Tendències Enotur, newsletter on wine tourism, edited by Consortium MCTUR from the Science and Technology Park for Tourism and Leisure. Edition of issue 3-4, from may to december 2012

1. MAY-DEC 2012
ISSUES 3 and 4
CONTENTS A new communication model in
wine tourism
2 Competing wine
tourism destinations:
Côtes du Rhône According to the association Great Wine Capitals, a change in the communications
model has taken place, replacing monologue with a dialogue between industry
stakeholders. The way that this model has been applied in the wine tourism
4 Quality in wine
tourism
is as follows: until now, wineries have primarily targeted advertising and
publicity at distributors, retailers, and only later the end customer. This system
did not allow wineries to get feedback from the messages’ recipients. However, in
recent years, wineries have established a dialogue, multidirectional
communication, not only with customers, but also with other industry
stakeholders, creating a network which offers a way for them to exchange
6
information and receive feedback. Social networks have also played an
DO Conca de Barberà important role in building this network of industry players. According to
Great Wine Capitals, wine tourism destinations in the new world are making the
most use of these systems, while European cities tend to use more traditional
means of communication and promotion which do not offer the same kind of
interaction between stakeholders such as attending trade fairs, publishing
8
Differences in wine brochures, and using internet 1.0. Despite this general trend, more and more
tourist profiles by European destinations are starting to take advantage of social networks.
country For example, if we compare different old and new world wineries’ activities on
social networks, wineries in Spain, Italy and France are on par with American
wineries and ahead of the Argentinean ones, according to a Great Wine Capitals
10
internet impact study for the wine sector.
Comparison of wine In future issues we will examine the differences in the communication systems of
tourism management new and old world destinations in greater detail.
by country
HIGHLIGHTS
Wine tourism in Côtes du Rhône: many Similarities and differences in the
PUBLISHED BY: denominations spread across three regions profile of Spanish, Italian, French,
(p. 2) Canadian and Arizonan wine tourists
(p. 8)
Different systems for measuring the quality
of wine tourism products and services Planning strategies and management
offered (p. 4) of wine tourism by country (p. 10)
Differentiating characteristics of DO Conca European Day of Wine Tourism:
de Barberà: Trepat, the wine cathedrals, participants, activities and scope of
and complementary services (p. 6) action (p. 12)

2. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR
2
COMPETING WINE
TOURISM
DESTINATIONS Côtes du Rhône
This French wine appellation is one of seven found in the Rhône
Valley. The following is an examination of the most distinctive
elements of this wine region
MAP 1: Location of Côtes du Rhône.
Côtes du Rhône is a French study of wine tourism in the Rhône-
Appellation d'Origine Contrôlée (AOC), Alpes region2. These four departments
the equivalent of a Spanish are home to 280 wineries which are
Denominación de Origen, or open for visits. Although Rhône is the
Designation of Origin. It is spread out department with the largest number
across the two sides of the Rhône of visitable wineries, in terms of the
River, occupying about 60,000 percentage of wineries open to the
hectares1 in 6 different French public, Loire is ahead of Rhône (TABLE
departments between Avignon and 1). According to Inter Rhône, an
Vienne (MAP 1). This scattered north association of professional wine
to south distribution has significant growers from 7 AOCs in the Rhône
differences in climate, which has led Valley, five wine routes pass through
to the use of different grape varieties Côtes du Rhône on which visitors will
in the northern (from Vienne to find wineries, accommodations, res-
Valence) and southern areas (from taurants and other leisure services. Of
Montélimar to Avignon). The wine special interest is the recently
Wine tourism routes tourism region is somewhat complex inaugurated Côtes du Rhône wine
Area of Côtes du Rhône in terms of its spatial distribution and interpretive centre Maison des Vins in
Source: Compiled by author.
the fact that it is shared between Drôme, an Inter Rhône project.
three different regions: Rhône-Alpes,
Languedoc-Roussillon and Provence- Profile of the wine tourist
Alpes-Côte d'Azur. In addition to
these, there are four subdivisions: The Inter-Rhône3 study examines the
 Côtes du Rhône: the general differentiating characteristics of wine
appellation, with the largest tourists in the Rhône Valley, which is
surface area, occupying 6 shared by seven different AOCs
departments and 171 communes (including Côtes du Rhône). Of the
(municipalities). tourists to the valley, 69.0% are men,
 Côtes du Rhône Village: this covers slightly higher than the average for
4 departments and has 95 wine tourists in France (60.0%). As far
TABLE 1: Winery services in the four appellations. as age is concerned, tourists are
departments of Côtes du Rhône.  Côtes du Rhône with name of distributed through all segments. The
wineries municipality: a group of 18 number of tourists in the over-55
visitable open to % appellations. segment is noteworthy, considerably
wineries the visitable
public  Côtes du Rhône Cru: a combination above the average for France (36.6%
Ardèche 59 131 45.0 of 15 appellations. in this region, compared with 30.4%
Drôme 73 131 55.7 for France). As with the figure for the
Loire 46 69 66.7
Wine tourism services and whole country, wine tourists with a
products high level of professional qualification
Rhône 102 611 16.7
have a very notable presence, which
4
Departments
280 942 29.7 Counting the number of wineries translates to greater purchasing
Source: Wine tourism study of the Rhône- which can be visited in the AOC is power and expenditures. Thus, the
Alpes regions2. quite difficult. However, the wineries average expenditure of wine tourists
of 4 of the 6 departments in the region in the Rhône Valley is higher than the
have been identified thanks to a average for France (€104.20).
