Wine tourism, a driver for rural and tourist development
- Charlotte FOUGERE
- Apr 21
- 4 min read
Wine Tourism Special Edition {Espaces Tourism & Leisure Magazine}
November 2024
By Charlotte Fougère, President of Calice Hospitality and Wines
Wine tourism, a growing market
$46.5 billion in revenue in 2023 , with an annual growth forecast of 13% by 2030 : wine tourism attracts millions of visitors per year to the ten main wine-growing regions worldwide, including France, Italy, Spain, the United States and Australia . In France, wine tourism occupies a central place in tourist attractiveness , with 4.2 million international wine tourists , thus consolidating its role as an economic driver .
Revitalization of territories
While rural areas in France are experiencing contrasting demographic dynamics, regions strongly marked by the presence of vineyards have been able to reinvent themselves thanks to wine tourism . They benefit from growing attractiveness , strengthening the establishment of new businesses and the creation of jobs in diverse sectors. Burgundy and Alsace are well-known , but other less expected destinations are emerging . The Côtes Roannaises vineyard , awarded the Vignobles & Découvertes label in 2020, is an example of revitalization through wine tourism . The Wine Route , inaugurated in 2024, extends over 56 km , linking twelve communes and highlighting the Gamay Saint-Romain grape variety , with cycle-tourist circuits , hikes and modernized infrastructure .
Saint-Pourçain: a model of resilience
After having defined a dedicated strategy and obtained the Vignobles & Découvertes label in 2019, local authorities actively support the promotion of the vineyard . The Domaine des Bérioles offers immersive experiences adapted to all audiences, especially families. The Conservatoire des anciens cépages embodies the commitment to the preservation of old varieties . 40,000 visitors per year , without an increase in the number of farms but with better economic resilience : Saint-Pourçain-Val de Sioule illustrates how wine tourism strengthens existing farms
Saint-Tropez bets on deseasonality
The Gulf of Saint-Tropez is seeking to expand its tourist season through wine tourism. Vineyard tours, tasting workshops , and off-season events like Les Chefs à Saint-Tropez are revealing a new side of the region , focused on discovering the terroirs . A collective is being created, bringing together winegrowers and operators to structure the offering , facilitate access to the estates , and strengthen ties with cultural sites .
A lever for territorial development
In addition to its economic impact, wine tourism is a driver of regional development . It encourages a rethink of hospitality, infrastructure, and essential public services such as healthcare , public safety , and waste management .
Health, safety, risk and waste management Wine-growing regions must guarantee rapid access to care . In the Jura, the Arbois clinic remains open thanks to the mobilization of local stakeholders. In Beaune, the Hospices Civils are generating record revenues from the Sale of Wines (€31 million in 2022), used to modernize the Philippe Le Bon hospital .
Public safety is adapting: fire prevention , reinforced emergency services , crisis management plans . Waste management is becoming crucial: selective sorting , recycling , wastewater management . In Champagne, a partnership with Veolia has helped reduce waste and the use of chemicals , strengthening the region's eco-responsible image.
Transportation and accessibility
Wine tourism requires suitable transport infrastructure : pedestrian and cycle routes, and shuttles. In Champagne, tourist shuttles facilitate access to vineyards. In the Rhône Valley, cycle routes have been created. Wine tourism displays in train stations (Beaune, Toulouse, Narbonne) enhance the attractiveness of destinations .
At the forefront of low-carbon tourism
Wine tourism plays a key role in the transition to sustainable tourism . Many areas incorporate renewable energy , electric machines , carbon capture and reforestation projects .
Château Haut-Bailly , in Pessac-Léognan, has designed an ecological winery with a hanging garden .
Maison Joseph Drouhin ships some of its wines by cargo ship , reducing CO2 emissions by 90% .
The Qanopée Bourgogne-Champagne project is developing bioclimatic greenhouses to secure the production of vine plants.
Low-impact tourism : cycling tours, hiking, electric vehicles offer an immersive and environmentally friendly experience .
Preserving rural landscapes In Burgundy, the UNESCO-listed Climats illustrate the harmony between vineyards and landscapes . Dry stone walls , cabottes , and traditional agricultural practices support biodiversity and landscape heritage . Wine tourism enables sustainable landscape management , promoting expertise and preserving ecosystems .
Towards meaningful and forward-looking tourism
Wine tourism is becoming a driving force for transformation in rural and tourist areas , by combining the promotion of local products , sustainable development and constant innovation . strengthens attractiveness , encourages the development of suitable infrastructure , efficient public services , and promotes harmonious and resilient territorial growth .
Commitment to decarbonization , partnerships between operators and communities , and respect for know-how allow wine tourism to meet the expectations of new generations .
The future of wine tourism depends on the ability to innovate while preserving natural resources . By continuing this momentum, it will remain a major strategic lever for rural destinations, contributing to the prosperity of wine-growing regions and the emergence of tourism that is meaningful for future generations.
More information on www.calicehospitality.com
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