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Wine and Tourism in France

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  • I recommend putting these bullet points: Scenic Wine Routes (Route des Grands Crus), Walking and Biking paths, Cellar Visits and Wine Tastings, Cultural and Historical sightseeing, Festivals, Trade and Consumer fairs
  • Add Bordeaux
  • Take out the section “visit….” Reims-, St. Emilion-Unesco-World Heritage Site, Chateauneuf-du-Pape-village in the heart of the appellation (take out Cognac)
  • Title: Wine shops that offer tastings or extensive offerings
  • Title should may be read Regional Wine Centers
  • Take out the subtitle
  • Bordeaux Fete le Vin-June 2011
  • Take out the smoothed data, not sure what that means!
  • Dedicated page on Franceguide.com, capitalize Sweepstakes
  • Title should be Wine and Tourism Events with Atout France
  • Title should be Topics of Discussion (you can put in the middle as well)
  • Transcript

    • 1. Wine and Tourism in France French Affairs 2010 Monday October 25th, 2010 Nikko Hotel San Francisco
    • 2. 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 Tours Guest Speaker:Caroline Putnoki – Director for ATOUT FRANCE Canada Coordinator: Tiana Gamez – ATOUT FRANCE
    • 3. Wine Tourism Offers and News
    • 4. Wine-growing regions of France  17 Wine-growing regions  8 Main Wine regions visited by American tourists
    • 5. 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
    • 6. 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, Blaye Citadel. Route des Châteaux through Médoc.  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”.
    • 7. 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
    • 8. 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.
    • 9. 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.
    • 10. 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…
    • 11. 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.
    • 12. Wine Tourists Profile
    • 13. 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
    • 14. 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. .
    • 15. Wine Tourism Promotion in the US
    • 16. 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
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. Wine Tourism Promotion in Canada
    • 21. Wines of France campaign ATOUT FRANCE Canada  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
    • 22.  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 FRANCE Canada
    • 23. Wines of France campaign ATOUT FRANCE Canada  Last Stage  Shooting and broadcast of the video on french and english website of ATOUT FRANCE Canada  ca.franceguide.com/winesoffrance
    • 24. Topics of Discussion We would like to hear from you
    • 25. Thank you for attending our workshop Hope to see you soon in France on your Wine Trip