Wine Tourism in France

Wine tourism’s framework revolves around traveling to wineries or participating in events specially organized for wine promotions. The aim of wine tourism is to go out and try different wines, discover new wineries, and possibly buy wines.

When tourists visit French wine regions they get the opportunity to discover the wines the region produces. Besides wine, they also get to experience the local cuisine. Tourists can visit wineries as well as vineyards to learn about the wine, region, and producer. Wine tourism has many advantages for wine producers and the locals living the region. France being a producer of many famous wines in the world has attained a unique position in wine tourism.

Wine in France

France has a lengthy and distinguished history of wine-making. However, during the 1980s France realized that if they could make their wine accessible to a larger audience they could increase their profits[1]. The wine industry along with government officials suggested that access be simplified in order to meet the wine industry’s potential.

Wine Tourism in France

Consequently, the wine industry and tourist groups worked together to organize wine-themed events in wine-producing regions. Smaller wineries and cellars charged a tasting fee for tourists who did not purchase wine on site. Larger wineries would allow people to tour the cellars. This tourist drive went on for several decades, and France became a popular wine tourist destination.

Wine Tourism in the United States

In the global wine market, France faces stiff competition from other wine-producing countries. Due to the promotion of wine tourism and scientific findings that associated health benefits with wine, France experienced a recent rise in wine consumption after a decline. A new age of innovation in the wine industry resulting from direct marketing to customers at the winery, has helped grow the tourism and travel sector[2].

Wine Tourism

France has spent plenty of money and lots of time developing a wine tourism industry for its economic advantages. Many vineyards have started selling souvenirs to entice tourists. Tourists may enjoy wine-related activities, from small, family-run businesses to large, professionally managed tourism facilities.

Festivals and wine museums are on the rise in the country. The dates, times, and activities are advertised in advance to attract many tourists. Additionally, official statistics show that France’s boom in wine tourism resulted in many new jobs, providing a livelihood for many people.

Tourism creates revenue for the wineries by attracting tourists who purchase wine on site. If a tourist likes a glass of wine they may become regular clients, resulting in a steady flow of income for the winery[3].

In addition, the government gains financially from the enormous number of visitors drawn by wine tourism. The wine tourists not only spend money at the wineries, but also at hotels, shops, and restaurants.

French wine tourism shirt

Government Regulations

Did you know? The French government has taken massive steps to promote wine tourism in wine-producing regions.

The government intends to further increase wine tourism by enhancing the connections between the industry’s most critical players. Despite the initial success of wine tourism, authorities believe a better management system for the wine industry will keep the sector growing.

If the French government wants to encourage wine cellar owners to expand and manage their businesses more professionally, it should provide financial advantages. The industry will soar to new heights if the government adopts these actions. The government should also support wine festivals and other kinds of cultural expression. Due to these events, more tourists will be able to access and taste French wine, and it will grow in popularity [5].

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Increasing Tourism

The main goal of tourism is to attract more tourists and keep existing tourists visiting longer. In order to expand tourism within the country, the government promotes less-known wine regions through various tourism fairs. This is accomplished by increasing public knowledge of the high-quality wines produced in these regions.

The government should allocate a larger portion of its budget to developing wine tourism. Wine tourism in France has a promising future, and all efforts must be made to make the most of these possibilities.

This Day in Wine History

November 20, 2009: The first National Wine Tourism Conference was held in Paris at the Palais de Congrès, bringing together all market actors in the wine tourism area for testimonials, round tables, and lectures by industry experts[6]. For a country that aims to be the worldwide market leader in wine tourism, France’s annual average growth rate of four percent is a promising sign that the Council’s work is still needed to retain the status and take it to a higher level.

Want to read more? Try these books!


[1] Hall, C. M, Brock, C., Sharples, L. & Niki, M. (2010) Wine tourism around the world: development, management, and markets Butterworth-Heinemann, Oxford.

[2] Carlsen, J. 2016, Global Wine Tourism: Research, Management and Marketing, CABI: London

[3] Hall, M wine tourism around the world, 2012 BUUTERWORTH HEINEMANN: Oxford.

[4] Trompiz, G. 2019 France eyes tourism to help invigorate wine sector Thomas Reuters Corportion. Web.

[5] Trompiz, G. 2019 France eyes tourism to help invigorate wine sector Thomas Reuters Corportion. Web.

[6] Carlsen, J. 2016, Global Wine Tourism: Research, Management and Marketing, CABI: London.

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