Newsletter of trends on wine tourism: Tarragona region (Spain), La Rioja, European
TOURISM AND LEISURE SCIENCEAND TECHNOLOGY PARK ISSUE No. 1/3 20112CONTENTS Enotur: a new tool for4 Competing wine information on wine tourism tourism detinations: La Rioja This newsletter is published under the aegis of the Wine Tourism Competitiveness Reinforcement Plan for the province of Tarragona (CENOTUR -6 Pla de Reforçament de la Competitivitat de l’Enoturisme a les comarques de Leading wine tourism Tarragona) and co-financed by ERDF Priority 1. It aims to become a leading tool services for communication in the field of wine tourism, providing strategic information to local businesses and institutions to aid in the decision-making process and to promote wine tourism assets. The publication will be offered in Catalan, Spanish and English to further this objective.8 Wine tourism in the The newsletter will be published every four months and will provide information counties of Tarragona on the main wine tourism destinations worldwide as well as examples of good practices in the industry with detailed information on the wine tourist destinations in the 6 DOs in the province of Tarragona. It will describe market10 characteristics and trends based on analysis of a wide array of statistical sources. Furthermore, the newsletter will summarize any tourism management The profile of the wine and policy issues which may affect the sector and recommend any reports or tourist studies which may be considered relevant. Several sources will be used to create the report: local, regional, national and international wine tourism organizations, including corporate, institutional, and European wine mixed sources; expert wine tourism blogs; workshops and conferences; travel tourism strategy agencies; specialized media; observatories; market research companies, and more. HIGHLIGHTS Characteristics of a leading international Studies providing information PUBLISHED BY: wine tourism destination: the on the new profile of the wine tourist Autonomous Community of La Rioja (p. 2) (p. 8) Diversity of demand profiles and the Europe’s wine tourism strategy (p. tourist experience, two key elements for 10) adapting the supply (p. 4) Primary conclusions of the Vilafranca Distinctive features of wine tourism in the del Penedès Wine Tourism province of Tarragona (p. 6) Conference (p. 12)
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 2COMPETING WINETOURISMDESTINATIONS La RiojaTABLE 1: Comparison of the three La Rioja is considered to be the foremost wine tourism destination inzones which comprise the Rioja Spain and a world leader in the field1. It encompasses the territoriesQualified Designation of Origin (DOCa). of the Autonomous Community of La Rioja, but also parts of Álava No. municipalities No. hectares No. wineries and Navarre. This issue presents what the Autonomous Community La 118 42,247 305 of La Rioja offers wine tourists and its wine tourism policy Rioja Part of 18 13,143 280 The area of the Rioja Qualified con nombre de vino (the land with the Álava Designation of Origin (DOCa Rioja) name of wine) are two of the Part of Navarre 8 6,570 15 does not precisely match the borders promotions that have helped position Total 144 61,960 600 of the Autonomous Community of La La Rioja. Other actions taken in the Rioja. The DOCa also includes some 2005-2010 period include plans to municipalities in the Basque province stimulate wine tourism clusters suchSource: Regulatory Board of DOCa Rioja. of Álava, and part of Navarre. In fact, as the ones in Haro and Logroño, although there are relatively few demand satisfaction studies, the hectares of Rioja in Álava, it has Vinobus, the San Asensio Centro nearly as many wineries as the entire Sensorial del Vino (Sensory Wine Autonomous Community of La Rioja, Centre), and open house days at and has a high degree of wineries. Future policy will follow CHART 1: Distribution of hotel beds fragmentation (TABLE 1). The DOCa these same tenets. This course was by category in the Autonomous of Rioja Regulatory Board has defined chosen by the present government’s La Rioja, 2010. three distinct areas based on climate, electoral programme, which set out to boarding 5* soil composition and location: La Rioja strengthen and maintain the La Rioja Alta, La Rioja Baja and La Rioja houses 10.5% hotels wine tourism brand, especially in 0.0% 1 and 2* 4* Alavesa. These factors have defined foreign markets, and proposed the hostels 16.2% hotels the morphology of the vineyards’ design of oenogastronomic, cultural 24.8% cultivation. The designation may be and nature-based microproducts. 1* 3* the oldest in Spain. It was officially Other projects slated for the long term hotels hotels 36.9% recognized in 1925 and received the include the development of the Barco 5.1% 2* DOCa title in 1991. del Vino (wine boat) in Haro and the La hotels 6.4% Rioja wine landscape’s candidacy as a Policy and governance UNESCO World Heritage Site in the Source: Compiled by author based on data Cultural Landscape category. Another from the La Rioja Statistics Institute. The Autonomous Community of La example of La Rioja’s institutional Rioja’s tourism policy (below) has over commitment to wine tourism is El the years aimed to strengthen and Rioja y los 5 Sentidos (Rioja wine and consolidate wine tourism as a leading the 5 senses), a cultural programme Further information: tourism product. Proof of this can be developed by the regional government seen in the creation and which since 1996 has promoted wine Official website of the La Rioja implementation of the Strategic Plan culture in different areas (wine Turismo for the Development of Wine Tourism landscape, literature, theatre, cuisi- Regulatory Board of DOCa Rioja ne), through activities such as con- in La Rioja (Plan Estratégico para el El Rioja y los 5 Sentidos project desarrollo del Turismo del Vino en La certs, lectures, plays and dance. This El Barco del Vino project Rioja). The regional government and initiative was awarded Great Wine Vinobus service Rioja Turismo, a public company Capital’s Best of Wine award in 2006. Museo de la Cultura del Vino founded in 2000, have implemented Dinastía Vivanco several measures to develop the Tourism product Tourism enterprises active in sector, improve infrastructure, and wine tourism: Riojatrek and create and promote wine tourism Accommodation offered in the Enoviajes products. In terms of audiovisual community is mainly concentrated in Wine therapy materials, the television series Gran camping sites (45.7%) and hotels, Reserva and the campaign La tierra hostels and boarding houses (46.5%). Sources consulted: ¹ Cámara de Valencia (2010). El Enoturismo (Wine tourism).
