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. [email protected] 4

7 WINE TOURISM EXHIBITORS DETAILS Movimento Turismo del Vino Viale Giorgio Lungarotti, 2 Perugia Torgiano Italy T E. [email protected] 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. [email protected] 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. [email protected] 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. [email protected] 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. [email protected] 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. [email protected] 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

21 After Conference Programme Sala Town Hall (Auditorium) The Many Flavours of Italy. Tasting led by Jane Hunt MW. Italy is home more individual and varied indigenous grape varieties than any other wine-producing country. Recent years have seen resurgence in rediscovering the best amongst them. This combined with greater understanding that the fundamental quality of any wine starts with that of the grapes at the time of harvest has done much to allow very considerable improvements in the quality of many previously little-known Italian wines. To be presented at the guided tasting will be the Scacciadiavoli Rosè Brut Metodo Classico from Scacciadiavoli Winery, Colle Imperatrice (white) from the Cantine Astroni Winery, Terre Vineate (white) from the Palazzone Winery, Decugnano Il Bianco from the Decugnano dei Barbi Winery, Sucano (red) from themadonna del Latte Winery, L Arringatore (red) from the Goretti Winery, L Andrea (red) from the Castello Monte Vibiano Vecchio Winery, Rubesco Vigna Monticchio (red) from the Cantine Giorgio Lungarotti srl Winery, Montegauro (red) from the Cantine Grotta del Sole Winery, Turriga (red) from the Cantine Argiolas Winery, Pago Dei Fusi (red) from the Terredora Winery, Sagrantino di Montefalco Uno di Dieci (red) from the Tenuta Alzatura CecchiWinery, Montefalco Sagrantino (red) from the Azienda Agraria PerticaiaWinery, Chiusa di Pannone (red) from the Antonelli San Marco Winery, 25 Anni Montefalco Sagrantino (red) from the Arnaldo Caprai Winery, Picolit (sweet white) from the Aquila del Torre Winery Evening Social Programme An Evening with the Goretti Family Highlights Savour local delights, including local wines, grappa, honey, oil and balsamico Tantalize your tastebuds 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 flavour of four generations of vintners Anyone who is interested in taking part in this winery visit 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: 47 Euros per person. Includes transport, winery visit followed by a wine tasting dinner using local products and cooked by grand-mother Nonna Marcella. 19

22 Tuesday 31 st January Registration Desks Open Exhibition Open Session 2.1 Sala Town Hall (Auditorium) Franciacorta and Garda: a different look at Brescia wine scene. Speaker: Antonio Grimaldi (Vinando Tour, Italy) Franciacorta has reached a widespread success. Can this experience be transferred to Garda, the other wine region, less renown? With a proper organisation and involvement of all players it is possible. Vinando Tour is a wine agency that aims to create a project for the entire province of Brescia, focusing on putting wine people at the centre of the stage. Sax 1 Is formal wine education important for tasting room tour guide staff? Speaker: Robbin Gheesling (Vineyard Adventures, Italy) What certification, if any, should your tasting room staff or tour guide staff obtain? There are several wine certification programs worldwide. Some have several levels of education and each have a different focus. This workshop will present and summarize the different options and illustrate their strengths and weaknesses for the wine tourism industry. Sax 2 & 3 Best practices for increasing traffic to wine regions Speaker: Terry Sullivan (Wine Trail Traveler LLC, USA) The focus of this presentation, by the owners of Wine Trail Traveler LLC, is to encourage wineries and wine regions to use specific measures to increase traffic to winery tasting rooms/cellars and wine regions. The presentation is based on visits to more than 750 wineries/vineyards in several areas of the world, talks with winemakers, owners, viticulturists and consumers Coffee Break sponsored by Movimento Turismo del Vino Italia Trumpet Area Session 2.2 Sala Town Hall (Auditorium) Winning the American wine tourist dollar Speakers: Stephen Fallows (Vinusus, Spain) & Norman Oches (Vinusus, USA) American wine tourists are one of the fastest growing segments of the European wine tourism industry. What are their needs and are those needs being met? This presentation will analyze the expectations of the American wine tourist, and using Umbria Italy as an example, discuss the challenges and opportunities European wineries encounter when attracting the American wine tourist dollar. 20

23 Sax 1 Contemporary art and architecture: Ingredients for successful wine tourism destinations Speaker: Terry Stevens (Stevens & Associates, UK) Experiencing tantalizing epicurean adventures of local food and wine has been the traditional requirement for successful wine tourism destinations. Consumers are now increasingly discerning, seeking out destinations that provide holistic engagement to satisfy all dimensions of their modern lifestyles. Contemporary art and architecture is rapidly emerging as the key aspect of this demand and feature for future destination development. Several wine tourism destinations have successfully embraced this phenomenon but how can this be developed in the future? Presentation of new wine architecture on the basis of selected examples of Wine Estates in Germany, Austria and Luxembourg. One content will be the brand new Vinothek Mittelrhein of the Gault Millaut Winemaker of the Year Subsequent to the presentation there will be scope for questions and discussion. Sax 2 & 3 Adding the human touch Session 2.3 Speaker: Tom Plant (WINEormous, USA) The importance of letting your readers get to know the people you are writing about. Presenting the facts alone isn't enough: you need to present a compelling story to draw them in. Sala Town Hall (Auditorium) Wine in Tourism - The Australian approach to wine tourism development Speaker: Robin Shaw (Winemakers' Federation of Australia) Australia is at the forefront of wine tourism development with more than 1600 cellar doors actively promoting wine and food experiences to visitors across the country. How has this been achieved in just over a decade? Discover the keys to building successful wine tourism destinations, delivering exceptional wine tourism experiences and the power of a united national strategy. Sax 2 & 3 Connecting with visitors and turning them into long term customers. Paul & Merrill Bonarrigo (Messina Hof Winery & Resort, Texas, USA) Wine Tourism is at an all time high and growing worldwide. More wineries and wine destinations are opening their doors. They compete for the same consumer. In an environment of competition, employee pirating, fickle consumers with unlimited options, and more virtual experience choices, customer retention is the most important priority for any tourism business. Learn how. 21

