine Bar Wednesday 1st February Cost: 42 Euros Number of places: 15 Tour highlights Enjoy tasty Umbrian food and wine specialties with locavores at a popular Perugia hot spot Experience the great pride with which 0 km restauranteurs and shop owners take in caring for their local products Learn the philosophy behind slow food and partake in its delights with typical Umbrian quality Sample a variety of the best Umbrian wines from the Montefalco, Orvieto and Torgiano areas, among others Take the opportunity to talk to friendly specialists about unusual Italian food and wine pairings Nosh on fresh italian appetizers with some of the most delectable olive oil selections in the region Network with fellow wine lovers in a restaurant, wine bar and bottega with dishes inspired by the availability of fresh ingredients and raw materials Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. Area DOC Colli Perugini and DOC Torgiano - Castello di Montevibiano - Monte Castello de Vibio - Deruta Thursday 2nd February Cost: 40 Euros Number of places : 15 Tour highlights Take an eco-tour in an electric jeep through the vineyard and olive groves of Castello Montevibiano, the first zero emissions greenhouse farm in Italy. [4] Relax in the energy efficient Green Wine Bar, and discuss various modern methods of environmentally friendly grape growing Taste the exclusive red and white Monte Vibiano and socialize with new wine blogging friends from around the world Learn about the various ways in which the winery is succeeding in their plight to achieve a negative Carbon emissions score Learn the sophisticated wine making techniques of second generation vintners See the captivating Teatro Concordia, the smallest theatre in the world Sample a special dose of unfiltered olive oil, and the unmistakable Montevibiano frozen olive oil Have lunch in the charming historical center of Monte Castillo di Vibio Explore the enchanting town of Deruta Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 10

13 Area DOC Sagrantino e DOC Assisi - Bevagna - Assisi Thursday 2nd February Cost: 95 Euros Number of places : 15 Tour highlights Go back in time in a small town in Bevagna, awarded first prize in 2011 for the promotion and enhancement of its medieval heritage. Wander through a remarkable village in Bevagna touted as one of the most beautiful villages in Italy Walk along streets and shops crowded with breathtaking architecture and check out mosaics centuries old Tour a family run winery located on hilly vineyards in an area ideal for the notoriously tannic Sagrantino grape Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. Area Doc Sagrantino - Montefalco - Bevagna Thursday 2nd February Cost: 50 Euros Number of places : 15 Tour highlights Tour the Perticaia Winery and learn about the terroir of the winery and region Have lunch, drink wine and socialize with the vineyard owners and fellow wine lovers Try unique wine blends that include the Colorino, Sangiovese and Grechetto grape varieties Enjoy sweeping panorama of the Umbrian countryside in the town of Montefalco See the spectacular Carapace Winery and have a tasting at La Tenuta Castelbuono Indulge in some of the best wines the Sagrantino grape variety has to offer Wander the cobblestone streets of Montefalco and delight in its history and architecture Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 11

14 Area DOC Sagrantino e DOC Assisi - Montefalco - Spello Friday 3rd February Cost: 75 Euros Number of places : 15 Tour highlights Compare architectural designs and frescoes from the Romanesque, Gothic and Renaissance eras Walk along a maze of picturesque cobbled streets, medieval towers, and renaissance churches. Enjoy breathtaking panoramic views from the hilltop town of Montefalco, an area touted as the the balcony of Umbria Visit the home of some of the best dry red wines in Umbria, Rosso di Montefalco and Sagrantino di Montefalco Sip on some delectable Sagrantino, Passito and Secco wines, all well known wines native to Montefalco Experience the warmth of the welcoming town of Spello Wander the vineyards soak in the Umbrian countryside at the cozy Fongoli Winery Try some Super Umbrian wines with cheese and salumi at the Sportoletti Winery Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. Area DOC Colli Amerini - Amelia - Narni Friday 3rd February Cost: 76 Euros Number of places: 15 Tour highlights Enjoy an elaborate vineyard tour and gourmet food and wine tasting at Castello delle Regine Relax with new friends while enjoying the views of the Valley and the River Nera from the hilltop town of Narni Witness the beautiful landscapes and medieval structures that allegedly inspired the creation of C.S. Lewis s The Chronicles of Narnia. Embrace the art and architecture of Garibaldi Square Learn how accomplished vineyard owners successfully conserve the delicate equilibrium between technology and nature Explore pre-roman history on a tour of the Narni Underground Sip on delicious wine made at one of the first wineries in Umbria Tour the Vallantica Winery and learn about vinification methods executed with advanced technology and expert enologists Meeting at the "Meeting Point" at the main entrance of the Hotel Gio. Coach leaves promptly at Detailed itinerary and how to book at Strada dei Vini Cantico desk. 12

