INTERNATIONAL SEMINAR

NEW OPPORTUNITIES AND CHALLENGES IN WINE TOURISM Vila-seca / Falset, 15-16 October 2010

PRESENTATION

The third international workshop on innovation in tourism organized by the Science &

Technology Park for Tourism and Leisure (PCT de Turisme i Oci, in Catalan) of

Tarragona, Association País del Vi and Universitat Rovira i Virgili, is dedicated to wine

tourism, a growing special interest tourism product for which the territory of

Tarragona, including five wine denominations (DO Conca de Barberà, DO Montsant,

DOC Priorat, DO Tarragona and DO Terra Alta) has an enormous development

potential.

The key mission of the PCT is to disseminate academic research to the firms and

institutions of the territory for a more competitive and sustainable tourism, and to

connect with the international knowledge networks in the field.

Thus, this two-day event intends to present the results of a preliminary study project

conducted by one research group of the URV on “Current trends on wine tourism and

regional development” to an audience of tourism scholars, policymakers, professionals

of the wine and tourism sectors and tourism students. It will convene leading

international experts to discuss these findings and present their own views on

opportunities for regional development from the implantation of a territorial wine

tourism strategy, reflecting on issues of capacitation, product design, value chain

integration and marketing. It will also present the views and aspirations of

representatives of the wine sector, eno-tourism networks, and local experts of the

region of Tarragona. Finally, it will discuss opportunities for international networking

and collaboration in projects on wine tourism and regional development.

The second day of the meeting will involve a trip to the wine territory of Tarragona,

including a visit to the wine museum of Falset and a wine tasting session. It will also

present the project País del Vi (Country of Wine), which is part of the Consortium for

the Improvement of the Competitiveness of the Tourism and the Leisure in the regions

of Tarragona (Consortium MCTUR), funded by the European Regional Development

Fund (ERDF).

The proceedings from this meeting will be the object of a multi-language publication of

the PCT of Tourism and Leisure.

MEETING AGENDA (subject to alterations)

Friday, 15 October

9.30-10.00 Words of welcome by the rector of the University Rovira i Virgili

and presentation of the meeting

10.00-11.00 Presentation of the URV project “Current trends on wine tourism

and regional development” (J. Blay-J. Salvat)

11.00-11.30 Lecture by Prof. Michael Hall, Canterbury University, New Zealand

Coffee break

12.00-12.30 Lecture by Dr. Paola Borrione, Instituto di Ricerche Economico Sociali

del Piemonte (IRES), Italy

12.30-13.00 Lecture by Mr. Radomir Vlastelica, Director of Wine Tourism Strategy,

Republic of Serbia

13.00-13.30 Lecture by Prof. Manoela Carrillo Valduga, Fluminense Federal

University, Brazil

13.30-14.00 Lecture by Ms Madelena Grossmann, Council of Europe “Wine

Cultural Tourism Exchange” programme

– EUTO (Vila-seca)

Lunch

16.00-16.30 Lecture by Mr Manu Narvaez, manager of San Sebastian Turismo and

member of Saborea España

16.30-17.00 Lecture by Ms Carme Ribes, director of European Network of Wine

Cities (RECEVIN)

17.00-17.30 Lecture by Mr Octavi Bono, manager of Patronat de Turisme de la

Diputació de Tarragona

17.30-18.00 Lecture by Mr Lluís Pujol, manager of Associació País del Vi

18.00-18.45 Round table discussion with the participation of all the invited lecturers

18.45-19.00 Closure by Prof. Salvador Anton Clavé, director of the PCT

Saturday, 16 October 2010

09.00 Transfer by bus to Falset

09.45–10.00 Words of welcome by president of Associació País del Vi

10.00-10.20 Lecture by Mr David Esteller, manager of Patronat de Turisme del

Priorat

10.20-10.40 Lecture by Mr Jaume Martí, manager of DO Terra Alta

10.40-11.00 Lecture by Mr Antoni Salas, exdirector of La Boella and prescriber of

TarracoVinOleum.cat and Vinum.cat

11.00-11.30 Lecture by Mr Carles Andreu, manager of Celler Carles Andreu

11.30-12.00 Visit of Castell del Vi (Falset)

Transfer by bus to Capçanes

12.30-14.00 Visit and Wines Tasting at Celler de Capçanes

Lunch

The meeting is open, subject to availability. Registrations have to be made in advance to the

meeting secretariat.

REGISTRATION

- Falset

Registration of Seminar: Free

Accommodation*: Single Room: 49 euros Double Room: 55 euros

Aparthotel Atenea Aventura (+34 977 396 278). * Breakfast included

MEETING SECRETARIAT

Mr Jordi Llaveria – jordi.llaveria@pct-turisme.cat

Science & Technology Park for Tourism and Leisure (PCT de Turisme i Oci)

C/ Joanot Martorell, 15

Vila-seca (Tarragona) - 43480 – SPAIN

HOW TO GET TO THE UNIVERSITY SCHOOL OF TOURISM AND LEISURE (EUTO)

Latitud: 41° 6'10.57"N

Longitud: 1° 8'48.92"E

EUTO

Educational Campus 2 of Vila-seca

C. Joanot Martorell, 15

The Science and Technology Park Tourism and Leisure is an organ of coordination and management of

research, development, innovation and entrepreneurial development in tourism and leisure. Promoted by

Universitat Rovira i Virgili, the Town Council of Vila-seca and the Federation of Employers of Hotel

Business and Tourism in the Province of Tarragona (FEHT), has as a mission to become a pole of

knowledge-economy in tourism with international projection. PCT de Turisme i Oci: www.pct-turisme.cat

Associació País del Vi, created in 2009, is a initiative of Chambers of Commerce of Reus, Valls and Tortosa

and wine denominations of Conca de Barberà, Montsant, Priorat, Tarragona and Terra Alta.

Associació País del Vi: www.paisdelvi.cat

The University School of Tourism and Leisure (EUTO) is situated in the Universitat Rovira i Virgili

Tarragona’s Campus in Vila-seca. Based on a strong core of tourism and leisure-focused academics form

different departments of the University, EUTO offers undergraduate and postgraduate degree courses in

tourism, as well as opportunities for postgraduate research. EUTO: www.euto.urv.cat

Other links of interest

Costa Daurada: www.costadaurada.info

Vila-seca: www.lapinedaplatja.info

Castell del Vi of Falset: http://www.falset.org/turisme/castelldelvi/index.html

Priorat: www.turismepriorat.org