In 2023, Hawke’s Bay was announced as the newest Great Wine Capital (GWC), joining an exclusive network of cities around the globe recognised for delivering a preeminent wine tourism experience. It was announced as the host of the 2026 GWC Conference and AGM at this year’s event in Bordeaux.
Themed ‘A World of New’, the business event is expected to attract more than 150 delegates including international wine tourism travel-trade, media, wine-related businesses and academics, plus members from the 11 Great Wine Capital cities – Bordeaux, Mainz/Rheinhessen, Lausanne, Verona, Porto, Bilbao/Rioja, San Francisco/Napa Valley, Adelaide, Mendoza, Valparaiso/ Casablanca Valley. Also attending will be delegates from new Observer Member the Chinese city of Yantai in the Shandong Province.
Hawke’s Bay Tourism CEO Hamish Saxton says: “The GWC is an influential global brand that aligns beautifully with Hawke’s Bay’s position as New Zealand’s Food and Wine Country. It’s about putting Hawkes Bay on the map as a premium wine region and bringing New Zealand with us.”
“Hosting this conference and AGM will also showcase the amazing venues, accommodation and activities across Napier and Hastings and the region’s ability to host international high-quality business events.”
The oldest wine-growing region in New Zealand
Hawke’s Bay boasts a mix of renowned international wine brands and independent winemakers producing more than 38 varietals.
The five-day event will incorporate the conference and AGM, famils, knowledge exchange and technical visits, and New Zealand’s first wine tourism–focused day for the travel trade. The programme will also feature an international wine tasting, gala dinner, and the annual International Best of Wine Tourism Awards.
Organisers are in discussion with local taiwhenua to ensure the event follows appropriate tikanga (Māori protocols) and represents the unique culture of Aotearoa.
Tourism New Zealand Global Manager Business Events Penelope Ryan adds: “New Zealand is gaining a strong reputation as a host of premium wine industry events. The ability to blend world-class wine expertise and experiences amidst beautiful surroundings is extremely appealing to both event organisers and delegates.”
In February this year, Christchurch welcomed 430 delegates, including international wine writers, influencers, media, and speakers for Pinot Noir New Zealand 2025. The International Cool Climate Wine Symposium will take place at Te Pae Christchurch Convention Centre in January 2026, drawing an estimated 500 cool climate wine specialists from around the world, while Marlborough is set to host 400 delegates at the Sauvignon Blanc New Zealand Conference in February 2027.
Find out more about New Zealand Tourism here.
