Wine tourism
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Transcript of Wine tourism
Wine tourism.
Definition. "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.
Wine Tourism Web.
Culinary Tourism
Sustainable Tourism
Eco Tourism
Agri Tourism
Wine Tourism
Agritourism Agritourism is the act of visiting a
working farm or any agricultural, horticultural or agri-business operation for the purpose of enjoyment, education or active involvement in the activities of the
farm or operation.
Ecotourism Ecotourism is
"responsible travel (Tourism which operates in such a way as to minimize negative impacts on the environment )
to natural areas that conserves the environment and improves the well-being of local
people."
Sustainable tourism. Any form of tourism that
does not reduce the availability of resources and,
does not inhibit future travelers from enjoying the same experience.
Where in the world can you enjoy Wine Tourism? New world wine regions.
The US Canada Australia New Zealand South Africa Latin America
Mexico, Central America and the Caribbean Argentina, Chile and the rest of South America
Old World wine regions. France:
Burgundy, Northeast France, Rhone, Southe of France, Bordeaux and Southwest France, Loire.
Spain: Northern Spain, East coast and the Balearic
Islands, central and southern Spain. Portugal (northern Portugal, southern
Portugal and Madeira)
The Old World wine regions.
Italy (northwest Italy, Northeast Italy, Central Italy (Tuscany), Mezzogiorno)
Germany Northern, Eastern and southeastern
Europe
World top ten producers.
What are the motivations of wine tourists? They can be different based on:
Age Interest Nationality.
The 10 major motivations. 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 motivations. 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-tourism, 10) to enjoy the health aspects of wine.
Wine and health: the French paradox. The French Paradox:
although the French and Americans have similar high fat diets,
the French have a much lower incidence of cardiovascular disease.
This is maybe due to the protective effects of wine consumption, since the French drink much more wine than the Americans.
A new motivation of agri- and eco-tourism. Learn about:
grape growing, sustainable practices, assist with the harvest.
Why is there a growing interest in Wine Tourism? Government or regional strategy to
promote or increase wine tourism for the economic returns it provides.
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 (US)
Number of Wineries in California and the USA (from wineinstitute.org)
Year California United States
2010 3,364 7,626
2009 2,972 6,7052008 2,843 6,3682007 2,687 5,9582006 2,447 5,4242005 2,275 4,9292004 2,059 4,3562003 1,869 3,8732002 1,704 3,4692001 1,562 3,187
What are the benefits of Wine Tourism? 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.
Wine Tourism:the basics and the
new trends.
Examples in Wine Tourism, the basics. Regional Website & Brochure(Ohiowines.org)
New trends. Experiential programs: participation in
the grape growing or winemaking process blending seminar, 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.)
New trends. 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)
New trends.Unique tour options (off-the
beaten track): Take a jeep ride Organic vine and wine tour (video) Tractor ride through biodynamical
farmed vineyards Horse-back riding Hot-air balloon ride.
New trends. Wine cruise with
On-board tastings Visits ashore to
taste great wines Gourmet lunches
and dinners with superb wines.
In the Mediterrenean or…
Wine cruise. In the Galapagos
islands and South America!
And why not…
New trends. New types of partnership: with golf
resorts, spas, cooking schools… Innovative collaboration:
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 visitors.
Spa vinotherapy Caudalie 5 locations: Bordeaux Paris New-York Brazil Turkey, and Spain (video)
Wine tour operators based in the UK.
Why not contact them to put your winery on their tour?
Wine tour operators based in the UK: Grape escapes.
Wine tour operators based in the UK:
Gourmet on tour.
Winetrails.