24 Sax 1 Shut up! Let your wine tourist do the talking! Discourse analysis in the tasting room. Speaker: Anthony Swift (Wine Pleasures, Spain) How many times have we visited a winery only to see the winery representative talking at the customers telling them which aromas they should be smelling, what the colour is, how it tastes and so on. If we could measure the amount of discourse going on during in a wine tasting we would probably observe that the winery representative is talking for 90% of the time and the customers only 10%,.if at all! In this practical and workshop (Cava drinking involved I m afraid) we will demonstrate how to get your customers talking about your wines for 90% of the time and the winery just 10% talking time Ristorante New Orleans Lunch Session 2.4 Sala Town Hall (Auditorium) Getting the word out Marketing to the Millennials Speaker: Michael Wangbickler (Balzac Communications & Marketing, USA) Millennial (Ages 21-34) wine consumers are the fastest growing segment in the wine business. They don t think or communicate like their parents or grandparents. Digital natives, born after the introduction of the Internet, they are technology savvy and hungry for information about wine. We will explore the tools available to wineries and wine regions to market to this new generation. Sax 2 & 3 Wine Routes in Friuli Venezia Giulia Speaker: Chiara Tuppy (Movimento Turismo del Vino FVG ) Over the last two years, Movimento Turismo del Vino Friuli Venezia Giulia has been intensively working on a very demanding project: creating a network of wine routes in the central area of Friuli Venezia Giulia with one logo and one coordinate strategy. The aim of the project is to connect wine tourism players of the provinces of Gorizia, Pordenone and Udine to provide wine tourists all the services they may need. Sax 1 From Italy with Love: Bringing Italian Wines to U.S. Tables Speakers: Jennifer Waters & Thaddeus Buggs (Minority Wine Report, USA) Wine in America is shifting as consumption grows, putting the U.S. on track to be the biggest wine market by volume. But Italy s complicated wine regulations and designations are lost on American consumers who simply don t care. Italy needs to understand the different American age groups, their buying behaviours and what will influence their decisions in the future 22

25 Session 2.5 Sala Town Hall (Auditorium) The Premiere Film showing in Italy of Life on the Douro Life on the Douro is a documentary by Zev Robinson tracing 300 years of history of the Douro wine producing region in Portugal with the direct, living ties with the present. The film is the product of 45 days of filming over the course of five trips in 15 months, and 28 people, many of key figures, were interviewed. Life on the Douro is a documentary connecting 300 years of history with the current situation in Porto and the Douro and the recent rejuvenation of the region. Many of the interviewees talk about their family history going back two and three centuries as if they had lived it themselves, in great detail, intimacy and warmth, and often with a great sense of humour as well. I've been lucky to have such fantastic material to work with - the personal stories, the history of the region, and the breath-taking terraces and scenery - all which has lent itself to my concerns of creating a strong story structure and powerful imagery. The story of wine in general is widely unknown, and if more people would be aware that it is much, much more than just a beverage, I believe there would be much greater interest in it. This is especially true for Portugal, a country that historically has had a wide-spread influence across the globe but is a relatively unknown quantity today. Whereas Port and Douro wines are considered excellent amongst experts, they don't have the same widespread reputation as those of other countries Zev Robinson. During the screening you will have the chance to taste different Ports Puglia: National Synergy, Local Originality Sax 2 & 3 Speaker: Dario Stefano (Regional Minister of the Agriculture in Puglia and Coordinator of all the Regional Ministers of the Agriculture in Italy) Puglia is an example of the development of the culture of wine & food tourism and of interaction with the local area. It is a privileged observatory for understanding the Movimento Turismo del Vino s important role as a means of comparison between the different regions, and as a stimulus for the creation of local synergies Afternoon Conference Programme Sala Town Hall (Auditorium) Vina Croatia Experience. Tasting led by Saša Špiranec (Vina Croatia - winemakers union & HGK - Croatian Chamber of Economy) 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-vazia) on the Istrian Peninsula and Plavac Mali (pla-vatz 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! 23

26 Sax 2 & 3 Tutta Puglia Wines of Puglia Tasting Puglia region is located in the heel of Italy's boot. It's been a natural bridge to the Orient culture since the ancient times (1000 BC). There are a lot of distinctive characteristics that identify Puglia wines as unique, but main ones are: a millenia-old wine- making tradition - so a natural wine-making know-how - and an environment that's extremely hospitable for vines, because only 1.5 percent of Puglia's land is mountainous, the other 98.5 percent is divided into level land and hilly regions. Puglia has abundant sun exposure, few rainfalls and a natural breeze coming off the two seas that surround the region which purifies and enriches the vineyards Evening Social Programme Visit to the Chiorri winery 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 Anyone who is interested in taking part in this winery visit 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: 42 Euros per person. Includes transport, winery visit, wine tasting and dinner. 24

27 Wednesday 1 st February Registration Desks Open Exhibition Open Session 3.1 Sala Town Hall (Auditorium) Workshop: New wine and food tours with Insight Vacations Speakers: David Lowe (Insight Vacations) Following the success of Insight Vacations new wine-focused tour of France, the premium escorted tour company explains what their customers are looking for and why wine tourism is an area of their portfolio that needs to be expanded. This workshop gives an overview of what is required from suppliers and invites you to help build a new series of wine (and food)- based tours. The introduction to the workshop will: Outline Insight Vacations aims and goals as a brand Review current customer trends Reveal the profile of the brand s typical customer (including their motivations and expectations) Explain why wine tourism is a perfect addition to the brand s portfolio Confirm the business requirements for successful wine/food-based tours Insight Vacations inaugural wine-based tour visits Champagne, Alsace and Burgundy. Do you think they should visit your vineyard, restaurant or region? Are there other destinations that they should consider apart from France, Italy and Spain? Can you offer a totally unique experience to their customers? This workshop is your opportunity to get involved in the production of a new series of wine and food-based tours that the brand is hoping to roll out in If you are a vineyard, hotel, restaurant, tour guide, regional tourist board, wine specialist, or other experience provider, and you want to find out how you can become involved in these new tours, this is a workshop that you cannot afford to miss. Sax 2 & 3 Wine Education and why Italy needs WSET Coffee Break Trumpet Area Speaker: Gillian Arthur, (Excol Udine, Italy) There is a huge need for trained wine professionals in Italy. Wine education has been in the hands of AIS, providing training for sommeliers. What about education for other wine professionals; buyers, export managers, enotourism operators? - quite simply there isn t any body providing this type of training. If Italy is to reach foreign markets, attract incoming tourists and wine buyers, and compete in a global market its needs wine training suitable for the 21st century. 25