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 3COMPETING WINETOURISMDESTINATIONS Accommodation in rural areas is vines, and flying over the vineyards in relatively insignificant (7.8%). a hot air balloon. The majority of accommodation is in 3 In recent years the number of tourismTABLE 2: Comparison of wine tourismin the Autonomous Community of La and 4 star hotels. (CHART 1). companies has increased, from 9 inRioja and the Province of Tarragona. 2006 to 23 in 20103. Although there One of La Rioja’s differentiating are no specific details, it would be Autonomous Community of Province of features is its specialisation in wine logical to postulate a link with the Tarragona* La Rioja tourism products. La Rioja Turismo growth of wine tourism. La Rioja is 5 DOs and places special emphasis on also home to a number of museums No. DOs 1 part of DO accommodation (hotels and rural which complement wine tourism, Penedès accommodation) that have a including the Dinastía Vivanco Wine No. hectares 42,247 25,277 differentiated product, whether for its Culture Museum, the Sensory Wine No. wineries 305 296 location in a wine-growing area, the Centre and the collection of popular No. visitable architecture, or services. This unique La Rioja ceramics of Las Bodegas wineries of 26.1 28.0 group of accommodation makes up Darien. total (%) 8.6% of the total. No. hotel beds 4,664 60,255 La Rioja’s key assets, its wineries, are Local demand No. rural tourism beds 1,067 2,334 classified into three different types2: No. the large estates with traditional late The different sources consulted2,4 are 322,415 808,420 inhabitants nineteenth-century architecture in agreement that demand in La Rioja No. km2 5,045 6,303 which are taking measures to adapt to is primarily domestic and local, mostly wine tourism; the small family from Madrid, Catalonia, and theSource: Compiled by author based on official data from vineyards some of which are Basque Country, and primarily forthe Rioja DOCa Regulatory Board, the DO PenedèsRegulatory Board, the Catalan Institute of Vines and committed to wine tourism; and newer weekend and extended weekend staysWine (INCAVI – Institut Català de la Vinya i el Vi), theCatalan Tourism Observatory (Observatori de Turisme de wineries which have a clear (1.75 days is the average) (TABLE 3).Catalunya), and others. commitment to wine tourism. These However, in recent years (2006-2010),*Note: data for the Province of Tarragona is for the DOTarragona, DO Conca de Barberà, DOQ (DOCa in Spanish) last are characterized by innovative the number of foreign visitors hasPriorat, DO Terra Alta, DO Montsant and part of DOPenedès. Data on accommodation, number of designs, sometimes by leading increased by 13.8%. To complementinhabitants, and square kilometres is for the entire architects. An example of the this more specific data, it should beprovince. commitment of these wineries to the noted that the wine tourism profile in new business strategy2 is the La Rioja is in line with the profile for all investment being made to offer new of Spain, i.e. adults who travel in services and facilities such as wine groups with family or friends, who are sampling menus in the wineries’ often used as a source of information.TABLE 3: Distribution of number of restaurants. Their level of satisfaction is high andtourists in hotels in the Autonomous La Rioja is also home to other they generally do complementaryCommunity of La Rioja by architectural resources related to the activities during their stay.autonomous community of origin,2010 (%). world of wine, like its calados (underground wine cellars), Although some of its production is in Community of Madrid 19.4 guardaviñas (rural buildings similar to other communities, La Rioja has Catalonia 18.3 other dry-stone constructions in implemented a tourism policy which, Basque Country 14.6 Spain) and lagares (wine presses). using its long tradition of wine Community of Valencia 7.3 In addition to offering specific production, specifically targets wine Aragon 6.2 accommodation, businesses tourism. Its government type (an Castile and León 5.7 specialising in other complementary autonomous region) and the fact that activities (wine therapy, etc.) have it has a single DO have beenSource: Compiled by author based on Survey of begun to appear. Some of the favourable factors in the developmentHotel Occupancy of the Spanish National StatisticsInstitute (INE). activities on offer include being a of wine tourism in this leading tourist farmer for a day, sport among the destination (TABLE 2). Sources consulted: 2 Sistema Riojano de Innovación and Turespaña. La Rioja Alta Innovative Business Group Strategic Plan (Plan Estratégico Agrupación Empresas Innovadoras La Rioja Alta). 3 La Rioja Institute of Statistics. 4 2010 Spanish National Statistics Institute Survey of Hotel Occupancy.
