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:
- Chester d’Arenberg Osborn, Chief Winemaker and Viticulturist for d’Arenberg Wines, Best Of Wine Tourism 2021 Winner in Art & Culture
- Francis de Jager, Cellar Door and Events Manager at Black Barn Vineyards, Best Of Wine Tourism 2025 Winner in Art & Culture and Accommodation
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.