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Wine tourism.

Wine tourism

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Page 1: Wine tourism

Wine tourism.

Page 2: 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.

Page 3: Wine tourism

Wine Tourism Web.

Culinary Tourism

Sustainable Tourism

Eco Tourism

Agri Tourism

Wine Tourism

Page 4: 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.

Page 5: Wine tourism

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."

Page 6: Wine tourism

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. 

Page 7: Wine tourism

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

Page 8: Wine tourism

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)

Page 9: Wine tourism

The Old World wine regions.

Italy (northwest Italy, Northeast Italy, Central Italy (Tuscany), Mezzogiorno)

Germany Northern, Eastern and southeastern

Europe

Page 10: Wine tourism

World top ten producers.

Page 11: Wine tourism

What are the motivations of wine tourists? They can be different based on:

Age Interest Nationality.

Page 12: Wine tourism

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),

Page 13: Wine 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.

Page 14: Wine tourism

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.

Page 15: Wine tourism

A new motivation of agri- and eco-tourism. Learn about:

grape growing, sustainable practices, assist with the harvest.

Page 16: Wine tourism

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)

Page 17: Wine tourism

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

Page 18: Wine tourism

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.

Page 19: Wine tourism

Wine Tourism:the basics and the

new trends.

Page 20: Wine tourism

Examples in Wine Tourism, the basics. Regional Website & Brochure(Ohiowines.org)

Page 21: Wine tourism

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.)

Page 22: Wine tourism

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)

Page 23: Wine tourism
Page 24: Wine tourism

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.

Page 25: Wine tourism

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…

Page 26: Wine tourism

Wine cruise. In the Galapagos

islands and South America!

Page 27: Wine tourism

And why not…

Page 28: Wine tourism

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.

Page 29: Wine tourism

Spa vinotherapy Caudalie 5 locations: Bordeaux Paris New-York Brazil Turkey, and Spain (video)

Page 30: Wine tourism

Wine tour operators based in the UK.

Why not contact them to put your winery on their tour?

Page 31: Wine tourism

Wine tour operators based in the UK: Grape escapes.

Page 32: Wine tourism

Wine tour operators based in the UK:

Page 33: Wine tourism

Gourmet on tour.

Page 34: Wine tourism

Winetrails.