Sources:
1
Inter-Rhône, Vins d'AOC Côtes du Rhône et de la Vallée du Rhône.
2
Rhône-Alps Tourisme (2011). Tourisme et Vin. Les clientèles de Rhône-Alpes, Synthèse.
3
Inter-Rhône (2009). Etude des clientèles & Offre Vitivinicole en Vallée du Rhône.

3. COMPETING WINE
SEGON I TERCER QUADRIMESTRE 2012 Nº3 I 4 TENDÈNCIES ENOTUR
MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 3
TOURISM
DESTINATIONS
As has been the general trend, most (accounting for 65.4%), the
tourists tend to come from the same department of Rhône in the north has
TABLE 2: Accommodations by type and country as the destination they are 39.7% of hotel capacity (TABLE 2).
department. visiting. Here, this group makes up
60% of wine tourists visiting the Product management
Hotel Campground
accommodations accommodations
destination. Visitors generally come
Ardèche 2,574 21,934 from the surrounding areas, the In the region of Rhône-Alpes wine
Drôme 4,142 9,429 region Rhône-Alpes itself or tourism is linked to the terroir, wine as
Gard 4,898 19,644
Languedoc-Roussillon, and the Paris a local product, so it is often wine-
region. Of the 40% of visitors who growing organisations or chambers of
Loire 3,051 2,220
come from abroad, most are from agriculture which take the lead in wine
Rhône 14,281 2,285
Belgium, Luxembourg, the UK, the tourism initiatives4. Contrary to what
Vaucluse 7,054 8,048
USA and the Netherlands. Hotels, is happening in Aquitaine and
Total AOC
Côtes du 36,000 63,560 family residences and staying with Burgundy where there is a clear
Rhône friends are the most common form of commitment to wine tourism, the
Source: Compiled from data provided by the French accommodation. However, regional tourism organisation is
National Institute of Statistics and Economic Studies
(Institut National de la Statistique et des Études
campgrounds provide another committed to tourism related to water
Économiques - INSEE). alternative which accounts for 20.7% resources as a product, linking it to
Note: Hotel accommodation data is for January 2012. of the total, a significant figure when well-being and spas4. In fact, a look at
Campground data is for January 2011.
compared to the French average of governmental websites for the tourist
13.5%. Tourists cite their motivations destination shows that only the
for coming to the destination as department of Vaucluse, and specifi-
discovering new wines, the reputation cally the city of Avignon, have a focus
of the region, the climate, and the on wine tourism. Avignon is promoted
cuisine. Among the main reasons for as the Capital of Côtes de Rhône. For
TABLE 3: Comparison of wine tourism
visiting are buying and tasting wines, the country as a whole, however, the
sector for AOC Côtes du Rhône and the
counties of Tarragona. which are well above the average for region participates in the wine tourism
this category. initiatives promoted by ATOUT France,
AOC Côtes du Province of
Rhône Tarragona such as le Club Tourisme Vitivinicole
3 regions, 6
Côtes du Rhône’s tourists also tend to and Destination Vignobles.
Territory 8 counties travel within the destination. Sixty-six
departments
Area (ha) 60,000 25,277
percent visit between one and three So, it is wine businesses which are
2 territorial
different locations during their stay, taking the lead in promoting wine
4 specific wine which is usually 7 days (for 52% of
tourism
brands: tourism products and services,
Tourism Costa tourists). Word of mouth and having
zones
brands:
Daurada
sometimes representing a single
general, Crûs, visited the destination in the past are sector, as in the case of Inter Rhône,
and Terres
Village, etc.
de l'Ebre most common ways the tourists come and on other occasions collaborating
5 DOs, and
part of DO
to know about the destination. This is with tourism organisations such as
Sub- Over 100 very different from the situation for
categories denominations
Penedès the regional wine tourism committee,
and DO the whole of France where online
Cava
which is comprised of 9 wine
information and tourist information associations, Rhône-Alpes Tourism
Total wineries 942 296
offices play key roles. and 6 departmental tourism
Visitable
29.7 28.0
wineries (%) committees. However, no specific
No. hotel
places 36,000 60,250
Visitor capacity wine tourism management entity for
(2012) AOC Côtes du Rhône has been
* No. Given the importance of staying at established.
campground 63,560 76,533 campgrounds, the third most common
places
type of accommodation according to Once again, we find a leading wine
Source: Compiled by author using INSEE and Catalan the Inter Rhône study, two types of tourism region without its own
Tourism Observatory data. Inter Rhône, INCAVI.
*Note: Data for camping places in France are for 2011, accommodations were counted in the management and promotional
for Catalonia they are for 2012.
