Taking England's Wine Tourism to the World training
Designed for English vineyards and wineries engaged in wine tourism, our free training equips you with the skills and knowledge to reach new international customers.
Introduction
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.
Sign up for VisitEngland Academy’s online course - Taking England’s Wine Tourism to the World.
Who the course is for
This comprehensive online training, supported by WineGB, is tailored specifically for English vineyards and wineries engaged in wine tourism and will help them develop vineyard experiences that appeal to the lucrative and growing inbound tourism market.
How are the sessions delivered?
This is self-paced online learning with engaging, interactive activities.
What is the cost?
The programme is offered free of charge.
What the course covers
This programme offers essential knowledge and strategies to attract international visitors and enhance your business.
Content highlights
- 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.
Toolkit - Taking England's Wine Tourism to the World
PDF
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.
