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View On Demand - Sip, Chat & Discover – Wine Tourism Panel Discussion

Start Date:9/12/2020

Start Time:4:30 PM AEDT

Duration:60 minutes


Hear from a winery that has grown its visitor spend through tourism, alongside a panel of travel experts, and learn how to reach a wider audience by selling your wine tourism experience online. 

Panellists include:  
  • Nicole Samodol, Co-founder, Rowlee Wines 
  • Lisa Robertson, Global Sales Manager, Rezdy 
  • Katie McDougall, Senior Account Manager, Viator  
  • Kate Shilling, Executive Officer, Ultimate Winery Experiences of Australia  
The webinar will include a Q & A session and will help you: 
  • Learn how to create bookable winery experiences 
  • Find out about selling your experiences directly to customers on your website 
  • Discover trends in high value wine tourism 
  • Discover how to sell your experiences via third party distribution partners
  • Learn about commissions and online distribution costs 
This webinar series is suited to NSW wineries with an interest in developing tourism experiences. 

This event is presented by Destination NSW in partnership with the NSW Wine Industry Association and as part of the NSW First Program, designed to assist tourism businesses to develop, promote and sell tourism products and experiences.

If you're already registered for the View On Demand - Sip, Chat & Discover – Wine Tourism Panel Discussion webcast, click below:



Kate Shilling

 Executive Officer

Ultimate Winery Experiences 

Ultimate Winery Experiences Australia is a hand-selected collection of Australia’s premium wineries offering quality winery experiences based around world class wines, warm and knowledgeable hospitality and culinary excellence.  With over 20 years’ experience in the travel industry, Kate Shilling is on a mission is to use industry networks and innovative thinking to deliver simple, strategic sales and marketing solutions that support tourism enterprises in regional Australia.  Kate’s CV includes leadership roles at Flight Centre, Tourism NT, NRMA Travel, Qantas Holidays, Helloworld and Australian Traveller Media.  Kate is the founder of Family History Holidays, the Chair of Destination Riverina Murray, and has been the Executive Officer of Ultimate Winery Experiences Australia since 2018. 

Katie McDougall

Senior Account Manager


Katie McDougall is the Senior Account Manager at Viator (a brand within the TripAdvisor Group), working with Australian based supplier partners to maximise visibility and bookability of Australian destinations. Prior to joining Viator, Katie spent nine years working for national tour operators; AAT Kings and APT, working with inbound tour operators, online travel agents and offshore distribution partners.    Viator, a Tripadvisor company, brings your experiences to the world as the leading online marketplace of tours, activities and attractions. Share your passion with millions of travelers, anywhere, anytime, with Viator’s vast distribution network featuring thousands of partners around the world. As one of the first online marketplaces for things to do, Viator makes it easy for you to grow your business and reach customers worldwide.

Lisa Robertson

Global IS Sales Manager


Lisa Robertson is the Global IS Sales Manager for Rezdy, the booking software for tour and activity operators. After catching the travel bug early, Lisa uses her 12 Years in the travel industry to help businesses worldwide bring new exciting experiences to market. Also, a keen wine enthusiast, she recently completed her WSET Level 1 Award in Wines – Sommelier Course.

Nicole Samodol 


Rowlee Wines 

Nicole is the co-founder the family wine business, Rowlee Wines, a premium wine brand in Orange, NSW. Rowlee is widely recognised for its outstanding customer service and was awarded Orange’s Cellar Door of the Year in 2018 and Gourmet Traveler Wine’s 2019 Best Small Cellar Door of the Year (for Orange). Rowlee consistently ranks in the top two things to do in Orange on TripAdvisor and has five star rating/superhost rating on AirBnB.   Nicole currently serves as Vice President (Promotions) of the NSW Wine Industry Association and is a Committee member of the Orange Region Vignerons Association.   Nicole has worked closely with Destination NSW to develop a range of bookable, export ready experiences.  Rowlee’s success in developing wine tourism has been showcased by NSW Wine and Destination NSW to help other business start their own wine tourism journey. 

Sophie Calchera

Industry Development

Destination NSW

Sophie Calchera is part of the Industry Development team at Destination NSW. The team works closely with tourism businesses across NSW on product development and sales distribution; and with the travel trade, sharing export ready tourism products that they can sell globally. With over 13 years of international and domestic tourism experience, Sophie is a trusted advisor to NSW tourism businesses. Using her experience in the food and wine, and luxury sectors, having worked in the travel trade and as a tour guide, Sophie aims to provide tourism businesses with the best resources and knowledge to help them succeed.
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