About the conference
The global wine industry is navigating a rapidly shifting landscape, driven by inflation, evolving consumer behavior, and groundbreaking technological advancements. In this dynamic context, wine tourism has emerged as a cornerstone strategy for winery operators worldwide. Direct-to-consumer (DTC) sales generated through immersive, on-site experiences not only yield higher profit margins but also cultivate invaluable, long-term brand equity. Even in historically traditional regions like Bordeaux, wine tourism is transforming traditional business models into experience-rich, customer-centric ecosystems.
Concurrently, the digital age introduces a new frontier: Artificial Intelligence. From AI sommeliers and data-driven personalization to generative AI tools (such as ChatGPT and Gemini) and blockchain security, emerging technologies are completely redefining how wineries operate and connect with global audiences. This conference serves as an essential forum for academic researchers, winery owners, and industry practitioners to exchange cutting-edge insights and build competitive strategies at the strategic, technological, and experiential intersections of wine tourism.
Key Event Details
Dates: October 5-9, 2026
Location: Bordeaux Sciences Agro, Bordeaux, France – The Capital of Global Wine Tourism
Conference booking is full.
Confirmed participants may refer to this final version of the program.
Please note that all registration fees and associated costs paid to the organizers become strictly non-refundable starting 30 days prior to the event (i.e., as of 6th of September). No refund requests will be accepted or processed after this deadline, regardless of the reason for cancellation.
Highlights of the conference
Core Academic & Industry Exchange, day 1, Tuesday October 6
- The Full Conference Experience: Dive straight into the cutting-edge intersections of wine tourism and artificial intelligence. Access all keynote presentations, research tracks, practitioner panels, and high-level round-table networking sessions. Program of the presentations
- Special Analytical Session: Learning & Tasting « Grand Cru Classés » Join Claire Lamoureux for an exclusive, hands-on session exploring « Grand Cru Classés » wines. Participants will dive into the history of the legendary 1855 Bordeaux Classification, followed by a guided analytical tasting experience inside Bordeaux Sciences Agro’s brand-new, state-of-the-art SensoLab. At the end, attendees will receive a “Basics of Bordeaux wine” certificate.
- Exclusive Gala Dinner Upgrade: Elevate your Day 1 experience by joining fellow delegates, scholars, and industry leaders for an elegant evening of networking, culinary excellence, and fine wine pairings during the official Conference Gala Dinner.
Immersive Regional Field Trips (DAYS 2, 3 & 4)
Day 2: Wednesday, Oct 7 – Graves & Sauternes
Prestigious Winery Visits: Explore two iconic Sauternes estates—Château Guiraud (Premier Cru Classé) and the world-renowned Château d’Yquem (Premier Cru Supérieur).
Luxury & Hospitality: Tour Château Smith Haut Lafitte alongside the adjacent Les Sources de Caudalie hotel.
Gourmet Dining: Enjoy a Michelin-starred lunch experience at Le Cercle (Château Guiraud).
Day 3: Thursday, Oct 8 – Médoc & Saint-Émilion
First Growth & Major Estates: Visit world-famous Médoc properties including Château Mouton Rothschild, Château Duhart-Milon, Château Lynch-Bages, and a stop at Château Margaux.
Bistronomic Lunch: Regional lunch at Café Lavinal with wines included.
Day 4: Friday, Oct 9 – Bordeaux’s Gems & Culinary Culture
Historic Estates: An exclusive tour at Château La Mission Haut-Brion (also covering the neighboring Château Haut-Brion).
Downtown Bordeaux Dining: Lunch at Berthus in central Bordeaux, with wines included.
Cultural Experience: A guided “Vert Bordeaux” Food & Walking Tour through historic downtown Bordeaux, featuring local food culture and traditional sweet treats.
Key Takeaways
- Top-Tier Wine Estates: Includes First Growths and Premier Crus (Château d’Yquem, Mouton Rothschild, Haut-Brion, Margaux).
- All-Inclusive Dining: A balance of fine dining (including a Michelin-starred venue) and curated wine pairings at lunch stops on Days 2 and 3.
- Cultural Immersion: Combines prestigious vineyard visits with local urban gastronomy in downtown Bordeaux.
Executive Organizing Committee
- Claire Lamoureux (Bordeaux Sciences Agro, France)
- Kyuho Lee (Sonoma State University, USA)