From AI-powered itinerary planning and personalised visitor experiences to smart wine marketing, CRM systems, and digital storytelling, the webinar will take place on
examine how emerging technologies are transforming the entire customer journey — before, during, and after the winery visit. The speakers will discuss practical examples and strategic insights into how AI tools can raise visitor engagement, boost operational efficiency, strengthen loyalty, and enhance direct-to-consumer wine sales.
The session will be moderated by Marc Checkley, an award-winning journalist, presenter, and wine communicator based in Switzerland.
The keynote presentation will be delivered by Prof. Marianna Sigala, an internationally recognised expert in tourism, digital transformation, and hospitality management. Professor Sigala is Director of the International Hotel School at the University of Newcastle (Australia), Editor-in-Chief of the Journal of Hospitality & Tourism Management, and one of the leading global authorities on smart tourism and technology-enabled visitor experiences.
Joining the discussion will be two industry professionals bringing practical perspectives from the wine tourism sector:
- Paulo Medina, Head of Wine Tourism at Sogrape, who combines extensive international wine business experience with expertise in hospitality and direct visitor engagement.
- Adela Pereira, founder of Álvar and internationally recognised consultant specialising in wine tourism profitability, digital transformation, and direct-to-consumer wine sales strategies for wineries and destinations.
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