What is wine tourism?

Wine tourism is the union of two of the French's greatest passions: wine and holidays. During a wine tourism trip, wine lovers go directly to the vineyards to visit the vines and winemaking cellars, discover production methods, and chat with the winemakers. Wine tourism is suitable for both beginners and seasoned enthusiasts, who can thus enhance their oenological knowledge and better understand the unique approach of each estate. While the age-old techniques of winemakers may be similar, each estate has a different approach to producing its wines. Every wine tourism trip is therefore unique!

Which activities should I choose?

The range of options available to visitors is broad and constantly diversifying. Wine tourism is suitable for all types of travelers: large groups, couples, and even families! Depending on the number of visitors, the length of stay, and individual preferences, you will have a very different experience. The most common activities offered are:

• visit the estate and taste some of the Château's vintages,
• to step into the shoes of the winemaker or grape harvester by cutting your own bunches of grapes,
• go hiking or cycling in the vineyards.

There's something for everyone!

Key figures for wine tourism

In France, wine tourism attracted over 10 million visitors in 2017, according to Atout France. French tourists made up 52% ​​of the total, compared to 48% for foreign visitors: we are world champions of vineyard visits! This also represents an increase of over 30% compared to 2009.

Bordeaux and Champagne are almost tied at the top of the list of the most attractive wine regions (18% and 17.6% respectively of the distribution of vineyards visited in 2016, according to Atout France).

Market players

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

We can distinguish:

• Public authorities are increasingly communicating on the subject: The State is playing a role in developing wine tourism through strong initiatives. Labels such as “Vineyards and Discoveries” are emerging, listing 67 destinations and 4,000 wine professionals. Universities and specialized schools are also contributing to the sector's development with advanced training programs for the various professions within 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 20th.
• Private companies play different roles in developing wine tourism. Museums offer cultural outings where wine and its world take center stage: the Cité du Vin in Bordeaux, the Corkscrew Museum in Provence, or the Burgundy Wine Museum! Hotels are also creating new wine-oriented service offerings, including tasting weekends, wellness retreats in the heart of the vineyards, and cuisine focused on local produce and authenticity.
• Winegrowers, who are developing innovative offerings, are obviously the key players in this market. These artisans of the vine are often the ones leading the tours they offer. Knowing their craft better than anyone, they will be able to share their art with you in the best possible way. Brought together by the 67 destinations awarded the “Vineyards & Discovery” label, more than 4,000 winegrowers will welcome you to their estates (figures according to Atout France).

Perspectives and developments in wine tourism

While wine tourism is thriving today, it is likely to do even better in the years to come. The increasing number of visitors suggests a wave of change in the offerings provided by wineries. For winemakers, the challenge will be to innovate while still showcasing their products and terroir. As for institutions, they will need to enhance the appeal of wine tourism to Europe and the world through communication campaigns and certifications.

Lucas Chartier (for Les Grappes)