Without creativity there is no innovation, and without creative people there are no creative organisations.
Over the last 10 years, the Wine Tourism Communication and Marketing Forum has developed proven good practices in the different areas of tourism management, particularly those linked to food and wine and communication. At this edition, TECNALIA took part as speaker in two lectures aimed at supporting the sector from the field of technology:
- Generating ideas “Technology at the service of wine tourism” – Sara Sillaurren and Ana Moya.
The lecture focused on how technology can improve the wine tourism experience of people visiting Rioja Alavesa. - Big Data and artificial intelligence applied to wine tourism. Is it possible in small businesses? – Jesús Herrero.
The lecture gave an insight into how Big Data and artificial intelligence can help the sector, from small businesses to large enterprises.
One of the keys is technology, and how it can contribute to improving business (management, communication, marketing, visitor experience, etc.) in this context of authenticity and tradition linked to wine and food, to the wine landscape and to the lives of the people who live in Rioja Alavesa and its visitors.
The forum discussed the various possibilities offered by technology and special emphasis was given to people and creative processes within organisations.