6 departments of the AOC. While structure, as we also discovered
camping accommodations are previously with the Chianti region in
concentrated in the south of the AOC Italy in a previous issue.
Sources:
4
Comité de pilotage vitivinicole Rhône-Alpes (2007). Etat des lieux de l’offre et de la demande oenotouristique en Rhóne-Alpes et premières
pistes de stratégie de communication suite aux ateliers.

4. 4
MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR
4
MERCATS
GOOD
PRACTICES Quality in wine tourism
Each destination establishes its own mechanisms to certify the
quality of its wine tourism services. Which entities promote the
service or product and the purpose of the brand are some of the
aspects considered
“Vignobles& Quality is one of the competitive Brands which certify the quality of the
aspects of the tourism system. Each wine tourism destinations come under
Découvertes is a country has its own certification the second of the two. This is what the
brand which system, the Q in Spain, Qualité French tourist entity ATOUT has done
Tourisme in France and New with the support of the Superior Wine
verifies that Zealand’s Qualmark. These systems Council. Vignobles&Découvertes is a
serve a dual purpose, they increase brand which verifies that tourist
tourist service the competitiveness of the product or service providers of a destination are
providers of a service in terms of demand, and they committed to wine tourism. This brand
provide a differentiating factor for the has established regulations for use for
destination are selection of a tourist service. each wine tourism product or service.
committed to wine Of interest here is the broad scope of
Taking advantage of the recent the quality brand which includes other
tourism” creation of the Q specifically for the elements such as museums, tourist
tourism industry for the primary wine information centres and tourist
tourism service, i.e. winery visits, a reception services in addition to the
study was conducted on the different more traditional wine tourism
wine tourism quality symbols used in products and services.
competing countries, which take the Analysis of the French wine tourism
form of labels, brands or specific quality system has revealed
product clubs. The study examines similarities with the Spanish Tourist
differences in the services and/or Destination Quality System (Sistema
products certified, the degree of detail de Calidad Turística en Destino –
of the requirements, their purpose, SICTED), although in the latter case
and the certifying agent or entity. certification is provided for the entire
In some cases the object of tourist destination, while the French
“While the certification is the primary wine system provides an example of
tourism product itself, i.e. wine tourism specialisation. The level of
Argentine system cellars, in others, it is granted to an implementation in the French system
entire wine tourism destination. Our is quite high (24 destinations have
establishes first case focuses on Argentine been certified).
general quality wineries, using the document The demands placed on those who
Directives for the Management of seek certification, and the
requirements, the Tourism in Wineries (Directrices de specifications of requirements are
Gestión Turística para Bodegas) also of interest, while the Argentine
French requirements which wineries must system establishes general
requirements are meet were determined in order to requirements, the French system is
develop a comprehensive wine quite different. Although it provides
much more tourism model. Another example is brand certification for wine tourism
detailed for the that of Spain, which recently destinations, the requirements are
implemented the Q symbol much more detailed for the members
members of the specifically for quality in the tourism of the destination. Wineries, for
industry, which includes wineries. It example, are required to remain open
destination” remains to be seen if different on Saturdays or Sundays, to provide
requirements will be established services in one foreign language (other
based on the type of company seeking than French), to offer services
certification or, alternatively, a specifically for families and groups,
general set of criteria is established. and to provide information for the
region as a whole.

5. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 5
GOOD
PRACTICES
If the purpose of the brand is association Città del Vino developed
analysed, clear objectives can be its own certificate for the clear
established: quality as a promoter of purpose of promoting and facilitating
“If the purpose of competitiveness, and as a marketing of Italian wine tourism
promotional and sales tool. The products and services.
the brand is Argentinean and Spanish brands are
analysed, clear clearly meant to increase This quality certification trend is
competitiveness in the sector, relatively new. Some wine tourism
objectives can be although indirectly they may also have destinations such as Chile and New
promotion as an objective. These Zealand have no specific certificates.
established: quality systems also take variables related to They use other mechanisms to assess
as a promoter of strategic planning and management quality. This is the case with the
into consideration. On the other hand, Spanish brand Wine Routes of Spain,
competitiveness, we have the Italian initiative Quality promoted by the Spanish Association
and as a Time, Club of Excellence, which is of Wine Cities, ACEVIN. Today the
backed by the national association brand has 17 certified routes,
promotional and Città del Vino and includes tourist including two in Catalonia. Another
products and services which are formula used is product clubs, in
sales tool” believed to have values of excellence. France we find the Club Tourisme
Club members offer discounts and Vitivinicole, while in Spain we find this
promotions to users of the Quality on the regional level with the Castile-
Time card. This initiative is clearly a La Mancha Wine Tourism Quality Club
marketing strategy. Criteria for joining and the Catalan Tourism Agency's
the club are set by the Italian Wine and Gastronomy Club.
