The training sessions at the International Wine Tourism Fair will address the role that meetings, congresses and incentive tourism can play in the growth of wine tourism. Experts in the organization of events, analysts, destinations, wineries, etc. will analyze the challenges that wine tourism must face in order to grow in the MICE tourism segment.

The program includes conferences, round tables and a practical workshop. What incentive clients are looking for, how to deseasonalize demand and increase occupancy on weekdays, how to market MICE wine tourism and the presentation of success stories are the issues to be discussed at BeFINE.

March, 1st 2022

10:00 a.m.| First block Be FINE: The importance of MICE tourism for the future of wine tourism.

10:05 a.m. | Opening Speech | Luis Dupuy de Lôme, American Express GBT

11:00 a.m. | Analysis Table : What are incentive clients looking for?

  • Claudio Castro, Director MICE, Patterson Travel.
  • Carla Vidal, Events Coordinator and Brand Ambassador, Grupo Freixenet.
  • Melanie Shafer, Vice President of DTC and Marketing, Gloria Ferrer.
  • Gustavo Ortega, Fundador and Director General, El Cielo Winery México.

12:10 p.m. | End of the first block Be FINE

15:30 p.m. | Second Be FINE Block : I’m “almost” full.

15:35 p.m. | Analysis round table: “De-seasonalization of demand: how to optimize wine tourism resources for MICE? 

  • Filipe Carvalho, Comercial Director at WOW.
  • Carlos Garrido, President at CEAV.
  • Fay Taylor, President at Spain DMC’s.

16:40 p.m. | Workshop: Online and offline marketing channels for MICE wine tourism. 

  • Alicia Estrada, Marketing & Comunication Director at GEBTA

18:10 p.m. | End of the second block Be FINE

March, 2nd 2022

10:30 a.m.| Presentation | Sandra Carvão, Chief, Market Intelligence and Competitiveness at World Tourism Organization (UNWTO).

11:30 a.m. | Analysis Table | Examples of successful MICE experiences.

  • Onofre Vicente, Vice President of OPC Spain 
  • Yulia Lekomtseva, Director of Education & Events SITE Spain.
  • Mauro Carbone, Director of Tourism of Langhe Monferrato Roero

12:40 a.m. | End of third Be FINE block.

PROGRAMME UPDATED ON February 24th  2022