Behind the Scenes of IWINETC 2025: Crafting a Global Wine Tourism Experience in South Moravia
Author: Veronika Busel
The International Wine Tourism Conference (IWINETC), a cornerstone of the global wine tourism industry since 2009, will host its 2025 edition at Mikulov Castle in South Moravia, The Czech Republic, on March 26-27. Renowned for spotlighting emerging wine regions and fostering innovation, IWINETC brings together over 2,500 professionals from 45 countries annually, offering unparalleled networking, education, and business opportunities. In an exclusive conversation with Anthony Swift, Director of IWINETC, we gained deeper insights into the highlights of this year’s event, including its focus on South Moravia’s rich wine culture and the unique experiences awaiting attendees. This year also marks the third collaboration with Wine Travel Awards (WTA), featuring a keynote presentation titled “Blazing Trails in Wine Tourism – How Wine Travel Awards Foster Innovation and Connectivity,” which will showcase WTA’s role in elevating global wine brands. The conference boasts a world-class lineup, including Paul Wagner, a respected WTA 2024-2025 judge and wine tourism expert, Robin Shaw from Wine Tourism Australia, Judith Lewis, a digital marketing strategist, and María Adela Pereira Alvarez, who will explore the role of technology in wine tourism. Attendees will also enjoy immersive experiences like the Grand Tasting, led by national sommelier Klára Kollárová. Read more details below to discover the full interview and learn what makes IWINETC 2025 a must-attend event for wine tourism professionals.
Veronika Busel: Anthony, could you share some organizational details about what went on behind the scenes for your team to organize the IWINETC 2025 event? What challenges did you face in bringing it all together?
Anthony Swift: This year, we’re in a luxurious situation because we have a host destination, Czech Tourism and South Moravia Tourism, supporting us both financially and in organization. In contrast to last year in Bulgaria, it’s much less work for us (laughs). The host destination has taken the lead on many of the operational aspects, including venue arrangements, sound systems, seating, and signage. Our role has been to oversee these elements, ensuring they align with the high standards we set for IWINETC. While the destination handles the groundwork, we focus on curating the event’s core value: the content. Our primary responsibility is to recruit world-class speakers and design a program that delivers actionable insights and takeaways for our audience. This involves carefully placing speakers within the schedule, crafting sessions that address the latest trends and challenges in wine tourism, and ensuring the event provides exceptional value to attendees. Of course, one of our ongoing challenges is driving ticket sales and attracting a diverse, international audience.
This year, we’re seeing a fantastic mix of attendees. While approximately 30% are from the host destination, the remaining 70% are traveling from further afield – beyond neighboring countries like Poland, Slovakia, Austria, and Germany. We’re really happy to welcome participants from key wine tourism markets such as the USA, Canada, UK and Scandinavia as well as strong representation from Asian countries and other European regions. This global attendance underscores IWINETC’s reputation as a must-attend event for wine tourism professionals worldwide.
V.B.: Could you elaborate on your cooperation with South Moravia? Had you visited the region prior to organizing this event, or was this your first introduction? What are your impressions of the region so far, and what can attendees expect to discover? What aspects of South Moravia do you think they’ll find most intriguing?
A.S.: It’s been a truly eye-opening experience. South Moravia – and even the Bohemia region near Prague – is a hidden gem in the world of wine tourism. Before this event, very few people would have considered it a destination for wine enthusiasts. However, IWINETC has the unique ability to put emerging wine regions on the map. Take Georgia, for example. After hosting our conference there in 2014, it has become a must-visit destination for wine tourism. I believe Bulgaria is on a similar trajectory, and South Moravia will follow suit. This region has the potential to become a top choice for travel agents and their clients seeking unique wine experiences.
This year, we’ve welcomed 42 hosted agents to the B2B workshop, with nearly 50% coming from the USA. Beyond the conference, delegates have the opportunity to explore South Moravia’s five distinct sub-regions, each offering its own charm and wine culture. What’s particularly fascinating is the diversity of our attendees, which underscores the global appeal of South Moravia as a wine tourism destination. Attendees can expect to discover a region rich in history, stunning landscapes, and a burgeoning wine scene that’s ready to captivate the world.