Sommelier Association without a
formal document which objectively On the local level we find the Penedès
establishes requirements for each Wine Tourism Club which is supported
type of member by type. by the Alt Penedès Consortium for the
Promotion of Tourism and includes
Significant differences were also products and services offered in Alt
found among the different certifying Penedès, Baix Penedès and Garraf.
bodies. The most common form of The purpose of these clubs is to
initiative found among those analysed promote wine tourism services
were joint initiatives with the body through press trips, meetings with
responsible for tourism in a country tour operators, domestic and foreign
and other wine tourism entities. For promotional campaigns, and other
Further information: example, the French association similar activities. Of special interest
ATOUT created its brand following the here is Castille-La Mancha, where
Argentina: Directrices de
recommendations of the French members have agreed on quality
Gestión Turística de Bodegas.
Superior Wine Council. The standards and annual audits aimed at
France: Label
Argentinean system is the result of a promoting quality rather than the
Vignobles&Découvertes.
joint project between the National marketing typical of a product club.
Italy: Quality Time, Club of Institute of Tourism Promotion, the
Excellence. Federal Investment Council and the So there are a variety of quality
association Bodegas Argentinas. certificates. The importance of the
Although the Institute for Spanish system lies, more than in the system
Tourism Quality (Instituto para la itself, in its recognition of the tourism
Calidad Turística Española – ICTE) market, making the brand an added
developed the Spanish system, it value to the services and the wine
received the support of the regional tourism destination.
government of La Rioja. Italy is the
exception, the wine tourism

6. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 6
OUR TOURIST
DESTINATIONS
DO Conca de Barberà
Initiatives launched in recent years by wine tourism industry
stakeholders, as well as the county’s features make the outlook for
potential growth in wine tourism this DO rosy
MAP 1: Location of Do Conca de DO Conca de Barberà is one of six DOs prior reservation. Most of the wineries
Barberà. are small family-run businesses,
in the counties of Tarragona. It
occupies an area of 6,000 hectares in some specialise in organic wines, and
the county of Conca de Barberà, some are wine cooperatives. In fact,
including 14 municipalities, and is the town of Conca de Barbera is home
home to 81.0% of the population (MAP to Spain’s first cooperative winery. The
1). This wine tourism region has two key region is also home to wineries
differentiating elements, the first of belonging to some of the larger
Source: Compiled by author. these are the Catedrals del Vi brands. Although wine tourism is still
(Cathedrals of Wine)1, and the second is in its early stages of development,
a grape variety that is almost singular according to the regulatory board,
to the area, Trepat. These two elements 95.5% of the wineries offer guided
combined with the wineries, the area’s tours. However, there is a notable lack
cultural resources such as Cistercian of information about the
Route, the Poblet Monastery (declared characteristics of the guided tours,
a World Heritage Site), and its natural both on the wineries’ websites and on
attractions, are the key assets of the the website of the regulatory board
region. itself, which demonstrates that the
product is still in an early stage of
Visitor capacity development. Although the wine
tourism services offered in the
The DO has 1,386 accommodation wineries are conventional (wine
places, representing 52.5% of the tasting, tours of the facilities, etc.),
CHART 1: Comparison of the
distribution of hotel accommodations places in the county. A single some packages are available which
by category in the county of Conca de campground accounts for 46.1% of all combine accommodations, dining in
Barberà and in the area of the Conca accommodation offered in the DO. local restaurants, and winery tours3.
de Barberà DO. The region also has a network of
Hotels are the second most prevalent
55.8 type of accommodation and are routes linking major wineries and the
primarily in the one- and two-star cultural resources of the
34.3
33.0 category, with the average for the municipalities. In addition to the
county slightly higher (2 and 3 stars, Modernist Cellars Route, the DO has
21.0
12.2
10.1
17.3
see CHART 1)2. Rural bed and five routes which pass through the
10.3
5.9
0.0 breakfasts are the third most common different towns and wineries and
type of accommodation and account provide an interesting and different
% places country % places DO for 15.1 % of accommodations in the 14 way to get to know the territory.
pensions hotel 1* hotel 2*
hotel 3* hotel 4* towns in the DO).
Source: Compiled by author using Catalan Tourism
Complementary services
Observatory data. Data is for 2012. Wine tourism structure The star tourism product of the county
is the Cistercian Route, one of the
Of the 22 wineries registered with the most well-founded cultural tourism
regulatory board, visits can be arranged products in Catalonia. The route
in 20, including three modernist passes through the Cistercian
wineries which have received the monasteries of the counties of Conca
Cathedral of Wine certification. The de Barberà (the Poblet Monastery), Alt
majority of wine tours are free of Camp (the Santes Creus Monastery)
charge (16 of 20 wineries) and require and Urgell (the Vallbona de les
Monges Monastery).
Sources:
1
The Catedrals del Vi, or Cathedrals of Wine, are cooperative wineries constructed in the modernist style between 1910 and 1920.
2
Catalan Tourism Observatory.
3
Information compiled from the website of the DO Conca de Barberà regulatory board.

