Event details

Date/Time: 14th March, 2024 9:30am – 5:00 pm
Cost: £36 (including VAT)

Please note this is a WineGB Members-only event.

Combining Australian know-how with British tourism expertise, we have worked with VisitEngland, who have secured and adapted Wine Australia’s wine tourism training programme, and are now ready to deliver this to you. VisitEngland recognises the value and importance of wine tourism, and we thank their expert training team for building and supporting these workshops.

This programme is designed to support GB wine producers to develop vineyard experiences which will appeal to the lucrative and ever-growing inbound tourism market.

In 2022, inbound tourism contributed a staggering £106 billion to the UK economy, with £22.6 billion spent in England alone. Projections indicate continued growth in this sector and the opportunities for expansion are significant. With wine tourism contributing between 30% to 60% of total UK vineyard income on average, we are committed to helping you get a larger slice of the £106 billion inbound tourism spending pie.

If you are a wine producer that has an established cellar door, tasting room, or property where you receive visitors, has existing capability and knowledge regarding the provision of wine tourism experiences to domestic visitors, and are poised to expand into the international market, we invite you to join this training programme. Facilitated by VisitEngland tourism experts, this programme will cover essential modules designed to enhance your understanding and skills, including:

  • Understanding the volume and value of the inbound tourism industry and the growth opportunities with this market;
  • Understanding inbound tourists’ motivations and buying behaviour;
  • Creating compelling wine experiences;
  • Exploring the tourism distribution system and developing key relationships;
  • Understanding the cost of distribution;
  • Promoting your product effectively.

The pilot session takes place on 14 March from 9.30am to 5.00pm.

Feedback from this pilot session will be incorporated into VisitEngland’s subsequent workshops, which will be rolled out across England.

Register for the pilot workshop

Tickets will be awarded on a first come, first served basis. A maximum of 2 tickets can be purchased per participating vineyard/winery. Numbers are strictly capped at 30.