I’ve had the chance to visit two or three wineries so far, and each one feels like a new discovery. The landscape is gentle – rolling limestone hills, flat areas, rivers, and bike trails. It’s a picturesque setting. What’s interesting is that many wineries here work with 10 to 12 grape varieties, but on small plots of land. Historically, everyone had a small piece of land, and each plot was dedicated to a different variety. As a result, when you visit a Moravian winery, their tastings often include 12 to 15 wines. Of course, when we organize post-tours, we have to say, “We can’t possibly taste 12 wines; we’d prefer three, maximum five, per visit.” But for the Czechs – who are the main market for these wineries at the moment – this is the norm.
The concept of wine tourism here is quite specific. Visitors, often Czechs or Austrians from across the border, come to the wineries primarily to drink. It’s a cultural experience centered around tasting as much as possible(laughs). Many wineries are small, with just stainless steel tanks and little else to showcase. But some producers are starting to understand the importance of creating a memorable experience beyond just wine tasting. Even if a winery is small, they can still offer something unique – like a walk through the vineyards, a tour of the village, or a deeper connection to the terroir.
It’s about creating an experience that visitors will remember, not just leaving with the memory of having drunk a lot of wine. South Moravia has so much potential to refine its wine tourism offerings, and I’m excited to see how it evolves.
V.B.: Have you come across any wineries in the region that have made significant investments in their infrastructure? Are there any standout examples or memorable experiences you’d like to share?
A.S.: Yes, I’ve seen some impressive examples of wineries investing in their infrastructure. One that stands out is a medium-sized producer – by Moravian standards, at least – producing around 300,000 to 400,000 bottles annually. They’ve built a hotel and a restaurant on-site, and I must say, the restaurant is excellent. It’s a great example of how a winery can create a complete experience for visitors, blending wine, hospitality, and gastronomy.
On the other end of the spectrum, there are wineries that are more rustic but equally fascinating. In Czechia, you’ll find wineries dug into hillsides – long tunnels carved into the rock, similar to what you might see in Hungary. These single-entrance cellars are often clustered together, creating a unique visual effect that locals have nicknamed “Hobbiton.” It’s like stepping into a Hobbit town, with rows of small doors leading into the hills.
While these cellars are incredibly photogenic and offer a memorable experience – imagine being served goulash cooked over an open fire alongside a glass of wine – the wines themselves aren’t always exceptional. Many of these cellars are small, family-run operations, and the focus is more on the atmosphere than the wine quality. Still, they’re a fantastic draw for tourists, offering something truly unusual and authentic.
We’ve actually included a visit to one of these “Hobbiton” wineries on both the fam trip and the press trip. I’ve already had the chance to explore it myself, and it’s about a three-hour drive from South Moravia. It’s definitely worth the journey for the unique experience and photo opportunities.
Further north, near Prague, the focus shifts more to beer than wine. The climate there is less forgiving for vineyards, with frosts sometimes wiping out entire harvests. That said, there are still a few wineries in the area. One particularly interesting spot is a village with a preserved town hall that dates back to the Nazi occupation. They’ve kept photographs and artifacts from that era, making it a compelling visit for anyone interested in World War II history. It’s a reminder of how wine and beer tourism can intersect with cultural and historical exploration.
V.B.: Let’s circle back to IWINETC. What are your expectations for attendance this year? You’ve already touched on the audience composition, but could you elaborate on the other segments, such as exhibitors and markets? What are your projections for the event’s overall reach and impact?
A.S.: This year, we’re expecting a highly focused and engaged audience. We have around 42 tour operators and agents attending, all of whom specialize in wine tourism or include it as a significant part of their business. These professionals will participate in the B2B workshop, which currently features around 20 providers. Additionally, we have an exhibition area with space for up to 10 participants, ensuring a curated and high-quality experience for attendees.
The main conference room has a capacity of 160 people, which technically limits the number of attendees for the core sessions. However, in practice, the total number of participants may be slightly higher, as some will be moving between the exhibition area, networking spaces, and other activities. For the sake of this discussion, we can estimate around 160 attendees actively engaging in the talk program and workshops.
