KNOWLEDGE DAY / PROGRAMME
About This Day
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 via 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
8:30 am Mihi whakatau — welcome ceremony & opening key-note address
9:00 am Session I — Indigenous Partnership & 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 close
Join us to shape a wine tourism sector that earns its place — in the landscape, in the community, and in the world.
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.
Speakers
• Karl Wixon, Arahia Pathfinders — cultural licence in branding and development of cultural narratives; panel facilitator
• Pauly Vandenbergh, Munda Wines (South Australia) / Co-founder, Tjindu Foundation — panel case study
• Tuku Māori Winemakers Collective — panel case study
• Cameron Hayes, Tourism New Zealand — the Tiaki Promise as a tool to educate visitors and locals to travel thoughtfully and respectfully
• Dr InHaeng Jung — International Research Grant presentation: culturally informed strategies to better connect with international visitors and extend regional offerings
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.
Speakers
• Jess Vandy, The Tenth Letter - sustainability, impact, communication, and building sustainable legacy events
• Dr C. Michael Hall, Massey University / GWC Expert Panel — responsible and sustainable consumption, circular economy, tourism marketing and destination stewardship
• Toby Buck, Te Mata Estate — panel facilitator
• Meagan Littlejohn, NZWine Sustainable Winegrowing Programme — pillars of sustainability and sustainability's role in access to key markets
• Duncan Darroch — 2026 BOWT Sustainability Award winner, Hawke's Bay (case study)
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.
Speakers
• Marijke Dunselman, Agritourism New Zealand — agritourism as a resilience and revenue strategy
• Jessica Mei Pung — International Research Grant presentation: the potential of agritourism for extending wine tourism experiences
• Joanna Fountain, Associate Professor, Lincoln University — creating innovative agri and wine tourism experiences
• Ms Chia Chia Koay, University of Verona — International Research Grant presentation: the impact of wine tourism awards on visitor experience and winery reputation
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
