Wine Tourism in the Digital Age: Will AI Change the Landscape of Global Wine Tourism?
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.