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Would you say that Wine Tourism is also connected or is also part of other types of tourism? If yes, which ones?
Culinary art: art de la table/haute cuisine. Now let’s be sure you know their definition, how would you define these types of tourism?
Making these categories can actually be useful. Why?How? Have you heard of market segmentation? Here you can do benefit segmentation and design different events depending on which segment you wish to target. For example what type of event would you design for the culinary art lovers? For the eco tourists, sustainable tourists, agri tourists?
Where can you enjoy Wine Tourism?
In France 27,000 wineries.
What types of events or tourism products can you name?
"visitation to vineyards, wineries, wine festivals,
and wine shows for which grape wine tasting
and/or experiencing the attributes of a grape wine
region are the prime motivating factors for visitors."
Wine tourism is part of agri-tourism, and can also be
a part of eco-tourism and of sustainable tourism.
Agritourism is the act of visiting a working farm or
any agricultural, horticultural or agri-business
for the purpose of enjoyment,
or active involvement in the activities of the farm or
"responsible travel (Tourism which operates in
such a way as to minimize negative impacts on the
to natural areas
that conserves the environment and
improves the well-being of local people."
Any form of tourism that
does not reduce the availability of resources and,
does not inhibit future travelers from enjoying the
New world wine regions.
Mexico, Central America and the Caribbean
Argentina, Chile and the rest of South America
Where in the world can you enjoy
Old World wine regions.
Burgundy, Northeast France, Rhone, Southe of
France, Bordeaux and Southwest France, Loire.
Northern Spain, East coast and the Balearic
Islands, central and southern Spain.
Portugal (northern Portugal, southern
Portugal and Madeira)
Italy (northwest Italy, Northeast Italy,
Central Italy (Tuscany), Mezzogiorno)
Northern, Eastern and southeastern
The Old World wine
They can be different based on:
What are the motivations of wine
1) to taste wine,
2) to gain wine knowledge,
3) to experience the wine setting, (e.g.
meet the winemaker; tour cellars & vineyards),
4) to be in a rural setting (beauty of vineyards;
learn about farming, agri-tourism),
The 10 major
5) to match food and wine--culinary tourism (food
and wine pairing),
6) to have fun (wine festivals and events),
7) to enjoy wine culture (romance and elegance),
8) to appreciate the architecture,
9) to learn about the "green" aspects and eco-
10) to enjoy the health aspects of wine.
The 10 major
The French Paradox:
although the French and Americans have similar high
the French have a much lower incidence of
This is maybe due to the protective effects of wine
consumption, since the French drink much more
wine than the Americans.
Wine and health: the French
assist with the harvest.
A new motivation of agri- and eco-
Government or regional strategy to promote or
increase wine tourism for the economic returns it
Growing interest in environmental issues (growth in
agri- and eco-tourism that encompasses vineyards).
Growing interest in dining and cooking.
In some regions, increase in the number of wineries
Why is there a growing interest in
Number of Wineries in California and
the USA (from wineinstitute.org)
Year California United States
2010 3,364 7,626
2009 2,972 6,705
2008 2,843 6,368
2007 2,687 5,958
2006 2,447 5,424
2005 2,275 4,929
2004 2,059 4,356
2003 1,869 3,873
2002 1,704 3,469
2001 1,562 3,187
Increased sales (at least 50% of the time, the visitor will
purchase at least one item).
Higher margins (direct sale).
Visitor can provide direct feedback
(the tasting room becomes a customer research lab).
Increased revenues for stores, restaurants, hotels,
and the local community.
What are the benefits of Wine
Examples in Wine Tourism,
Experiential programs: participation in the grape
growing or winemaking process
winemaker’s boot camps (camp d’entraînement), ex.
Hall Wines in Napa Valley. See article.
personal membership program and ownership
opportunities. (activity on programs)
Wine villages/education centers (includes the
development of wine education centers or museums.)
Innovative wine events:
wine and wildlife,
wine and wool gathering festival,
wine and culinary tourism events, like wine and food
pairing (Pasta and Wine Week-End)
But also, especially in off-season:
a Murder Mystery Tour (visitors pick up clues at
different wineries to unravel the solution to a crime)
Bargain bash (a "spring cleaning, garage sale" of wine
and related items)
Unique tour options (off-the beaten
Take a jeep ride
Organic vine and wine tour (video)
Tractor ride through biodynamical farmed
Hot-air balloon ride.
Wine cruise with
Visits ashore to taste
Gourmet lunches and
dinners with superb
In the Mediterrenean
In the Galapagos islands
and South America!
New types of partnership: with golf resorts, spas,
partner hotels and restaurants offering discount
coupons for visitors to go to wineries and receive a
free tasting or discount on wine.
Likewise, partner wineries will offer visitors coupons
for the local restaurants and hotels.
It creates an atmosphere of warmth that is appealing to
Why not contact them to put your winery onWhy not contact them to put your winery on
their tour?their tour?
Wine tour operators based in the UK:
Wine production by country 2013
(with link to wine
1 France 4,293,466
2 Italy 4,107,370
3 United States 3,217,000
4 Spain 3,200,000
5 Chile 1,832,000
6 China 1,700,000
7 Argentina 1,498,400
8 Australia 1,231,000
9 South Africa 1,097,200
10 Germany 840,900
Top Wine Production