New Zealand Joins United States, France and Other Countries Promoting Wine Tourism as Great Wine Capitals Conference Opens in Hawke’s Bay

New Zealand joins the United States, France and other countries promoting wine tourism as the Great Wine Capitals Conference opens in Hawke’s Bay from 18 to 22 October 2026. The international gathering connects leading wine destinations, tourism professionals and industry representatives to strengthen partnerships, encourage sustainability and expand visitor experiences.

New Zealand welcomes global wine tourism leaders to Hawke’s Bay for Great Wine Capitals Conference, taking place from 18 to 22 October 2026. The international gathering brings together wine regions, tourism professionals and industry representatives to strengthen destination partnerships, promote sustainable visitor experiences and advance collaboration across global wine tourism markets.

Hawke’s Bay Prepares to Welcome International Wine Tourism Leaders

Hawke’s Bay is preparing to host the 26th Great Wine Capitals International Annual Conference and Annual General Meeting (AGM) from 18 to 22 October 2026. The five-day gathering will bring international wine tourism professionals, destination marketing organisations, wine producers and business representatives to one of New Zealand’s leading wine-growing regions.

Organised through the Great Wine Capitals Global Network, the conference will provide a platform for exchanging industry knowledge, developing international partnerships and exploring new approaches to wine tourism.

The 2026 edition carries the theme A World of New, reflecting its focus on fresh experiences, cultural connections, business opportunities and innovation.

More than 80 delegates are expected to attend, according to New Zealand wine industry reporting. The programme includes keynote presentations, technical visits, business meetings, networking opportunities and regional wine experiences.

Global Wine Capitals Connect Leading Tourism Destinations

The Great Wine Capitals Global Network brings together internationally recognised wine regions that share an interest in strengthening wine tourism, destination competitiveness and visitor experiences.

Its current website identifies 11 member destinations across 11 countries, including Adelaide in Australia, Bordeaux in France, Bilbao–Rioja in Spain, Mainz–Rheinhessen in Germany and Verona in Italy.

Other destinations include Porto in Portugal, Lausanne in Switzerland, Mendoza in Argentina, Valparaíso–Casablanca Valley in Chile, San Francisco–Napa Valley in the United States and Hawke’s Bay in New Zealand.

These destinations represent different wine-making traditions, landscapes and tourism markets. Their participation in the network creates opportunities to share approaches to hospitality, regional marketing, visitor management and business development.

For tourism businesses, such cooperation can support the development of itineraries that connect wineries with accommodation, gastronomy, cultural experiences and regional attractions.

The conference also provides an opportunity for participating destinations to examine how wine tourism can generate benefits beyond individual vineyards.

Hawke’s Bay Strengthens Its International Wine Tourism Profile

Hosting the conference places Hawke’s Bay in front of an influential international audience of wine tourism professionals.

The region is recognised for its vineyards, cellar-door experiences, premium wines, restaurants and coastal landscapes. Napier, Hastings and Havelock North provide important gateways for visitors exploring its food and wine attractions.

Hawke’s Bay offers a combination of established wine production and tourism experiences, making it a suitable location for discussions about the relationship between agriculture, hospitality and destination development.

International delegates will have opportunities to experience the region directly through organised activities and winery visits.

These experiences can help tourism buyers and destination representatives understand how Hawke’s Bay combines wine production with visitor services.

For local businesses, the conference offers exposure to international industry professionals who may influence future tourism partnerships and destination promotion.

Hawke’s Bay Tourism identifies the event as an opportunity to showcase the region’s wineries, hospitality, landscapes and visitor experiences.

Conference Programme Creates Opportunities for Tourism Businesses

The five-day programme combines industry discussions with practical opportunities for professional networking.

Delegates will participate in keynote sessions, business meetings, technical visits and wine-related experiences. The programme also includes the Great Wine Capitals Best Of Wine Tourism Awards and an international wine tasting event.

A business-to-business trade session is scheduled for 21 October at the Napier War Memorial Centre. Published operator information describes appointments between New Zealand tourism businesses and international wine tourism buyers.

Such meetings can provide opportunities to discuss potential partnerships, travel products, visitor experiences and distribution arrangements.

The international wine tasting event, also scheduled for 21 October, will bring together regional wineries and representatives from other Great Wine Capitals destinations.

These activities highlight the conference’s commercial relevance for the tourism industry, extending its purpose beyond professional presentations and ceremonial meetings.

Tourism, Aviation and Wine Businesses Support the Conference

Several New Zealand businesses are supporting the 2026 conference through sponsorship arrangements.

