TEDU26: Wine and Heritage: Tourism Between Tradition and Innovation University of Maribor, Faculty of Tourism Brežice, Slovenia, September 23-25, 2026

The University of Maribor, Faculty of Tourism in partnership with regional and international stakeholders is organizing the international academic and professional conference "Wine and Heritage: Tourism Between Tradition and Innovation" (TEDU26) in Brežice, Slovenia, on September 23–25, 2026.

Wine has always been more than just a beverage. It is a cultural expression, an identity marker, a bearer of memory, and a driver of innovation. Through the centuries, wine has shaped the landscapes, economies, and social life of entire regions, interconnecting with religion, art, traditions, and community life. Today, in a world that is changing with unprecedented speed, wine tourism is changing, navigating between traditional practices and meanings and new visitor expectations and global dynamics.The TEDU26 Conference explores how wine and heritage are connected in tourism and cultural development. It aims to understand how wine functions as a bridge between material and intangible heritage, between local practices and digital futures, and how these connections can contribute to sustainable and creative tourism development.

In recent years, the tourism and heritage sectors have undergone profound transformations due to climate change, digitalisation, changing consumer behaviour and needs, and changing perceptions of authenticity. At the same time, rural and wine-growing areas are reestablishing themselves as destinations of culture, well-being, and innovation.This opens new questions:- How is wine interpreted as heritage in the contemporary world?- How are digital tools reshaping storytelling, experience design, and marketing?- What is the relationship between wine tourism and authenticity and what is its relation to technological innovation?- How can communities reclaim and reinterpret their wine culture as a living heritage?The conference aims to contribute to a critical dialogue among researchers, heritage professionals, tourism experts, and policymakers. It welcomes both theoretical reflections and practical examples that show how wine tourism can combine cultural memory, sustainability and digital innovation in a unified vision for the future.

List of Topics (but not limited to)

• Wine, Identity and Destination Narratives- The cultural, social, and symbolic meanings of wine in shaping place identity.- Innovative approaches in wine tourism development and destination management.- Integration of wine, gastronomy, and local traditions in tourism experiences.- Cooperation networks and governance models for wine destinations.- Case studies of successful wine regions and heritage-based storytelling.
• Heritage, Memory and the Culture of Wine- Wine as a form of intangible and living cultural heritage.- Historical, archaeological, and religious dimensions of wine culture.- Heritage landscapes and their preservation through tourism.- Wine traditions as tools for community identity and collective memory.- Interpretive strategies linking tangible and intangible heritage.- Storytelling and creative reinterpretation of heritage in tourism.- Music and wine.
• Digital Futures and Innovation in Wine and Heritage Tourism- Digital transformation in wine and heritage interpretation (AR/VR, immersive media).- Smart tourism and data-driven innovation in destination development.- Digital storytelling, social media, and influencer cultures in wine tourism.- Branding and marketing heritage-based destinations in the digital age.- The role of AI, creative technologies, and design thinking in tourism innovation.- Challenges and opportunities for small producers and heritage institutions in the digital transition.

Invited Speakers

• Dr. Marianna Sigala
• Dr. Emanuela Panke

Information for authors

Participation possibilitiesTo participate in the conference as a speaker, authors may submit an abstract (up to 500 words). The abstract must clearly state the research objectives, methodology, main findings, and relevance to the conference theme.Recommended structure: title, introduction, method, findings/discussion, conclusion, and keywords. Include author’s name, institutional affiliation(s), and e-mail address.Each author may submit and present up to two (2) papers. At least one author per paper must register for the conference to be included in the final programme.

Important Dates

- Abstract submission deadline: 26 April 2026

- Notification of acceptance: 22 May 2026

- Registration deadline: 20 August 2026

- Conference dates: 23–25 September 2026

There is no conference fee, but registration is required.

Venue

Faculty of Tourism, University of Maribor, Brežice (Slovenia)

Contact

conference.ft@um.si