28 Session 3.2 Sala Town Hall (Auditorium) The Innocents Abroad Speaker: Diane Letulle (Wine Lover s Journal, USA) Americans are accustomed to an impersonal yet glitzy wine tourism experience, which reaches its zenith in Napa Valley. What happens when Americans visit European wineries? It could be a collection of misadventures right out of Mark Twain s The Innocents Abroad. This presentation will examine what s right and wrong with European wine tourism from an American point of view. Sax 2 & 3 Your digital guide to discover Sicilian wines Speakers: Dario Cartabellotta (Istituto Regionale della Vite e del Vino) Asel Beisembayeva (FCS S.r.l., Winecode project ) Industry Presentation. Official launch of mobile application "Sicily Wine Tour" for Apple and Android devices. Created by Winecode project (FCS S.r.l.) in collaboration with the Istituto Regionale della Vite e del Vino (IRVV) of Sicily region. An interactive mobile app that will help wine lovers explore Sicilian wines as never before! Sax 1 Wine Tourism in Germany Chance for Income! Session 3.3 Thomas Schilde, (Sport+Reisen, Germany) Wine tourism journeys to Germany are one of best secrets for success. After this presentation you can realize, what you and your customers shall miss, if they don t make their next wine trip to Germany. 9 million hectoliters of exceptional German wine at 13 wine areas all over Germany wait to be drunk. Sala Town Hall (Auditorium) Wine tourism development in Chile - A Wine Route or not? Speaker: Jamie Verbraak (Viña Casa Marin, Chile) San Antonio valley is one of Chile s newest wine valleys. Located only 4km from the coasts. I completed a study on wine tourism, the wine tourist and their motivations and behavioural segmentation. Furthermore, the key points of tourism development, its impacts and development strategies. Is the solution always a Wine Route...? Sax 2 & 3 The Accidental Wine Tourist Speaker: Bill Eyer (Cuvée Corner Wine Blog, USA) Want to discover the motivations of today's wine tourists and the challenges, trends and most of all the benefits of wine tourism? Yes, so does everyone else so please give this talk a swirl and you too will be rewarded with new direction and the knowledge of how to get the party started in your own corner of the world. 26

29 Sax 1 Destinations for wine tours and spa visit; Wine Therapy Lunch. Ristorante New Orleans Session 3.4 Speaker: Jochen Erler (Circle of Writers) This is my second presentation aiming to stimulate tour operators and tourist boards interest in combining wine tourism with spa wellness. I will propose new wine tour destinations in Europe well suited for this combination. I will also speak about the fashionable wine therapy which is based on skin nourishing grape seed oil. Sala Town Hall (Auditorium) Sax 1 Wine tourism destination Georgia Speaker: Ia Tabagari (Georgian Incoming Tour Operators Association, Georgia ) Ia Tabagari is one of the enthusiasts that wish to turn Georgia into a significant wine destination. She wants to share the wine story of Georgia and her team s vision for wine tourism development to conference participants. She says that a quality product, long wine culture traditions, comfortable facilities that have character and express the spirit of the country are important. But the real key to success is unity. Having the hoteliers, restaurants, tourism professionals, national parks, and wineries the public and private sector join hands and sharing a vision that is interrelated. If this happens it brings wealth and prosperity to a region that has impact directly on the wine sector and indirectly on many other sub components of the economy. Her main message is wineries and tourism industry of the country should not see each other as competition. Topical wine travelling to wine estates with examples of modern winearchitecture in Germany, Austria & Luxemburg Speaker: Wolfgang Volk, (Arttours, Germany) Presentation of new wine architecture on the basis of selected examples of Wine Estates in Germany, Austria and Luxembourg. One content will be the brand new Vinothek Mittelrhein of the Gault Millaut Winemaker of the Year Subsequent to the presentation there will be scope for questions and discussion. Sax 2 & 3 Role of a Wine Festival in Wine Tourism and Regional Identity Speaker: John Hudelson (Central Washington University, Ellensburg, WA USA) Loyalty to local food and wine culture has been on the increase among consumers escaping franchise mediocrity in the USA. This study focuses on a successful AVA wine festival. Over 400 interviews were collected during a two-day Hudson Valley wine festival. Results of the study show the mechanisms that allow a festival to increase wine tourism to the area and support a wine trail s regional identity and fiscal stability. 27

30 Session 3.5 Sala Town Hall (Auditorium) Strada del Vino 2.0: Anlaysis and new opportunities Speakers: Donatella Cinelli Colombini Antonio Gnassi (Donatella Cinelli Colombini, Italy) This presentation investigates what is the tourist and wine offer that Le Strade del Vino show on the Web. "Wine lovers2.0" nowadays are not just simple visitors, they expect to know about the wineries when visiting their websites and want to 'taste the experience' on social platform to gain information and engage with owner and other wine lovers2.0 before they take off. They take the world with them, they check on their smart phone and compare prices and quality in real time. Wine lovers2.0 use social media tools for building relationships and find inspirations. Are Le Strade del Vino Websites ready for this new paradigm? How the travel experience is offered and is out there a common database? Websites and their social strategies are Wine lovers2.0 centric or still keep the old outfit? A new approach will be suggested based on Wine lovers needs and their new language and communication channels. Sax 1 Surfer to Sipper: Website Characteristics That Inspire Real-Life Winery Visits Speaker: Donna Sears (F.C. Manning School of Business, Acadia University) The research investigated winery website features influencing consumer choice regarding wine tourism. Winery websites were examined and visitors queried on intent to visit (conversion), intent to re-visit the website, and impressions of the brand. The presentation thus suggests a code of best practice for design, implementation, and promotion that advances research on web atmospherics and provides relevant insights to wineries. 28

31 Sax 2 & 3 The Quality of Food and Wine Tours: the Umbrian Experience Speaker: Avelio Burini, (Centro Estero, Italy) Besides being the land of saints, Umbria is also a land of great wines. Favoured by a particularly mild climate, it is particularly suited to the cultivation of vineyards, partially because of the geo-morphological characteristics of the land, generally loose and permeable, which foster the growth and full ripening of the grapes. With a vast and courageous operation of re-implantation and planting out of vines suited to the environment, begun in the 1960's, the foundation was laid for continuous specialisation in growing vines, able, therefore, to supply an excellent production on a level of quality, without forcing yields. Thus, today the Strada dei Vini del Cantico would represent an original union between the atmospheres, colours, magic and traditions of the most representative places in Umbria and the harmony of its wines and gastronomic specialties. The Strada dei Vini del Cantico is meant to help visitors discover ancient villages, cities, castles, churches and abbeys to create the experience of a voyage in the past through commemorations, feasts and traditions which today animate moments of great vivacity and interest; to experience the natural rhythms of the earth, discover the places where noble wines are born, thanks to the toil and ingenuity of man, to enjoy flavours that recall farm traditions and industriousness, with a great variety of dishes and of combinations of flavours. One can travel the Strada dei Vini del Cantico using the historical network of roads, following the secondary scenic roads by car but also by bicycle. Sax 2 & 3 Umbria nel Bicchiere - Umbria in a Glass Speaker: Antonio Boco (Camara di Commercio, Italy) The little Regione sure makes some good wine... Allow me to use this popular saying to describe wine as we know it today in Umbria, the incredible history of its wines, the winemakers approach to a quality product, the modern know how of many grape growers and agricultural entrepreneurs, whose numbers however, when compared to the rest of the world, may seem irrelevant. The Regione contributes less than a million hectoliters of wine per year to the total amount made in Italy, now one of the world s greatest wine producing nations. Yet, in terms of quality, these figures change dramatically and mark Umbria as a producer of great wine, of wine Made in Umbria. The guide you have in your hands will take you on a journey through this land of wine. Quality is the key word here as we travel from place to place exploring the beauty of our regional wines and its wineries. It s a fascinating mosaic that is far from complete, and it is perhaps exactly this incompleteness which ensures that surprises will never end. A journey through territories, districts and sub-districts, green hills and bubbling streams, vineyards, rows of vines, wineries, bottles and amazing people. Follow the wine route without worrying about getting lost here or there, because if you do get lost you will often find yourselves in places even more beautiful than the one you just left. Although our compass was set for DOC (Controlled Origin Denomination) and DOCG (Controlled and Guaranteed Origin Denomination) wines of the region, we have not been too strict or dogmatic about keeping to it. The international wine scene is in constant evolution and our own regional scene is in a particularly dynamic phase. This guide, therefore, is a work in progress, a clear snapshot of the moment with some out of focus areas that will require the reader s own input and explorative talent. And speaking of snapshots, at this point I would like to call your attention to the magnificent photographs taken by Pierpaolo Metelli who, like me, learned to read vineyards and nose about wineries, searching deep into the eyes of the protagonists for clues about the essence of this land of ours. 29