Craggy Range, a prominent Hawke’s Bay winery and hospitality destination, is listed as a gold sponsor.

Hawke’s Bay Airport, WineWorks and Wine Collective Direct are identified among the bronze sponsors, while Napier Port is listed as an award sponsor.

Their involvement reflects the range of industries connected with wine tourism, including transport, hospitality, wine production, logistics and regional commerce.

Air connectivity is particularly important for international conferences held outside major metropolitan centres. Hawke’s Bay Airport provides domestic connections that support access to the region through New Zealand’s wider aviation network.

The conference is not structured primarily as a conventional exhibition. Its commercial programme centres on professional meetings, networking and industry engagement rather than a large public exhibitor floor

Knowledge Day Examines Sustainability and Cultural Partnerships

One of the conference’s main industry sessions will take place on 22 October at the Napier War Memorial Centre.

The Knowledge Day programme, titled Social Terroir: Breaking New Ground, will explore the relationship between wine tourism, local communities, cultural identity and sustainable business practices.

Dr John Barker, Director General of the International Organisation of Vine and Wine, is among the announced speakers.

Other participants include Jamie Knee, founder of Petite Wine Traveler; Meagan Littlejohn from Sustainable Winegrowing New Zealand; and Cam Hayes from Tourism New Zealand.

The programme also features Marijke Dunselman of Agritourism New Zealand, Duncan Darroch of Hawke’s Bay Experiences and academic specialists from New Zealand, Australia and the United States.

Discussions will address Indigenous partnerships, responsible cultural storytelling, sustainability strategies and the diversification of rural tourism businesses.

The central question is how wine tourism operators can strengthen their commercial performance while maintaining positive relationships with the communities and environments that support their businesses.

These subjects are increasingly relevant to destinations seeking to balance visitor growth with environmental protection and long-term community benefits

Wine Tourism Creates Opportunities Beyond Traditional Vineyard Visits

Wine tourism is an important part of the wider experience economy because it connects agricultural production with hospitality, culture, food and regional travel.

Visitors increasingly have opportunities to explore wine regions through guided tastings, vineyard accommodation, culinary experiences, educational activities and personalised tours.

For tourism operators, these experiences can encourage visitors to explore destinations beyond major cities and established sightseeing routes.

They can also create commercial opportunities for restaurants, accommodation providers, transport operators and small businesses.

The Great Wine Capitals Conference provides a setting for examining how such activities can be developed into competitive tourism products.

The inclusion of agritourism specialists in the 2026 programme also reflects the potential for rural businesses to diversify their income through visitor experiences.

However, successful development requires careful planning, suitable infrastructure, environmental responsibility and cooperation between tourism operators and local communities.

International Collaboration Supports Future Tourism Development

The conference will give participating wine regions an opportunity to exchange practical experience and strengthen professional relationships.

For established destinations such as Bordeaux, Porto and Napa Valley, international cooperation offers access to different approaches to tourism marketing, visitor engagement and hospitality.

For Hawke’s Bay, hosting the event creates opportunities to demonstrate its regional strengths while learning from other internationally recognised wine destinations.

The Great Wine Capitals Best Of Wine Tourism Awards will provide another opportunity to highlight businesses and initiatives recognised for their contribution to the sector.

Such recognition can support industry visibility and encourage the exchange of successful practices between destinations.

The wider value of the conference will depend on how participants translate discussions and professional contacts into practical cooperation after the event.

Hawke’s Bay Conference Highlights New Zealand’s Wine Tourism Potential

New Zealand’s hosting of the Great Wine Capitals Conference reinforces the importance of specialist tourism events in connecting international industry professionals with regional destinations.

For Hawke’s Bay, the gathering creates an opportunity to promote its wine tourism offering to an audience with direct experience in destination development, travel distribution and hospitality.

The conference also demonstrates how meetings and business events can support wider tourism objectives by combining professional engagement with destination experiences.

As international delegates gather from 18 to 22 October, discussions will focus on sustainable development, cultural responsibility, tourism innovation and cooperation between wine regions.

The event provides a platform for Hawke’s Bay to strengthen its international industry relationships while contributing to the wider development of global wine tourism.

Conclusion – 50 words

The Great Wine Capitals Conference 2026 positions Hawke’s Bay as an international meeting point for wine tourism and destination development. Through industry discussions, business networking and sustainable tourism initiatives, New Zealand will showcase its regional strengths while encouraging cooperation among leading wine destinations and supporting future opportunities for tourism businesses.