7. PRIMER QUADRIMESTRE 2012 Nº2 TENDÈNCIES ENOTUR
MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 7
7
LES NOSTRES
LES NOSTRES
OUR TOURIST
DESTINACIONS
DESTINACIONS
DESTINATIONS
The three monasteries received tourism in the area. So the approach
195,000 visitors in 20114. The Poblet to wine tourism adopted by the
TABLE 1: Summary of DO Conca de monastery received 50% of the visits regulatory board on its website is
Barberà wine tourism data. to the three religious centres, relevant. Moreover, in 2008 the
according to official figures, nearly creation of the Paisatges del Vi
Number of municipalities 14
98,000 visits, illustrating the Project, or Wine Country Project, was
Number of inhabitants (2011) 17,248 importance of tourism to the area. announced under the aegis of the
Population density
40.3
inter-territorial Leader Project which
(inhab./km2)
2
The county also offers other cultural combines the efforts of the regions of
km 428.5
tourism activities such as medieval Priorat, Conca de Barberà and Terra
Wineries registered with the
regulatory board (2012)
22 Montblanc, the Cave Art Alta to promote economic
Wineries offering guided Interpretation Centre in Montblanc, development through the creation of a
20
tours (2012) and the Alabastre de Sarral Museum. self-guided trail which can be
No. of accommodations
1,386 Espluga of Francolí is home to a wine downloaded on MP3 or CD from the
(2012)
No. hotel accommodations
506 museum, the Museum of Rural Life project site.
(places)
No. of visits to tourist offices and Fassina of Balanyà (an aiguardent
112,002*
(2011) distillery). Nature and active tourism Other initiatives have been launched
Number of tourist offices
(2011)
4 could also be a valuable complement in the region as well. One of these is
to wine tourism, taking advantage of the Viver de Celleristes, or winemaking
Source: DO Conca de Barberà regulatory board,
Conca de Barberà County Council, Idescat and the the Poblet National Park, the Prades incubator. This innovative project is a
Catalan Tourism Observatory. Mountains, the Cave Museum, and the business incubator for winemakers.
*Note: Number of visits to the Montblanc, Espluga
de Francolí and Poblet tourist offices. town fountain of Francolí Espluga, or The project is backed by the Barberà
the vast network of GR routes (Gran de la Conca town council with the
Recorregut, or long-distance) and PR support of the Alt Camp, Conca de
(Petit Recorregut, or short-distance) Barberà and Anoia Development
for hikers and mountain bikers. Consortium. The incubator provides
entrepreneurs with equipment needed
Planning and wine tourism to make wine, eliminating the need for
each member to make the significant
initiatives
investment required to set up a winery
Wine tourism products have gained individually. The space is currently
prominence in local tourism home to five businesses. In 2009 the
management. Although currently the county council and the regulatory
county tourism website gives this no board signed an agreement to
special importance, the county promote wine tourism, another
TABLE 2: Characteristics of Conca government intends to promote wine example of increasing collaboration
de Barberà tourists (2011).
tourism, as is evident in its 2012 between different entitites6. Other
action plan. In 2005 as part of the local initiatives include Conca 5.1, a
 Origin of tourists: 44.7%
Catalan, 29.0% foreign and Cistercian Route, a strategy for the privately funded project to promote
22.7% from the rest of Spain. development of wine tourism was set local economic development through
out based on a document drafted by wine tourism. Lastly, we should note
 Catalan tourists come primarily the use of client loyalty programmes
from the city of Barcelona and Rovira and Virgil University’s Research
its counties (65.0%) and the Group on Territorial Analysis and and the promotion of tourist products
province of Tarragona (22.0%). Tourism Studies (GRATET). In 2007 a and services by local management
second document5 was drafted which bodies, such as Carnet 6T, which
Source: Conca de Barberà County Council7. defined wine tourism as accounting promotes tourism assets related to
for only a small part of total tourism in the Cistercian Route, and the Conca
the area, and supported a Card, an initiative of the Conca de
commitment from the wineries and Barberà tourism body, which offers
the regulatory board to develop wine two discount cards to participating
establishments.
Sources:
4
Cistercian Route website news, 18 January 2012.
5
CERES. Investigació Sociològica i de Mercats (2007). Procés de reflexió i revisió de l'actual pla de foment de dinamització turística de la
Conca de Barberà, en el marc de la Ruta del Cister, per part del propi sector turístic.Tarragona.
6
Punt Avui news article, 22 December 2009.
7
Conca de Barberà County Council (2011). Report on visitors to Conca de Barberà tourism offices.

8. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 8
STATISTICS
AND MARKETS Differences between wine
tourist profiles by country
Male, middle-aged, and from the same country as the destination are
some of the characteristics of the typical wine tourist in the countries
analysed
“Wine tourists In order to gain a better
understanding of the profile of the TABLE 1: Ranking of wine tourist motivations by
visiting Italy and typical wine tourist and find out if country.
