Organized every two years the Destination Vignobles workshop is the national event for the professionals of wine tourism.
This 7th edition, organized by Atout France, took place for the first time in Reims on October 11th and 12th, 2016.
So the objective of this workshop was to put in relation 150 international tour operators from 45 countries with 125 exhibitors from all the French vineyards.
3600 meetings took place with tour operators 53 % coming from Europe, 25 % of Africa, Asia and Oceania, 11 % of South America, 9 % of North America and 2 % of the Middle East.
The Grand Est region and the CIVC (Champagne committee) announced the launch of an oenotouristique brand destinated to promote the Champagne region : ” the Champagne, refined lifestyle “.
Supervised by the contract of destination “The Champagne”, this brand aims to symbolizing the dynamics of this destination by supporting the development of its notoriety.
The objective is to highlight the diverse initiatives of publics and privates actors of the oenotourisme motivated around a coherent, federative offer, a guarantee of refinement.
The « Goûts de Luxe Paris », a program on BFM Business, spotlighted the wine and tourism sector, just after the launch of the new website www.visitfrenchwine.com by the foreign minister, Laurent Fabius, 10 days earlier.
For this show, some very important actors of the sector were invited: Guillaume Lemière, quality director of Atout France, Alice Tourbier, owner of the Château Smith Haut Lafitte and of the Sources de Caudalie; and Dorothée Burdin, marketing director of the Château de Flaugergues.
Laurent Fabius, at that time foreign minister also in charge of tourism, launched the national website ww.visitfrenchwine.com to promote the wine and tourism sector in France.
The aims here are to « increase the notoriety of the French wines in our country and abroad », « develop the tourism for the French but also for the whole world », to make « discovered all our territories », « stimulates new activities and new incomes for the winegrowers and the population around».
During his press meeting, Laurent Fabius reminded the journalists of « the weight of the wine’s sector for the economy but also for the cultural background of the country, a true component of the French identity » and he pointed out that wine and tourism were the « junction of two sectors, and each of them deserves to be promoted and developed ». Wine and tourism weekends, oenological destinations, wine tastings and winemaking workshops are just few examples of this new tourism, a way to discover France and its regions, as Epernay.
The Champagne wine’s professional Committee launched a very innovative way to discover the Champagne vineyard and its best spots through virtual reality: a very new website, which allows the visitor to fly over the region thanks to a drone’s movie. An audacious way to have an overview on the hillsides, the Houses and Champagne cellars…
You can live this experience from your computer, but it would be even better from your smartphone.
To be part of the UNESCO World Heritage list as « Hillsides, Champagne Houses and cellars » rings for all the people of the region, and all the lovers of it, as a big step in our history.
Unanimously elected by the 21 representatives of the UNESCO Committee, our region is now part of the category « Living and changing cultural landscape ». There are three concerned sites: « the Champagne Avenue in Epernay, where many prestigious Champagne Houses are settled, just above kilometers of underground cellars where millions of Champagne bottles are ageing; the Saint-Nicaise hill in Reims, whose hides in its subsoil the famous antique « crayeres », used as a new space for making Champagne and to store it too. And the third one is the historical vineyards around Epernay, and particularly those in Hautvillers, above the Marne river and near the famous abbey of the monk Dom Perignon, who – according to the legend – would be the father of the Champagne, because of its discovery of the second fermentation »
In the presence of Laurent Fabius, Foreign Minister, and of Martine Pinville, State Secretary in charge of trade, handicraft and social economy, the Champagne region has signed its « Destination’s contract ». Eight other destinations have been signed: « Way of life in Provence », « Around the Lens Louvre », « Bretagne, Corse, Guyane, » « Paris, the enhanced city », Pyrenees and « Dordogne Valley ».
The objective of this disposal is to associate the French actors of tourism, rather they are private or public, around the same purpose: promoting their country, in order to be able to develop a better offer, with a best visibility at a world scale.
For the very first time in Reims but also the first time for France, the International Wine Tourism Conference attracted 250 professionals from more than 40 different countries. This congress is the most important one for the international wine and tourism sector, and lots of conferences and round-table meetings took place. Many themes were discussed such as promoting and marketing, the target’s segmentation, the development of some premium wine and tourism offers… Conferences have been held by wine and tourism experts from Atout France, Texas Tech University, Central Washington University, Wine Council of Ontario, Groupe ESC Dijon-Bourgogne, Association des Vignerons Canadiens…
This big and international focus on our region was a true instigator to our actual offensive policies.