5 Things to Know About Wine Tourism in France

What is wine tourism?

Wine tourism combines the two things the French love most: wine and vacations. During a wine tourism trip, wine enthusiasts visit wineries directly to tour the vineyards and winemaking facilities and discover the.

What activities should I choose?

There is a wide range of options available to visitors, and the offerings are becoming increasingly diverse. Wine tourism is suitable for all types of travelers: large groups, couples, and even families! Depending on the number of visitors, the length of your stay, and your individual preferences, you’ll have a very different experience. The most common activities include:

• tour the estate and taste some of the Château's vintages,
• step into the shoes of a winemaker or grape picker by picking your own grapes,
• go hiking or biking through the vineyards.

There's something for everyone!

Key Figures on Wine Tourism

In France, wine tourism attracted more than 10 million visitors in 2017, according to Atout France. French visitors accounted for 52% of the total, compared with 48% for foreign visitors: we are the world champions of vineyard tours! This also represents an increase of more than 30% compared to 2009.

Bordeaux and Champagne are almost tied for first place among the most attractive wine regions (accounting for 18% and 17.6%, respectively, of the total number of vineyards visited in 2016, according to Atout France).

Market participants

With impressive growth figures since 2011, the wine tourism market is seeing the emergence of new players ready to support winemakers in their growth.

The following can be distinguished:

• Government agencies, which are increasingly communicating on the subject: The government is actively involved in developing wine tourism offerings through significant initiatives. We are seeing the emergence of labels such as “Vignobles et découvertes,” which lists 67 destinations involving 4,000 wine professionals. Universities and specialized schools are also contributing to the sector’s growth by offering specialized training programs for various careers in wine tourism. In 2009, the Higher Council for Wine Tourism was created by the ministers responsible for tourism and agriculture. It is currently chaired by former Secretary of State Hervé Novelli, who will organize the first National Wine Tourism Conference in Paris on November 20,
• Private companies play various roles in developing wine tourism offerings. Museums offer cultural outings where wine and its world take center stage: the Cité du Vin in Bordeaux, the Corkscrew Museum in Provence, and the Burgundy Wine Museum! Hoteliers are also creating new wine-focused service offerings, including tasting weekends, wellness retreats in the heart of the vineyards, and cuisine centered on local ingredients and authenticity.
• Winemakers, who are developing innovative offerings, are obviously the key players in this market. The artisans of the vineyard are most often the ones leading the tours they offer. Knowing their craft better than anyone, they will introduce you to their art in the best possible way. Brought together through the 67 destinations certified “Vignobles & Découverte,” more than 4,000 winemakers will welcome you to their estates (figures according to Atout France).

Outlook and Trends in Wine Tourism

While wine tourism is thriving today, it is likely to thrive even more in the years to come. Visitor numbers are on the rise, which signals a shift in the offerings provided by wineries. For winemakers, the challenge will be to innovate while continuing to highlight their products and terroir. As for institutions, they will need to boost the appeal of wine tourism in Europe and around the world through communication campaigns and certification programs.