WINE TOURISM IN FRANCE

POINTS OF IMPROVEMENTS

Terroir de Bacchus 02 Fbruary 2011

Definition enoturism in Europe Vintur

enotourism, we mean to designate all the tourist, leisure and spare time
activities, dedicated to the discovery and to the cultural and enophile
pleasure of the vine, wine and its soil.

Travel

Productions

Wine
Regions

Enjoyment

Discoveries

First study in 2000

Objectives:
Identify the stakes wine tourism
Identify expectations and the motivations of the
tourists
Identify expectations of the professionals of the wine
and the tourism
Suggest main track of development

Suggest main track of development in 2000

Quality of the information

Circuits roads
Improvement of reception
The local actors must be made sensitive to become
real influencers of local products, in particular some
wine.
Create news products for short tourist stays
There is a will to share the budgets of promotion
and communication in particular for lounges

In 2004, Make a success of the Welcome in

cellars
Objective: supply a guide of the good
practices marketing
Build its project of
reception in cellar
Reception
Fit out cellars

Dgustation and sales

Make the visitors come
in cellars

Problems in wine tourism

Brakes in the visit:

Tourism and wine, a natural marriage?

- the spontaneity, the immediate envy(urge) vs the
organization of holidays, the reservation
- the sharpness(delicacy) of wines, culture of the oenology vs
sometimes superficial character of the holidays
- the peace, the intimacy, the small groups vs on Company
- the cost of the offers, the wines vs the search of better price
- the fear of the elitism in particular at the foreigners
- the lack of information vs the surfeit of information by
Internet in particular

En 2010, Tourisme & Wine, tourist marketing

Objectives:
A national study on the winetourism was launched
in December, 2008, having for objectives:

- to improve the knowledge of the

offer winetourism, of the demand and the
competition
- to bring operational answers to the
actors of the network.

This study is piloted by Atout France, the Agency of tourist development of

France ( www.atoutfrance.fr ), and led in partnership with eight French wineproducing regions. A grouping of three offices realized this study (Elan
Development, BVA, Qassiop), the PV2D cabinet realized the editorial staff.

Context of the study

Methodology:

A phase of benchmark (four destinations Rioja, Tuscany, Napa Valley and south africa)

A qualitative study shift with the clienteles and the French and foreign non-clienteles of
offers winetourism

A quantitative study shift with customers of sites winetourism, over the period June
2009-Octobre 2009. (9500 questionnaire)

8 partner regions of the approach:

Champagne

Alsace
Val de Loire

Bourgogne
Rhne alpes

Aquitaine
Provence

Languedoc Roussillon

The perception of the French wine-producing

regions
Through associations of ideas

Feel
Sensations
Understand
intellect

Look for te origins of

the wine

Marketing recommandations: the main things

Transportation
Bike walking
minibus

Women
and wine

Psychologic
al price

Duration ans
seasons
Accomadation of
charm and
personnal touch

Short days
Week end
Offer add up
Gastronomy

Culture
Events

And Finally improvement wine tourism in France

Four points :

1.

Keep a standard of regularity, of quality and accessibility of the

wine tourism offer of base

2.

Offer "more produced" adapted to offer/ public off

3.

Allowing to distinguish itself and to win so in attractiveness

4.

Propose more profitable and better adapted offers

Marketing recommendations and " examples to be followed "

to develop the French-style Wine tourism

1. Keep a standard of regularity, of quality and accessibility of

the wine tourism offer of base

Quality of
experience

The regularity reception,

respect of schedules.
The reception in a place fitted
out with adapted comments.
The tasting.
The sale of wine in particular
in the unit
The master's degree of
foreign languages.
The effective sign and a
signalling system.
The reliable information on
openings and performances
proposed via referencing

The association 2000 wines of Ardche, a politics of routes

Themes and of totems " Reception Wine grower "

Exemple
A labelling of cellars under the label reception Wine
grower " who concerns 43 vaults on 71 cellars of the
territory.
A totem of road marking of these cellars
Certified "Reception Wine grower ".
A map of routes wine growers with 4 routes in
Ardche Southern (edition to 50000 copies),
On the following subjects: the art of you
Fascinate, the origins of the soil, the art of to
surprise you, of the mystery under them Vineyards,
the art to disorient you, lights of history, the art to
treat you,Grape harvests of the sky and the ground
www.ardeche-wines.com

2. Offer furthermore
A better mediation
/ interpretation
Modernize
proposition
Festive special
events
management

stakes in shows of
the offer

Contact more relax

Human dimension

more
effective.sensory
animations and
Inviting commented
tastings

A suplement of
soul

News
technologies

Example : Maison de sancerre

Ideas
Peculiarity
Figures

3.The behavior of the clienteles in their choice of holidays

connected to the wine

Propose offers more profitable and better adapted to the segments

of clienteles winetourism identified (Epicureans, explorers, experts,
classics)

Coktail of news
sensations

Explorations of the
small secrets of the
wine

Trip of
terroir

Trip tecnical
and initiatory

3.1.Epicurians
Friendly

Classic practice
Visit associated with the other tourist activities
Beauty of landscape
Wine trail in bike, by horse
Sensory animations ex :wines bar

Gastronomy
Agreement puts and wines
Accommodation of typical and aesthetic

3.1.Example Epicureans

wines Buissonnires " in Peak Saint wolf in

Languedoc-Roussillon, soft hikes through Vineyards

Ideas
Peculiarity
Figures

3.2. Explorers
Explorer

Discover the intimacy of the wine, the tasting, the

relation to the vineyard(vine)
Intimity
Pick up(Dislodge) little conaked wine growers
Learn and practise tastings in the intimacy of cellars
Stamp
Accommodation(Hosting) of carcatre in the heart of
vineyards will be preferred

3.2.Example explorers

The Table of Aim, restoring of the house Cazes

Ideas
Peculiarity
Figures

3.3.Experts

Learn the history

of wines,
codifications,
stakes

Meet
profesionnals,
connoisseurs,
frequent fairs

Pedagogy

Prestige
Reputation

3.3.Example experts

Ideas
Peculiarity
Figures

4.Classic
Wine heart of heritage
Wine
Culture history, architecture,gastronomy

Meet wine producers

wine
Well being

Social
wine
gastronomy

4.1.Example classics

4. Format the off re just like products

Sold by the distributors

Keys of succes
Targets
Organized

4.1.Example
www.baladesduvin.com

Benchmark or How see we our competitors

Rioja, Spain: convergence and differentiation with

the French models
The Tuscany, Italy: the enrichment by the versatility
of the tourist offer
NAPA, E.U.: the sales management of the customer
relationship
South Africa: for the models of treatment of the
waits(expectations) clienteles by TRICK

The foreign competition

Rioja :Global characteristics
Management of A.O.C.
cooperative cellars, big vaults
Importance of the period of sunshine
festive Lifestyle and Mediterranean lifestyle Regions

Potentialities of intensification by blind conformity

Languedoc Roussillon
Midi-Pyrnes
Tuscany:
the South
of Rhne-Alpes
Global
characteristics

wine trails
Wealth of the offer wine tourism
Association of the landscapes and the cultural offer
professional Master's degree tried in the organization
Potentialities of intensification by blind conformity
Provence
Aquitaine, Alsace

Napa valley : Global characteristics

Regions

Control(Master's
degree) of the marketing mix and the management of the offer OeT
O
All

Raising
awareness(Sensitization)
O
Nearness Paca, Provence to the ecological aspect
to Alsace
the new lifestyles
OMerchandising
Identity: adapted
Aquitaine,

THE FUTURE IN FRANCE

THANK FOR YOUR ATTENTION