4 4 ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR MERCATSGOODPRACTICES Leading wine tourism services Competition in supply and pressure in demand is forcing the industry to innovate in wine tourism services and facilities “The sector not only At a time when there is clearly more must be offered on weekends, both supply than demand in the tourist morning and afternoon. Personalised needs to adjust to market, the sector not only needs to service is generally an attraction for adjust to the market, but also to visitors who are usually in the medium the market, but also define the specific segment it wants / medium-high purchasing power to define the to target.” The choice of this segment range. In addition to regular group will depend on its growth potential, tours, Viña Real (La Rioja Alavesa) specific segment it prior knowledge, and the investment offers Premium Tours (at a cost of € wants to target” the company wants to make as well as 25) as well as picnics in the winery’s other factors. vineyards, and VIP Tours of the Torres Below are some examples of how Winery for people with some businesses have been able to deal knowledge of the wine world (at € 235 with changes in the level of demand. for groups of from 1 to 5 people). These are a few examples of this kind More demanding visitors of specialization. Tourists are aware of the wide variety The degree of knowledge that of options available on the market prospective visitors have is another through multiple marketing channels element that should be considered (travel agents, online activities search when developing tourist services engines, experience packs, etc.). The (tours, tasting courses, etc.). result of this exigency in the wine The sector needs to ensure that the tourism sector has been more quality of service is sufficiently high in languages offered for guided tours, all aspects, everything from tourist longer opening hours, personalised provision as such to the services and visits, and a higher quality of service. facilities provided by the destination In terms of languages, although the (signage, public transport, etc.). This “Premium Tour of majority of wine tourism in Catalonia was one of the conclusions of a Viña Real and VIP and Spain is principally domestic, conference held in Vilafranca del leading tourist destinations focus Penedès2. Tour of the Torres more on the international market1. It is worth noting that audio-guided The fact that there is no “Q” (for winery: examples of tours of the Torres Winery are offered quality) certification specifically for specialisation” in seven languages, tours at the wine tourism facilities is important, Marques de Riscal Winery (La Rioja since this does exist for restaurants Alavesa) in three foreign languages and rural tourism establishments. This and at Buil&Giné in Priorat in Russian, situation is due to the relative demonstrating the potential of this newness of the sector. However, emerging market. Wineries’ schedules making a standardised certificate also have to adapt the behaviour of available would provide a competitive visitors. advantage for the sector. It goes without saying that service Sources consulted: 1 Great Wine Capitals, key figures in world wine tourism, 2011. 2 INNOVI and the Vilafranca del Penedès Town Council. Conference entitled “Success of Californian wine tourism due to the cooperation of companies and institutions” (L’èxit de l’enoturisme a Califòrnia a través de la cooperació dels agents), Vilafranca del Penedès, 14 November 2011.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 5GOODPRACTICES Discovering new experiences Alta and one in Baix Penedès have facilities adapted to meet this“Other segments, This is an activity that is not generally demand.such as meeting and well known by the general public and one of the tourist products most 100% onlineincentive tourism, associated with the senses and sensations. Marques de Riscal has The Internet has become the mostand the organization made good use of this concept by important communications media forof weddings have creating a complex wine tourism both supply and demand. Mobile model with the help of a great devices provide instantaneousbeen identified and architect. Around the winery they have communication when the current and created a resort with an innovative potential clients find a destination. Itdeveloped at several design which is an experience for the is vital that wineries have a presencewineries” senses. It includes a hotel of the in social networks so that customers Starwood hotel chain, three can have more information (videos of restaurants (one of which recently facilities on YouTube, reviews on received a Michelin Star), a spa with TripAdvisor, Facebook, and Twitter treatments based on grapes and wine, pages which offer special deals to a wine cellar, and a library. However, followers, are a few examples that are other strategies for smaller budgets, already used in the industry). TheTABLE 1:Evolution of the number of such as the creation of innovative need for this can be seen in a searchvisitors to the Marqués de Riscal activities based on the concept of for wineries with Wi-Fi (5 wineries inwinery (2005-2011). developing sensory aspects, may be La Rioja do) as well as the used in the operation of any winery. personalised services established, for 70,000 60,000 example, between Marqués de Riscal 59,500 A wide range of profiles and its Preferred Customers through 56,000 54,000 the special promotions offered by the 30,000 Although group visits with family and Starwood Preferred Guest Rewards 9,300 friends is the segment with the most Program. Tours are complemented demand, other specific segments with other activities such as 2005 2006 2007 2008 2009 2010 2011 should also be given consideration. In discovering cultural, culinary, andSource: general data provided by the Marqués de the medium term the market share of natural assets of the destination. TheRiscal Public Relations Department. seniors and multi-generational sector is well aware of this facet of theNote: the new wine tourism complex was inauguratedin October 2006. families segments is expected