Silvia Ghirelli is an expert in public relations, hospitality, and marketing in the wine industry. She works as a consultant for wine companies and as educator in various academic contexts (Treccani Accademia – Master Hospitality and Wine Experience, University of Pisa – Master Marketing Management, Poli.Design, John Cabot University and others). He is currently collaborating with Tenuta il Quinto (Magliano in Tuscany).
Previously, she served as PR and Hospitality Manager at Guado al Tasso (Bolgheri) for Marchesi Antinori, at Petra (Suvereto) for Terra Moretti Group, and at Ornellaia and Masseto (Bolgheri) for Frescobaldi Group. She was Marketing Manager of Campo alle Comete (Bolgheri) for Feudi di San Gregorio. She was in charge of public relations and brand development for Borgo Santo Pietro Lifestyle (Florence). In her work she draws on previous experience as PR in international contexts including Sally Fischer Public Relations, a reference point for Made in Italy in New York. Before specializing in the wine world, she worked at Tui Travel PLC and AccorHospitality. She holds a degree in Tourism Science (Lucca Campus) from the University of Pisa and a Master of Arts in Economics and Communication, Major in International Tourism, from the University of Italian Switzerland.
The art of wine hospitality. Tools and solutions to create wine experiences
Winery hospitality is one of the best expressions of the wine system and is an evolved marketing tool that responds to the needs of emerging cultural demand aimed at increasingly experiential forms.
It continues to prove to be a key driver, capable of generating value in a territory. It is not just a tourism product: in the best cases, it can create a competitive region as it stimulates economic, social and cultural development. Challenges and opportunities arise from a managerial perspective, leading to the need to understand the phenomenon.
In this session, we will talk together about new strategic models for designing experiences around wine that can generate meaning – that is, capable of moving the intangible elements that determine consumer choices – and about food and wine tourism as a tool for sustainable destination development.