32 Sala Town Hall (Auditorium) Plenary Session by Chiara Lungarotti (President Movimento del Turismo del Vino, Italy) Italian Wineries Speak and a New Tourism Strategy is Born After years of spreading the wine tourism message throughout Italy, involving more than 1,000 Italian wineries, the association Movimento Turismo del Vino has underwritten a new research study detailing the current status of wine tourism in Italy. The participation of the majority of our member wineries was essential in providing a clear picture of the current wine tourist in Italy. Since this is the first survey of its kind, we chose to partner with a major research organization, the Centro Italiano di Studi Superiori sul Turismo e sulla Promozione Turistica in Assisi, Italy, one of the most respected tourism management schools in the country. The school currently generates the Studi e Ricerche sul Turismo, the largest Italian tourism database available today, and offers research services to both public organizations and private businesses. The objectives of the new wine tourist study include: A review of the demographics of the visitors to local wineries, when they chose to visit the wineries, their interest in local foods, their interest in nearby towns, cities and art centers of the region surrounding the wineries, and how this contributed to the number of visits to local wineries. A better understanding of the various sources of information used by visitors to research the wine regions prior to visiting the wineries. The amount of wine that was actually sold due to wine tourism activity. Italy has the honor of hosting the conference this year in Umbria. The survey results will help us develop new promotional strategies and allow us to publish a new wine tourism handbook that will help our members attract more tourists to their wineries. The results of the study will also be published in a number of local, regional and national publications Sala Town Hall (Auditorium) Closing Plenary Session by Zlatan Muftic (Zagreb Tourist Board & Convention Bureau, Croatia) Croatia as a grape escape destination When people think of Croatia they probably do not think of wine. So now it s time to get them to think again. Croatia has plenty of great wines and they are becoming known the world over. In this talk we ll take a tour around Croatia and show you some of the wine and culinary destination that Croatia offers from North to South and of course in the capital city of Zagreb Announcement of the venue for the 5 th International Wine Tourism Conference & Workshop Conference Closes. 30

33 After Conference Programme Sax 1 Straw wine passito tasting The Sweet Side of Umbria. Umbria is a region of central Italy known as The green heart of the State, because of its unmistakable lush countryside. It is one of the smallest Italian regions and the only peninsular region that is landlocked. So the climate is quite cold and rainy in the winter, dry and sunny in the summer. Its winemaking history can be traced back to the Benedictine monks, who were the first to plant vineyards in the region. A land of rolling hills, ancient medieval villages and beautiful abbeys and monasteries, but also of great wines, paired with the unique regional cuisine. For all these reasons Umbria is an ideal destination for gourmands: it offers an intriguing mix of history, art and culture that is the perfect complement to its fine food and wine. Sax 2 & 3 Wines of Georgia Tasting. Georgia has an oldest, continuous, unbroken tradition of wine making in the world which is stretching back for 8,000 years. Over 500 indigenous grape varieties are still cultivated here. Many archaeological finds like wine vessels and cultivated grape seeds - oldest in world- give a prove to world s leading experts that Georgia is a birthplace of wine. The mention of the ancient traditions of vine growing and high quality wine production in Georgia can be found in the works of Homer and Apollonius of Rhodes. Even the unique Georgian alphabet is modeled after the shape of the vine s curly offshoots. Wine is an integral part of Georgian culture, religion and lifestyle including architecture, poetry and unique polyphonic songs. Wines produced from Saperavi ( red) and Rkatsiteli ( white) will be presented at a tasting during the conference. 5 th Annual International Conference and Workshop 2013 will be travelling to Croatia! See you there for a glass or two of fine wines!! Evening Social Programme A Superb Visit to Osteria a Priori Wine Bar Highlights Enjoy tasty Umbrian food and wine specialties with locavores at a popular Perugia hot spot Sample variety of the best Umbrian wines from the Montefalco, Orvieto and Torgiano areas, among others Nosh on fresh italian appetizers with some of the most delectable olive oil selections in the region Purchase tickets at the Information Desk in the Hotel Gio. 20 places available. Meet Hotel Gio reception. Bus leaves at Price: 42 Euros per person. 31

34 WINE TOURI SM WORKSHOP PARTICIPATING WINE TOURISM PROVIDERS *Important Note: The Wine Tourism Workshop Programme is strictly open to only registered workshop participants. The 3 day conference ticket (30 Jan 1 Feb) is valid only for the 3 day conference as per programme set out in this booklet. If you have an interest in contacting any of the wine experience providers listed in this section of the handbook and you are not registered to attend the workshop and would like to make an appointment, please make your request at the Registration Desk. Workshop meetings are available on Thursday 2 nd February. Information for registered wine tourism workshop participants only Wednesday 1 February Sala Town Hall (Auditorium) Wine Tourism Workshop networking, wine tasting & announcements Ristorante New Orleans, Hotel Gio Dinner and Wine Matching sponsored by Vina Croatia. 32

35 Thursday 2 February The Workshop will be held in the delightful Sala Podiani in the historic centre of Perugia. It is named in honour of the bibliophile Prospero Podiani, who donated his collection of some 7,000 books to the Commune in Look out for the remains of frescoed arms that have survived since Breakfast in the hotel & Hotel Giò check out. Leave your luggage in the room allocated and as instructed by the organisers and/or hotel reception Shuttle bus departs for Sala Podiani. It s a long & tiring uphill walk if you miss this shuttle! Business appointment Business appointment Business appointment Business appointment Business appointment Refreshment break Business appointment Business appointment Business appointment Business appointment Lunch Business appointment Business appointment Business appointment Business appointment Business appointment Business appointment Business appointment Meet National Gallery of Umbria it s in the same building as the workshop venue Presentation National Gallery of Umbria Time to visit the Gallery Transfer to Hotel Giò to collect your luggage Information for registered tour operators and travel agents only Put your own luggage on the right bus and depart for Fam Trip. Buses depart