to market and most winery websites increase3. Other segments, such as already offer tourist information about meeting and incentive tourism and the their region. organization of weddings, have already been identified and developed Investing is not everything at several wineries.Further information: Although in recent years a number of Demand for the limited mobility Spanish wineries have made Marqués de Riscal winery, Rioja segment is another element to significant investments in Alavesa consider. On the official Turismo de la infrastructure (Marques de Riscal, Castello Banfi, Toscana Rioja website, potential customers Ysios, Darien), a winery’s success in Ysios, Rioja Alavesa can search for wineries that have wine tourism does not necessarily rest Viña Real, Rioja Alavesa facilities to meet the needs of solely on improving its facilities. Torres wineries, Alt Penedès disabled visitors. Also, Turisme de Perfecting services, personalised Catalunya’s Turisme per a tothom treatment, image, and the Turisme per a tothom, Turisme de Catalunya (tourism for everyone) programme has development of new activities are certified that two wineries in Terra other avenues. La Rioja Turismo Sources consulted: 3 World Tourism Organization (WTO), the European Travel Commission, European Cities Marketing, and the University of Vienna International Seminar on Demographic Change and Tourism, 2010.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 6OUR TOURIST Wine tourism in the regionDESTINATIONS of Tarragona Ten counties are home to 5 DOs and part of the DO Penedès. This article presents an overview of the wine tourism industry in this areaTABLE 1: Comparison of variables in 6 The Province of Tarragona, whichDOs. their potential for tourism, these includes the tourist brands Costa “cathedrals” form a distinguishing Total No. of capacity Daurada and Terres de l’Ebre, is feature, as does the unique No. (hotels and ha. visitables rural characterized by a remarkable level of architecture of the newer wineries. wineries accommod specialisation in the wine industry. ation)** DO Eight of the ten counties that make up Differentiating the territory can be 1,888 25 Priorat the province are part of different wine achieved not only through the DO Montsan 1,840 14 designations of origin. Landscapes grandeur of its buildings, but also t DO covered with vineyards are ubiquitous. through the diversity and quality of its Conca de 4,200 16 21,066 This has led to initiatives such as the wines and the land where they are Barberà DO idea to name the Tarragona region the grown. The wine tourism experience Penedès 4,461 1 País del Vi (the Wine Country). This must not be limited to the inside of the * DO area would encompass all of the vineyard; it must also include the Tarragon a 6,598 13 territories of designations of origin natural beauty of the surrounding DO Terra 6,290 18 825 (DOs) in the region. landscape and the rural enclaves Alta among its assets. The value of this is*Note: data for DO Penedès refers to the part within the The number of DOs in the territory is demonstrated by the fact that theProvince of Tarragona.**Note: data is for municipalities that are part of the DOs. quite high considering its size. It is region’s networks of rural roads areSource: INCAVI and internal sources of “Think Tank,Tourism and Leisure Science and Technology Park” (Parc home to the DOs of Terra Alta, Priorat, often included in the wine tourismCientific i Tecnològic de Turisme i Oci). Montsant, Tarragona, Conca de products presented to tourists, and Barberà, and part of the DO Penedès promoted by specialized wine tourism (TABLE 1). To these we must also add operators. the Catalunya and Cava DOs. This unique situation is the result of the The regions’ unique wines are the region’s history, landscape, climate, result of its combination of soils, and soil. However, this has resulted in microclimates, and vine varieties, DO territories of a size which limits some of which are exclusive to the their ability to achieve international area. These wines have gained recognition, unlike larger European international recognition in recentTABLE 2: Comparison of competing wine tourism destinations such as decades, which has positioned someEuropean tourist destinations. Burgundy, Bordeaux, and Rioja of DOs in the territory, especially the Hectares Visitable No. (TABLE 2). Viewed in this context, DOQ Priorat, among the most wineries DOs creating an integrated wine tourism prestigious in the world. Burgundy 25,800 349 99 area seems like a very reasonable Chianti 10,500 313 1 idea. In addition to territory’s attractiveness as a wine tourism destination, it is La Rioja 61,960 79 1 Each of the DOs has several important to also emphasize the El Penedès 24,248 32 1 distinctive features which help to tourism aspects, which are Region of differentiate them. However, there are consolidated under the Costa Daurada 25,277 87 6 Tarragona common assets that add value to the and Terres de l’Ebre brands. The entire territory, including historical region’s long tradition of welcomingSource: INCAVI and official tourist destination sources. assets, specifically some of the older visitors has fostered a significant level cellars known as the Catedrals del Vi of expertise, especially on the coast (Cathedrals of Wine). These are and in the province’s DOs. Modernista (Catalan Art Nouveau) buildings from the turn of the last The counties of Tarragona have an century which demonstrate the enormous potential as an attractive historic importance of wine growing in wine tourism destination, a resource the region. From the point of view of for and development of tourism activity.