15 CONFERENCE PROGRAMME LANGUAGE As the Conference is intended for an international audience we have written this handbook in English. All talks will be delivered in English unless otherwise stated. There are no simultaneous translations at any of the talks apart from the welcome and opening announcements on day 1 which will be delivered in Italian with simultaneous translation. Sunday 29 th January Time/Room Evening Social Programme Torgiano: Art, olive oil, wine and cooking Highlights Go back in time 5,000 years and discover the archaeological and artistic collections that have marked the history of wine culture at an extraordinary wine museum Witness Dionysian theme engravings by Picasso, Mantegna, and many other world renowned artists Celebrate the permanent exhibition of 60 oniric works by the prized Nino Caruso, donated by the artist to the city of Torgiano Enjoy a Wine Tasting in Margaritelli s cellar, and taste the local grapes cultivated in Umbria with varietals such as Sangiovese, Trebbiano, and Canaiolo Receive first hand tutelage a mini cooking class and discuss local fare and food pairings with knowledgeable locals Anyone who is interested in taking part in this half day tour should purchase their ticket, on a first-come-first-serve basis, at the Wine Pleasures Information and Registration Desk in the Hotel Gio. 15 places available. Meet Hotel Gio reception. Bus leaves at Price: 62 Euros per person. Includes transport, guided visits of wine and olive oil museum, winery visit, wine tasting, cooking class and dinner at the Margaritelli winery. 13

16 Monday 30 th January Registration Desks Open Exhibition Open International Wine Tourism Conference Opens Sala Town Hall (Auditorium) Italy as a Wine and Culinary Destination Welcome & Opening Announcements Opening Plenary Session Sala Town Hall (Auditorium) Wine tourism does not exist. There is only tourism. Speaker: Michael Wangbickler DWS CWE, (Balzac Communications & Marketing, USA) All too often, wineries and wine regions make the mistake of thinking that their visitors are primarily interested in wine. Using research from the Napa Valley, Expedia Cruise Ship Centers, and other major wine destinations, Michael Wangbickler will demonstrate that wine regions are not a unique tourist category, but must compete with other nonwine destinations on an even playing field. And he will provide a series of real-life examples and practical solutions to the problem. Only those wine regions who fully understand this issue and its implications will be able to compete successfully as tourist destinations of any kind. Tourists are tourists, whether they visit a winery, a museum, a beach or a golf course, and the most successful tourist destinations will understand what motivates their guests. While wine is a part of an attractive lifestyle, it is the driving force for only a very tiny minority of the public. Instead of focusing all of our efforts on this tiny minority, and failing, wineries and wine regions should focus on the larger picture. And while many in the wine tourism industry believe that success depends on providing more focused and serious wine education, the most successful regions and programs offer their customers a much broader range of activities and experiences. The driving force behind almost all tourism activities is the desire to have an enjoyable time with family and friends, many of whom are not serious about wine and its culture. Wine regions must incorporate a wide range of experiences and activities that capture the imagination not only of those who are vitally interested in wine, but also the friends and families who accompany them. What will those friends and families do on the third day of a visit to the wine region? The solution to the future lies in finding the correct answer to that question Trumpet Area Coffee Break sponsored by the Hotel Giò 14

17 Session 1.1 Sala Town Hall (Auditorium) Twitter Tool Box for the Wine & Travel Industry Speaker: Marcy Gordon (Come for the Wine, USA) Twitter--there s no escaping it! It s become the number one social media tool for building relationships, community, and engaging your audience with a variety of media that informs and inspires. But the initial process and learning curve can be daunting. This *hands-on workshop will get you set up on Twitter and show you how to tweet with confidence and authority. *You will need a smart phone or laptop to participate. Sax 1 Art & Wine as drivers for Tourism: the unique experience of Castelbuono s Carapace Winery Speakers: Marcello Lunelli & Aldo Colonetti, Tenuata Castelbuono, Italy The combination of art and wine has always affected the tourism industry. The discussion on this topic will be enriched by the presentation of a unique experience, a winery, located a few km from Perugia, which is an exceptional work of art. Castelbuono s Carapace, designed by Arnaldo Pomodoro, one of the main contemporary sculptors, is an extraordinary, colossal sculpture inside which an elegant Montefalco Sagrantino wine is produced. Sax 2 & 3 Welcome to the Wining & Dining in the Pacific Northwest Session 1.2 Speaker: Julie Pegg (Journalist realfoodtraveller.com & EAT Magazine, Canada) British Columbia, Washington and Oregon vineyards are springing up faster than popping a cork, producing cooler-climate wines that are lush, yet refined. Artisans, farmers and chefs celebrate, too, the region s unique terroir and local bounty. Tour green valleys, forested mountains and breathe crisp ocean air as we lay the table with the best of the Pacific Northwest. Sala Town Hall (Auditorium) Celebrity Wine Review TV past present and future. Speakers: Roie Edery, Aleksey Klempner & Mark Thompson (Celebrity Wine Review TV, USA) Celebrity Wine Review TV started in 2009 as an entertainment web TV show talking about celebrities and wine industry experts talking about their passion to wine. The show evolved over time and became available to the wider audience via traditional television. We are pleased to share our vision and future plans with International Wine Tourism audience and talk about wine and entertainment. Talk will include an exclusive interview with Chef Fabio Viviani. Fabio is Italian born, lives in the US now and is doing some wonderful things on TV USA (Dominos Pizza, Terlato wines, Yahoo TV, Bravo, NBC and more). 15

