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Wine and Tourism in France

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  • I recommend putting these bullet points: ScenicWine Routes (Route des GrandsCrus), 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)

Wine and Tourism in France Wine and Tourism in France Presentation Transcript

  • Wine and Tourism in France
    French Affairs 2010
    Monday October 25th, 2010
    Nikko Hotel San Francisco
  • Workshop # 3Wine and Tourism in FrancePresident: Jean -Noel Frydman  - France.com Host: Pascale Bernasse – French WineExplorersReporter: Cinnamon Broceaux  - Five Senses Culinary ToursGuestSpeaker:Caroline Putnoki – Director for ATOUT FRANCE Canada Coordinator: TianaGamez – ATOUT FRANCE
  • WineTourismOffers and News
  • Wine-growingregions of France
    • 17 Wine-growing regions
    • 8 Main Wine regions visited by American tourists
  • 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
  • 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”.
  • 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
  • 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.
  • Regional Wine Centers
    Wine, from a cultural, historical and technical point of view.
    • 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 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…
  • 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.
  • Wine Tourists Profile
  • Who are the visitors?
    • Wine and Tourism 2010 study by ATOUT FRANCE
    • Qualitative and quantitative study on 8 wine producing regions.
    • Next to 9500 questionnaires analyzed
    • 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.
  • 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.
    .
  • Wine Tourism Promotion in the US
  • 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
  • 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
  • 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
  • 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
  • Wine Tourism Promotion in Canada
  • Wines of France campaign ATOUT FRANCECanada
    • 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
  • Wines of France campaign ATOUT FRANCECanada
    • 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 FRANCECanada
    • Last Stage
    • Shootingand broadcast of the video on french and english website of ATOUT FRANCE Canada
    • ca.franceguide.com/winesoffrance
  • Topics of Discussion
    We would like to hear from you
  • Thank you for attending our workshop
    Hope to see you soon in France on your Wine Trip