This is the 10th year of the Wine Tourism Conference – and the second year under the guidance of OnePoint Group and the first time the format was three days. Taking place from 19-21 May 2026, the first two days were an in-house conference at Cavalli Estate as before, including a number of panel discussions, and then the third day out in the field in various wine regions, experiencing real wine tourism. Nedbank and American Express was their main sponsor alongside Commerce7 and is now also supported by various wine routes and organisations. The event was well attended with a very clear message: Wine tourism is growing and the one area we can influence visitors effectively and help to ensure the profitability of the wine industry. Tell your stories, provide top class service, offer more than wine, be authentic, capture and engage with your visitors and customers for long-term loyalty and profitability.