Taking England's Wine Tourism to the World – Internationally ready programme
Introduction
Sign up for our in person free training programme aimed at English vineyard to learn how to internationalise your business.
VisitEngland invites you to attend “Taking England’s Wine Tourism to the World,” a comprehensive one-day training event tailored specifically for English vineyards and wineries with an existing tourism offering. This programme offers essential knowledge and strategies to attract international visitors and enhance your business.
Programme Modules
The training programme covers crucial modules designed to improve your understanding and skills, including:
- Understanding the Volume and Value of Inbound Tourism: Learn about the growth opportunities in the inbound tourism market, including insights from market research to maximise these opportunities. In 2023, England welcomed 33.5 million visitors, generating £26.6 billion in spending. With the market poised for even greater growth in 2025, now is the time to position your business to take full advantage of these exciting opportunities.
- Understanding Inbound Tourist Motivations and Buying Behaviour: Discover how inbound tourists differ from domestic tourists (longer stays, higher spends) and learn to identify and satisfy your target markets. Stay competitive by keeping on top of trends.
- Creating Compelling Wine Experiences: Focus on your unique value proposition (UVP) related to your business and region. Select target markets and tailor your experiences to the right audience. Extend your customer base by making experiences inclusive and accessible, implementing sustainable tourism practices, and enhancing the visitor journey to encourage repeat visits.
- Exploring the Tourism Distribution System: Develop relationships and increase visibility within tourism channels by creating bookable activities. Understand the value of attending trade shows and how to develop and maintain effective partnerships, including cross-promotion opportunities.
Understanding the Cost of Distribution: Budget for tourism distribution and learn how to price products to match intermediaries’ costs.
Promoting Your Product Effectively: Explore different marketing channels and digital marketing strategies, such as SEO and PPC, to reach more potential customers. Gain an understanding of asset rights to ensure compliance with the law.
Supporting Your Success
Supported by WineGB, this bespoke training is ideal for SMEs (Small Micro Enterprises) with the vineyard tourism offering. This programme is designed to help English wine producers develop vineyard experiences that appeal to the lucrative and growing inbound tourism market.
What's the offer?
Free market-leading training, delivered by VisitEngland.
Understand how the export industry works and how your business can become internationally-ready.
Learn more about travel-distribution systems and the importance of being bookable.
Who is the training for?
VisitEngland invites you to join “Taking England’s Wine Tourism to the World,” a comprehensive one-day training event tailored specifically for English vineyards and wineries engaged in wine tourism. This programme offers essential knowledge and strategies to attract international visitors and enhance your business.
How are the sessions delivered?
This is a one day in person training starting from 9.30am until 5pm.
Please note that the registration links below are for the same event in different destinations, so only one booking is required to attend. Make sure you choose the event’s link that provides the suitable date and destination for you to attend. If registration is detected across multiple events you will be contacted to select your preferred option. Registration is also non-transferable without prior approval from the team.
The programme is supported by our VisitEngland Learning Academy Platform
What is the cost?
The programme is offered free of charge. Our face-to-face sessions are providing lunch and refreshments throughout the day. Spaces are limited, and are offered on a first come, first served basis. Although the training is free, a £25 no-show fee applies if a registration has not been cancelled within five working days of the event, to cover costs.
Face-to-face programme registrations
When you register for the face-to-face programme, we will enrol you to the course on the VisitEngland Learning Academy Platform. We will also send the joining instructions approximately five working days prior to the event.
Terms and conditions
The workshop materials and accompanying publication contains information, data, and images (the ‘Information’) prepared by British Tourist Authority (BTA) trading as VisitEngland (VE) under a copyright licence from the Australian Tourism Export Council (ATEC). All rights reserved. No part of the workshop materials and accompanying publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of ATEC and BTA, in accordance with relevant copyright legislation.
By registering and attending this event you agree, acknowledge and understand that photos and videos may be taken during the event by either VisitEngland or VisitBritain or other attendees, for either VisitEngland’s or VisitBritain’s use in accordance with their Privacy Policy or the attendees own personal or business purposes (in all cases (including without limitation) used and shared on social and virtual platforms).
Useful contacts
Toolkit - Taking England's Wine Tourism to the World
Taking England's Wine Tourism to the World - an inbound toolkit
This guide is designed to provide you with the basic tools, knowledge and key contacts needed to
build your wine tourism offering and enter them into the tourism export market.
