Champagne 2025: How can independent winegrowers leverage new trends in wine tourism?

©Maison Paul Déthune

A symbol of French know-how around the world, champagne enjoys unparalleled international renown. With more than 300 million bottles shipped in 2023 , nearly 60% of which were exported , it remains one of the most prestigious ambassadors of the French art of living. However, behind this success, the Champagne industry is facing new tensions: slowing demand in certain markets, pressures on distribution, risks of overproduction. In this context, wine tourism appears more than ever as a strategic lever: it reinforces the perceived value of the product, connects the consumer to the terroir, and diversifies sources of income.

Champagne wine tourism: growth driven by major hubs

With nearly 2.5 million wine tourists welcomed each year according to Atout France, Champagne is one of the top French wine destinations. Since the inscription of its hillsides, houses, and cellars on the UNESCO World Heritage List in 2015, its tourist appeal has strengthened, driven by a foreign clientele representing nearly 60% of visitors. Infrastructure has gradually adapted to these new expectations, particularly around Reims, Épernay, and Aÿ. The opening of Pressoria - Where Champagne Takes on All Its Meaning in Aÿ, major renovations such as those carried out by Ruinart , or the rise of high-end accommodation such as the Royal Champagne Hotel & Spa or Hostellerie Briqueterie & Spa • Champagne, Relais & Châteaux testify to this rise in range.

However, this dynamic remains concentrated. Away from the main flows, many wine-growing villages continue to struggle to capture their share of this tourist growth.

Between polarization and opportunities for territories

The gap between major urban centers and rural areas is widening. In villages, accessibility often remains complex without a personal vehicle, accommodation and restaurant options remain limited, and visibility on booking platforms is still low. Structural projects are being considered, such as the future Immersive Champagne City in Reims. But it is clear that diversifying the offerings and anchoring the experience locally will be the keys to sustainable development.

In this context, independent winegrowers have an essential card to play: that of authenticity around the Champagne art of living, personalized welcome, revisited staging and communication.

Customer experience at the heart of independent winegrowers' strategy

Today, more than just tasting, it's the overall experience that makes the difference. International customers seek a direct connection with the winemaker, an immersion in family history, and an understanding of the terroir and cultivation methods.

Independent Champagne can thus offer:

• Intimate visits to the historic cellars of family estates, which contrast with the standardized offerings of large houses,

• Guided tastings in the heart of the vineyards, rarely accessible elsewhere,

• Stays combining wine tourism, local gastronomy and high-end hospitality in a private, confidential setting.

The development of elegant guesthouses or micro-hotels integrated into the vineyards complements the experience, extending the length of stay and strengthening the emotional attachment to the region. Similarly, the organization of cultural events (open-air concerts, art exhibitions, and champagne-pairing dinners) helps anchor wine tourism in a vibrant, creative, and sustainable dynamic.

Ambonnay: revealing the potential of an iconic Grand Cru vineyard

Among the most prestigious yet still confidential terroirs, Ambonnay embodies a model of excellence to be promoted. Located in the heart of the Montagne de Reims, this village, fully classified as a Grand Cru, is renowned for the richness and elegance of its Pinot Noirs, which are used in blends of the finest vintages. Yet, despite its reputation among connoisseurs, Ambonnay remains off the beaten track on traditional wine tourism circuits.

Its potential is evident beyond the notoriety of the famous Clos d'Ambonnay of KRUG Champagne. The village offers a preserved natural heritage, UNESCO-listed landscapes, a wine-growing culture passed down for centuries, and emblematic houses such as the Maison de Champagne Paul Déthune, which cultivate an art of champagne combining rigor, humanity and discretion.

By developing a range of tailor-made stays, focusing on the authenticity of the experience, the storytelling of the local areas, and by establishing targeted partnerships with incoming agencies, Ambonnay can become a benchmark for an international clientele in search of exclusive and sincere experiences.

Inventing a Champagne of terroirs to conquer a renewed public

The future of Champagne wine tourism will depend on its ability to assert its diverse offerings, beyond traditional channels. In a market increasingly sensitive to sincerity, quality of experience, and environmental commitment, independent winemakers have a decisive role to play. They offer a unique opportunity: to anchor wine tourism in vibrant terroirs, true stories, and expertise passed down from generation to generation.

Inviting visitors to discover a Champagne of terroirs means creating experiences where the human encounter takes precedence over the staging, where the exception is born from precision and attention to detail, where the emotion of tasting is rooted in the discovery of a place, a culture, a history.

It is this conviction that guides the support we are beginning alongside Maison Paul Déthune , Grand Cru in Ambonnay: building a tailor-made, demanding wine tourism offering, faithful to the spirit of the place, capable of attracting customers looking for authenticity and excellence.

At Calice Hospitality , we believe that it is in this ability to bring its terroirs to life that Champagne will find its path of tomorrow.

Learn more at: www.calicehospitality.com