Over 20 Expert Sessions Set for 2026 International Wine Tourism Conference in Poland

The International Wine Tourism Conference (IWINETC) has announced the full program for its 17th annual edition, set to take place in Kraków and the Małopolska region of Poland. The event, scheduled for March 24 and 25, 2026, will bring together wine and culinary tourism professionals from around the world. Organizers expect a diverse group of attendees, including tour operators, destination managers, travel agents, and industry stakeholders.

The conference will open with a welcome session and research presentations that focus on current trends and consumer expectations in wine tourism. Wojciech Giebuta will present findings on what Polish consumers look for in wine tourism experiences, providing valuable data for businesses targeting this emerging market. Roberta Garibaldi will discuss the evolution of wine tourism from traditional vineyard tours to more immersive and experience-driven travel.

Marketing and digital innovation are key themes throughout the program. Terry Abromitis will lead a session on leveraging social media platforms like TikTok to attract new visitors to wine destinations. Peter Syme will deliver a keynote on the impact of artificial intelligence in shaping how travelers discover and connect with wine tourism experiences. Judith Lewis will explain how Airbnb Experiences can support sustainable development for destinations, while Jamie Knee will focus on building global brand loyalty through storytelling.

Industry professionals will also share practical case studies. Malgorzata Rose will introduce small group Polish wine tours offered by Poland Culinary Vacations, highlighting local opportunities for growth. Patrik Kubát will showcase Czechia’s approach to combining wine, landscapes, and regional identity to attract visitors.

On the second day, the conference will shift toward business strategy and technical skills. Peter Syme will provide insights into segmenting today’s wine tourism market to better target potential travelers. Ivana Alilović will discuss sustainable practices in Zagreb County’s wine tourism sector. Judith Lewis will return with a session on optimizing websites for visibility on AI platforms like ChatGPT, helping wineries and destinations improve their digital presence.

Additional sessions include Terry Abromitis exploring how storytelling can transform culinary venues into sought-after destinations, and Vadim Koryagin presenting a case study from Cambrils that emphasizes the sensory aspects of place-based tourism.

The event will close with a plenary session summarizing key insights and announcing the host destination for IWINETC 2027. Following this, the IWINETC B2B Wine Tourism Workshop will offer participants an opportunity to meet one-on-one with hosted travel agents to establish new business partnerships.

IWINETC 2026 aims to provide attendees with actionable knowledge, networking opportunities, and exposure to one of Europe’s growing wine regions. With over 20 expert-led sessions covering research, branding, marketing, innovation, and destination management, the conference is positioned as a significant event for anyone involved in wine or culinary tourism. Organizers highlight that the program is designed to address both current challenges and future opportunities in the sector.