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Wine and Tourism in France
1. Wine and Tourism in France
French Affairs 2010
Monday October 25th, 2010
Nikko Hotel San Francisco
2. Workshop # 3
Wine and Tourism in France
President: Jean -Noel Frydman - France.com
Host: Pascale Bernasse – French Wine Explorers
Reporter: Cinnamon Broceaux - Five Senses Culinary Tours
Guest Speaker:Caroline Putnoki – Director for ATOUT FRANCE Canada
Coordinator: Tiana Gamez – ATOUT FRANCE
4. Wine-growing regions of France
17 Wine-growing regions
8 Main Wine regions visited by American tourists
5. Wine is Tourism
The vineyards of France offer more than wine:
Scenic Wine Routes (Route des Grands Crus)
Walking and Biking Paths
Cellar Visits and Wine tastings
Cultural and Historical Sightseeing
Festivals
Trade exhibitions and consumers fairs
6. Wine routes and nature sightseeing
Bourgogne – Route des Grands Crus
(Romanée Conti, Nuits-Saint-Georges…)
Beaujolais - 2 appellations Beaujolais
wine Routes including the famous: wine
route at Vauxrenard
Bordeaux – Wine Route through
UNESCO World Heritage Sites:
Bordeaux, Saint Émilion, Blaye
Citadel. Route des Châteaux through
Médoc.
Champagne - 600 km of wine route
though Reims, Epernay and the Côte des
Bar
The Jura Wine Route- awarded the
designation “European Destination of
Excellence”.
7. Tours and holidays in towns and villages
In Reims, town of art and history of Champagne.
St. Emilion-Unesco-World Heritage Site.
Chateauneuf-du-Pape-village
8. Wine shops that offer tastings or
extensive offerings
Lavinia cellars, in Paris offer a wide range of
wine from the best French vineyards with a
programme of Introduction to tasting at the Bar
and also a gastronomic Menu at the Restaurant.
Legrand Cellar, in Paris Combining wines and
tasting experience during which wine makers
share their passion of wine.
L'Intendant, a legendary wine shop in
Bordeaux, showcases some 57 different regional
appellations. The shop's 15,000 bottles are
organized around a stunning spiral staircase that
climbs four floors.
9. Regional Wine Centers
In the Maison des Sancerre, seven
centuries old, discover the opulent history of
the Sancerre winegrowing region.
In the Maison des Vins de Bergerac, on the
banks of the Dordogne, discover the secrets of
the terroirs of Périgord and the wines of the
Bergerac appellation.
In the Maison des Vins du Languedoc, at
the gateway to Montpellier, enjoy a selection
of wines from the vineyard, along with
regional produce and local crafts.
Wine, from a cultural, historical and technical point of view.
10. Wine festivities all year long
In February each year, the festival La Percée du Vin Jaune draws 40,000
visitors to celebrate the release of the latest vintage, barrel-aged for 6 years.
Every year in May, the Wine and Vine Festival in Avignon, takes place at the
foot of the Palais des Papes.
From October to mid-March, La Flamme de l’Armagnac sets the fire in the
home of France’s oldest brandy!
In November, celebrate the Beaujolais Nouveau at the Sarmentelles festival
in Beaujeu: a tasting competition, dinner and show, procession and dance…
11. Trade exhibitions and wine fairs and auctions
Bordeaux fête le vin. June 2011
4 days of festivities
Beaune, the auction wine of
the Hospices de Beaune and the
vineyard.
13. Who are the visitors?
Profile of the clientele
A well off clientèle
46 years old on average
Tours in couples (43%) family (26%) and friends (22%)
39% of foreign visitors (Belgium 10%, UK 10%, Nland 4%, Germany
3%, United States 2%)
Their Motivations
Wine as the main reason for holiday
Wine is a pleasure amongst others
Different behaviours towards wine tourism depending on the need to
feel sensations or to discover a new science.
Wine and Tourism 2010 study by ATOUT FRANCE
Qualitative and quantitative study on 8 wine producing regions.
