Be FINE; big data and market segmentation for wine tourism

Wednesday, June 9th 2021

9:30 a.m.| Fair and Wine Hub zone open. Meeting point with a commentated wine service from 10:00 a.m. to 6:00 p.m.

10:00 a.m. | Be FINE Session One | Big Data – Macrotrends We analyse the market and consider the importance of identifying tourists’ behaviour.

10:05 a.m. | Opening address | A talk by Juan Luis Nicolau, professor at Virginia Tech University.

11:00 a.m. | Analysis and discussion | How to put the data to effective use The application of big data in the wine tourism industry and making the most of the data available.

  • Cathy Huyghe, CEO at Enolytics (Georgia, USA)
  • Luís Brites, CEO at Clever Hospitality Analytics (Portugal)

12:10 noon | End of Be FINE Session One

3:30 p.m. | Be FINE Session Two | The Microenvironment | An analysis of our current customers vs our ideal customers.

3:35 p.m. Analysis and discussion | The impact of Silicon Valley on Napa Valley. ++

  • Blanca Pérez-Sauquillo López, Assistant Director General of International Marketing at Turespaña
  • Adam Gurzenski, DTC Manager at Artesa Estate Vineyards & Winery
  • Joan Romero, Wine Tourism Director at Raventós Codorníu
  • Juan Muñoz, Director of the augmented reality project at Familia Fernández Rivera

4:40 p.m. | Workshop |How to identify the differences between your current customer and your ideal customer

  • David Mora, wine tourism and marketing expert

6:10 p.m. | End of Be FINE Session Two

Thursday, June 10th 2021

9:30 a.m.| Fair and Wine Hub zone open. Meeting point with a commentated wine service from 10:00 a.m. to 6:00 p.m.

10:00 a.m. | Be FINE Session Three | The process of creating innovative experiences.

  • Talk by Eduardo Gonzáles, co-founder and creative director of the Sublimotion Ibiza.

11:00 a.m. | Analysis and discussion

  • César Saldaña, President of the Jerez Wine and Brandy Route
  • Roberta Garibaldi, President of the Italian Wine and Food Tourism Association
  • Brigitte Bloch, Vice-president of the High Council of Wine Tourism. Atout France
  • Alberto de la Iglesia, Director of Wine Tourism of the Pago de Carraovejas terroir

12:10 a.m. | End of Be FINE Session Three

6:30 p.m. | Fair closing session

PROGRAMME UPDATED ON 31th MAY 2021