Josefino Tulabing Larena CPS,CPE, MPAJosefino Tulabing Larena CPS,CPE, MPA

"visitation to vineyards, wineries, wine

festivals, and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors."

Wine tourism is part of agri-tourism, and can also be a part of eco-tourism and of sustainable tourism.

Definition.

Wine Tourism Web.

Culinary Tourism

Sustainable Tourism

Eco Tourism

Agri Tourism

Wine Tourism

Agritourism is the act of visiting a working

farm or any agricultural, horticultural or agri-business operation for the purpose of enjoyment, education or active involvement in the activities of the

farm or operation.

Agritourism

Ecotourism is

"responsible travel (Tourism which operates in such a way as to minimize negative impacts on the environment )

to natural areas that conserves the environment and improves the well-being of local

people."

Ecotourism

Any form of tourism that

does not reduce the availability of resources and,

does not inhibit future travelers from enjoying the same experience. 

Sustainable tourism.

New world wine regions.

The US Canada Australia New Zealand South Africa Latin America

Mexico, Central America and the Caribbean Argentina, Chile and the rest of South America

Where in the world can you enjoy Wine Tourism?

Old World wine regions.

France: Burgundy, Northeast France, Rhone, Southe

of France, Bordeaux and Southwest France, Loire.

Spain: Northern Spain, East coast and the Balearic

Islands, central and southern Spain. Portugal (northern Portugal, southern

Portugal and Madeira)

Italy (northwest Italy, Northeast Italy,

Central Italy (Tuscany), Mezzogiorno) Germany Northern, Eastern and southeastern

Europe

The Old World wine regions.

World top ten producers.

They can be different based on:

Age Interest Nationality.

What are the motivations of wine tourists?

1) to taste wine, 2) to gain wine knowledge, 3) to experience the wine

setting, (e.g. meet the winemaker; tour cellars & vineyards),

4) to be in a rural setting (beauty of vineyards; learn about farming, agri-tourism),

The 10 major motivations.

5) to match food and wine--culinary tourism

(food and wine pairing), 6) to have fun (wine festivals and events), 7) to enjoy wine culture (romance and

elegance), 8) to appreciate the architecture, 9) to learn about the "green" aspects and

eco-tourism, 10) to enjoy the health aspects of wine.

The 10 major motivations.

The French Paradox:

although the French and Americans have similar high fat diets,

the French have a much lower incidence of cardiovascular disease.

This is maybe due to the protective effects of wine consumption, since the French drink much more wine than the Americans.

Wine and health: the French paradox.

Learn about:

grape growing, sustainable practices, assist with the harvest.

A new motivation of agri- and eco-tourism.

Government or regional strategy to promote

or increase wine tourism for the economic returns it provides.

Growing interest in environmental issues (growth in agri- and eco-tourism that encompasses vineyards).

Growing interest in dining and cooking. In some regions, increase in the number of

wineries (US)

Why is there a growing interest in Wine Tourism?

Number of Wineries in California and the USA (from wineinstitute.org)

Year California United States

2010 3,364 7,626 2009 2,972 6,7052008 2,843 6,3682007 2,687 5,9582006 2,447 5,4242005 2,275 4,9292004 2,059 4,3562003 1,869 3,8732002 1,704 3,4692001 1,562 3,187

Increased sales (at least 50% of the time,

the visitor will purchase at least one item). Higher margins (direct sale). Visitor can provide direct feedback (the tasting room becomes a customer research

lab). Increased revenues for stores, restaurants,

hotels, and the local community.

What are the benefits of Wine Tourism?

Regional Website & Brochure(Ohiowines.org)

Examples in Wine Tourism, the basics.

Experiential programs: participation in the

grape growing or winemaking process blending seminar, winemaker’s boot camps (camp

d’entraînement), ex. Hall Wines in Napa Valley. See article.

personal membership program and ownership opportunities. (activity on programs)

Wine villages/education centers (includes the development of wine education centers or museums.)

New trends.

Innovative wine events:

wine and wildlife, wine and wool gathering festival, wine and culinary tourism events, like wine and

food pairing (Pasta and Wine Week-End) But also, especially in off-season:

a Murder Mystery Tour (visitors pick up clues at different wineries to unravel the solution to a crime)

Bargain bash (a "spring cleaning, garage sale" of wine and related items)

New trends.

Unique tour options (off-the

beaten track): Take a jeep ride Organic vine and wine tour (video) Tractor ride through biodynamical

farmed vineyards Horse-back riding Hot-air balloon ride.

New trends.

New trends. Wine cruise with

On-board tastings Visits ashore to taste

great wines Gourmet lunches and

dinners with superb wines.

In the Mediterrenean or…

Wine cruise. In the Galapagos

islands and South America!

And why not…

New types of partnership: with golf resorts,

spas, cooking schools… Innovative collaboration:

partner hotels and restaurants offering discount coupons for visitors to go to wineries and receive a free tasting or discount on wine.

Likewise, partner wineries will offer visitors coupons for the local restaurants and hotels. It creates an atmosphere of warmth that is

appealing to visitors.

New trends.

5 locations: Bordeaux Paris New-York Brazil Turkey, and Spain (video)

Spa vinotherapy Caudalie

Why not contact them to put your Why not contact them to put your winery on their tour?winery on their tour?

Wine tour operators based in the UK: Grape escapes.

Wine tour operators based in the UK:

Gourmet on tour.

Winetrails.

Wine production by country 2013

RankCountry

(with link to wine article)

Production(tonnes)

1  France 4,293,4662  Italy 4,107,3703  United States 3,217,0004  Spain 3,200,0005  Chile 1,832,0006  China 1,700,0007  Argentina 1,498,4008  Australia 1,231,0009  South Africa 1,097,20010  Germany 840,900

Top Wine Production

Thank you so much