Next to 9500 questionnaires analyzed
14. 4 Socio-types of wine tourists
Epicurians 40%
Expectations : pleasure of the
senses, well-being, aesthetic
(landscapes, colours) and
gastronomy.
High proportion of foreign
visitors with a good purchasing
power. Regular wine consumers.
In search of friendliness
Explorers (20%)
In search of alchemy, small secrets
on wine, little known vineyards…
Well off tourists, regular consumers,
wine cellars visits, wine bars etc.
Important on-site shopping of wine
and gastronomy.
Experts (16%)
Looking for pedagogy
Wine focused activities
Frequent stays but small
Spendings, high proportion of
french tourists.
Connoisseurs attracted by the
science of wine.
The Classicals (24 %)
Wine as region’s heritage to be
discovered.
Mostly French tourists. Limited
expenses.
Natural, cultural and architectural
heritage, - In search of cultural activities
and social connections.
.
16. Wine and Tourism Promotion
E-marketing :
Dedicated sections on Franceguide.com
Actions to consumers and professionals
Partnership with Sopexa on Vlogs promotions
Events:
Destination Vignobles
Aperitif à la française
Sponsored events
17. Wines of France online campaigns
Dedicated page on Franceguide.com
including wine-regions
Deals and offers
Events
News
Videos blogs (10.000 viewers on
each videos since 2008)
Itineraries
Sweepstakes to win a trip to the
regions
An interactive map
18. Wines of France online campaigns in partnership
with the french regions and Sopexa
A dedicated landing page and eblast was
created to promote the a special Video
series on the French vineyards and the
wines of France
Lost in Francelation – Wine and Tourism
vlogs
19. Wine and Tourisme Events with ATOUT FRANCE
Destination Vignobles
"vineyards and wine of France“ Event
100 Tour Operators
60 French Wine and Tourism
Professionnals.
Apéritif à la Française
French Cocktail Hour in the US
1,000 parties across the country
On Thursday June 3rd.
Co-Sponsored events
Languedoc-Roussillon event at the
United Nations, NYC
Large selection of wine tasting
21. Wines of France campaign ATOUT FRANCE
Canada
Discover France By Its Wine
TARGETS AND STRATEGY
1 Million canadian travel to
France every year
Baby boomers and seniors
Reinforcement of the image of
France: wine and gastronomy
culture in a modern way
GOALS
Promotion of wine and tourism
Promotion of wine and
Gastronomy
Promotion of a modern image of
France
22. 3 STAGE CAMPAIGN
1-sweepstakes to win a 2 weeks
trip to the regions “ Découvrez la
France par ses Vins”
Selection of the 10 finalists with
the most votes
Creation of the teams online profile
for the final votes
2- Results: from 1000-2500 votes
each and Casting of the winners
with a Jury of partners
Wines of France campaign ATOUT FRANCE
Canada
23. Wines of France campaign ATOUT FRANCE
Canada
Last Stage
Shooting and broadcast of the video
on french and english website of
ATOUT FRANCE Canada
ca.franceguide.com/winesoffrance
25. Thank you for attending our
workshop
Hope to see you soon in France on
your Wine Trip
Notes de l'éditeur
I recommend putting these bullet points: Scenic Wine Routes (Route des Grands Crus), Walking and Biking paths, Cellar Visits and Wine Tastings, Cultural and Historical sightseeing, Festivals, Trade and Consumer fairs
Add Bordeaux
Take out the section “visit….” Reims-, St. Emilion-Unesco-World Heritage Site, Chateauneuf-du-Pape-village in the heart of the appellation (take out Cognac)
Title: Wine shops that offer tastings or extensive offerings
Title should may be read Regional Wine Centers
Take out the subtitle
Bordeaux Fete le Vin-June 2011
Take out the smoothed data, not sure what that means!
Dedicated page on Franceguide.com, capitalize Sweepstakes
Title should be Wine and Tourism Events with Atout France
Title should be Topics of Discussion (you can put in the middle as well)