36 Participating Wine Experience Providers Wine Tourism Workshop Thursday 2 February 2012 Sala Podiani 34

37 Table Nº Provider 1 Movimento Turismo Del Vino Italia with Matrimonio di Vino & Liberi Tutti 2 Food Valley Travel 3 Fattoria Casalbosco 4 Tenuta Barone La Lumia Sicily 5 Movimento Turismo Del Vino Puglia 6 Valle Di Assisi Hotel & Resort 7 Associazione Nazionale Le Donne Del Vino 8 Yltour 9 Tourist Service Sas Di Perrucci Alessia Maria & Co. 10 Tili Vini 11 Vinando Tour 12 Soft Living Places 13 Movimento Turismo Del Vino Piemonte & Lombardia 14 Ferrari F. Lli Lunelli Spa 15 Movimento Turismo Del Vino Calabria 16 Franschhoek Wine Valley 17 Discovering Umbria 18 Cantine Leonardo Da Vinci 19 Castello Di Roncade 20 Cantine Giorgio Lungarotti 21 Tenuta Del Buonamico 22 Movimento Turismo Del Vino Campania 23 Sovrintendenza Per I Beni Storici Artistici Ed Etnoantropologici Dell'umbria 24 Movimento Turismo Vino Umbria 24 Associazione Strade Dei Vini E Dell'olio Dell'umbria 25 Argiolas 26 Roccafiore 27 Discover Your Italy 28 Haciendas De España Wine Hotels & Resorts 29 Fattoria Varramista S.P.A. 30 Iberian Wine Tours 35

38 MOVIMENTO TURISMO DEL VINO ITALIA ITALY Address: Via Le Giorgio Lungarotti, 2 Perugia, Umbria 06089, Torgiano.- Italy Web: . [email protected] Participants: Caterina Longhi & Gioa Bacoccoli About us 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 organised 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 development. MTV wants to stand for protection of the environment and for quality agriculture; promoting a natural life-style 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 are their high quality of visitor hospitality. Matrimonio Di Vino RAM Fair Marketing Agency Via Campo di Marte 6/A/ Perugia mob fax Skype: rosamilo Mrs. Laura Colavalle Liberi Tutti EATinerari e Tour Operating Liberi Tutti srl Via Mancini, Torino tel fax Mrs. Grazia Bianco Table 1 36

39 FOOD VALLEY TRAVEL ITALY Address: Via Monticello 22 Monte delle Vigne, Ozzano Taro (Parma) Web: . Participant: Elena Zanolin About us Food Valley Travel is the Incoming Tour Operator for Parma, Emilia-Romagna and Italy specialized in food & wine tours and activities. We can offer many services including: personalized packages for FITs and groups focused on food & wine with a selection of location made through a deep knowledge of the territory, cooking classes, tasting laboratories, enogastronomic team buildings and much more our goal is to reach the highest quality offering a real experience to the traveller off the beaten path For this event we are presenting Monte delle Vigne, one of the best wineries of the Emilia Region with sixty hectares of high density vineyards rising up to 300 meters high on the hills of Parma, and a new winery, hypogean, with a gravity pressing system. Monte delle Vigne is a mix of tradition, technology and architectural beauty merged with the food valley, the culture and the harmonious landscape of the Colli di Parma area. Table 2 37

40 FATTORIA CASALBOSCO ITALY Address: Via Montalese 117, Santomato Pistoia Italy Web: . Participant: Eleonora Ciardi About us Surrounded by 170 hectares of vineyards and olive trees the 15th Century structure offers different types of residential Apartments,The terracotta floors and the ceilings with beams at sight, give the taste of Tuscan way of life that permeates this historical buildings. The hillsides of Casalbosco are decorated by vivacious vineyards. The estate faces the south south-east, guaranteeing the perfect ripening of the grapes and a high quality wine. Each vineyard has been recently planted, after a careful selection, to cultivate only the best. Casalbosco is located in a strategic intersection for many interesting sites in the heart of Tuscany: near Pistoia, forty minutes away from the sea and from the Chianti Classico area, and twenty kilometers away from the noble city of Florence. Table 3 38

41 TENUTA BARONE LA LUMIA SICILY ITALY Address: Contrada Pozzillo Licata (Ag) Licata Italy Web: . Participant: Salvatore La Lumia (Presidente MTV Sicilia) About us Salvatore La Lumia, President of Sicilian Wine Tourism Movement, with the cooperation of some wineries promotes and seeks to improve rural tourism in Sicily by integrating local history, art and archeology with the magic of Sicilian Life Style transmitted with passion from the wineries. The web is the new platform on which to expand the personality and the passion of Sicilian wine producers. Table 4 39

42 MOVIMENTO TURISMO DEL VINO PUGLIA ITALY Address: Via Giuseppe Sangiorgi 15 Bari, BA Italy Web: Participant: Francesca Desario About us 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. On 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. Table 5 40

43 VALLE DI ASSISI HOTEL & RESORT ITALY Address: PG Via San Bernardino da Siena 116, S.Maria degli Angeli di Assisi Assisi Italy Web: . Participant: Susanna Bianconi About us Valle di Assisi Hotel & Resort is situated in a secluded and exclusive location at the slopes of Assisi, in a 70 hectares Estate of secular olives and grapes. The Hotel offers its guests, in a refined atmosphere, 57 elegant and bright rooms and suites. Every room is equipped with every comfort and they welcome guests in an natural setting. The Resort, immersed in the nature of its wide Estate, offers the opportunity of spending holiday in prestigious apartments set in five nearby farmhouses, enjoying relax and privacy. They are all furnished with original ancient furniture and can host from two to six people. To stay at the Valle di Assisi means to come into contact with the estate's farm, and to taste its esteemed wines and oil. Visiting the cellar at any time of the year, and taking part in the winetasting, brings to light the marvelous relationship with an unspoiled and generous earth, whose fruits arrive directly to the table of the "Recanto" Restaurant. The farm and winery are the heart of Valle di Assisi, they are the real protagonists of the estate that help to make the holyday in Valle di Assisi a real Umbrian "experience". Table 6 41

44 ASSOCIAZIONE NAZIONALE LE DONNE DEL VINO ITALY Address: Strada Comunale di Ramazzano,19 C/O Aliani Perugia Italy Web: . Participant: Angela Aliani & Roberta Vitali About us 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. Table 7 42

