Moderator:
Jan Lichota
Speakers:
Nicole Groot Zevert, Toerisme Vlaanderen
Margot Jonckheere, Alsace Tourism Bureau
Rudolf Šlehofer, Asahi
Catherine Toolan, Diageo
Wine tourism has been for decade a growth and reputation enhancer, attracting thousands of tourists from the whole world in producing regions in France, Italy and Spain, leading to a worldwide premium reputation, booms in sales and exports and growth for producers. With more than 10.000 breweries in Europe, of all sizes, and Europe being the cradle of beer, initiatives are booming to push for beer tourism. Some breweries have developed tours, other have joined forces locally to create visit programme and advertise for it, others team-up with the local tourism office to get listed and have the tours promoted proactively. This session will focus on how a region reputed for its wine route is now developing a similar approach for its breweries and how a beer region is helping brewers through data analysis to improve beer tourism. This session will offer inspiration for brewers to then team-up with local or regional tourism office to promote beer!