Introduction to Wine Tourism

Question 1

Wine Tourism definition

Answer 1

Wine tourist - a person who spent at least one night at a winery for a lesurely holiday outside of their usual environmnet and who has discovered wine and vineyards - CNIV

Question 2

Eno-tourism definition

Answer 2

Sub-type of Gastronomy tourism, whose purpose is visiting vineyards, wineries, tasting, consuming and/or purchasing wine, often at or near the source - UWNTO - World Tourism Organization

Question 3

Where did wine tourism start in France?

Answer 3

Route des vins in Alsace in 1953 and Villa Lacoste Puy Sainte Reparade: 1 oenotouristic domaine

Question 4

Where did wine tourism start in the world?

Answer 4

Judgment of Paris 1976 plus 2008 film “Bottle Shock”; Sideways movie; Robert Mondavi winery

Question 5

What are the two different approaches to wine tourism?

Answer 5

Authentic - Europe, the winemaker or the owner serves you. Business - done by a tourism professional, prevalent in the New World

Question 6

Wine tourism in the world stats:

Answer 6

France - 1st destination and 1st wine exporter in value - 90 million visitors. 5.2 billion EUR / year, 48% are foreigners, 11’000 wine cellars. In total, 10 billion wine tourists.
Sales decreased by 65% because of COVID, 16% decrease for wine sales

Question 7

France vs World

Answer 7

France: 10 million / year, 5 billion $
World: 50 million, 22 billion $

Question 8

Germany

Answer 8

7.2 million visitors, 13 wine regions, 89% domestic. 5 billion $

Question 9

Italy

Answer 9

14 million visitors, 170 different wine routes, 2.5 - 3 $

Question 10

Portugal

Answer 10

2.2 million visitors

Question 11

Spain

Answer 11

3 million visitors, 75% domestic

Question 12

Total European wine toutists

Answer 12

26 million = 10 from France and 16 from the rest

Question 13

USA

Answer 13

13 million visitors, more than half to California. 15% increase in revenue and 4.4% increase in wine tourists since 2016.
15 billion $ - 3x larger than France

Question 14

Argentina

Answer 14

1.7 million visitors. 23% in domains open for visitors between 2013 and 2018. 1.4 billion

Question 15

Australia

Answer 15

8.4 million visitors - 5 billion $

Question 16

New Zealand

Answer 16

1 in 4 visitors goes to a winery, from 13% in the past

Question 17

China

Answer 17

Emerging in terms of supply in provinces like Ningxia and Shandong, e.g.: Changyu Wine City, The Runaway Cow winery in the Quishan Valley

Question 18

Other countries from the New World

Answer 18

23 million visitors

Question 19

How does wine tourism impact a winery’s business?

Answer 19

20% increase in sales, going up to 33%.
5-10% growth of the industry year-to-year
Only 20% of the wine tourism businesses potential is exploited today in Europe

Question 20

Top 5 best wineries

Answer 20

1. Zuccardi - Argentina