45 YLTOUR ITALY Address: via G. Oberdan 13 G Lecce Italy Web: . [email protected] Participant: Ylenia Sambati (Puglia food and wine travel consultant) About us If you love WINE and would like to learn more about Puglia local wine then join Ylenia for a memorable wine tour. You will visit local wineries, meet outstanding producers, winemakers and of course taste great wine. To join her wine tours you don't need to be a connaisseur, just to like wine and want to live a local wine day! Her tours are no touristy and off the beaten path. Your day tour will be arranged for winery appointments in the best wineries, and tastings at the best gastronomic farms. According to your needs and budget she will accommodate you and arrange a private minivan or coach. During the tour, you will discover family owned vineyards, meet local winemakers and taste excellent wine, visit enchanting small villages, meet local folks and visit family-owned wineries. Lunch will be in lovely places where you will taste traditional local food. Ylenia s wine tours in Puglia Salento encourage all year round, meetings between winemakers, tour operators, journalists, sommeliers, restauranteurs, wine lovers, writers, wine marketers and buyers from all around the world. Tours go out every day. For buyers and wine retailers, she will plan wine tours and B2B meetings with the wine makers according to specific needs and assist you in tasting samples. Whether wines have been a part of your life for years or are a new experience for you, she will help you find the right wines for you in Puglia and make you feel at home and in good company all the time. Table 8 43

46 TOURIST SERVICE SAS DI PERRUCCI ALESSIA MARIA & CO. ITALY Address: Contrada Le Fabbriche S.P.130 Torricella- Maruggio Contrada Le Fabbriche S.P.130 Torricella- Maruggio Maruggio /TA PUGLIA Italy Web: . Participant: Alessia Maria Perrucci About us Le Fabriche is a Masseria with a vineyard located in the region of Apulia, in Ionic Salento. Slightly above vineyards, the seventeenth century farmhouse with its rose-colored Carparo stone cross- vaulted ceilings, fireplaces and old mangers, houses the reception area, the lounge and restaurant. The eighteen rooms are located in another building, among the olive trees, separating the old from the new.they are characterized by ceiling high French doors, exalting the concept of living to the outside in, and using local materials: Trani stone for the floor, pitted limestone for the headboard of the bed. An ensemble of linearity and minimalism conjugated in shades of sand and grey that leave the landscape free to speak for it. This is a little château in Ionic Salento, 4 km from the clear turquoise sea of the touristic port of Campomarino. Table 9 44

47 TILI VINI ITALY Address: Via Cannella 2 Assisi, Perugia Italy Web: . [email protected] Participant: Anna Laura Tili (Owner), Maria Palma Tili (Director) About us The Tili Winery located in Umbria, the green heart of Italy, stretches over 40 hecters on the sunny and stony hillsides of Mount Subasio overlooking the beautiful near town of Assisi, and has the sole purpose to produce high quality Wines "ASSISI DOC", of which it's the founder in 1997, and Extra Virgin Olive Oil, certified Organic and evidenced by numerous awards in national and international competitions, among the most the award of Cangrande by Minister of Agriculture. The wines are produced and bottled inside the winery with exclusive use of own grapes, picked by hand and cultivated second to the Organic Certification and worked with the most modern enological equipment without the addition of chemicals. The Farm organize guided visits of the vineyards, olive trees and Winery with to follow a guided tasting of its products and it's possible also to organize visits of the beautiful art cities of Umbria. Table 10 45

48 VINANDO TOUR ITALY Address: Via Vittorio Emanuele 12 Erbusco.- Italy Web: . Participant: Antonio Grimaldi (Owner) About us Vinando Tour wants to represent an innovative approach for wine tourism: putting the wine people at the centre of the system. Coming from the Oenology industry, we are very familiar with their real needs: projects would be constructed on what wineries can offer and do. This means that only direct participation of who makes the wine would be suitable for us. Some of project initiatives: design visits to particular wineries that can offer products with a sense of place; organise events in traditional restaurants with the presence of winemakers: their wines will be matched with local cuisine; events held in selected wineries in which wines are presented in different perspectives, such as enlightening stories behind human choices; technical classes in wineries with the help of winemakers; creation of wine clubs throughout the territory to increase wine culture; aspire to become the reference for Northern Italy as a locally based agency. Table 11 46

49 SOFT LIVING PLACES ITALY Address: Via dei Tulipani Tirrenia Pisa.-Italy Web: . [email protected] Participant: Samanta Di Francesco (Sales & Marketing Manager) About us Soft Living Placet is Hotel Byron Forte dei Marmi, Hotel Plaza e de Russie Viareggio and Hotel Green Park Resort Tirrenia Pisa. From the choice of the venues, materials, furnishings, and menus, up to the selection of collaborators and personnel, everything is conceived to convey our passion for quality. Our hotels are located on the seaside of Tuscany, only 2 km from 2 Golf Club, are equipped with beautiful bedrooms, elegant restaurants with Michelin Star, offering a lovely and delicious cuisine even at our Barbecue restaurant at the pool.inside our resort you will find also a beautiful Spa Centre with: swimming pool with hydromassage, sauna, turkish bath, relax area, gym room and beauty centre. Our hotels are also the ideal location for meetings and incentives from 10 people to 574 people with a different choice for activity of team buildings to make around Tuscany. Table 12 47

50 MOVIMENTO TURISMO DEL VINO PIEMONTE & LOMBARDIA ITALY Address:. Italy Web: . Participant: Maurizio Vellano (President), Carlo Pietrasanta (President). About us The cellars of Piedmont and Lombardy present their own offer of wine tasting, hospitality, wine spa and events for wine lovers. Two regions sharing the same table. Table 13 48

51 FERRARI F. LLI LUNELLI SPA ITALY Address:. VIA PONTE DI RAVINA TRENTO. Italy Web: Participant: Stefano Medici (Project Marketing Manager), Francesca Endlicher About us Cantine Ferrari offers its visitors a path through beauty and excellence, a journey through art in every sense of the word, from sparkling wines and painting to architecture and haute cuisine. The journey begins with a visit to one of the largest Metodo Classico wineries in the world. Here it is possible to follow the stages of the transformation of the grape into refined sparkling wines and witness the aging of 20 million bottles of Ferrari. The path winds around the hills through woods and vineyards, until it reaches Villa Margon, a renaissance mansion frescoed both inside and out. Restored to its original splendor by the Lunelli family, head of the winery for three generations, Villa Margon is Ferrari s hospitality centre. The last stage of the path is the Locanda Margon, the one star Michelin restaurant established by the Lunelli family as a place to experiment innovative ways to experience the Trentodoc bubbles. Table 14 49

52 MOVIMENTO TURISMO DEL VINO CALABRIA ITALY Address:. Via Roma, 60 Figline Vegliaturo (CS) - Italy Web: . [email protected] Participant: Pier Luigi Aceti About us Movimento Turismo Vino Calabria represents the best viticultural and wine touristic realities in a region characterized by the presence of seaside and mountain areas. The Calabrian cellars offer, in addition to the traditional touristic itineraries, its interesting hilly resorts.. Table 15 50

