Programme 2026
THE FUTURE OF WINE DESTINATIONS
How Wine Tourism Competes, Connects and Endures
Conference Narrative
Wine tourism is no longer defined by tastings and cellar doors alone. Around the world, leading wine estates are evolving into destinations—places where culture, landscape, hospitality, commerce and community intersect to create lasting value.
As global travel behaviour shifts and competition for the leisure economy intensifies, wine destinations face a defining question:
How do we design wine tourism experiences that are desirable today, commercially viable tomorrow, and sustainable for generations to come?
The Future of Wine Destinations brings together wine estate owners, destination leaders, investors, tourism authorities, designers, operators and financiers to explore how wine tourism can compete in the experience economy, connect meaningfully with guests and communities, and endure in a rapidly changing world.
This two-day conference moves beyond trends to focus on decision-making, investment and execution – equipping industry leaders with the insight, frameworks and case studies needed to future-proof their wine tourism offerings.
DAY 1: Designing Demand & Desire
Why guests come, feel and remember.
Day One focuses on the front end of value creation—understanding the modern wine tourism guest and designing experiences that inspire visitation, loyalty and advocacy.
Key themes include:
– The evolving global wine tourism guest and changing expectations
– Competing in the experience economy beyond wine alone
– Experience design: culture, architecture, food, wellness, storytelling and place-making
– Monetising experiences without diluting authenticity
– Differentiation in a crowded global market
Through keynotes, case studies and panel discussions, delegates explore how leading wine destinations create emotional resonance and commercial demand while remaining true to place and purpose.
Day 1: Designing Demand and Desire
| Time | Session & Speakers |
|---|---|
| 07:30 – 08:30 | Registration |
| 08:30 – 08:40 | Welcome and IntroductionGreg Hughes (OnePoint Group) |
| 08:40 – 09:00 | Road Map, Context of Wine Tourism at Present, Scene SettingEnver Duminy (CT Tourism) |
| 09:00 – 09:45 | Keynote Address: Aligning a Community – How Wine Tourism Pointed an Entire Industry in the Same DirectionMike Ratcliffe (Chairman of Stellenbosch Wine Routes and Chairman of Visit Stellenbosch) |
| 09:45 – 10:30 | From Wine Estate to Destination BrandDamien Joubert-Winn (Delaire Graff) |
| 10:30 – 11:00 | Tea |
| 11:00 – 11:45 | Experience Architecture: Designing for Desire and MemoryCraig McClenaghan |
| 11:45 – 12:30 | Panel Discussion: The Signature Elements of a World-Class Wine DestinationModerator: Lerato Motshologane (Nedbank) Panelists: Jolene Janse Van Rensburg (Swartland Wine Route), Ruth McCourt (Franschhoek Wine Valley), Annemie Liebenberg (Stellenbosch Wine Route) |
| 12:30 – 13:20 | Lunch |
| 13:20 – 14:05 | Fireside Chat: The Creative Palate – How Culture and Wellness Elevate Guest PerceptionCarolyn Martin (Creation) and Lerato Motshologane (Nedbank) |
| 14:05 – 14:50 | Turning Visitors into Lifetime Customers: The Future of DTC Wine SalesAndrew Kamphuis (Commerce 7) |
| 14:50 – 15:35 | Panel Discussion: The New Power of Wine Tourism – Stories, Strategy and Stewardship from Women LeadersModerator: Lee-Anne Singer (HVS Southern Africa) Panelists: Praisy Dlamini (HER Wine Collection / Adama Wines), Beverly Farmer (Women in Wine), Lerato Motshologane (Discover Wines / Nedbank), Nongcebo Langa (Delheim) |
| 15:35 – 15:50 | Tea |
| 15:50 – 16:30 | Designing Desire: The New Rules of Brand, Storytelling and Guest Engagement in Wine TourismJeremy Maarschalk (Waterford) |
| 16:30 – 17:15 | Panel Discussion: Beyond the Bottle – The Business of Art, Wine & Wellness ExperiencesExploring Art, Wine and Wellness convergence as a new economic model for wine tourism. Moderator: Janet Pillai (MLT Corp) Panelists: Andi Norton (Stellenbosch Outdoor Sculpture Trust), Talita Swarts (Art Route), Stephani Muller (Brundyn) |
| 17:15 – 18:45 | Curated Wine Tasting and Networking Experience, Art and Architecture Walk through the grounds of Cavalli Estate |
| 18:45 | Close |
DAY 2: Designing for Endurance
How wine destinations scale, finance and sustain success.