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 7OUR TOURISTDESTINATIONS The combination of these two key in the markets. The success of a wine factors is behind the structuring of tourism destination lies in knowing one of the most promising wine how to adapt its uniqueness and tourism products in Spain and in ability to receive tourists to a tourism Europe. The core principles on which project. These wine tourism this is based and which are being destinations cannot mimic each applied are as follows: others’ development model. Every destination has to define its own Conditioning supply and model and the level of tourist activity developing services for visitors in it wants. The different DOs in the province need to define a joint the wine region. development model; this is what has Developing qualified personnel to“The diversity and driven initiatives such as the País del manage the wine tourism Vi. number of wine experience, both in the wine areas and general tourism. The diversity and sheer number of tourism wine tourism destinations worldwide Developing tourist products destinations... has has encouraged the creation of a related to wine culture. These supply structure policy based on encouraged the include health treatments using generating tourism products that are wine, already common in spas and easily identifiable by clients, such as creation of a policy health centres in the region, and its wine routes that are grouped to of structuring adoption by some local restaurants highlight key aspects of the activity to showcase wine products. (TABLE 3). Right now, this type of supply based on grouping is spearheading the Implementing marketing and development of wine tourism generating tourism communication campaigns, both at products. products that are the DO and tourist product level, to help promote wine tourism TABLE 3: Examples of wine routes. easily identifiable products among specialized by clients” tourism operators. Scale Name of route European Wine Promoter Europe RECEVIN Route Wine tourism is an activity that has Spain Wine Routes of Spain ACEVIN seen rapid growth worldwide. But the Catalonia * * wine growing areas of Europe, Provincial Lleida Wine Route Mixed association America, Oceania, and Africa first Turisme Priorat became leading tourist destinations in Priorat Wine Route (DOQ Priorat+ DO Montsant) their local markets and only later Regional La Route The Dijon and international tourist destinations. Touristique des Beaune Chambers Grands Crus de of Industry and Many of these tourist destinations are Bourgogne Commerce in advantageous competitive positions Municipal Ruta Postals de Vinya (Vine Consorci Promoció Turística Alt and have become first choices for tour Postcards Route) Penedès operators and leaders in potential Source: Compiled by author based on official websites. markets. This is the result of years of developing tourist projects related to the quality of their wine tourism product. The wine tourism The Excellence in Wine Tourism destinations of the Province of Awards is a recent local initiative Tarragona are on different levels in organised by the Business terms of their positioning in the Confederation of the Province of domestic and international markets. Tarragona (CEPTA - Confederació So while some DOs are well positioned Empresarial de la Província de as important destinations, others are Tarragona). still in a nascent stage of recognition
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 8STATISTICSAND MARKETS The profile of the wine tourist The importance of the domestic market and certain segments of market demand such as women or seniors and the preference for 4-CHART 1: Primary source of wine star hotels are a few of the defining characteristics of this touristtourists by autonomous community. The wine tourism sector is currently (45.0%). The senior segment (56+) is conducting studies to determine what also quite significant. For Spain2, the Catalonia 19.3% the differentiating characteristics of figures are similar. Madrid 12.2% the typical wine tourist are. Below are Andalusia 9.7% some of the more significant findings In international wine tourism, two- Community of Valencia 9.7% of two reports on wine tourism at the thirds of tourists are men and the rest Basque Country 9.4% territorial level. Las cifras clave del women. In Spain, this difference is not Aragon enoturismo mundial1 (key figures in as pronounced (55.0% men and 45.0% 7.9% wine tourism) created by Great Wine women). The market for women wine Castile and León 7.6% Capital describes the views of wine tourists is proving to be a strategic industry professionals on new wine segment with growth potential, as isSource: Compiled by Think Tank (Tourism and LeisureScience and Technology Park) based on data from the regions across the globe. The Analysis the senior market segment. In theACEVIN report 2. of Wine Route Demand (Análisis women’s market, pioneering Demanda Rutas del Vino) 2 for the first initiatives are beginning to appear. part of 2010 created by the Spanish The Focus on Woman travel agency3 Association of Wine Cities (ACEVIN - offers trips to Oporto with wine Asociación Española de Ciudades del tourism activities that target women Vino) surveyed users of the Wine exclusively. Also, in recent years wine Routes (Las Rutas del Vino), a wine consumption by women has grown, tourism product created by the which has led to the creation of wines association. specifically for this segment, fruitier wines with less alcohol. X-ray of the wine tourist As regards accommodation, 4-star The market for wine tourism is local. hotels are the most widely-used in In Spain 80.6% of wine tourists are Spain (28.0%). Houses of relatives and domestic, with Catalonia being the friends also play a role. ExpenditureCHART 2: Average expenditure by item (in by wine tourists is difficult to quantify,%). leading source of wine tourists (19.3% of the domestic market) (CHART 1). as there are important differences museum visits accommod According to a report on international between wine tourism destinations others 2% 11% ation 36% trends, the proportion of domestic