The 20 Measures
1. Give France global leadership in the hierarchy, segmentation, and clarity of wine tourism offerings by launching an experimental approach around the classification of wine tourism experiences in close collaboration with professionals, while continuing to improve the quality of French wine tourism through stricter Vignobles & Découvertes label requirements.
2. Allow destinations labeled Vignobles & Découvertes to take the lead in managing the national network and develop their own promotion strategy through the creation of a federation of labeled destinations.
3. Establish a Wine Tourism Chair in partnership with a French university or higher professional training institution and create a college of wine tourism education programs to ensure training offerings meet the needs of the profession.
4. Develop a MOOC (online training catalog) dedicated to wine tourism and update the popular “Guide to Winery Reception” produced by Atout France.
5. Integrate the concept of “Responsible Wine Festivals,” defined by Vin & Société, into the Vignobles & Découvertes label. Ultimately, the label should allow the certification of all responsible wine festivals, regardless of whether they are linked to a destination.
6. Work with the relevant authorities to define the concept of tourist grape harvests in order to reassure wine tourism operators who wish to develop this highly requested activity without it being considered irregular work.
7. Ensure accessibility standards are compatible with the historical architecture of wineries and tasting cellars that wish to open to visitors. The possibility of facilitating exemptions in specific cases should be considered.
8. Encourage the relevant authorities to initiate a reflection on the conditions for constructing tourism-oriented buildings on agricultural land.
9. Integrate wine tourism into major public surveys (INSEE, EVE) and take into account the revenue generated by on-site wine sales to tourists in tourism accounts.
10. Provide the sector with real observation and economic intelligence capacity by establishing a network of partners capable of supporting a long-term monitoring approach.
11. Conduct a study of foreign client expectations, market distribution, and key success factors in wine tourism.
12. Encourage inclusive and collaborative governance by supporting initiatives from the Atout France Wine Tourism Cluster, the Higher Council for Wine Tourism, and the federation of labeled Vignobles & Découvertes destinations.
13. Develop synergies between wine tourism and related sectors such as spirit tourism and craft beer tourism through a working group including representatives from these industries.
14. Create an “oenotourism” program within the CNIV, in partnership with Atout France, to promote synergies in organizing events that showcase France on foreign markets and support interprofessional organizations with export activities.
15. Coordinate a major national oenotourism event by bringing together all initiatives developed under the Vignobles & Découvertes label on a single date.
16. Launch the French Oenotourism Awards, in partnership with Terre de Vins magazine and Atout France, to recognize and encourage wineries and châteaux that actively develop strong oenotourism offerings tailored to customer expectations, particularly within properties labeled Vignobles & Découvertes.
17. Promote the digitalization of businesses in the sector in collaboration with BpiFrance.
18. Establish a framework agreement with major French hotel chains to enable them to integrate wine tourism as a key component of their offerings.
19. Establish an agreement combining culture and wine tourism to promote the oenocultural heritage of each destination, notably by enabling major cultural sites to offer wine tastings.
20. Boost distribution by encouraging major players in the tourism sector to incorporate wine tourism more extensively into their offerings.
