“Brands, brand building and brand distinction” is the theme for the 2023 Wine Tourism Conference, sponsored by Wesgro, Delta Air Lines and WWF, that takes place on 17 May at Lanzerac, Stellenbosch. Margi Biggs, convenor of the annual event, now in its seventh year, has marshalled an impressive list of international and local marketing, branding and tourism experts and innovators as speakers for the event.
“On the whole, local wine tourism is doing well and is approaching recovery to 2019 levels,” says Biggs. “While we fervently hope this trend will continue, the global economic outlook remains uncertain. If we are to continue to attract long-haul international visitors as well as those closer to home, including domestically, we are going to have to be that much smarter, nimbler, and more compelling in our offerings and the way we deliver them.”
According to Andile Ntingi, founder of GetBiz, writing for Business Day, the South African government hopes to attract 21 million international visitors a year by 2030. In 2019, a total of 10,2 million travellers entered the country.
Mike Ratcliffe, CEO of the Stellenbosch Wine Route, who has been a leading player in re-establishing the pre-eminence of Stellenbosch as a centre of excellence, will be addressing ways in which to build collective brand identities.
While Paul Siguqa, CEO of Klein Goederust in Franschhoek, will be looking at building a new South African brand; DTC futurist Andrew Douglas will be moderating a discussion on rebuilding established brands. Panellists to appear will be wine personalities Hein Koegelenberg, Kevin Arnold and Pieter Cronjé.
A panel discussion on how eco-conservation can impact brand building will be moderated by André Morgenthal, project manager of the Old Vine Project. Panellists will include Shelly Fuller of WWF South Africa, Jeremy Borg of Painted Wolf Wines and Kathryn Cilliers of Spier.
