Wine tourism involves visiting vineyards, wineries, wine festivals, and shows where wine tasting and experiencing a wine region are the main motivations. It is a form of agritourism and can also relate to ecotourism and sustainable tourism. The document outlines the definitions and relationships between these types of tourism. It also discusses trends in wine tourism like experiential activities, events, and partnerships between wineries and other businesses. The growth of wine tourism provides economic benefits to wineries and local communities.

1. Wine tourism.

2. Definition.
 "visitation to vineyards, wineries, wine
festivals, and wine shows for which
grape wine tasting and/or experiencing
the attributes of a grape wine region are
the prime motivating factors for visitors."
 Wine tourism is part of agri-tourism, and
can also be a part of eco-tourism and of
sustainable tourism.

3. Wine Tourism Web.
Agri
Tourism
Culinary Wine
Eco Tourism
Tourism Tourism
Sustainable
Tourism

4. Agritourism
 Agritourism is the act of visiting a
working farm or any agricultural,
horticultural or agri-business operation
 for the purpose of enjoyment,
 education
 or active involvement in the activities of the
farm or operation.

5. Ecotourism
 Ecotourism is
 "responsible travel (Tourism which
operates in such a way as to minimize negative
impacts on the environment )
 to natural areas
 that conserves the environment and
 improves the well-being of local
people."

6. Sustainable tourism.
 Any form of tourism that
 does not reduce the availability of
resources and,
 does not inhibit future travelers from
enjoying the same experience.

7. Where in the world can you enjoy Wine
Tourism?
 New world wine regions.
 The US
 Canada
 Australia
 New Zealand
 South Africa
 Latin America
 Mexico, Central America and the Caribbean
 Argentina, Chile and the rest of South America

8.  Old World wine regions.
 France:
 Burgundy, Northeast France, Rhone, Southe
of France, Bordeaux and Southwest France,
Loire.
 Spain:
 Northern Spain, East coast and the Balearic
Islands, central and southern Spain.
 Portugal (northern Portugal, southern
Portugal and Madeira)

9. The Old World wine regions.
 Italy (northwest Italy, Northeast Italy,
Central Italy (Tuscany), Mezzogiorno)
 Germany
 Northern, Eastern and southeastern
Europe

10. World top ten producers.

11. What are the motivations of wine
tourists?
 They can be different based on:
 Age
 Interest
 Nationality.

12. The 10 major motivations.
 1) to taste wine,
 2) to gain wine knowledge,
 3) to experience the wine setting,
(e.g. meet the winemaker; tour cellars &
vineyards),
 4) to be in a rural setting (beauty of
vineyards; learn about farming, agri-
tourism),

13. The 10 major motivations.
 5) to match food and wine--culinary
tourism (food and wine pairing),
 6) to have fun (wine festivals and
events),
 7) to enjoy wine culture (romance and
elegance),
 8) to appreciate the architecture,
 9) to learn about the "green" aspects
and eco-tourism,
 10) to enjoy the health aspects of wine.

14. Wine and health: the French paradox.
 The French Paradox:
 although the French and Americans have
similar high fat diets,
 the French have a much lower incidence of
cardiovascular disease.
 This is maybe due to the protective
effects of wine consumption, since the
French drink much more wine than the
Americans.

15. A new motivation of agri- and eco-
tourism.
 Learn about:
 grape growing,
 sustainable practices,
 assist with the harvest.

16. Why is there a growing interest in
Wine Tourism?
 Government or regional strategy to
promote or increase wine tourism for the
economic returns it provides.
 Growing interest in environmental
issues (growth in agri- and eco-tourism
that encompasses vineyards).
 Growing interest in dining and cooking.
 In some regions, increase in the number
of wineries (US)

17. Number of Wineries in California and
the USA (from wineinstitute.org)
Year California United States
2010 3,364 7,626
2009 2,972 6,705
2008 2,843 6,368
2007 2,687 5,958
2006 2,447 5,424
2005 2,275 4,929
2004 2,059 4,356
2003 1,869 3,873
2002 1,704 3,469
2001 1,562 3,187

18. What are the benefits of Wine
Tourism?
 Increased sales (at least 50% of the
time, the visitor will purchase at least one
item).
 Higher margins (direct sale).
 Visitor can provide direct feedback
(the tasting room becomes a customer
research lab).
 Increased revenues for stores,
restaurants, hotels, and the local
community.

19. Wine Tourism:
the basics and the new
trends.

20. Examples in Wine Tourism,
the basics.
 Regional
Website
& Brochure
(Ohiowines.org)

21. New trends.
 Experiential programs: participation in
the grape growing or winemaking process
 blending seminar,
 winemaker’s boot camps (camp
d’entraînement), ex. Hall Wines in Napa
Valley. See article.
 personal membership program and ownership
opportunities. (activity on programs)
 Wine villages/education centers
(includes the development of wine
education centers or museums.)

22. New trends.
 Innovative wine events:
 wine and wildlife,
 wine and wool gathering festival,
 wine and culinary tourism events, like wine
and food pairing (Pasta and Wine Week-End)
 But also, especially in off-season:
 a Murder Mystery Tour (visitors pick up clues
at different wineries to unravel the solution to
a crime)
 Bargain bash (a "spring cleaning, garage
sale" of wine and related items)

24. New trends.
 Unique tour options (off-the
beaten track):
 Take a jeep ride
 Organic vine and wine tour (video)
 Tractor ride through biodynamical
farmed vineyards
 Horse-back riding
 Hot-air balloon ride.

25. New trends.
 Wine cruise with
 On-board tastings
 Visits ashore to
taste great wines
 Gourmet lunches
and dinners with
superb wines.
 In the
Mediterrenean or…

26. Wine cruise.
 In the Galapagos
islands and South
America!

27. And why not…

28. New trends.
 New types of partnership: with golf
resorts, spas, cooking schools…
 Innovative collaboration:
 partner hotels and restaurants offering
discount coupons for visitors to go to
wineries and receive a free tasting or discount
on wine.
 Likewise, partner wineries will offer visitors
coupons for the local restaurants and hotels.
 It creates an atmosphere of warmth that is
appealing to visitors.

29. Spa vinotherapy Caudalie
 5 locations:
 Bordeaux
 Paris
 New-York
 Brazil
 Turkey, and
 Spain (video)

30. Wine tour operators based
in the UK.
Why not contact them to put
your winery on their tour?

31. Wine tour operators based in the UK:
Grape escapes.

32. Wine tour operators
based in the UK:

33. Gourmet on tour.

34. Winetrails.