ARIZONA
SPAIN ITALY FRANCE
France placed the there are significant differences from (USA)
quality of discovering
one country to the next, a comparison 1
winery
the the
wine
highest value on of different variables was conducted
visits
region region
tasting
cultural
using existing studies for Spain1, Italy2, spending
discovering and the France3, Canada4 and the U.S. state of
2
heritage
wine
cuisine and
restaurants
family
visits
the day
outdoors
quality
quality of the Arizona5. The following describes the activities
with
variables which were compared. 3 dining events nature
family &
region. However, in friends
4 - wine territory relaxing
Spain and the U.S. Motivation Source: Compiled by author based on reports 1, 2, 3 and 5.
tourists give Length of stay
Wine tourists visiting Italy and France
greater emphasis placed the highest value on
Most tourists who travel for the purpose
discovering and the quality of the
to material region. This group has a systemic of wine tourism take day trips and don’t
perspective; the landscape acts as a spend the night. The importance of local
elements directly tourists in wine tourism explains the
single entity encompassing elements
linked to the such as nature, culture and cuisine. predominance of people who take day
This is so much so that for Italy the trips. The highest percentage of people
culture of wine” first element to appear which is who take day trips is found in Arizona
directly related to the world of wine is (61.2%), where 59.1% are local tourists
in fourth place. For France this feeling from Arizona, while the lowest is found in
(which the French call terroir) is even Spain (33% do not spend the night). In
stronger. fact, Spain has the highest percentage of
tourists who spend 4 or 5 days at the
However, in Spain and the U.S. destination (TABLE 2). If the distance
tourists give greater emphasis to between the principal points of origin of
material elements directly linked to wine tourists is accounted for in Spain
the culture of wine, such as visiting (Catalonia and Valencia, 19.4%; and
wineries in Spain, or wine tasting in Madrid, 12.2%)1 and the location of the
“Most tourists who Arizona. In Arizona values associated most visited routes (Marco de Jerez,
with the countryside or location are Cadiz and Penedes, Barcelona)6, it
travel for the less prevalent. The possibility of becomes clear why there is a high
purpose of wine visiting a rural area comes fifth in the percentage of stays between 4 and 5
prioritisation of motivations, and days, especially for tourists from
tourism take day other motivations related to the Valencia and Madrid. Considering the
region are altogether absent (TABLE distance of between tourists’ residences
trips and don’t and the wine tourism resources, we also
1).
spend the night" see a greater percentage of trips which
last longer than a week (8.0% for wine
tourists in Spain), much higher than in
Italy (1.2%).
Sources:
1
ACEVIN, Dinamiza Asesores & Consultur (First section 2010). Analysis of Wine Route Demand . Madrid
2
Città del Vino i Osservatorio sui Turismo del Vino (2011). I Nuovo Dinamismi di un Turismo di Tendenza, IX Rapporto
annuale. Rome.
3
Lettre de Vitisphère (2007). L'Oenotourisme: Une Valorisation de Produïts et du Patrimoine Vitivinicoles . Paris.
4
Tourism British Columbia (2009). Wine Tourism Product . Building Tourism with Insight. Canada.
5
Office of Tourism of Arizona (2011). The Arizona Wine Tourism Industry . Arizona.
6
ACEVIN (2011). Report of visitors to wineries associated with wine routers in Spain . Spain. Madrid

9. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 9
STATISTICS
INNOVACIÓ
AND MARKETS
TABLE 2: Length of stay of wine tourists by
country.
Other variables
The gender and origin of wine tourists
SPAIN ITALY ARIZONA
were two variables which showed no
1 day (no overnight
“There are a stay)
33.0% 56.7% 61.2% significant differences, regardless of
2-3 days 30.0% 26.5%
the destination. The percentage of
significant number men was higher than the percentage
4-5 days 24.0% 9.6%
of women, with higher figures in Italy
of pensioners, 38.8%
(62.0% men), while Spain (55.0%) and
1 week 5.0% 6.0%
which is related to More than a week 8.0% 1.2%
Canada (50.3%) were more balanced.
the more mature Source: Compiled by author based on reports 1, 2, and 5.
As for the other aspect of wine
age segment of wine tourists, their origin, most, a very high
Age segment percentage, are from the same
tourists” country as the destination. For the
The 46-60 age group represents the Rutas del Vino 80% of the market is
majority of wine tourism lovers, with domestic, while in Arizona this
the highest percentages in Spain and represented 98% of the total. France,
Arizona, 33.0% and 34.8%, however, broke with general trend. It
respectively. This segment also has a significant number of foreign
represents a majority in Italy. wine tourists, only 67.0% of which
were French. These tourists come
The younger 26-35 segment is also primarily from nearby countries such
prevalent, particularly in the U.S., with as Belgium (27.0%), the United
13% of the total, the highest Kingdom (21.0%) and Germany
percentage of all the segregated data (15.0%). The Germans and the British
FIGURE 1: Distribution of wine (FIGURE 1). are in first and the fourth position in
tourists in Arizona by age segment. terms of volume of visitors for wine
TABLE 3: Age distribution of wine tourists, by tourism in Spain, while foreign
≥76
≤20 segment and country.
71-75
2%
2%
0% tourists made up 20.0%, in France
66-70 21-25 this figure is 33.0%.
2% 6% SPAIN ITALY FRANCE ARIZONA
61 a 65
10% 26 -30 26-35 20.0% 23.0%
56-62 13%
12%
31-35 36-45 25.0% 19.0% Conclusions
10%
46-60 33.0% 67.0% 34.8%
majority
Wine tourists in all countries analysed
51-55 61-65 10.3% appear to have similar characteristics.