Day Two turns to the back end of value creation—the systems, capital and governance required to ensure long-term viability.
Key themes include:
– From sustainability to regeneration as a strategic advantage
– Operational realities: energy, water, labour, partnerships and accountability
– Financing wine tourism projects and initiatives, including:
• Funding models for wine tourism infrastructure and experiences
• Private capital, development finance, blended finance and public-private partnerships
• What investors look for in wine tourism projects
• Structuring projects for bankability and long-term return
– Managing risk, avoiding greenwashing, and measuring impact
– The next decade: technology, ownership transitions and future operating models
This day grounds inspiration in financial and operational reality, providing practical insight into how wine tourism projects are funded, scaled and governed for longevity.
Day 2: Designing for Endurance – Sustainable Futures
| Time | Session & Speakers |
|---|---|
| 07:30 – 08:30 | Registration |
| 08:30 – 08:35 | Welcome and IntroductionGreg Hughes (OnePoint Group) |
| 08:35 – 09:15 | From Sustainability to Strategy: Why Regeneration Is Now a Business ImperativeWilhelm Joubert (Hartenberg Wine Farm) |
| 09:15 – 09:55 | Luxury with Limits: Designing Responsibility Without Losing DesireAnnebelle Schreuders (Spier) |
| 09:55 – 10:35 | Doubling Tourism: Bold Vision or Dangerous Fantasy?Moderator: Xolani Mancotywa Panelists: Kim Taylor (SATSA) and Deon Cloete (Cape Winelands Airport) |
| 10:35 – 11:05 | Tea |
| 11:05 – 11:45 | The Pebbles Project Trust: Empowering Communities, Inspiring ChangeLiesl Ahlers (Pebbles Project) |
| 11:45 – 12:35 | Panel Discussion: What Investors Really Look for in Wine Tourism ProjectsModerator: Lee-Anne Singer (HVS Southern Africa) Panelists: Desry Lesele (Nedbank), Andrew Harris (DGB), Michael Bromley (STBB), Lana Curran (WESGRO) |
| 12:35 – 13:20 | Lunch |
| 13:20 – 14:05 | Fireside Chat: The Art of Connection – Building High-Value Relationships across AfricaModerator: Jessica Du Toit In conversation with Allister Kreft (Under the Influence) and Beks Ndlovu (African Bushcamps) |
| 14:05 – 15:25 | Commerce7 & Karektr: Turning Visits into ValueThe DTC Growth Playbook |
| 15:25 – 15:55 | Tea |
| 15:55 – 16:30 | Amex: From First Sip to Final Tap – How Payments Are Shaping the Future of Wine TourismAnita Opperman (Nedbank) |
| 16:30 – 17:10 | Panel Discussion: Service Excellence and the Future of Wine TourismModerator: Xolani Mancotywa Panelists: Lynn Naidoo (IHS), Anne Scott (One&Only), Heidi Duminy (Principal, Cape Wine Academy), Andrew Shelly (SA Sommeliers Association Board Member) |
| 17:10 – 17:20 | Introduction to the Wine Tourism Awards |
| 17:20 – 19:00 | Wine Tasting and Networking Event |
| 19:00 | Close |
DAY 3: Experience Wine Tour
Thursday, 21 May 2026.
We’re delighted to introduce a limited series of Experience Wine Tours, created exclusively for delegates.
