From Vision to Action: France’s National Wine Tourism Plan Unveiled

©Calice Hospitality

The France's National Wine Tourism Plan presented this month by the Higher Council of Wine Tourism, under the presidency of Hervé Novelli , marks a strategic step in the recognition of wine tourism as a structuring sector for French wine-growing regions. In a context of profound transformation of tourism, of changes in wine consumption, and of increased international competition within wine-growing destinations, it outlines a clear ambition supported by the Minister Delegate for Tourism, Nathalie Delattre : making France the leading European wine tourism destination by 2030.

Concrete and pragmatic measures, easily activated

The France's National Wine Tourism Plan is organized around eight main axes: liberate, clarify, facilitate, train, innovate, celebrate, finance, expand; and proposes a series of measures that can be implemented quickly. These include:

• Facilitating the Sunday opening of cellars , in particular for those with the Vignobles & Découvertes label , in order to meet the expectations of weekend and short-stay customers.

• The relaxation of the rules governing small restaurants and the service of wine , with a simplification of the licensing system for winegrowers welcoming the public.

• The creation of a national wine tourism barometer , to better observe flows, qualify attendance and manage public policies based on objective data.

• The structuring of a training program , based on a national framework, and support for the UNESCO Chair in Wine Cultures and Traditions as an academic reference center.

• Support for wine tourism innovation , through AMIs, sector incubators and the promotion of experiments.

This foundation is coherent, legible, and based on a tangible reality: France records 12 million wine tourists and more than 33 million visits to wine-related locations each year , a figure up 20% compared to 2016 (Atout France). The Vignobles & Découvertes label , the cornerstone of the roadmap, now brings together more than 8,700 stakeholders spread across 75 destinations . It constitutes a solid network on which to develop an ambitious public policy.

A challenge of concerted implementation between national and field levels

The main challenge now lies in activating these measures. Some highly anticipated proposals will need to be adapted flexibly to adapt to the diversity of local situations. For example, Sunday opening, useful in a tourism context, must be able to take into account the real operational constraints of the estates , particularly the smallest or family-run ones. Pooling resources at the destination level, or organizing rotating shifts, could provide suitable solutions.

Similarly, measures related to training, the qualification of reception, or the upgrading of offerings require targeted support, time, and human resources that must be helped to structure. The development of engineering, support for small farms, and the creation of shared tools (quality grids, observatories, shared reference systems) will be essential.

Increasing the visibility of French offerings will also require a more coherent marketing strategy.

In a context where destinations like Napa Valley, Rioja or Douro benefit from powerful and well-identified international systems, France must be able to bring about a more unified promotion , supported by effective digital tools, activation of diplomatic and cultural networks, and reinforced coordination between the State, the Regions and interprofessional organizations.

An ecosystem to be structured to make wine tourism a lever for development serving rural areas

Wine tourism is a tremendous catalyst for territorial attractiveness . It brings together viticulture, agriculture, culture, hospitality, and heritage. For this roadmap to have its full impact, it is essential to strengthen the bridges with other sectors: major heritage sites, nature tourism, thermal spas, etc., all of which are synergies that need to be activated to enrich offerings, de-seasonalize clientele, and strengthen economic benefits.

The structuring of dedicated management within the Ministry of Tourism, the strengthening of promotional resources, or even the creation of a sectoral investment fund, or even increased support for emblematic equipment projects (wine tourism third places, meeting spaces, regional showcases) would constitute additional levers to give this roadmap the means to achieve its ambition.

And now... ?

The document proposed by the CSO is a major step forward. It places wine tourism within a sector-wide framework, structures priorities, and promotes the efforts of the regions involved. It is now up to us—industry professionals, public stakeholders, operators, and institutional partners—to transform this foundation into a collective dynamic. Wine tourism is not a luxury or a soul supplement: it is a strategic driver for the wine-growing regions of tomorrow. At Calice Hospitality, we are ready to support this transformation to make this roadmap an effective lever for the future.

🔗 Consult the roadmap by Hervé Novelli: https://lnkd.in/eNkr8_tc

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