French Wine Tourism Takes Center Stage

France has established itself as a global benchmark in wine production and wine tourism, boasting a rich cultural heritage that combines wine, history, and geography. As the world's second-largest wine producer by volume and the top wine exporter in terms of value, France produces some of the most renowned wines in the world. The country has 21 distinct wine-growing regions and nearly 292 appellations, making it one of the most varied and prolific wine producers globally. Its geography, influenced by both the Atlantic and the Mediterranean, provides diverse microclimates and soils that foster a unique terroir. The nation's wine classification system, the Appellation d'Origine Contrôlée (AOC), implemented in 1935, serves as a legislative model worldwide, especially throughout Europe. France is also the origin of many popular grape varieties like Cabernet Sauvignon, Chardonnay, Merlot, Pinot Noir, Syrah, and Sauvignon Blanc. The country's primary wine regions include Alsace, Burgundy, Champagne, Bordeaux, and Languedoc-Roussillon, with Burgundy and Bordeaux leading in wine tourism.

Wine tourism, or enotourism, plays a significant role in French tourism, drawing a large international and national audience to its vineyards and wine regions. In 2016, France welcomed 83 million tourists, with 10 million identified as wine tourists. Of these visitors, 58% were French nationals, while 42% were international visitors. This international segment has shown remarkable growth, increasing by 40% from 2009 to 2016, compared to a 29% rise in French wine tourism. Belgian and British tourists account for nearly half of the foreign wine tourists, but visitors from Asian countries have shown increased interest in recent years. The economic impact of enotourism is significant; in 2016, wine tourism generated approximately 5.2 billion euros, with an average visitor spending around 1,256 euros, of which 240 euros was directly related to wine-related purchases and activities. There are approximately 10,000 wineries in France open to the public, with Bordeaux, Champagne, and Alsace as the most popular regions for wine tourists.

France has taken a strategic approach to organizing and promoting enotourism, establishing the National Council for Enotourism in 2009. This body launched the 'Vignobles et Découvertes' label, a quality seal to encourage a comprehensive enotourism offering. This label currently represents 67 destinations and over 4,000 service providers. The Wine Tourism Cluster, created in 2020, further supports the sector by connecting stakeholders from tourism and wine industries to strengthen the industry's collective resources. Educational institutions like the University of Strasbourg have also contributed to wine tourism research and talent development by establishing the Chair of Wine and Tourism.

In 2018, Atout France, the national tourism agency, published a three-year Wine Tourism Action Plan with objectives to improve the quality of enotourism offerings, professionalize the industry, promote responsible consumption, reduce regulatory barriers, develop economic insight, enhance marketing, and make wine tourism accessible to a broader audience. France's tourism sector benefits from a data-hub, France Tourisme Observation, which collects and shares data to support the wine tourism industry. Publications by Atout France, including reports and infographics, provide regular updates and insights into enotourism trends.

France's enotourism offering is diverse, ranging from traditional wine tastings and vineyard tours to innovative experiences and events. Approximately 83% of wineries operate on fixed schedules for enotourism activities, with most visitation occurring between April and September. Free tastings are still widespread, though many wineries have begun to charge, with 67% offering paid tastings and over 60% providing themed tastings. The sector has a multichannel approach to marketing, with 94% of wineries selling directly to visitors, often complemented by online sales and partnerships with tourism entities.

Marketing and promotion have been central to the growth of enotourism in France, with the government-backed 'Visit French Wine' website and social media accounts dedicated to promoting French wine destinations globally. Atout France also runs major campaigns, such as the #FEEL initiative targeting German, British, and Dutch markets, achieving significant reach with millions of impressions on digital platforms. Other campaigns like 'Bring a Friend to the French Wine Regions' aimed to attract Millennials, while 'Saveurs de France' promoted French wines in publications such as the VINUM magazine. These efforts are supported by organizations such as FranceAgriMer, which serves as a strategic information center for the agricultural sector, including wine, to ensure the sustainable growth of enotourism.