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Summary of our market study
The annual number of wine tourists in France is estimated at over 10 million
Before the pandemic, the global wine tourism market was estimated at $12 billion, with total spending by wine tourists and the French market representing over €6 billion.
The wine industry as a whole is a major economic player, and France is the world's second-largest wine producer.
trends in the national wine tourism market
The country's wine tourism market is experiencing strong growth. The growth of the wine tourism sector represents a major economic opportunity, given the country's position as the world's leading tourist destination and its status as a major wine producer. With a heritage rich in indigenous grape varieties and renowned wines, the potential for wine tourism is significant.
The French account for around 60% of the wine tourist population, 60% of whom are men. The average age of a wine tourist is around 40. Most have a net monthly income of over 3,000 euros and consume wine at least once a week.
Epicurean wine tourists, who represent around 40% of all wine tourists, are mainly involved in wine tasting, cellar visits and shopping.
Foreign wine tourism is also on the rise, from 39% to 42%. International visitors, with their generally higher budgets, represent significant growth potential for the country's wine tourism players.
The increase in the number of young wine tourists, aged between 20 and 25, testifies to the opening up of the market to new generations eager to acquire knowledge and skills in wine tasting.
Wine tourism extends beyond simple wine tasting, as tourists are increasingly looking for complete experiences. Activities include winery tours, gastronomic offerings, cultural events and even vinotherapy.
Wine sales, however, remain an essential element, with visitors spending an average of between 100 and 110 euros.
The wine industry forms the backdrop to the country's wine tourism market. With a conservative estimate of around 33 billion euros, the wine market underlines the central place of wine in the national culture and economy.
Wine tourism players in France
- Domaine des Claires - Artisans de l'élégance du vin Nestled in the wine-growing regions of France, Domaine des Claires is a testament to the artisanal approach to winemaking. Visitors are invited to explore the estate's vineyards, take part in tastings and discover the meticulous process that guides the transformation of grapes into glass.
- Unidor - Cooperative wineries like Unidor unify the power of individual winemakers, pooling their resources to create wines that reflect collective skills and regional character. They play a central role in wine tourism, showing how individual efforts can result in a communion of tastes and stories.
- Grands Chais de France - Grands Chais de France is not only a major wine merchant, but also the ambassador of French wine heritage around the world.
- These companies represent only part of the diversity and dynamism of the French wine tourism market. From the artisanal estates of family-run wineries to the collective powerhouses of cooperatives and the extensive networks of négociants, the French winegrowing landscape offers an array of destinations for enthusiasts and newcomers alike.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Oenotourism, or wine and wine tourism, is a form of rural tourism based on the discovery of wine-producing regions and their products . It includes many activities, such as :
- Wines
- Vine and wine professions :
- Knowledge of grape varieties and terroirs
- Historical and cultural heritage (museums, visits to estates, etc.)
- Gastronomy
- Vinotherapy.
Born in California in the 1970s, wine tourism developed later in France, in the early 2000s, following the results of a study carried out in 1999 by the AFIT (Association française de l'ingénierie touristique) revealing the growing interest of French and foreign tourists in this type of tourism . As the world's second-largest wine-producing country and the world's leading tourist destination, the the country's wine tourism potential is not negligible and the margin for business growth is immense. The country also enjoys a great diversity of its terroirs and the quality of its wines.
Today, the French wine tourism activity is burgeoning and helps revitalize local economies. The main vineyards come from the regions of Bordeaux, Champagne and Burgundy: wine is the main tourist activity there. The other vineyards are engaged in actions to diversify their offer, notably through digital (internet platforms, digital applications, social networks, etc.). The activity also benefits from strong support from the public authorities, notably with Atout France, the state operator responsible for supporting the sector
List of charts presented in this market study
- Profil des oenotouristes
- Répartition des oenotouristes par catégorie
- Pays d'origine des oenotouristes
- Part des caves proposant cette activité
- Dépenses moyennes des oenotouristes
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Latest news
Ackerman creates art galleries in its cellars - 04/08/2023
- Ackerman was founded in 1811.
- Ackerman welcomes a resident artist for a period of three years.
- Ackerman's galleries are up to 20 meters high, 6 meters wide and 150 meters long.
- Ackerman has 7 kilometers of galleries where its sparkling wines were made.
- The site now offers four monumental spaces dedicated to artistic creations.
- Ackerman welcomes 42,000 visitors every year.
Contemporary art sparkles at Bouvet Ladubay - 28/07/2023
- Bouvet Ladubay was founded in 1851.
- For the past 30 years, the company has been inviting artists to exhibit in its 800 square-meter space.
- Some one hundred artists have already presented their work to the public in this private contemporary art center.
- The company also welcomes 30,000 visitors each year for tours of its historic cellars.
- Bouvet Ladubay exports 60% of its annual production of 6.6 million bottles to 45 countries.
Grands Chais de France in Alsace: Riesling in the background - 21/06/2023
- Grands Chais de France (GCF) group founded: 1979 in Alsace, France
- Main brand: J.P. Chenet
- France's leading exporter of wines and spirits
- Sales: 1.1 billion euros in 2019
- Brands: J.P. Chenet, Grand Sud, Calvet, Jelzin vodka
- France's leading private winemaker with over 3,000 hectares of vineyards
- Nearly 80% of sales generated abroad, in over 173 countries
- Workforce: 3,000 employees
- Annual quantity of wine produced: 1.5 million hectolitres, either in-house or under contract to French winemakers
Wine: for its 30th anniversary, Le Hameau Duboeuf creates an immersive show - 22/05/2023
- Hameau Duboeuf celebrates its 30th anniversary.
- Maison Georges Duboeuf is the wine producer associated with the theme park.
- The theme park boasts 3,000 collector's items from the region's wine-growing heritage.
- The exhibition area covers 30,000 square meters.
- Annual visitor numbers are 80,000.
- For the past three years, Hameau Duboeuf has been investing in immersive attractions (explore games).
- 70% of visitors are French.
Grands Chais de France et d'Allemagne - 27/04/2023
- GCF is based in Petersbach, Bas-Rhin
- In 2021, GCF achieved sales of 1.234 billion euros, 80% of which were exported, and is active in over 178 countries
- GCF is France's leading wine exporter and ranks fifth worldwide
- Acquisition of Zimmermann-Graeff & Müller GmbH (ZGM), France's leading winemaker by 2023
- ZGM, based in Zell (Moselle), is one of Germany's leading wine merchants, working with some 1,000 winegrowers in Rhineland-Palatinate
- Hechtsheim (Weinkellerei Hechtsheim), a German company based in Mainz, was acquired by GCF in 2008
Bernard Magrez ready to open his wine empire - 07/04/2023
- Bernard Magrez is looking for 200-300 million euros to expand his empire of 38 vineyards worldwide.
- He generates 30% of his sales in France and 70% from exports
- He sells 1.6 million bottles of prestige wine from his four classified estates.
- Bernard Magrez recently invested in a regional brewery in Gironde, producing around 300,000 bottles a year.
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