53 FRANSCHHOEK WINE VALLEY SOUTH AFRICA Address: Via 1st Floor 62 Huguenot, Road Franschhoek, Western Cape South Africa Web: . Participants: Jennifer Prinsloo (Chief Executive Officer) About us Franschhoek Wine Valley is a well known wine region in Cape Winelands, South Africa. Franschhoek is known as the gourmet capital of South Africa, due to its award winning restaurants and internationally acclaimed chefs. Special tourism products include the Food & Wine Route, where visitors may experience unique food and wine pairings and food festivals where they interact with winemakers and chefs. Unique experiences include charcuterie and wine tasting, harvest festivals, demonstration kitchen courses, varietal and Cap Classique tastings, locally made cheese and wine tasting, olive and olive oil tasting, horse riding and picnics on wine farms, staying on a wine farm. A new cultural route called Franschhoek Rond en Bont celebrates local traditional African and Malay cuisine, and meeting the locals. Franschhoek is a small, scenic village with dramatic mountain scenery, and is a wedding and honeymoon destination. Outdoor activities include mountain biking, cycling, golf, walking, boules, guided wild flower tours. Accommodation ranges from 5 star hotels and boutique guest houses to B&Bs. Franschhoek is an upmarket lifestyle destination where visitors "celebrate life." Table 16 51

54 DISCOVERING UMBRIA ITALY Address: Via V. Carocci, 27, Todi (PG).Umbria.- Italy Web: . Participant: Alessandra Mallozzi (Owner - Certified Sommelier) About us Discovering Umbria is a Wine & Food tour operator based in Todi, Umbria. We offer Food, EVOO and Wine tours in the most famous areas of production in the region. All our tours are guided by our staff, certified Wine & Oil Sommeliers. Our offer includes also Wine tasting courses both for professionals and wine lovers. On request our services can include the accommodation in apartments and B&B, farmhouses, hotels 4stars and historical residences in Todi, perfect location to visit Umbria, thanks to its central position in the region. In 2010 Discovering Umbria won "Italian Responsible Tourism Award" for the category "Nature and Territory Wine Tours in Umbria". The prize organized by the leading professional publication for tourism in Italy for the last 40 years - is under the patronage of ENIT and it is based on quality criteria established by UNWTO. Table 17 52

55 CANTINE LEONARDO DA VINCI ITALY Address: Via provinciale Di Mercatale 291 Vinci. Firenze.- Italy Web: Participants: Mr Filippo Volpi About us The Cantine Leonardo da Vinci was founded in Vinci, a little town in the heart of Tuscany clos to Florence, 2 kilometres from the birthplace of the genius Leonardo. It is an avant-garde co-operative into the Chianti area, set up by the owners of thirty wine growing estates in In these 50 years we have grown our passion for wine that we have always shared with our visitors. At our cozy wine shop and at the wonderful "Casale di Valle", a hunting lodge of the sixteenth century, you can find the perfect settings for educative tastings, winery tours, fun cooking courses, traditional tuscan lunches and exclusive dinner Table 18 53

56 CASTELLO DI RONCADE ITALY Address: Via Roma, 141, Roncade (TV). Roncade.- Italy Web: . Participants: Diego Vardanega (Incoming - Export - Communication) About us Castello di Roncade is a historic winery located half the way between Treviso and Venice, inside a Venetian Villa built in 1508 by a noble Venetian family. The wine enthusiast can experience the feeling of 500 years of Italian history making wine. The winery is now owned by Barons Ciani Bassetti. We produce sparkling wines as Prosecco and white wines, but our traditional production is based on structured red wines, both from international and native cultivars. The whole process is run inside the estate, so that the visitor can see the close tie between terroir, people and wine. Staying in our Bed & Breakfast allows our guest to plunge in the wine world and meet the wine people, being at the same time very close to important centers as Venice, Treviso, Jesolo. The winery is always open for visits and tastings. Table 19 54

57 CANTINE GIORGIO LUNGAROTTI ITALY Address: Via Le Giorgio Lungarotti 2, Torgiano.- Italy Web: . Participants: Anna Maria Palomba (General Manager) About us Lungarotti: a company that lives and interprets its land Umbria and its authentic values with a great passion. Respect for the environment, social responsibility, research and innovation are the golden rules of sisters Chiara and Teresa, who guide it from the wineries of Torgiano and Montefalco. Not only wine but also culture, through the Foundation directed by their mother Maria Grazia, with the Wine Museum and the Olive and Oil Museum. Conviviality and hospitality - with the 5-star relais Le Tre Vaselle, the bellauve vinotherapy spa and Poggio alle Vigne agriturismo properties and wine experience with winery wineyard visit, and wine tasting. The last project comes from the collaboration of Alma, Scuola di Cucina italiana, that give the possibility to organize cooking class. Table 20 55

58 TENUTA DEL BUONAMICO ITALY Address: Via Provinciale di Montecarlo 43. Lucca.- Italy Web: Participants: Mr Eugenio Fontana (Owner), Chiara Magnelli (Responsible of guided tours and tastings) About us Tenuta del Buonamico has been founded in 1964, and since the very beginning it has become one of the most prestigious company in the wine business. In 2008 it has been bought by the Fontana family, who tried to reach a high level production. It covers a surface of 38 hectares, and the annual production is about bottles. Tenuta is also known as one of the most important wineries in Montecarlo, where people can spend some hours visiting the cellar, tasting wine and enjoying a typical Tuscan light lunch. A nice experience for those who want to try the real Tuscan taste. Table 21 56

59 MOVIMENTO TURISMO DEL VINO CAMPANIA ITALY Address: C/O Rag. Ivo Capone Via Scandone 141 Avellino.- Italy Web: . Participants: Ms Daniela Mastroberardino (President) About us Today the MTV represents a very selected network of wineries throughout Campania and involves itself in promoting and protecting the historic viticultural patrimony of the region. Its itineraries, throughout all five provinces, are the routes to discover the people and native varieties that have made Campanian wines famous all around the world. Table 22 57

60 SOVRINTENDENZA PER I BENI STORICI ARTISTICI ED ETNOANTROPOLOGICI DELL'UMBRIA ITALY Address: Via Palazzo dei Priori Corso Vannucci, 19 Umbria 06123, Perugia.- Italy Web: . [email protected] Participants: Fabio De Chirico (Soprintendente) & Giovanni Luca Delogu About us The Soprintendenza for the Historical, Artistic and Ethno-Anthropological Heritage of Umbria was established on August 20 th, 2008 after the coming into force of the decree-law of the Regional Director for the cultural and landscape heritage of Umbria (DDR August 6, 2008). To the Soprintendenza is delegated the task of the preservation, conservation, management and enhancement of historic and artistic point of interest, and real estate, such as wall paintings and decorative elements in the area of jurisdiction. The Soprintendenza manages two museums: Galleria Nazionale dell'umbria - Perugia Castello Bufalini - San Giustino and it has its offices in two locations Perugia - Palazzo dei Priori Perugia - Monastero di Santa Caterina Table 23 58

