Paul Wagner teaches you how to tell your story

This milestone episode marks Episode 50 of The Adela Pereira Podcast, celebrated with a returning guest whose perspective continues to shape how the wine world thinks about visitor experiences.

Paul Wagner is one of the most respected international voices in wine marketing and wine tourism—and the only guest to have joined the podcast more than once. This conversation moves beyond trends and formulas to focus on what truly matters: attracting the right visitors, building lasting reputation, and creating value over time.

Throughout the episode, we explore how wine tourism can become the backbone of a strong regional identity, what destinations around the world can realistically learn from Napa, and why success is not about increasing footfall, but about creating meaningful connections that extend far beyond the winery visit.

We discuss:
➔ How visitor experiences can define a region’s identity and positioning.
➔ Practical, transferable lessons from Napa.
➔ Why hospitality and storytelling are the foundations of long-term relationships.

An episode for those who believe wine tourism is not simply about welcoming guests, but about creating experiences people remember—and choose to return to.