Wine and Tourism in France

French Affairs 2010 Monday October 25th, 2010Nikko Hotel San Francisco

Workshop # 3

Wine and Tourism in France

President: Jean -Noel Frydman  - France.com Host: Pascale Bernasse – French Wine Explorers

Reporter: Cinnamon Broceaux  - Five Senses Culinary ToursGuest Speaker:Caroline Putnoki – Director for ATOUT FRANCE Canada

Coordinator: Tiana Gamez – ATOUT FRANCE

Wine Tourism Offers and News

Wine-growing regions of France 17 Wine-growing regions 8 Main Wine regions visited by American tourists

Wine is Tourism The vineyards of France offer more than wine:

Scenic Wine Routes (Route des Grands Crus)

Walking and Biking Paths

Cellar Visits and Wine tastings

Cultural and Historical Sightseeing

Festivals

Trade exhibitions and consumers fairs

Wine routes and nature sightseeing Bourgogne – Route des Grands Crus

(Romanée Conti, Nuits-Saint-Georges…) Beaujolais - 2 appellations Beaujolais

wine Routes including the famous: wine route at Vauxrenard

Bordeaux – Wine Route through UNESCO World Heritage Sites: Bordeaux, Saint Émilion, BlayeCitadel. Route des Châteaux throughMédoc.

Champagne - 600 km of wine route though Reims, Epernay and the Côte des Bar

The Jura Wine Route- awarded the designation “European Destination of Excellence”.

Tours and holidays in towns and villages

In Reims, town of art and history of Champagne.

St. Emilion-Unesco-World Heritage Site.

Chateauneuf-du-Pape-village

Wine shops that offer tastings or extensive offerings

Lavinia cellars, in Paris offer a wide range of wine from the best French vineyards with a programme of Introduction to tasting at the Bar and also a gastronomic Menu at the Restaurant.

Legrand Cellar, in Paris Combining wines and tasting experience during which wine makers share their passion of wine.

L'Intendant, a legendary wine shop in Bordeaux, showcases some 57 different regional appellations. The shop's 15,000 bottles are organized around a stunning spiral staircase that climbs four floors.

Regional Wine Centers

In the Maison des Sancerre, seven centuries old, discover the opulent history of the Sancerre winegrowing region.

In the Maison des Vins de Bergerac, on the banks of the Dordogne, discover the secrets of the terroirs of Périgord and the wines of the Bergerac appellation.

In the Maison des Vins du Languedoc, at the gateway to Montpellier, enjoy a selection of wines from the vineyard, along with regional produce and local crafts.

Wine, from a cultural, historical and technical point of view.

Wine festivities all year long

In February each year, the festival La Percée du Vin Jaune draws 40,000 visitors to celebrate the release of the latest vintage, barrel-aged for 6 years.

Every year in May, the Wine and Vine Festival in Avignon, takes place at the foot of the Palais des Papes.

From October to mid-March, La Flamme de l’Armagnac sets the fire in the home of France’s oldest brandy!

In November, celebrate the Beaujolais Nouveau at the Sarmentelles festival in Beaujeu: a tasting competition, dinner and show, procession and dance…

Trade exhibitions and wine fairs and auctions

Bordeaux fête le vin. June 2011 4 days of festivities

Beaune, the auction wine of the Hospices de Beaune and the vineyard.

Wine Tourists Profile

Who are the visitors?

Profile of the clientele A well off clientèle 46 years old on average Tours in couples (43%) family (26%) and friends (22%) 39% of foreign visitors (Belgium 10%, UK 10%, Nland 4%, Germany

3%, United States 2%)

Their Motivations Wine as the main reason for holiday Wine is a pleasure amongst others Different behaviours towards wine tourism depending on the need to

feel sensations or to discover a new science.

Wine and Tourism 2010 study by ATOUT FRANCE Qualitative and quantitative study on 8 wine producing regions. Next to 9500 questionnaires analyzed

4 Socio-types of wine tourists Epicurians 40%

Expectations : pleasure of the senses, well-being, aesthetic (landscapes, colours) and gastronomy.

High proportion of foreign visitors with a good purchasing power. Regular wine consumers.

In search of friendliness

Explorers (20%) In search of alchemy, small secrets

on wine, little known vineyards… Well off tourists, regular consumers,

wine cellars visits, wine bars etc. Important on-site shopping of wine

and gastronomy.

Experts (16%) Looking for pedagogy Wine focused activities Frequent stays but small

Spendings, high proportion of french tourists.

Connoisseurs attracted by the science of wine.

The Classicals (24 %) Wine as region’s heritage to be

discovered. Mostly French tourists. Limited

expenses. Natural, cultural and architectural

heritage, - In search of cultural activities and social connections.

.

Wine Tourism Promotion in the US

Wine and Tourism Promotion

E-marketing : Dedicated sections on Franceguide.com Actions to consumers and professionals Partnership with Sopexa on Vlogs promotions

Events: Destination Vignobles Aperitif à la française Sponsored events

Wines of France online campaigns

Dedicated page on Franceguide.com including wine-regions Deals and offers Events News Videos blogs (10.000 viewers on

each videos since 2008) Itineraries Sweepstakes to win a trip to the

regions An interactive map

Wines of France online campaigns in partnership with the french regions and Sopexa

A dedicated landing page and eblast was created to promote the a special Video series on the French vineyards and the wines of France

Lost in Francelation – Wine and Tourism vlogs

Wine and Tourisme Events with ATOUT FRANCE

Destination Vignobles "vineyards and wine of France“ Event 100 Tour Operators 60 French Wine and Tourism

Professionnals.

Apéritif à la Française French Cocktail Hour in the US 1,000 parties across the country On Thursday June 3rd.

Co-Sponsored events Languedoc-Roussillon event at the

United Nations, NYC Large selection of wine tasting

Wine Tourism Promotion in Canada

Wines of France campaign ATOUT FRANCECanada

Discover France By Its Wine TARGETS AND STRATEGY

1 Million canadian travel to France every year

Baby boomers and seniors Reinforcement of the image of

France: wine and gastronomy culture in a modern way

GOALS Promotion of wine and tourism Promotion of wine and

Gastronomy Promotion of a modern image of

France

3 STAGE CAMPAIGN 1-sweepstakes to win a 2 weeks trip

to the regions “ Découvrez la France par ses Vins”

Selection of the 10 finalists with the most votes

Creation of the teams online profile for the final votes

2- Results: from 1000-2500 votes each and Casting of the winners with a Jury of partners

Wines of France campaign ATOUT FRANCECanada

Wines of France campaign ATOUT FRANCECanada

Last Stage Shooting and broadcast of the video

on french and english website of ATOUT FRANCE Canada

ca.franceguide.com/winesoffrance

Topics of Discussion

We would like to hear from you

Thank you for attending our workshop

Hope to see you soon in France on your Wine Trip