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 6-9, 2026
Location: Bordeaux Sciences Agro, Bordeaux, France – The Capital of Global Wine Tourism
Registration Fee:
| Price/person in EUR | Early Bird Rate by 30th of June | Normal fee by end of July |
|---|---|---|
| DAY 1 Conference Day | 110 | 120 |
| DAY1 + Gala Dinner | 170 | 200 |
| DAY 1(incl. dinner) + DAY 2 Field trip Margaux/ Medoc/ Pauillac | 320 | 380 |
| DAY1 (incl. dinner) + DAY2 + DAY 3 Field trip Sauternes/Graves/Saint Emilion | 470 | 560 |
| DAY1 (incl. dinner) + DAY2+DAY 3 + DAY 4 Optional Field trip to Bordeaux city and Pessac | 620 | 740 |
Early Bird registration up to the 30th of June 2026.
Highlights of the conference
- Core Academic & Industry Exchange (DAY 1)
- 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.
- 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)
Extend your stay to experience how legendary estates are putting digital and experiential marketing into practice through two exclusive, curated day tours:
- The Left Bank Track (DAY 2): Margaux, Médoc, & Pauillac Journey into the heart of historic appellations to explore prestigious estates, discuss direct-to-consumer innovations with local operators, and enjoy an exclusive group lunch in Pauillac.
- The Golden & Right Bank Track (DAY 3): Sauternes, Graves, & Saint-Émilion A breathtaking day combining the sweet wine mastery of Sauternes, an experiential visit to Caudalies, and a deep-dive cultural and technical tour of the ancient, UNESCO-listed jurisdiction of Saint-Émilion.
- Ultimate Experience: Extended City & Pessac Discovery (DAY 4)
- The Complete Package: For the ultimate conference experience, join the optional Day 4 field trip exploring Bordeaux City alongside the historic châteaux of the Pessac wine region. This track ties together urban wine tourism innovations with some of the oldest wine-producing soils in Bordeaux.
Why You Should Attend ?
Bridge Theory and Practice: This isn’t just an academic meeting. It is a unique collaborative space hosted at Bordeaux Sciences Agro, placing you side-by-side with international experts to witness firsthand how AI, blockchain, and digital tools are actively rewriting the rules of global wine tourism.
Executive Organizing Committee
- Claire Lamoureux (Bordeaux Sciences Agro, France)
- Kyuho Lee (Sonoma State University, USA)
- Javier Martínez-Falcó (University of Alicante, Spain)