and figures vary widely depending on tourism is significant, although it is the sources consulted. According to winery visits much lower than Spain’s (about Great Wine Capital, tourists in the 5% 40.0%). The largest exporting markets Tuscany and the Napa Valley regions internationally are the Netherlands, spend a relatively large amount ($210 the United Kingdom, the USA and in Tuscany and $188 in Napa), while dining wine Canada. In Spain, the German market expenditure in La Rioja is much lower 35% purchases 11% plays a significant role, making up a ($30). This represents the amount third of all foreign visitors, while the spent at the wineries, according to Americans have the same presence as surveys of wine producers. If you ask the French (12.6%). Depending on the users of Las Rutas del Vino, theseSource: Compiled by author based on data from the origin of the tourists, the car is amounts increase to an average ofACEVIN report 2. generally the most common means of €127.10 per tourist (the general transport (78.8%). average expenditure is 100 euros/day/person4), which is the Internationally speaking the most expenditure at the destination (travel significant age group is 36 to 55 not included). This expenditure is comprised of money spent on Sources consulted: accommodation and dining (CHART 2). 1 Conclusions taken from vinoturismo.blogspot. 2 ACEVIN (2010). Analysis of Wine Route Demand, 1st part, 2010. 3 http://www.focusonwomen.es/home.php. 4 IET (2010). Survey of Tourist Expenditure. Egatur.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 9STATISTICSANDINNOVACIÓ MARKETS In Spain2, wine tourism is generally origin and destination is relatively done in groups consisting of friends, short, 55% of those surveyed had work colleagues, or family. The group visited the same destination betweenTABLE 1: Comparison of wine tourist and size is usually between 3 and 5 1 and 2 times6. In fact, tourists’cultural tourist profiles. people. satisfaction with their experience is Wine tourists Cultural tourists high, since 92.0% of respondents Age 36-55 25-34 The primary motivation of tourists has repeat visits. In terms of reservations, groups (friends, Companions family) couples w/o children gone from location and cultural telephone (26.0%) and Internet Average stay 1 night 2-3 nights heritage5 to visiting the wineries in the (15.0%) are the two most widely used Time of stay weekends and weekends and long area. The most common activities are systems in Spain. Travel agencies do long weekends weekends Average closely related to the culinary and not play a significant role. However, € 127.1 (upper €135.4 (upper expenditure /day median) median) winegrowing culture of the region: 26.0% of respondents did not make Sources of recommendations Recommendations of visiting wineries (20.0%), wine tasting prior reservations. family/friends and information of family/friends Internet (15.0%), and tasting the local cuisine Activities tour of wineries dinning monuments dinning (15.0%). Other complementary The recommendations of family and wine tasting shopping activities such as vineyard tours or friends are the most common sources Destination score 4.2/5 3.5/5 wine culture museums play a of information (31.5% of the total). significantly less important role and However, according to theSource: Compiled by the author from various reports on are also activities seldom offered by international study, destinations usewine tourist profiles 1,2 and from both the City and theCity Break cultural tourism reports (El Turismo cultural wine establishments according to the different communications channels.de ciudad/City Break), by Turespaña, 2007. international study (10.0% of European wine tourism destinations respondents have no museum generally use traditional channels facilities).The overall score for Las (fairs, brochures, official tourism Rutas del Vino was 4.21 of 5, with the offices) while destinations in the U.S., landscape and hospitality receiving South Africa and New Zealand tend to the highest scoring. In contrast, use more innovative internet-related signage, tourist information, and channels and social networks. The value for money scored the lowest. international market is aware of the According to ACEVIN the most visited benefits generated by this type of Spanish destinations are La Rioja, tourism. The most important benefits Ribera del Duero, Penedès, Marco de of wine tourism are improving the Jerez, and Toro (Zamora). As far as image and positioning of the winery, international wine tourism and increased income. Of the wine destinations are concerned, Burgundy tourism destinations, Napa Valley “The most important is the best known. However, it seems to have most faith in their benefits of wine provides no data for leading wine economic viability. A comparison of tourism destinations like Toscana, the studies shows that the wine tourism are Oporto, and the Napa Valley. This may tourism product is at an early stage in improving the image be related to Spanish wine tourists’ Spain. A significant portion of the familiarity with the products. These demand is domestic, more than in and positioning of tourists define themselves as other international wine tourism conventional tourists (44.1%) or wine destinations, a high percentage make the winery, and enthusiasts (36.0%). no prior reservation, tourists define increased income” themselves as conventional tourists, In Spain the estimated average stay is there is a lack of knowledge of other 2.6 days which generally corresponds leading wine tourism destinations, to weekend and long weekend trips. etc. Despite this, it is a non-seasonal Internationally speaking, summer product with a high degree of reported (70.0%) and autumn (15.3%) are the satisfaction, with a level of expenditu- seasons with the most activity. Since re that is higher than average tourist the distance between the tourists’ spending, and one that is complemen- tary to other tourist resources, such Sources consulted: as culture or dining (TABLE 1). 