11% 36-40
12%
They are older, they come from the
46-50 Source: Compiled by author based on reports 1, 2, 3 and 5.
12%
41-45 same country as the destination they
8%
A correlation was found when age travel to, which means that many only
Source: Compiled by author based on data from the segments were compared with go for the day, and they are primarily
report on Arizona1.
profession. Although the studies used men. Significant differences were
different approaches, they revealed a identified in the wine tourism
significant percentage of pensioners, motivations and values. Tourists in
which is due to the fact that wine Italy and France had a more global
tourists tend to be older. In Italy, 40% outlook of wine tourism as part of the
of wine tourists were found to be countryside, while in Spain and
pensioners. Also, in Spain this Arizona they saw more tangible and
segment represented 14.0% of the concrete relationship with the wine.
total, and in France, 18.0%.

10. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 10
POLICY AND
GOVERNANCE Comparison of wine tourism
management by country
According to the analysis, there does not seem to be a common
pattern for the planning and management of wine tourism, significant
differences between countries were found
“Australia stood out This section examines wine tourism By country
planning and leading stakeholders in
for its new different countries across the globe. The model for recreation and
The first part compares the types of education, Australia2, in addition to
approaches geared actions proposed in the strategic focusing on planning, education,
towards innovation, plans of wineries. Afterwards we promoting tourism and networked
examine who is driving the sector in working methods, stood out for new
the study of new the four countries analysed. For the approaches geared towards
trends, creating analysis of action plans, three innovation, the study of new trends,
countries representing three creating specific products and making
specific products different wine tourism models were the most of the relationship between
chosen: France, representing the business and universities.
and making the wine tourism model based on
most of the heritage; Australia, as the leader in A different approach has been used in
recreation and education; and Argentina3, where most activities
relationship Argentina, as a wine tourism focus on structuring the wine tourism
destination which has followed a product. The approach calls for the
between business model developed by industry creation of a network of wine tourism
and universities” leaders1. To make the comparison, interpretation centres, increasing the
the actions in the different studies supply of quality accommodations,
were standardised and divided into and improving accessibility (air
two different groups, actions that connections and signposting) and
allow an initial structuring of actions in the area of branding.
products, and actions that help to
bolster and improve existing In the middle ground we find France4,
products. where the actions are distributed
evenly between product structure and
The goal was to find a relationship consolidation of existing products.
between the type of actions Actions in their initial phases include a
proposed and the degree to which proposal to create a Wine and
the destination had been developed. Vineyard Museum in Paris, calls for
As expected, more developed wine the need for networked work methods
tourism destinations also had a and improving quality. Proposals in
greater number of actions aimed at the later phases include one for the
Further information:
improving the product. In contrast, establishment of an annual event to
Terroir tourism: wine tourism destinations which promote terroir tourism, and one in
a type of tourism with a global were newer had more proposals the area of tourism research, which
view of a region including its designed to structure the product. would take the form of the creation of
social, economic, and a wine tourism observatory.
environmental aspects, originally
4
from Corbières, 1996
Sources:
1
SALVAT. Jaume i BLAY, Jordi. (2008-2009). Summary of New trends in wine tourism and territorial development. Rovira i
Virgil University’s Research Group on Territorial Analysis and Tourism Studies. Tarragona.
2
Winemakers' Federation of Australia . Harnessing the tourism potential of wine and food in Australia. 2020.
Australia.
3
Consultur & Bodegas de Argentina (BA). Strategic planning in wine tourism in Argentina. Argentina.
4
Grup ACC0RD (2007). L’oenotourisme: une valorisation des produits et du patrimoine vitivinicole. Paris.

11. MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 11
ESTADÍSTIQUES
POLICY AND
GOVERNANCE
Stakeholders and mechanisms In Argentina, wine tourism is being
promoted by the business community
In the two southern hemisphere by Bodegas Argentinas (Argentinean
tourist destinations, Australia and wineries), a business association
Argentina, the private sector, which includes most of the wineries in
specifically the winemaking private the country, about 240. Although the
sector, promotes wine tourism, while association for wine growers is the
in France and Spain the parties Argentine Winemakers Corporation
involved in promotion are more varied. (Corporación Vitivinícola Argentina),
In France according to the study wine tourism management is done by
analysed4, this mixture of promoters Bodegas Argentinas, which has a
from the economic, political and strategic plan.
social realms is not conducive to
product innovation. Within the sector In Australia, the wine growers also
we find different administrative and promote the wine tourism industry via
“Caminos del Vino territorial divisions; professional the Winemakers' Federation of
associations; chambers of agriculture, Australia. Again, the private sector
de Argentina (Wine commerce and industry; regulatory has taken on the responsibility for
bodies; and a wide variety of conducting studies to plan product
Routes of Argentina) businesses. Management of wine development until 2020 with the
includes 16 roads tourism on the national level is also support of a consultancy.
