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Jun 10, 2025

GWC Webinar: Entertainment-Driven Wine Tourism in the New World: Award-Winning Experiences from Australia and New Zealand

New GWC's webinar explored how wine tourism in New World regions is being transformed through dynamic, entertainment-driven experiences. The session highlighted how top destinations in Australia and New Zealand are redefining the traditional cellar door by blending wine with culture, cuisine, and creativity.

Hosted by Dr Armando Corsi from the University of Adelaide and moderated by media and communications expert Marc Checkley, the session featured insights from leading wine tourism strategist Robin Shaw, the founder of Wine Tourism Australia and Vintuition, who discussed how cellar doors are evolving into full-fledged tourism destinations. Attendees also heard first-hand accounts from award-winning wineries in South Australia and Hawke’s Bay showcasing how immersive and multi-faceted experiences attract a broader, more diverse audience:

 

 

The goal is to emphasise how these multi-faceted destinations attract a broader audience – including non-wine drinkers – by offering engaging, entertaining experiences. This approach supports longer visitor stays and enhances overall tourist retention. It also underscores the increasing importance of experiential tourism as a key value in modern wine tourism strategies.

 

Watch the previous GWC webinar at the link.