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WINE TOURISM BORDEAUX, GATEWAY TO THE VINEYARDS 9th – 11 th June 2008

WINE TOURISM BORDEAUX, GATEWAY TO THE VINEYARDS 9th – 11 th June 2008. TOURISM IN FRANCE. Key Figures : 79.1 million arrivals in 2007 1 st world tourist destination ahead of Spain (58,5 M) and the United States (51,1M) 497 million overnight stays 36.9 million euros of revenue.

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WINE TOURISM BORDEAUX, GATEWAY TO THE VINEYARDS 9th – 11 th June 2008

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  1. WINE TOURISM BORDEAUX, GATEWAY TO THE VINEYARDS 9th – 11 th June 2008

  2. TOURISM IN FRANCE Key Figures : • 79.1 million arrivals in 2007 • 1st world tourist destination ahead of Spain (58,5 M)and the United States (51,1M) • 497 million overnight stays • 36.9 million euros of revenue

  3. THE VINEYARDS OF FRANCE

  4. THE BORDEAUX VINEYARD Key figures : • 57 appellations • Production area : 123 000 ha • Production : 6 million hl • Turn Over : 3 billion euros • Distribution : 65% France-35% export • 11 000 winegrowers • 400 wine merchants • 130 brokers

  5. ATTRACTIVNESS OF BORDEAUX VINEYARD • BORDEAUX is the French most attractive vineyard (AFIT Study 2001)

  6. ATTRACTIVNESS OF BORDEAUX • Bordeaux, the world’s most prestigious vineyards • Bordeaux, listed as a World Heritage Site by UNESCO in 2007 • 50 mn from the ocean, 3 hours from the ski pistes and 2 hours from Spain • Lifestyle of a South town

  7. WINE TOURISM IN THE BORDEAUX REGION Médoc Bourg, Blaye Saint-Emilion Entre-Deux-Mers Graves, Sauternes

  8. THE MEDOC

  9. GRAVES & SAUTERNES

  10. SAINT-EMILION REGION

  11. ENTRE DEUX MERS REGION

  12. HAUTE GIRONDE

  13. BORDEAUX

  14. WINE TOURISM IN THE BORDEAUX REGION • 1 tourist in 5 in the Bordeaux region (5 million stays in 2007) • 75 % French (of which 1/3 from Paris Region) • Average length of stay : 8.9 nights • Average Age : 44 years old • 44% attracted by tasting and purchasing (Etude AFIT – CDT Gironde – 2001)

  15. WINE TOURISM IN BORDEAUX REGION A recent development • No tradition of selling at the estate • Family estates where the wine grower does many different jobs • No great connection between tourism and wine professionnals • Many different tourist strategies

  16. THE ROLE PLAYERS IN WINE TOURISM IN BORDEAUX REGION Structuring and qualification : • Région Aquitaine : « Destination Vignobles » Programme • Gironde Tourism Authority : « Bordeaux vineyards and cellars » Label • Promotion • Aquitaine Tourism Authority • Gironde Tourism Authority • The Bordeaux Chamber of Commerce and Industrie : « The Best Of Wine tourism»

  17. THE ROLE PLAYERS IN WINE TOURISM IN BORDEAUX REGION Marketing : • 20 incoming travel agencies • Tourist Offices with the licence to sell CIVB (Bordeaux Wine Council) • 22 million € invested in promotion of Bordeaux wines • A Wine School • A Wine Bar • Partner of all wine tourism initiatives

  18. WINE TOURISM IN BORDEAUX REGION With diverse objectives… • Another way of promoting wine • Direct sales … the estates develop themselves, professionalise and innovate • Thanks to subsidies and promotion programmes • Collaborations and confidence between wine professionnals and tourism professionnals are increasing

  19. WINE TOURISM IN BORDEAUX REGION • Notable initiatives • The Museum of Wine in Art (Château Mouton Rothschild) • « Vinotherapy » at Sources de Caudalie • The Philippe Raoux WINERY • The Bages Village • The CIVB* Wine School *(Bordeaux Wine Council) • Le Week end des Grands Amateurs