complicated by the size of the wine
which pass through tourism area in France. There are a Even today in Spain there is no a
eight different 473 French AOCS, (Appellation strategic plan for wine tourism on the
d'Origine Contrôlée, equivalent to a state level. However, there is the
provinces, and Spanish Denomination of Origin), a Rutas del Vino project, an ACEVIN
logical division for the agricultural initiative which includes some 20 wine
follows the sector, but a dysfunctional one for the routes, each belonging to a DO.
philosophy of a commercial and tourist sectors. This Argentina has a similar product with a
is the reason for a proposal4 on the multi-sector structure (including
product club, need to find a balance using ATOUT5 travel agencies, educational
classification of 17 wine growing institutions and operators, as well as
another idea backed
regions in France. The large number of wineries and accommodation
by business institutions and the relative paucity of providers) called Caminos del Vino de
state level wine businesses may be Argentina (Wine Routes of Argentina).
interests” the result of the strategic plan being The project has 16 routes which pass
promoted by the public sector, through eight different provinces, and
specifically the Ministry of Tourism it employs the philosophy of a product
and the Ministry of Agriculture and club. This project, once again, is led by
Fisheries. the business community. France,
meanwhile, also has a club, in this
Spain has ACEVIN, the Spanish case consisting of two regional and
Association of Wine Cities (ACEVIN one state level public institutions.
stand for Asociación Española de France, however, has not defined a
Ciudades del Vino) which is comprised state-level wine route, but there are 9
of governmental councils, routes which pass through some of
associations, municipalities and some the 17 French wine-growing regions.
wine tourism route management
companies. Promoting collaborative Looking at these different cases, it
research among members, and appears that the business sector has
working together with its European taken on the leading role in wine
counterpart are two of the objectives tourism management in new world
of the group. tourist destinations, while public ins-
Sources: titutions are the key players in Europe.
5
ATOUT France is the French tourist development agency.

12. SEGON TRIMESTRE 2010-Nº1 TENDÈNCIES
MAY-DEC 2012 ISSUES 3 and 4 TENDÈNCIES ENOTUR 9
12
NEWS AND TALK OF THE
PUBLICATIONS TOWN
Recently the 4th European Wine of European Wine Day
Wine tourism products and services offered
Tourism was held, an event promoted by the European
in Italy association RECEVIN and put on by three of the nine
The Italian national association of wine cities, Città del member countries of the association (Spain, Italy and
Vino, in conjunction with the wine tourism observatory Portugal), i.e. the countries with the most members. The
(Osservatorio sul Turismo del Vino) has just published a national wine tourism associations ACEVIN, Città del Vino
list ranking Italian wine growing regions based on the and AMPV were the proponents of the event, although many
products and services offered in each. The report participating RECEVIN member municipalities played pivotal
provides a file for each region which includes wine roles in making the day a reality. The importance the event
production and the number of quality restaurants, as well has taken on in France is noteworthy, where a promotional
as other wine tourism data. If you would like to know campaign was created independently of RECEVIN with the
more about this, please follow the link below. publisher Comus&Bacchus. The event had the official
sponsorship of the French Secretary of State for European
La Nuova Mappa dell’offerta Affairs and the French National Association of Elected Wine
Representatives and Wine (Association Nationale des Élus
de la Vigne et du Vin).
Ranking of wine tourism hotels
Trivago, a price comparison site, has produced a ranking In addition to activities directly linked to the world of wine
of the top ten hotels for wine tourism in Spain based on (wine tasting, open house days at wineries. etc.) the three
the opinions of visitors to the website and other online participating European countries have sponsored other
reviews. The Basque Country and La Rioja are two of the activities related to fine dining, culture and entertainment,
autonomous communities with the most hotels in the as well as photography competitions, film festivals, concerts
ranking. Representing Catalonia, there is one and street entertainment. Of all the objectives of the event,
establishment in the ranking in Baix Penedès (Tarragona). the most important is building relationships between the
If you would like to learn more about these hotel, please territory and the wine and bringing all of the stakeholders
follow the link below. together to work cohesively. Although this year’s event saw a
slight decline in activity, the event has grown since the first
Trivago’s top ten wine hotels the year it was held in 2009. At that time there were 33
participating cities, by 2011 there were already 60
participating cities.
Hong Kong sommeliers visit the Priorat
Apparently this type of event is only held in Europe.
This September, 15 expert sommeliers from Hong Kong According to the global wine tourism association Great Wine
visited the wine-growing region Priorat, as part of a trip Capitals no other similar event is held anywhere in the world,
through Spain organised by the business Wine Events. In although there are other activities such as the International
the Priorat they were able to taste wines from 30 different Wine Tasting Festival and the International Best of Wine
wineries and get to know the main features of the county. Tourism Awards. However, the distribution of the locations
of new wine tourism destinations and the recent emergence
Read the VadeVi news item. of wine tourism in these regions may lead to the future
creation of a global day of wine tourism.
Tourism and Leisure Science and Technology Park of the Rovira i Virgili University Vila-seca Campus, +34 977 394 871
info@pct-turisme.cat