Wine tourism and wine marketing are two critical aspects of wine industry profitability. As just one example, a survey conducted by Silicon Valley Bank found 60% of wine revenue in Napa County comes from direct sales, much of that from tasting rooms. Without effective marketing to get visitors in your door (wine tourism), purchasing from your website, and joining your wine club you will not be maximizing your returns. More visitors to wineries also leads to increased profitability for related hotels, restaurants, tour operators, and other local businesses. The Wine Marketing & Tourism Conference is an industry conference designed for wineries, wine tour operator, winery associations, destination management organizations, and marketing firms to enhance marketing skills and develop a progressive tourism position.