Wine Tourism Conference 2027

World-Class by Design

Delivering wineland experiences that stand out, reinventing your marketing around them, and driving profitable growth.

18 to 19 May 2027 · Cavalli Estate, Stellenbosch

Early bird tickets coming soon

The 2027 theme

As visitor expectations continue to rise, wine estates face two key and increasingly important questions. How do we deliver services and experiences that genuinely differentiate us? And how do we market those experiences in ways that attract the right guests, build customer loyalty and drive long-term sustainable commercial growth?

Delegates in session at the Wine Tourism Conference 2026 at Cavalli Estate

WTC 2026 at Cavalli Estate, Stellenbosch.

The programme

Two days, both sides of the business

Day 1 · Tuesday 18 May

Service, Skills & the Guest Experience

Creating experiences people remember, and businesses can consistently deliver

Day One will focus on the people, skills, service culture and operational disciplines required to deliver exceptional wine tourism experiences.

As competition increases, service quality is becoming one of the clearest points of differentiation between destinations. Yet delivering consistently outstanding hospitality, at a profit, requires more than good intentions: it requires the right people, training, leadership, systems and culture.

Through keynote presentations, case studies and panel discussions, the day will examine what world-class hospitality looks like in practice, and how wine destinations can embed service excellence throughout their organisations.

Day 2 · Wednesday 19 May

Marketing, Innovation & Creating Demand

Standing out, reaching the right audience and converting attention into visits

Day Two focuses on how wine destinations can market themselves more effectively in an increasingly crowded experience economy.

As traditional marketing channels continue to evolve, consumers are discovering and choosing destinations in new ways. Successful wine tourism businesses therefore need to understand not only what they offer, but how to position, package, promote and effectively communicate that offering to the audiences most likely to value it.

Combining inspiration with practical application, the programme will examine how leading wine tourism and hospitality businesses are finding new audiences, strengthening their positioning and converting marketing activity into measurable commercial outcomes.

Together, the two days will explore both sides of a successful wine tourism business: delivering an experience worth talking about, and ensuring the right people hear about it.

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