Wine Tourism: Which sectors are involved in wine routes?

The term wine tourism concerns wine and oenological tourism. This form of tourism focuses on the discovery of wine regions and local wine productions. These stays combine the attraction for rural heritage and gastronomic. The sectors that benefit from the growth of wine routes are varied and are key players in the wine world.

Table of Contents: 

• The development of contemporary wine tourism
• The wine discovery journey
• Wine-related activities

Although historically, France established its first wine routes in the 1950s in Alsace, wine tourism first developed in the 1970s and 1980s in California and other regions of the United States. This was due to wine production becoming democratized in this territory. This activity is also present in producing countries of the "New World" such as Australia, Argentina, South Africa or Chile. Wine tourism then conquered Canada, Europe, Japan, South Korea as well as China. The Network of Great Wine Capitals places Logroño, Bordeaux, Florence, Cape Town, Mendoza, Napa Valley, Porto, Mainz and San Francisco as the flagship regions of the wine tourism circle.

In France, it was from the 1990s that wine tourism really took off. The country is rich in wine regions and nearly one in five French people plan their vacation destination according to this criterion. In terms of international influence, a large portion of foreign visitors visit France for the wine and gastronomy.

Wine tourism offers several discovery activities in the routes established by the various wine routes that cross the French country. It is in these various sectors that vineyard professionals and gastronomy can best take advantage of the tourism assets related to wines.

The first facet concerns wine service with tasting, introduction to oenology or sommelier work. Sommeliers, oenologists and other qualified professionals in the art of wines can share their knowledge with tourists eager for scholarly flavors.

In the professions of production techniques for vines and wines, wine tourists can take part in cellar visits, wine cellars or vineyards. It is also possible to attend or even participate in the harvest.

During travels on wine routes, gastronomy is a major part inherent to wine tourism. Especially to discover the pairings with local dishes. Thus the restaurant sector benefits from offering wines from the vineyards of their regions at their tables. Restaurants, unique bistros, or even within wine estates, meals are prepared by chefs capable of enhancing and complementing the flavors of wines.

Beyond the discovery of wines themselves, the wine routes are also an opportunity to open up to the heritage and attractions of tourism in wine regions.

Wine is also intimately linked to cultural and historical heritage. Along the wine routes, visiting the iconic places of wine regions is essential. Museums, châteaux, estates, chapels, wine cellars, numerous emblems of French territory where cultural tourism professionals welcome among their clients wine lovers wanting to learn more about the historical background of regions producing various recognized wines.

As ancillary activities, we can also mention the benefits of wine therapy as well as sports activities and leisure such as walks and hikes in the vineyards or even hot air balloon flights and other thrill experiences.

For all the sectors involved, from viticulture to gastronomy through tourism, the development of wine tourism and wine routes contributes to highlighting the flagship of the territory's production. It is a major asset in the discovery and flourishing of French heritage.