“Let’s talk about wine tourism, not wine” is the title of the technical conferences to be held as part of FINE, the international wine tourism fair, on 1 and 2 March at Feria de Valladolid.

This event for wine tourism professionals incorporates into its contents, in addition to the contracting market, a programme of conferences, round tables and workshops in which different marketing models and success stories developed by wineries and territories from different countries will be discussed.

The conference will begin on Wednesday 1 with a conference and subsequent round table with the participation of the French region of Champagne, the Enate Group, Viniportugal and the travel agency El Corte Inglés. In the afternoon, Adela Pereira, a specialist in marketing and advertising, will give a workshop on sales channels and digital business.

On Thursday 2, publicist Jordi Urbea, senior vice president of Ogilvy Spain, will address issues such as the use of big data, marketing trends, digital transformation, etc.

The sessions will conclude with a round table on “How to go from the beach to the winery”, which will analyse how to incorporate into tourism programmes proposals “beyond the beach options that can also help to deseasonalise the offer”. Grupo Eguizábal, the Ronda and Málaga Wine Route and the International University of La Rioja will be taking part in this meeting.

Santi Rivas, leader of Colectivo Decantado, will be the moderator of the FINE 2023 training sessions.

March, 1st 2023

1.45 | Conferences “Let’s talk about wine tourism, not wine”.
11.45 to 12.30 | Keynote speech. Karen Gilchrist, founder of Wine Travel Chile
12.30 to 13.30 | Round table discussion.       

  • Elisabet Vidal. Marne, Champagne region
  • Manuel Blasco. Enate Group
  • Sónia Vieira. Viniportugal
  • Patxi Izquierdo Berrocal, Ávoris Corporación Empresarial

Presenter: Santiago Rivas, Decantado Collective

 16:30 to 17:20 | Workshop. Sales channels. Led by Adela Pereira, marketing expert.

March, 2nd 2023

11:45 to 12:30 | Speech by Jordi Urbea, Senior Vice President of Ogilvy Spain, on omnichannel, digital transformation and marketing trends.
12:30 to 13:30 | Round table. “How to go from the beach to the winery”.

  • Elena Pilo. Eguizábal Group
  • Antonio Martínez. Ronda and Malaga Wine Route
  • Ana Lópezcano. Juvé & Camps
  • Chelo Miñana. International University of La Rioja

Presenter: Santiago Rivas, Colectivo Decantado

PROGRAMME UPDATED ON February 23th  2023