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Inventory and evaluation of the wine tourism offer in European wine-growing regions


	
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05/15/2013 | wine tourism

 

 

The AREV has initiated the first study of the wine tourism offer in Europe. This study was born out of the great need for information in the regions themselves and between regions concerning the actions conducted in terms of wine tourism. Wine-growing regions need to adapt to the emergence of another way of consuming and discovering wine, with a promising potential in terms of economic development. Challenged by new world vineyards that highlight their know-how and innovations, European vineyards need to use their rich history to make themselves known and to win new extra-European markets but also markets closer to home.

Below is the compléte study, its synthesis, and the appendix containing the raw data of the participating regions

A study of wine tourism in Europe 

The AREV has initiated the first study of the wine tourism offer in Europe. This study was born out of the great need for information in the regions themselves and between regions concerning the actions conducted in terms of wine tourism. Wine-growing regions need to adapt to the emergence of another way of consuming and discovering wine, with a promising potential in terms of economic development. Challenged by new world vineyards that highlight their know-how and innovations, European vineyards need to use their rich history to make themselves known and to win new extra-European markets but also markets closer to home.

Of the 71 member regions in the AREV, 30 regions have responded to the questionnaire. This is both significant and very encouraging, given the multiplicity, the complexity and the dispersion of wine players in Europe.

The German office, ETI, Europäisches Tourismus Institut has conducted an exhaustive inventory of the potential for wine tourism in Europe. This study combines the data producing an analysis of the offer in terms of viticulture, tourism and wine and vine tourism: density of population, accessibility, purchasing power, cultural offer, climate factors.

One might be tempted to believe that the tourism success of wine-growing terroirs is linked to the reputation of their wines, or their classic tourism potential: this is not necessarily the case. Campaigns, marketing, the additional cultural or gastronomic offer, hotel and restaurant facilities, the density of wine houses, all of these factors are enormously important.

The study does not classify "flagship" regions for wine tourism but uses a multiplicity of indicators to establish itself as a tool for the member regions of the AREV in order to have a better appreciation of their future priorities.

The conclusion is very encouraging: all the AREV member regions studied already have a powerful potential for development in terms of wine tourism, and they all have scope for improvement. To follow up on this study, the AREV wishes to move on to a new stage and to act as a driving force to help member regions to identify priorities and the key factors for success and, by developing a guide to good practice, to make wine tourism a force for economic development in Europe.

Recommendations have been made: this study of wine tourism has made several recommendations to enable AREV member regions to determine their position on the market and increase their offer in terms of wine tourism. This study responds to the desire of the regions to:

  • share their good practices and work together rather than against each other,
  • make a global service offer, with a European information portal on wine tourism.

This first stage thus constitutes a quantitive inventory of the existing situation, an overview. Each region can supplement this first part with a specific and qualitative analysis.


Wine tourism, a marriage of tourism and wine

According to the European charter for wine tourism elaborated by the AREV in 2006, wine tourism embraces the tourist and leisure activities devoted to discovering vines, wines and terroirs.

This tourist activity linked to vineyards and wine culture represents an enormous economic potential for rural regions. Wine tourism highlights the natural heritage, the wine culture and the desire to pass on this culture. As an attraction of a natural and wine-growing landscape, along with its businesses and products, wine tourism concerns all types of tourism, from the most ordinary to the most exclusive.

Three factors taken into account for developing the potential in terms of wine tourism:

  • The demographic potential and purchasing power
  • 7  regions with very high potential
  • 11 with high potential
  • 9 with average potential
  • 3 with low potential
  • The accessibility of vineyards (essentially by road)
  • 9 very accessible regions
  • 18 accessible regions
  • 2 fairly accessible regions
  • 1 region with low accessibility
  • Natural environment
  • High picturesque attractiveness and favourable climate conditions: 6
  • High picturesque attractiveness and moderate climate conditions: 18
  • Moderate picturesque attractiveness and moderate climate conditions: 6

 

A successful wine tourism cocktail: As with certain wines, the secret of the wine-growing region in terms of wine tourism depends on assembling different ingredients. Diversity enhances attractiveness.

  • Walking and cycle paths
  • Wine routes: one in Alsace, Rioja, Alba, Pays de Loire and Champagne-Ardenne, 6 in Rheinland-Pflaz, 24 in Languedoc-Roussillon
  • Well-being establishments: Hotels/ spas (69% ), balneotherapy and thalassotherapy establishments, thermal springs
  • Amusement/theme parks: 94 in Rhône-Alpes, 53 in Andalucia, 1 in Rioja
  • Water-based activities: canoeing (52,6% of the offer), sailing (23,6%)
  • Cultural events related to wine: e.g. the wine fair at Colmar, VITeff, Intervitis, Vinitaly
  • Monuments or tourist sites related to wine: e.g. the Wine and Vine Museum in Rioja.
  • Other leisure activities: skiing, bowling, cinema, casinos…

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