From the opportunities for rural regions to score points with local products to gamification in wine tourism: around 50 speakers presented the latest research findings at this event. In addition, the Institute for Tourism, Wine Business and Marketing at IMC Krems organised a series of workshops. Here, participants and students were able to immerse themselves in different worlds together: from natural wine and glass culture to biodiversity in vineyards and vegetable fields. "The conference is also a special added value for our students - they can make personal contact with producers and colleagues from our partner universities," says Albert Stöckl, Head of the International Wine Business programme.
Trends in tourism: theory & practice
From Australia to Hong Kong to the USA - many speakers came from far away. Such as keynote speaker Professor Haiyan Song, whose scientific publications in tourism and wine economics have a significant influence on global destination management. Also on board: IMC partner universities such as Geisenheim University, Heilbronn University, Baden-Württemberg Cooperative State University Heilbronn and Harz University. Colleagues from the KEDGE Business School also came to Krems - there is a particularly close exchange with the French university. Students on the International Wine Business programme can spend half of their time studying at IMC Krems and the other half in Bordeaux - and thus graduate with a double degree after three years. "Four of our students will be travelling to France again next semester," says Albert Stöckl.
Together at the VieVinum in the Hofburg
Where better to discuss culinary and wine tourism than in the historical ambience of the Gozzoburg and Piaristengasse Krems? Not only were the premises of IMC Krems a highlight, but also the joint boat trip to the Wachau and the excursion to the Vienna Hofburg for the VieVinum. "We chose the date of the 6th Culinary and Wine Tourism Conference very deliberately - exactly at the time of Austria's largest wine fair," explains Markus Eitle, Professor at the Institute of Tourism, Wine Business and Marketing. The joint trip to VieVinum was made possible by the close cooperation with Austrian Wine Marketing (ÖWM).
Legendary vineyard tasting on the Danube
Vinea Wachau was also on board as a partner - together they went to a vineyard tasting on the MS Mariandl. The young Wachau winegrowers Martin Bergkirchner and Hanna Hirtzberger as well as Marlene Bergkirchner from the Nikolaihof winery provided details about the region's legendary vineyards. Insights for all the senses. And thus a prime example of how wine and tourism go hand in hand at IMC Krems and in practice.
Author: Pamela Schmatz
