This form of tourism typically includes activities such as winery visits, wine tastings, vineyard tours, and other wine-related experiences, catering to both casual enthusiasts and connoisseurs. Its development not only enhances the visitor experience but also contributes to the economic and cultural growth of wine-producing regions. 

The wine tourism in France

Wine tourism in France presents an opportunity to highlight the country’s winegrowing heritage, contributing to both the wine industry and the broader appeal of France as a travel destination. This form of tourism is intertwined with many aspects of French society, playing an important economic, environmental, and cultural role.

According to the National Committee of Interprofessions of Wines with Designation of Origin and Geographical Indication of France (CNIV-Comité National des Interprofessions des Vins), economically, wine tourism bolsters France’s dynamic wine production and distribution sectors. Visitors to wineries and vineyards contribute to the local economy not only through direct purchases of wine but also by spending on various other aspects of their trips, including accommodation and dining.

According to CNIV, there was a 33% increase in wine tourists from 2009 to 2016. This surge reflects the interest among both national and international tourists in exploring wineries and wine regions. Such visits often extend beyond wine tasting to include cellar tours, museum visits, exploring wine routes and villages, and learning about the winegrowing process. Moreover, according to the same source, in 2016 France welcomed 10 million wine tourists, with 58% being domestic travelers and 42% coming from abroad. The typical wine tourist is someone who stays at least one night in France for leisure, stepping outside their usual environment to engage in activities related to wine and vineyards.

The most striking development is the growth of the phenomenon, estimated at 4%/ year on average, and the rise of this activity in the overall sales of wine estates. Today, wine tourism in France totals more than 11,000 wineries open to visitors, 10 million wine tourists a year and revenues of 5.2 billion euros.
The other major development is the dynamism of the offer, which is constantly being renewed and professionalized. This is reflected in the success of the Vignobles & Découvertes label, which now boasts 72 destinations and a network of over 7,500 accredited services. – Martin LHUILLIER, wine tourism division manager of Atout FRANCE

Concerning the accommodation, according to the information from Airbnb, in France more than 1.5 million travelers have stayed in accommodations close to vineyards through Airbnb. The country’s top destinations for vineyard stays included Thonon-les-Bains, Saint-Florent, Talence, among others. While other destinations in France, like Bordeaux and Champagne, known for its wine regions, also attract many tourists. 

Another development in wine tourism is that, whereas visits used to start in the cellars, they now begin in the vineyards…. There is also a growing number of offers based around participatory products, such as making your own wine, food and wine combinations, tiny houses in the vineyards, picnics in the vineyards, etc. Winegrowers have realised that there is real potential here…. Last summer, for example, there was a large number of “guinguettes” and afterwork events organised for customers close to the estates, which were very successful. – Brigitte Bloch, Councillor responsible to Nadia Saadi for tourism and the wine economy and President of the Bordeaux Metropolitan Convention and Visitors Bureau, from her interview on Hospitality-ON.

Wine tourism trends and other destinations

Wine tourism is getting more and more popular, with travelers seeking experiences in vineyard destinations all over the world.

Argentina recently welcomed a luxury wine hotel, SB Winemaker’s House & Spa Suites. Meanwhile, thematic getaways, particularly emphasizing gastronomy and wellness, gained momentum among Spanish tourists post-pandemic. These packages witnessed a rise in early trip bookings, higher spending, and extended stays compared to previous years. Additionally, Greece’s wine industry gained global recognition, with three vineyards making it to the World’s Best Vineyards 2022 list. Thessaloniki’s wines received praise from a wine expert, enhancing the region’s image as an oenotourism destination.

Wine events

There should also be a reference on the wine events, as these have contributed on the development of the wine tourism. One of them is the Destination Vignobles, an event organized by Atout France (France’s tourism development agency), that connects global tour operators and wine tourism players.  

Moreover, in The Bordeaux Fête le Vin showcase appellations and regional specialties.Château Gassier in Provence offers cultural events like Comedy Clubs, Rosé brunches, concerts, stargazing, open-air cinemas, and musical evenings throughout summer.

The CRT Provence-Alpes-Côte d’Azur collaborates for the #DestinationVignobles event by Atout France, connecting global tour operators and wine tourism players. Pre-tours and workshops in Provence highlight wine-related activities, enhancing tourism across rural regions.

The 7^th Global Conference on Wine Tourism

In La Rioja, Spain, the 7th UNWTO conference in 2023, spotlighted inclusion, sustainability, and innovation in wine tourism. There were discussions about the challenges and opportunities for growth, focusing on skill development, climate change’s impact, digitalization, and collaboration. The event stressed the importance of partnerships and sustainable practices, while it marked the transition to Armenia, the host for the 8th edition in 2024.

Sustainable Trends in Global Wine Tourism

Sustainability in wine tourism navigates a complex blend of present needs, heritage preservation, and future viability across environmental, economic, and social domains. However, a unified understanding of sustainability remains elusive, impeding the transition to sustainable business models necessary for a resilient society.

Wine tourism emerges as a pivotal revenue source for wine regions and local communities, preserving cultural heritage while supporting sustainability. Yet, the pursuit of quality has escalated environmental impacts in vineyards, prompting a shift toward holistic sustainability practices.

Across the globe, winemakers are embracing sustainable methods, moving beyond mere organic concerns to adopt comprehensive approaches. Initiatives in Spain favor eco-friendly bike wine tours, reflecting a shift towards sustainable tourism experiences. Similarly, efforts in Chile and Italy focus on sustainability codes and ancient wine variety preservation, intertwining organic certifications with holistic approaches.

Notably, wineries like Santa Julia in Argentina commit to sustainable practices such as composting, pesticide-free cultivation, and community-centric programs, elevating wine quality while benefiting the environment and local communities.

These endeavors signal a broader movement within the wine industry, emphasizing higher quality standards and sustainable practices that preserve the environment and serve local communities. Some pursue rigorous certifications like HVE3, emphasizing high environmental value.

Beyond organic practices, innovative methods like biodynamics gain traction among wine producers. Wineries are integrating biodynamics into their practices and offering immersive tours to educate visitors on nature’s synergy with wine production.

Sustainable wine tourism presents a significant opportunity for the wine value chain. Through strategic organization and diverse offerings, tourism businesses can cater to responsible wine experiences, benefiting both operators and visitors. Collaborations and partnerships further amplify this potential, offering unique experiences in an evolving wine tourism market.

However, achieving sustainability demands systemic approaches and transformative business models. Collaborative efforts in regions like Northern Greece aim to promote wine-making traditions and sustainable tourism practices.

Nevertheless, sustainability poses challenges. While financing via crowdfunding emerges as an option, true sustainability necessitates an inherent ethos within businesses. Sustainability must be ingrained in business strategies and traditions to be truly effective.

In conclusion, sustainability stands as both a challenge and an opportunity for wine tourism. To fully embrace sustainability, a holistic approach is crucial, fostering the growth of wine tourism while ensuring the sustainability of territories.