Wine Tourism in France

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WINE TOURISM IN FRANCE

POINTS OF IMPROVEMENTS

1 Terroir de Bacchus 02 Fbruary 2011


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Definition enoturism in Europe Vintur

enotourism, we mean to designate all the tourist, leisure and spare timeactivities, dedicated to the discovery and to the cultural and enophilepleasure of the vine, wine and its soil.

Travel

Enjoyment

DiscoveriesWine

Regions

Productions


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First study in 2000

Objectives:Identify the stakes wine tourismIdentify expectations and the motivations of thetouristsIdentify expectations of the professionals of the wineand the tourismSuggest main track of development


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Suggest main track of development in 2000

Quality of the information Circuits roads

Improvement of reception

The local actors must be made sensitive to becomereal influencers of local products, in particular somewine.

Create news products for short tourist stays

There is a will to share the budgets of promotionand communication in particular for lounges


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In 2004, Make a success of the Welcome incellars

Objective: supply a guide of the goodpractices marketing

Build its project ofreception in cellarReception

Fit out cellars

Dgustation and salesMake the visitors comein cellars


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Problems in wine tourism

Brakes in the visit: Tourism and wine, a natural marriage?

- the spontaneity, the immediate envy(urge) vs theorganization 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 byInternet in particular


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En 2010, Tourisme & Wine, tourist marketing

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

- to improve the knowledge of the

offer winetourism, of the demand and thecompetition

- to bring operational answers to theactors 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 wine-producing regions. A grouping of three offices realized this study (ElanDevelopment, BVA, Qassiop), the PV2D cabinet realized the editorial staff.


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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 ofoffers winetourism

A quantitative study shift with customers of sites winetourism, over the period June2009-Octobre 2009. (9500 questionnaire)


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8 partner regions of the approach:

Aquitaine

Alsace

Champagne

Bourgogne

Languedoc Roussillon

Rhne alpes

Provence

Val de Loire


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The perception of the French wine-producingregions

Understandintellect

FeelSensations

Through associations of ideas

Look for te origins ofthe wine


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Marketing recommandations: the main things

TransportationBike walking

minibus

Psychological price

Duration ansseasons

Short days

Week end

Offer add up

Gastronomy

Culture

Events

Accomadation ofcharm and

personnal touch

Womenand wine


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And Finally improvement wine tourism in France Four points :

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


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1. Keep a standard of regularity, of quality and accessibility ofthe wine tourism offer of base

The regularity reception,respect of schedules.

The reception in a place fittedout with adapted comments.

The tasting.

The sale of wine in particularin the unit

The master's degree offoreign languages.

The effective sign and asignalling system.

The reliable information onopenings and performancesproposed via referencing

Quality ofexperience


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Exemple

The association 2000 wines of Ardche, a politics of routesThemes and of totems " Reception Wine grower "

A labelling of cellars under the label reception Winegrower " who concerns 43 vaults on 71 cellars of theterritory. A totem of road marking of these cellarsCertified "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 youFascinate, the origins of the soil, the art of tosurprise 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


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2. Offer furthermore

A better mediation/ interpretation

stakes in shows ofthe offer

A suplement ofsoul

Newstechnologies

moreeffective.sensoryanimations and

Inviting commentedtastings

Contact more relax

Human dimension

Modernizeproposition

Festive specialevents

management


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Example : Maison de sancerre

IdeasPeculiarityFigures


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3.The behavior of the clienteles in their choice of holidaysconnected to the wine

Propose offers more profitable and better adapted to the segments

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

Coktail of newssensations

Trip of terroir

Explorations of the

small secrets of thewine Trip tecnicaland initiatory


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3.1.Epicurians

FriendlyClassic 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


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3.1.Example Epicureans

wines Buissonnires " in Peak Saint wolf inLanguedoc-Roussillon, soft hikes through Vineyards Ideas

Peculiarity

Figures


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3.2. Explorers

ExplorerDiscover the intimacy of the wine, the tasting, therelation to the vineyard(vine)

IntimityPick up(Dislodge) little conaked wine growers

Learn and practise tastings in the intimacy of cellars

Stamp

Accommodation(Hosting) of carcatre in the heart ofvineyards will be preferred


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3.2.Example explorers

The Table of Aim, restoring of the house Cazes

IdeasPeculiarityFigures
http://www.cazes-rivesaltes.com/images/gallery/52.jpghttp://www.cazes-rivesaltes.com/images/gallery/88.jpghttp://www.cazes-rivesaltes.com/images/gallery/84.jpghttp://www.cazes-rivesaltes.com/images/gallery/62.jpghttp://www.cazes-rivesaltes.com/images/gallery/82.jpghttp://www.cazes-rivesaltes.com/images/gallery/41.jpg


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3.3.Experts

Learn the historyof wines,

codifications,

stakes

Pedagogy

Meetprofesionnals,connoisseurs,frequent fairs

Prestige

Reputation


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3.3.Example experts

Ideas Peculiarity

Figures


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4.Classic

Wine heart of heritage Wine Culture history, architecture,gastronomy

Meet wine producers wine Well being

Social wine gastronomy


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4.1.Example classics


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4. Format the off re just like productsSold by the distributors

Keys of succes Targets

Organized


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4.1.Example

www.baladesduvin.com


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Benchmark or How see we our competitors

Rioja, Spain: convergence and differentiation withthe French models

The Tuscany, Italy: the enrichment by the versatilityof the tourist offer

NAPA, E.U.: the sales management of the customerrelationship

South Africa: for the models of treatment of thewaits(expectations) clienteles by TRICK


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The foreign competitionRioja :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 the South of Rhne-AlpesTuscany: 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 ProvenceAquitaine, Alsace

Regions O All O Nearness Paca, Provence O Identity: Aquitaine, Alsace

Napa valley : Global characteristics

Control(Master's degree) of the marketing mix and the management of the offer OeT Raising awareness(Sensitization) to the ecological aspect Merchandising adapted to the new lifestyles


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THE FUTURE IN FRANCE


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THANK FOR YOUR ATTENTION

Wine Tourism in France

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