Ep 86. Marc Checkley - The Story Before the Sip
The best wine tourism experiences are not always about the wine! In this episode of the Taste of Place Podcast, Erik Wolf speaks with storyteller, wine educator, and experience designer Marc Checkley about what truly makes food and wine experiences memorable. Originally from New Zealand, Marc began his career in film, television, and broadcast journalism before moving across Asia and eventually settling in Switzerland. Today he designs immersive wine tourism experiences in regions such as Lavaux, Champagne, and Barolo, blending storytelling, culture, and human connection. Marc explains why the bottle is often the least important part of a great wine experience, how storytelling transforms simple tastings into unforgettable moments, and why the future of culinary tourism will depend on authenticity, sustainability, and meaningful human connection. From pandemic-era virtual tastings that attracted thousands of viewers to intimate vineyard walks accompanied by unexpected moments—like a winemaker playing saxophone in the cellar—Marc demonstrates how stories turn places into experiences. If you believe travel should connect people with culture, land, and each other, this episode offers practical insight and inspiration.
Taste of Place · Marc Checkley, Erik Wolf, World Food Travel Association
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Show Notes
In this conversation, you will learn:
- Why storytelling matters more than marketing in culinary tourism
- How memorable experiences are built around people and place—not products
- Why sustainability and authenticity are essential for the next generation of tourism professionals
- How destinations can better collaborate with experience creators
Connect with Marc on LinkedIn.
The Taste of Place podcast is sponsored by the World Food Travel Association’s Taste of Place movement. Taste of Place is a global initiative that celebrates culinary culture, food heritage, and the makers behind them. Through the movement, travelers and consumers are encouraged to connect more deeply with destinations and products through their unique flavors and traditions. Learn more at JoinTasteofPlace.org.