61 MOVIMENTO TURISMO VINO UMBRIA ITALY Address: Via Lombardia 1 Spello, Perugia Italy Web: . [email protected], [email protected] Participant: Ernesto Sportoletti (President) & Elena Piccionne About us The Movimento Turismo del Vino Umbria 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 development. MTV wants to stand for protection of the environment and for quality agriculture; promoting a natural life-style that puts the visitor at the centre of attention. The 62 members of MTV Umbria, are the most prestigious wineries of the region, selected on the basis of very precise characteristics, first of which are their high quality of visitor hospitality. Umbria is a region of central Italy known as The green heart of the State, because of its unmistakable lush countryside. It is one of the smallest Italian regions and the only peninsular region that is landlocked. So the climate is quite cold and rainy in the winter, dry and sunny in the summer. Its winemaking history can be traced back to the Benedictine monks, who were the first to plant vineyards in the region. A land of rolling hills, ancient medieval villages and beautiful abbeys and monasteries, but also of great wines, paired with the unique regional cuisine. For all these reasons Umbria is an ideal destination for gourmands: it offers an intriguing mix of history, art and culture that is the perfect complement to its fine food and wine. Table 24 59

62 ASSOCIAZIONE STRADE DEI VINI E DELL'OLIO DELL'UMBRIA ITALY Address: (PG) Torgiano, Corso Vittorio Emanuele II, 25.- Italy Web: . [email protected] Participant: Agnese Cerquaglia & Natascia Tiberi About us The Association "Strade dei Vini e dell'olio dell'umbria" means to be a reference point for the discovery of a territory rich in tourist and oenogastronomic attractions. Our mission is to contribute to the enhancement of quality wine production, by connecting these to the cultural and environmental values of the territory of the 4 Wine Routes and a Olive Oil Route in Umbria. Table 24 60

63 ARGIOLAS ITALY Address: Via Roma 28 Serdiana, Sardinia Italy Web: Participants: Giulia Annis About us The Argiolas Winery is in the centre of the town of Serdiana, set amidst narrow streets and houses made of stone and adobe bricks. The present Winery has been carefully renovated by Architect Couelle, who introduced modern elements ensuring that the new structures would match harmoniously with the traditional architecture. Our task, handed down from generation to generation, is to create great wines. This is why we like to show and describe what we do, opening our Winery to visitors, guiding them among the places, tools and products. Over the years, we have devised many ways to present our work and wines to guests. From tastings to guided tours, from traditional cuisine classes to ones held by famous chefs. We will lead you to the discovery of our wines and some food specialities, introducing you to the wonderful tastes and flavours which for centuries have arisen from their matching. Table 25 61

64 ROCCAFIORE ITALY Address: Via Rua Il Collino di Todi Sasvia, Tiberina 175 Pantalla di Todi. Perugia.- Italy Web: . Participant: Luca Baccarelli (Manager) About us Roccafiore Resort is situated a few minutes away from Todi, on the top of a hill surrounded by vineyards and olive groves: it is the ideal place where one can enjoy a healthy and relaxing time, taste refined local products, host host unique business meetings. You will find in Roccafiore everything you need to experience an unforgettable stay in the green heart of Umbria. The excellence of Roccafiore wines is the result of a particular morphology of the territory, which favours a selected and differentiated production of the best quality grapes. But, together with the harmony of nature, the work of skilful vine-growers is the true guarantee of being in the presence of top quality products. Roccafiore Winery: Besides wines, offered into two different lines Vigna dei Fiori and Vigna d Autore other two absolute Specialities are produced at Roccafiore: the excellent PDO extra virgin olive oil Colli Martani, and a vintage Grappa from Muscat grapes. Table 26 62

65 DISCOVER YOUR ITALY ITALY Address: Via Fratelli Cairoli, Perugia Italy Web: . Participant: Matteo Della Grazia (Founder) About us Discover Your Italy is a TO specialized in luxury vacation packages to Italy. Our Italy wine tours are unique opportunities to travel to Italy, combining the visit to breathtaking locations, with the discovery of one of the most important traits of Italian culture: wine & food. We design tours which are anything but usual. All our tours include visits and activities that allow travelers to fully experience and enjoy the immense wine & food treasures of Italy. Our mission is to guide travelers to discover the excellent wines of Italy by selecting only the best producers, the most enchanting wineries and by linking them into an itinerary with first class service. We continuously do the intelligence on the field and take care of all organization details. Customers just need to enjoy the tour and bring back unforgettable memories of what their eyes, nose and mouth have experienced while in Italy. Table 27 63

66 HACIENDAS DE ESPAÑA WINE HOTELS & RESORTS SPAIN Address: Ctra. Ledesma-Salamanca Km 12,500 Valverdon (Salamanca).- Spain Web: . Participant: Fran Asensio (Sales Director) About us In an effort to restore this age-old tradition, Haciendas de España has, for more than a decade, been purchasing emblematic properties and turning them into 5-star Wine-Hotels-Resorts. These are ancient buildings of historical interest, steeped in art and situated in unique natural locations. All the hotels are surrounded by vineyards and have their own wine cellar and all the facilities needed for an unforgettable stay, whilst you enjoy the unique experience of our wines and nature, leisure and relaxation. Haciendas de España currently has three hotels in the country. There is the Hacienda Zorita, a former Dominican monastery built above the river and just 9 km of Salamanca. Then we have the Hacienda Zorita Natural Reserve, a hotel located in vineyard in the midst of the Arribes del Duero nature park. Lastly there is the Hacienda Abascal, situated on the Golden Mile along the banks of the Duero. Table 28 64

67 FATTORIA VARRAMISTA S.P.A. ITALY Address: Via Ricavo-Varramista, V/A Montopoli.- Italy Web: Participants: Ilaria Rossi & Valentina Pieraccioni About us FATTORIA VARRAMISTA S.P.A. has three country houses for a total of 75 sleeping accommodation. It's possible to rent weekly or for short periods. We organize wine tours and wine tastings. Table 29 65

68 IBERIAN WINE TOURS UNITED KINGDOM Address: Av Craigy Road Saintfield 59, County Down BT24 7BZ.- United Kingdom Web: . Participant: Mr Jeremy Shaw (Managing director), Jenny Siddall About us We specialise in group wine tours to Spain and Portugal, offering routes across all main wine regions on the Iberian Peninsula. Routes range from long weekends (e.g. Ribera del Duero and Segovia) to multi regional trips up to 9 nights (e.g. northern Portugal and Galicia). Based in Ireland and Spain, we create bespoke routes that feature excellent local wine and food experiences. We offer individuality, informality and local characters in each region. Typically, tours are led by owner Jeremy Shaw, an expert on Spain and Portugal and their wines. Trips are planned by Jeremy and wife Marisa (co-owner who has extensive experience with the Spanish Tourist Board and Wine and Food trade body in London). Our clients love their trips with us as much as we love taking them. The experiences we offer are personal and informal. The wine and meals are fabulous, the memories last a lifetime. Table 30 66

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