5 ACEVIN (2010). Analysis of Wine Route Demand, other editions. 6 Users with second homes were not considered.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 10POLICY ANDGOVERNANCE European wine tourism strategy The sector has two strategic documents which constitute the basis for the development of wine tourism in Europe TABLE 1: Definition of wine tourism according to the EU Conducted between 2004 and 2006 which may adhere to the charter, Charter1. as part of the EC Interreg IIIC South in including the public and private Tourism and leisure activities order to improve coordination among sectors as well as the inhabitants of devoted to discovering and the members of the European the wine tourism destinations. It enjoying wine, wine culture, Network of Wine Cities (RECEVIN), should be noted that some parties and wine areas the VINTUR project was intended to have described this document as a promote the exchange of knowledge proposal that only addresses the and technology, and to develop absolute minimum, and is not actions to increase the quality of sufficiently demanding. tourism products on offer. The result of this project was the development Like any strategic document there are of the European Wine Tourism certain values that are predetermined: Charter1 which establishes the the sustainability of businesses European model for wine tourism, activity and the promotion of local and the European Enotourism development; the need for the Handbook2, a report that presents cooperation between the different the sector’s quality standards. parties; a collective vision; the promotion of renovation instead of The European Charter and new construction; the use of local the Handbook human resources; and enhancing the quality of life of the local people. The The Charter defines the concept of document also mentions the need to wine tourism at the European level manage flows of tourists, anticipating (TABLE 1) and establishes a joint some corrective measures such as the strategy for all of the wine tourism use of collective transport, bicycles, regions in Europe based on the and walking. definition of objectives and Adherence to the charter takes the“RECEVIN’s report commitments of all of the areas form of drafting a report that could be involved. The report takes a broadhighlights wine as a view of the sector, emphasizing the seen as a strategic plan for a touristproduct that concept of wine culture, an idea that destination comprising a diagnosis of the situation, the involvement of itsrepresents a encompasses both the wine growing members, common strategic aspects of a territory as well as itsterritory and a tourism. In following this philosophy, objectives, assignation of required resources, a program of actions, andculture, going RECEVIN’s report highlights wine as a evaluation of the results. So far, 78 product that represents a territorybeyond the and a culture, going beyond the organizations have signed up, 64.1%traditional concept traditional concept of a quality drink. of which are Italian and Spanish4.of quality drinking” This vision and the possibility of The same European project then using wine as a tool to market developed the European Wine Tourism tourism is closely linked to the Handbook, which establishes the findings of the recent wine tourism European Wine Tourism Quality conference held in Vilafranca del Management System with an eye to Penedès3. This overarching approach the future European Wine Route is a result of the wide range of parties project. This document which was inspired by the European Charter Sources consulted: 1 VINTUR, European Wine Tourism Charter. 2 VINTUR and DELOITTE (2005). European Wine Tourism Handbook. 3 INNOVI and the Vilafranca del Penedès Town Council. Conference entitled “Success of Californian wine tourism due to the cooperation of companies and institutions” (L’èxit de l’enoturisme a Califòrnia a través de la cooperació dels agents), Vilafranca del Penedès, 14 November, 2011. 4 RECEVIN, information from the official website.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 11ESTADÍSTIQUESPOLICY ANDGOVERNANCE encourages new ideas, highlighting although there are general the need to promote the culture of requirements, are determined wine in all parts of the travel life cycle separately for each subsector. For (before, during and afterwards) and in example, knowing a foreign language“La Rioja is one of 9 all aspects of the value chain. It also is considered important for people highlights authenticity, an important who work in travel agencies andtourist destinations complementary resource for the wine tourist offices, as is a good tourism experience and one of the key understanding of the local wines forin the international values of wineries, which often are restaurant employees. Wine shopswine tourism oriented towards producing artisan and wineries must have areas wines for a demanding and specifically for wine tasting withassociation, while personalised market as opposed to appropriate glassware, a shop area,others such as the mass production model. and guided tours by appointment, and must meet other requirements.Cambados, Utiel, In order to become a member of the For excellence certification, additional European Wine Route wineries a body requirements must be met with theand Montilla are must first adhere to the charter and specific purpose of improvingmembers of the comply with its requirements. administration (greater dedication Wineries can also become part of the and decision-making capacity),Spanish Route of Excellence if they meet increasing services and products additional requirements. offered at the destination (6 wineriesassociation, instead of 10; 5 complementaryACEVIN” Requirements services, instead of 8), creating and implementing control