KNOWLEDGE DAY

The Theme

Wine tourism sits at the intersection of land, culture, community, and commerce. Social licence — the informal but powerful permission society gives an industry to operate — is shaped by public and regulatory expectations around health, environment, sustainability, labour, culture, and community wellbeing.

The theme for the Knowledge Day of this year’s Great Wine Capitals Annual Conference is Social Terroir: Breaking New Ground. This theme responds to growing global expectations around sustainability, cultural responsibility, authentic regional

storytelling and community resilience. By exploring how wine regions can actively earn and maintain social licence, the conference will position the sector to strengthen its reputation, remain competitive in international tourism markets, and ensure tourism growth enhances rather than diminishes the places people come to experience.

What You'll Take Away

The Knowledge Day equips delegates to:

  • Recognise social licence as a strategic enabler of growth
  • Strengthen cultural and community partnerships
  • Create experiences that respect local culture, indigenous communities, heritage and landscape
  • Protect regional provenance and authenticity in global markets
  • Implement measurable sustainability practices across the land and within tourism businesses
  • Diversify tourism offerings via models that support local economies while safeguarding destination reputation

Day at a Glance

Join us to shape a wine tourism sector that earns its place in the landscape, in the community, and in the world.

8:30 am                Mihi whakatau/ Welcome ceremony & opening address

9:00 am                Session I — Indigenous Partnerships & Cultural Integrity

10:30 am              Morning tea

11:00 am              Session II — Sustainability as a Social Contract

1:00 pm                Lunch

2:00 pm                Session III — Agritourism & Diversification for Resilience

3:30 pm                Closing ceremony & drinks

4:30 pm                Conference ends

Session Overview:

Session I: Indigenous Partnership & Cultural Integrity

Authentic engagement with local communities and visitors, and responsible cultural storytelling. How to earn cultural licence in your branding, your narratives, and your visitor experience.


Session II: Sustainability as a Social Contract

Moving beyond aspirational messaging toward sustainability embedded within strategy to build customer trust, deliver community benefit, and demonstrate the role of sustainability in accessing international markets.


Session III: Agritourism & Diversification for Resilience

Exploring how wine regions can expand tourism offerings while protecting landscapes and community wellbeing. Real models, international research, and practical innovation.



Marijke Dunselman

Marijke Dunselman is the founder of Agritourism New Zealand and a leading voice in agritourism, with more than 27 years’ experience helping farmers and tourism businesses diversify and grow. She established Agritourism NZ to strengthen rural communities through tourism, training, advocacy and innovation. An internationally recognised speaker and Chair of the Education Committee for the Global Agritourism Network, Marijke brings global insights and practical expertise. Her work was recognised with the 2023 NZ Tourism Ticker Person of the Year award and the 2025 World Agritourism Award for innovation in agritourism.

Duncan Darroch

Duncan Darroch is the founder of Electric Executive and Hawke’s Bay Experiences, pioneering sustainable luxury transport and wine tourism in Hawke’s Bay. A trained winemaker and former biology teacher, he combines hospitality expertise with a strong commitment to environmental responsibility. His all-electric business model delivers premium visitor experiences while helping corporate clients reduce emissions. In 2026, Duncan was recognised with a Great Wine Capitals Sustainable Wine Tourism Award for his innovative approach to sustainable tourism

Jessica Vandy

Jessica Vandy is a sustainability practitioner and impact consultant with nearly two decades of experience working across the visitor economy in the Asia Pacific region. As founder of The Tenth Letter Consulting, she partners with destinations and tourism stakeholders to translate sustainability ambition into meaningful, evidenced impact with a focus on regenerative practice and the long-term wellbeing of place and community. Drawing on experience across the public and private sector, Jessica brings both strategic and practitioner insight to her work. She is also a senior consultant for Barcelona-based agency Global Destination Sustainability Movement, supporting global tourism destinations on their sustainability journeys.

Meagan Littlejohn

Meagan Littlejohn hails from Canada with a Masters degree from the University of Ottawa focussed on behaviour change, and a background in research and project management. She first joined the Sustainable Winegrowing NZ (SWNZ) team based in Blenheim in May 2018 as the Systems Administrator and has been managing the daily operations of the SWNZ programme as Programme Manager since January 2020. The SWNZ programme began in 1995 and leads with way internationally with approximately 98% of all producing vineyard area in New Zealand SWNZ-certified. Meagan is passionate about advancing the sustainability efforts and credentials of the New Zealand wine industry.

Great Wine Capitals Hawke's Bay is supported by