While the room capacity does impose a limit, it also ensures an intimate and focused environment, allowing for meaningful connections and in-depth discussions. This setup is ideal for fostering collaboration between wine tourism professionals, exhibitors, and buyers, particularly those from key markets. Overall, we’re confident that the event will have a strong impact, both in terms of immediate business opportunities and in raising the profile of South Moravia as a premier wine tourism destination.
V.B.: Could you share a few details about the venue? I understand it’s a castle – a stunning location, no doubt. What makes it special, and how does it enhance the experience for attendees?
A.S.: Absolutely, the venue is one of the highlights of this year’s event. The conference is being held in a historic castle, and while it’s undeniably beautiful, getting there is an adventure in itself. From the village below, it’s quite a hike to reach the castle – I was there about four weeks ago, and even in the freezing cold, the journey was worth it. You can’t drive all the way up, so I parked at the base and walked. It’s a bit of a climb, but it sets the stage for what’s to come.
The castle itself is massive and incredibly impressive. Beyond the main conference room, there’s a square at the top carved directly into the bedrock, with the natural rock forming the walls. It’s a striking feature, and nearby, you’ll find an old wine press and several rooms with steep staircases leading to beautifully decorated ceilings. Some of these spaces will be used for lunches and coffee breaks, adding a touch of historic charm to the event.
The main conference room has a unique atmosphere – it feels a bit like an old grammar school, with a stage that gives the sensation of looking down at the audience during a morning assembly. It’s a distinctive setting, and the organizers were keen to host the event here because of the castle’s historical and cultural significance. As you’ve seen in the photographs, it’s a truly grand and memorable location.
One of the castle’s standout features is an enormous old wine barrel that holds just over 1,000 liters. It’s a big draw for visitors, who can walk around it, take photos, and soak in the history. To make the most of the venue, we’re also offering delegates a free half-hour castle tour on the first day. It’s a chance for them to explore the site while their colleagues are busy with meetings or sessions.
Overall, the castle adds a layer of magic to the event – this kind of memorable touch makes it truly special. And it’s not just the venue that stands out this year. The lineup of speakers is, by far, the best we’ve ever had. The talks are highly relevant, focusing on the latest trends and challenges in wine and culinary tourism. Between the destination, the venue, and the program, this year’s event is shaping up to be unforgettable on all counts.
V.B.: Could you share some insights into this year’s lineup and speakers? Who are the key figures, and what makes this year’s program stand out?
A.S.: This year’s lineup is truly exceptional, and I’m thrilled with the caliber of speakers we’ve assembled. Leading the program is Paul Wagner, who many consider the guru of wine tourism. We actually approached him before last year’s event in Bulgaria, knowing we’d have a stronger budget for this year in South Moravia (laughs). He agreed to join us well in advance, which was a fantastic win for the event.
We’re also fortunate to have Judith Lewis, an expert in SEO, social media, and artificial intelligence, who brings a modern and tech-savvy perspective to the program. Another standout is Robin Shaw from Wine Tourism Australia, who hasn’t joined us in a while but is back this year to share her insights.
In addition to these key figures, we opened a call for speakers and received 44 proposals. However, since we’re hosting all sessions in a single room – without parallel sessions this year – we had limited slots available. Most of the program was already filled by the time we reviewed the proposals, but we were able to allocate two remaining spots. One went to Adela, a first-time speaker from Spain, who brings a fresh perspective to the event. The other slot was dedicated to a panel discussion, which allowed us to include Catherine from Great Wine Capitals. She reached out to us after the program was finalized, and we were happy to accommodate her by adding her to the panel.
Overall, this year’s lineup is one of the strongest we’ve ever had, with a mix of industry legends, innovative thinkers, and new voices. The program is tightly curated to ensure every session is relevant and impactful, focusing on the latest trends and challenges in wine tourism.
V.B.: Beyond the B2B talks and the conference program, what else is planned for the event? Could you share more about the partner sponsors, the exhibition, and any additional activities or experiences attendees can look forward to?
A.S.: Beyond the conference talks and B2B sessions, there’s plenty more to the event. On arrival day, delegates can enjoy a guided walking tour of Mikulov and a visit to the castle, followed by the IWINETC welcome reception.
