London Wine Fair: Gateway to Wine Tourism and Global Industry Trends

The London Wine Fair – the International Exhibition Partner for the Wine Travel Awards (WTA) – is not only the UK’s leading drinks showcase but also a pivotal hub for wine tourism. Each year, it connects producers, destinations and travellers, offering a platform where culture, heritage and business meet.

A landmark announcement from London confirms that in 2026 the Fair will enter a new chapter under fresh ownership. On 31 October, the event transitioned from Hemming Group to Vindustrious, a new company established by Fair Director Hannah Tovey through a management buyout supported by private investor Perrin & Partners.

Ms Tovey will continue to lead the Fair, now also as its owner, retaining the entire team to ensure continuity. For exhibitors, destinations and wine travellers, this stability means reliable organisation, while new investment promises expanded opportunities for tourism promotion and international networking.

The timing is symbolic: the 2026 edition will mark the Fair’s 45th anniversary, a milestone expected to usher in a new era for the drinks and wine tourism industries. Observers note that the change of ownership brings renewed ambition and inspiration, strengthening London’s role as a global meeting point for wine professionals and travellers alike.

Over the past two years, the Fair has regained pre‑pandemic momentum. Under Ms Tovey’s leadership since 2017, it pioneered the first fully digital edition during lockdowns and later developed today’s hybrid format – innovations that opened new doors for wine tourism promotion worldwide. Her track record includes founding Imbibe Magazine, imbibe.com and Imbibe Live, alongside other leading industry ventures.

Looking ahead, bookings for the 2026 Fair are already 14% ahead of last year. The 2025 edition was shortlisted for four prestigious Exhibition News Indy Awards, including Trade Show of the Year and Best Event Director.

Commenting on the acquisition, Hannah Tovey said:

“The buyout of the London Wine Fair marks an exciting new chapter. We will ensure the Fair remains at the heart of the UK drinks industry, while also serving as a dynamic platform for wine tourism – connecting producers, destinations and travellers. Following a fantastic 2025 edition, which delivered 40% revenue growth against wider market trends, we are preparing for our 45th show and anticipate an even more vibrant event in 2026.”

The London Wine Fair 2026 will take place from 18–20 May at Olympia, with Drinks+ and the Wine Travel Awards celebrating their own milestone – the WTA’s 5th anniversary – at a joint stand. Visitors will discover the WTA nominees’ catalogue and taste wines from across the international community, reinforcing the Fair’s role as a crossroads of wine tourism and global industry exchange. We invite you to join our stand in London.

For further information, please contact: dimdi@ukr.net