Each tour offers a curated, small-group journey into the Cape Winelands – combining exceptional wines, insider access, and meaningful connections.
You can choose from four route-based experiences, each exploring a different wine region…
Or secure your place on our flagship experience at Creation in the Hemel-en-Aarde Valley – a deeper, immersive journey that connects wine, community and place.
With just 10 guests per tour, availability is extremely limited. Tickets can be separately purchased on Quicket.
Franschoek
| Time | |
|---|---|
| 08:00 | Leave Cavalli Estate |
| 09:00 – 10:30 | Klein GoederustTour and Tasting |
| 10:50 – 12:20 | Leeu PassantTour and Tasting |
| 12:45 - 14:30 | La MotteTour, Tasting and Lunch |
| 14:45 - 16:15 | Le LudeTour and Tasting |
| 17:00 | Drop-off at Cavalli Estate |
STELLENBOSCH
| Time | |
|---|---|
| 08:00 | Leave Cavalli Estate |
| 08:45 – 10:15 | De MorgenzonCheese/charcuterie platter, tour, and wine tasting |
| 10:35 – 12:00 | Jordan WinesMini farm tour, and wine tasting |
| 12:30 - 14:10 | SpierTour, light lunch, and wine tasting |
| 14:35 - 16:00 | WaterfordTour and Tasting |
| 17:00 | Drop-off at Cavalli Estate |
CREATION
A Journey of Wine, Place and PurposeA rare, full-day immersive experience that goes beyond the vineyard – connecting wine, community, craftsmanship and place. This is a limited, deeply curated journey into the heart of the Hemel-en-Aarde Valley, offering behind-the-scenes access, meaningful engagement, and a level of insight not typically available to visitors.
All proceeds from this experience support the Pebbles Project.
| Time | |
|---|---|
| 08:00 | Leave Cavalli Estate |
| 09:30 – 10:00 | CreationArrival and a brief welcome and comfort stop after the drive from Cavalli. |
| 10:00 – 11:30 | Pebbles ProjectTransfer in the Pebbles bus to the Pebbles Hemel-en-Aarde Education Project for a guided visit, the story of the project and time to engage with the team. |
| 11:15 - 12:15 | Art & Terroir walk on the farm at Creation A 60-minute experience connecting landscape, soil, people and wine. (Weather permitting) |
| 12:30 - 14:30 | LunchSeated seasonal, sensorial wine and food pairing at Creation, showcasing our wines alongside locally inspired dishes and the broader community partnerships we champion. |
| 14:30 | HermanusDeparture from Creation for Hermanus for a curated walking experience with Susan from Eat Like a Local, meeting some of our key local suppliers and experiencing how we collaborate with them in town. Highlights include: • Mardi Seta at his studio in central Hermanus and his beautiful hand-painted hats and shoes • Cliff Path walk with the Whale Crier (landscape, story, heritage) • A refined Creation Rosé and tea pairing at The Station • Blind Riedel tasting at The Wine Glass (Creation Chardonnay) • Perlemoen tasting with Creation Viognier at Old Harbour Perlemoen • Hermanus Factory Shop (a behind-the-scenes look at the velvet bags, paired with Von Geusau Chocolates & Creation Fine Cape Vintage) • Wine & Co, with a relaxed tasting (e.g. Elation, Anysbos) |
| ±16:00 | The tour concludes in Hermanus, to return to Cavalli. |
Who Should Attend
– Wine estate owners, executives and GMs
– Tourism boards and destination marketing organisations
– Investors, lenders and development finance institutions
– Architects, designers and experience creators
– Hospitality, events and luxury travel operators
– Sustainability, conservation and community partners
Why This Conference Matters
The Future of Wine Destinations positions wine tourism not as an ancillary activity, but as a strategic economic driver and long-term asset class. It offers a platform for honest conversation, informed investment and collaborative thinking—helping the industry move from isolated excellence to globally competitive, future-ready wine destinations.
*provisional programme, subject to change.