You don’t have visitors in your field yet? After reading this article, you will probably change your mind! Discover 4 reasons to develop wine tourism in your area.
Although wine is produced in many countries, France has a thousand-year-old know-how of inestimable value. Its heritage, its terroirs, must be preserved and enhanced at different scales. And yes, it is partly the responsibility of our French winegrowers, who nowadays offer a variety of activities, to show their know-how to the most curious of French people. In fact, the inhabitants of France are rather receptive to the wine tourism offer: the French represented 58% of the total number of wine tourists in 2017 (according to Atout France).
If you weren’t, you know what to do next weekend!
While French know-how is internationally recognised (for wine at least), it is necessary to continue this promotional effort to preserve it and attract ever more visitors. The actions of our winegrowers must not be lost, and this requires their notoriety and dissemination.
Although South African or New Zealand vineyards attract many visitors each year, it is important to continue to communicate on French productions. Thanks to the joint efforts of institutions, training establishments and companies, winegrowers will be able to welcome wine tourists in a calm atmosphere and thus promote wine tourism in France.
The best media is word of mouth, will say marketing and communication experts. In 2010, France was the world’s largest wine producer with 45 million hectolitres. When 20% of 1000 French tourists choose their holiday destination according to the region’s vineyards (according to AFIT), the stakes are high for wine producers. Opening your estate to tourists is the perfect opportunity for winegrowers to talk about their work and meet the customer directly.
Opening up to wine tourism also means building customer loyalty. Receiving tourists in your cellar for a tasting, or around other activities, is potentially converting a tourist into a consumer of your product. In addition, sales at the château are frequent when the wine tourist visits the estate: according to Atout France, a tourist spends an average of 250€ on wine consumption or purchases directly at the château. This exchange is beneficial to both parties since the customer buys at the domain price (no commission taken on the bottle) and the winegrower saves the costs associated with sending his bottles.
France is both the world’s leading tourist country and the world’s leading wine producer, and has all the information it needs to become the world’s leading wine tourism destination. If you own a vineyard, don’t wait any longer, surf on the wave of wine tourism!