  20. The Museum of Wine in Art

  21. Les Sources de Caudalie

  22. The Philippe Raoux Winery

  23. The Bages Village

  24. The Wine School

  25. Week-end des Grands Amateurs

  26. BORDEAUX TOURIST OFFICE • Association created in 1907 • A team of 27 personnes et 30 guides • Budget : 3 million euros • Town’Hall subsidy : 65 % • Self funding : 35 % • 4 welcome points • 680 000 contacts registered in 2007 • 1 million visitors on the Web Site : www.bordeaux-tourisme.com

  27. BORDEAUX GATEWAY TO THE VINEYARD 2005 : creation of an information desk in collaboration with the CIVB • Unique information point for tourists arriving in Bordeaux, gateway to the vineyards • Creation of an offer of « ready made » excursions without competing the private sector and giving priority to stays in Bordeaux

  28. INITIATIVES IMPLEMENTED IN 2005 • A dedicated welcome desk, window display of what the territories have to offer • A tailor made booking service for guided tours of the estates (5 €) or the Privilege Tours • At least 1 day long and 1 half day tour offered everyday throughout the season

  29. THE PRODUCTS 20 packaged tours for groups made up of individuals grouped together (8 to 50 personnes) • From May to October : ½ day tours, full day prestige tours and tasting training courses • From November to April : ½ day tours, twice weekly • New strategy : developing new offers in the low season. Eg. 2008 The Blending Workshops

  30. METHODOLOGY Analysis of wine tourists’expectations Identifying an attractive destination Defining a pertinent thematic for the destination (with an eye on the developing initiatives of the producers) Looking for suitable partners

  31. CLIENTELES’ EXPECTATIONS The paradox of the «Bordeaux Château» • An increased demand for AOCs and prestigious châteaux • A search for authenticity linked with meeting the wine maker • Real amateurs want to take part in their visit : the harvest, the blending… • Guided tastings and tips are welcome

  32. THE OFFER From 23 to 89 € 2004 • Châteaux and terroirs • Secrets of the Great Wines • Wine and Cheese • Art and Wine • 2005 • Saint-Emilion, a World Heritage Site • Médoc 1855 • 2006 • Bordeaux, City and Wine Country • Graves & Montesquieu • A Walk on the hills along the Garonne river

  33. DIVERSE OFFER • 2007 • The Harvest Workshops • A Gourmet Trail in Margaux • New in 2008 • Bordeaux, city and wine • Revisiting the Médoc • Sauternes 1855 • Les Graves, a vineyard on the river • Bordeaux & St-Emilion, UNESCO Great Growths • The Blending Workshops

  34. DIVERSE OFFER • Extra offers • Tasting training courses at the Wine School • Cooking Planet • Wine Sign at « la Winery » • « Privilege » Visits

  35. EX 1. MEDOC 1855

  36. EX 2. A WALK ON THE HILLS ALONG THE GARONNE RIVER

  37. Ex 3 – THE HARVEST WORKSHOP

  38. MARKETING • At the Tourist Office desk (85% of sales) • On line on www.bordeaux-tourisme.com (10% of sales) • Via travel agencies with a 15% commission (5% of sales)

  39. COMMUNICATION PROMOTION • Web Site (1 million hits) creation of a new entry « Wine Tours » • Brochure « Bordeaux, Gateway to the vineyards » 20 000 copies (24 pages) • Quarterly « BORDEAUX TOURISME » • 6 pages dedicated to wine tours (1 in 2004)

  40. BORDEAUX WINE FESTIVAL 26-29 June 2008 • Bi-annual festival created in 1998 • Budget 2008 : 2,6 millions € • 4 days of wine tastings and festivities • Organised by : Bordeaux Great Events Partners : • Bordeaux Town Hall • Wine professionals • Department / Region • Others (non wine related)

  41. BORDEAUX WINE FESTIVAL 2008 Programme A festival for everyone • A 2 km wine trail in the heart of the classified world heritage site • Tasting &Vineyards Pass • Wine school • Evening festivities Events dedicated to firms • Master-class sessions • « Gastronomiques dinners » combining prestigious wines and famous chefs

  42. BORDEAUX WINE FESTIVAL In figures (2006) • 350 000 persons • 400 000 tastings • 40 000 persons on musical evenings • 39 000 bottles tasted • 2 000 wine tasting training courses • 200 journalists welcomed

  43. BORDEAUX WINE FESTIVAL

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