18 Sax 1 Who are the modern day wine tourists? Speaker: Melba Allen (Oeno.com, France) Wine lovers today are not just visiting the wineries anymore. Today s Wine Lover is a complex, yet simple person who expects more when visiting a winery or a wine region. Most of the time he or she are looking for atypical experiences that one cannot have when visiting with a large group. What are some of those sought after experiences? Sax 2 & 3 How new technologies will change the future of wine tourism Speaker: David Lowe (Big Pinots, UK) Today s technology is more than just social media. This presentation investigates how Augmented Reality, and other new technologies, could be used to positively transform the future of wine tourism. It includes a look at how other industries are successfully using these technologies to bring value to their customers, and examples of how they could benefit the wine tourism industry Ristorante New Orleans Firmato Puglia Lunch sponsored by Movimento Turismo del Vino Puglia Session 1.3 Sala Town Hall (Auditorium) New opportunities & challenges of wine tourism in France. A special focus on Burgundy Speaker: Laurence Cogan (Dijon Business School, France) Despite the fact that France is the world's number one tourist destination and a major wine-growing country, wine tourism is still relatively underdeveloped. The French model is characterized by an historical tradition of wine-making, but most wine-producers are small in size. A recent diagnostic of the French situation showed a number of issues: an inadequacy between the offer and the growing demand of wine tourism products, a low cooperation between the private & the public actors, a lack of understanding between the wine and the tourism industries and a need to improve the quality of wine tourism offerings. We will then examine who the French wine tourists are and what their motivations to visit a wine-growing region are. We will then concentrate on wine tourism in Burgundy and study some of the best practices developed in this region. Sax 1 Movinclick. Wine & Tourism 2.0 (Industry Presentation) Speaker: Daniele Cirsone (Movinclick, Italy) The presentation of an absolutely new Italian wine & food social network, which has some very strong conceptual and structural innovations. Analysis of the concrete prospects for web 2.0, along with related applications and advantages for all interested. 16

19 Sax 2 & 3 A sense of place: How to leverage your region & place to enhance the customer experience Speaker: Mary Cressler (Vindulge Wine Education & Consulting, USA) The consumer is overwhelmed with information when traveling to a specific destination. This seminar will explore the importance of maximizing your organizations point of view within a region, sharing your story, and attracting the right clients to generate revenue; as well as avoiding tactics that may conflict with the brand you are trying to project. You don t have to spend a lot of money to attract the right guests to your business. In this seminar you will learn useful tools to help your business connect with guests while sharing with them what makes your product and your region unique. 17

20 Session 1.4 Sala Town Hall (Auditorium) Plenary Session by Jane Hunt Master of Wine In July 2012, Jane Hunt MW will complete 35 years working in the UK wine trade. A serendipitous introduction to wine occurred in 1974 when as a 19 year old she was employed as an English-speaking assistant by the Cantine Lungarotti from Torgiano, Umbria in Italy, a role she occupied for nearly two years. An opportunity to develop a future in the UK wine trade occurred in July 1977 when she joined the PR Department of John Harvey & Sons Ltd in Bristol giving guided tours of the Harvey s Wine Museum and tutoring sherry tastings. Her career has taken her through various employments as well as both freelance and much voluntary activity in the wine trade to include wine-buying, sales, marketing, lecturing, teaching, examination, journalism, generic promotion, competition judge and event management. In addition, she has operated as a Wine Guide accompanying organised wine holidays for over 20 years to France, Italy, South Africa, Chile and Argentina and continues to do so. Since 1999, she has been running her company Hunt & Coady Ltd together with her business partner Tina Coady. The company specialises in event management specifically within the wine trade where the majority of their events involve promotion for Italy and for Argentina and to a lesser extent, France. In recent times they are also working with Slovenia, a remarkable rediscovery from the former Yugoslavia. Jane Hunt was awarded The Vintners Company Scholarship in 1981 (as the 2nd female ever) and became a Master of Wine in Wine Tourism A Personal View - Success and Pitfalls Having had the fortune (almost always good, but occasionally bad) to have visited many wineries all over the world over some 30 years in my capacity as, variously, student, buyer, journalist, importer, salesperson, generic promoter, event manager and wine tour guide (not in that particular order), I believe I might be considered qualified to give an insight into the potential of wine tourism and how wineries might cash in on this opportunity to their benefit. A poor experience can be remembered just as powerfully as a really wonderful experience. Most visitors will have made up their minds within 10 minutes and even before they have tasted a wine!! So it is essential that a good experience is provided and there are many elements which can offer this. In my talk, I propose to discuss both the opportunities for success and the pitfalls which could cause failure. It is worth remembering the Law of 250 whatever good or bad experience has been had, it could be estimated that this will be passed on via friends and family and could eventually reach as many as 250 people!! 18

The Azienda Vitivinicola Chiorri

The Azienda Vitivinicola Chiorri Pag. 1 The Azienda Vitivinicola Chiorri The Chiorri Winemakers Company is a vineyard under family management, which with special care from their very own vines, produces D.O.C. Colli Perugini and IGT dell

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