systems Specific requirements have been (creation of wine tourism established for the public (the region) sustainability indicators), and and private sectors in accordance developing tools to analyze the profile with what is offered to traditional of demand. In order to achieve this tourist and wine tourists, in other last objective, the administrative body words, accommodations, dining, will create a system to collect shopping, tourist offices, travel information and generate a wine agencies, tour operators, wineries, tourist profile which can be museums, wine interpretive centres, distributed throughout the sector andTABLE 2: Comparison of members of wine shops, and tasting services and then analyzed. Members of thedifferent wine tourism associations. courses. Each destination must form business community must also an administrative body to oversee the undertake to provide data in order to Presence in Association No.members Catalonia/Province process of verifying adherence, which achieve excellence. of Tarragona must draft a three-year strategic plan Tarragona wine tourism destinations Great Wine Capitals 9 NO/NO of action. have a very weak presence in the (Intl.) 9 countries, Other conditions, apart from the principal wine tourism associations, RECEVIN (Europe) 78 YES/NO logical criteria (being within the DO, with membership limited to Catalan municipalities Assembly of promoting itself, and having an associations (TABLE 2). In contrast, La European administrative body, a brand and a Rioja is one of 9 tourist destinations in Wine- Producing 17 countries by countries logo, and proper signposting), require the international wine tourism Regions (Europe) the destination to have at least six association, while others such as ACEVIN 84 members wineries that can be visited, for a Cambados, Utiel, and Montilla are (public YES/NO (Spain) entities) minimum of 12 hours per week two members of the Spanish association days per week, with 5 complementary ACEVIN.Various sources. services (two of which must be a restaurant and accommodation) and These documents, regardless of the destination must promote a whether or not they complied with a balanced and reasonable pricing view to joining the charter, may be policy. useful to the sector, helping to define The wine tourism products offered, the wine tourism model and quality system for our region.
ISSUE No. 1/3 2011 TENDÈNCIES ENOTURSEGON TRIMESTRE 2010-Nº1 TENDÈNCIES 9 12 NEWS AND TALK OF THE PUBLICATIONS TOWN Tarragona Restaurant Wine The following are the results of the conference entitled “Success of Californian wine tourism due to the From 3 to 18 November, twenty-three restaurants in the cooperation of companies and institutions” (L’èxit de city and other nearby municipalities offered special meals l’enoturisme a Califòrnia a través de la cooperació dels accompanied by wines from the 6 DOs at a special price. agents) held in Vilafranca del Penedès in November: After the success of the first event, the Tarragona Management of destinations must be comprehensive, Chamber of Commerce, sponsor of the initiative, has taking all involved parties in the wine and tourism announced the event will be held for a second year. industries into account, so that tourists do not find discrepancies between wine and regular tourism in the For further information please contact Tarragona region. Restaurant Wine. Real cooperation between parties who are in the same destination is needed, setting aside idiosyncrasies and political aspects. Dancing wine cellars Tourists want to experience the destination. Concepts such as emotion, feeling and learning were the most With the aim of promoting cultural awareness of the mentioned by the speakers. Province of Tarragona and artistic projects in the province, Tourist operators need to adapt to the trend of more the Regional Cultural Services Department of the demanding clients and meet demand for an Government of Catalonia proposed this audiovisual increasingly wide range of options. Family, meeting, project under which dance pieces were recorded on video and incentive tourism segments should be considered. in six modernist wine cellars in the region. Quality must be ensured in all areas (accommodation, dining, complementary services and products, Further information on the project. transport systems, tourist information, etc.). In addition to quality service, training and professionalism are two other related aspects to be 163,62 euros average expenditure per day considered. Resources must be transformed into products. This is the average amount spent per day by Spanish wine Europe’s rich history and all this entails (its traditions, and culinary tourists according to the most recent study the cultural heritage of different periods, etc.) on the matter by Dinamiza Asesores. The report, based on differentiate wine tourism in the “Old World” from online surveys of more than 7,000 users in early 2010, other regions. However, other less culturally rich reveals some of the characteristics of this segment, such destinations such as the US, Australia, New Zealand as average stay and preferred accommodation. and South Africa have been able to maximize their Expenditure was higher when compared to previous resources to create highly competitive wine tourism studies, even considering that each study applies a products. different method (see Statistics and Markets section). Marketing is one of the sector’s main problems. Destinations should take full advantage of existing Full report in Analysis of Wine and Culinary Tourism marketing channels in the wine sector, using the Demand in Spain (Análisis de la Demanda del Turismo product (the bottle) as an ambassador of the territory Enogastronómico en España). where it was made. Science and Technology Park for Tourism and Leisure - Rovira i Virgili University - Vila-seca Campus, +34 977 394 871 firstname.lastname@example.org