The second day features a full schedule of talks alongside an exhibition where exhibitors, including Wines of Hungary and Armenia, showcase and serve their wines. That evening, we’re hosting a gala dinner, preceded by a visit to the National Wine Center’s wine salon. The salon offers a walk-around tasting of 100 top-rated wines, organized from whites to reds, with sparkling wines at the end – photos of this are on our blog. Dinner follows at a local winery.
The third day starts with a half-day of talks, then the B2B workshop. Agents are split into groups of 10 and sent to different parts of South Moravia, with one group extending their trip to Kutná Hora. Simultaneously, a press trip with 10 media representatives—including from the Daily Telegraph and Daily Mirror – will explore South Moravia and Kutná Hora.
For other delegates, there’s an optional half-day tour of Mikulov’s wine region, followed the next day by a full-day tour to Znojmo. The tour includes lunch and finishes at a winery where, believe it or not, they have six qvevri buried in the ground. If you look at it, it’s exactly like what you’d see in Georgia. What they don’t do, though, is seal it up like they do in the monasteries there. They check the wine regularly – they don’t leave it in the qvevri for nine months to see what happens. In Georgia, they say it’s like a baby. They seal it up and wait to see how it turns out.
V.B.: The IWINETC community seems to have a loyal following, with many returning year after year. How do you expect this core group to engage this year, and how has IWINETC fostered such a dedicated community of wine tourism enthusiasts over the years?
A.S.: I think the community has been built based on how good the experience was attending IWINETC. It’s largely been word of mouth. As I said, we’ve got 42 agents this year, which is no small feat, especially since no one is paying for their flights (laughs). They cover their own travel and pay a registration fee. All of them work in wine tourism, and some have come through recommendations from other agents in the program.
It’s not an easy task. In a country like Czechia, for example, there are probably only one or two companies specializing in wine tourism. It’s the same in Hungary, Slovakia, and most other countries. In England, you might have seven or eight, but there aren’t many companies specifically focused on wine tourism. That’s what makes this event unique – it brings together providers selling wine tourism experiences and agents specializing in wine tourism. You won’t find that at other events, like the European Congress or trade fairs in Madrid or London.
V.B.: Until what time can people still buy tickets or have the opportunity to participate in IWINETC?
A.S.: For delegate tickets, assuming there’s availability, people can register up to the day of the event. For agents, I think that’s closed now – it’s not indicated on the website, but we’ve effectively stopped recruiting. The B2B workshop closed about a week in advance because we needed to prepare the online diary and schedule appointments. But for general conference attendance, if there’s space, they can register right up to the day.
V.B.: Will the future IWINETC edition be announced this time in Czechia?
A.S.: Probably not. We’re looking at three potential destinations. I’ve already visited one and initially thought it would be the one, but now I’m not so sure. I’m going to visit another destination soon, which I also think could be the one, but we’ll see.
V.B.: So, you still plan to announce it relatively soon?
A.S.: Yes, that’s the plan. We aim to announce the next destination relatively soon – within the next month, rather than waiting until the end of the year. The destination I visited a couple of weeks ago has an ideal climate, with temperatures around 20 degrees and sunny weather even in February, so we could potentially hold the event earlier there. However, the destination I hope to visit soon is quite cold in February, so if we choose that location, the event would likely take place at the end of March or early April. The same applies to 2027, as it would likely be cold there as well.
Reflecting on past experiences, Czechia is a great example. Three years ago, a representative from Czech Tourism attended the event. They returned in subsequent years and eventually decided to host it. This highlights an important point: potential host destinations should send a team to experience the event firsthand. They need to see what we do, understand its value, and then decide if they want to host it. I think we prove the concept very effectively when people see it with their own eyes.
What sets IWINETC apart is that it’s the longest-running event in the wine tourism industry. This is the 16th edition over 17 years – we only missed one year due to COVID. It’s also a nomadic event, meaning it moves to a new destination each year.
For comparison, take an event like the one in Valladolid, which is held in the same location every year. Over time, it becomes repetitive – you see the same providers, and the buyers, who are the main focus, might stop attending because they’ve already seen everything. In contrast, IWINETC’s nomadic nature keeps it fresh and inspiring. Each year, we showcase a new destination, which not only attracts new attendees but also keeps the experience dynamic and engaging for our loyal community.
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