Expectations about oenotourism from 88 professionals of wine and tourism trades from 31 countries.

What really ma+ers in wine tourism in the opinion of 88 professionals of wine and

tourism trades from 31 countries

A survey of “In Vino Viajas” (h5p:/invinoviajas.blogspot.com.br/) made by Rogerio R. Ruschel, Editor, especially to the

InternaEonal Wine Tourism Congress – Europe 2 -‐ 4 July, 2015 -‐ Viana do Castelo, Portugal

AENOTUR World Wine Tourism Association www.aenotur.org / www.winedestiny.com

What we are talking about

• France wants to reach 100 million tourists in 2020 -‐ about 20 million will be enotourists (Foreign Affairs Minister Laurent Fabius)

• In Spain 42,000 wineries received 2 million visitors, generaEng 50,000 jobs in 2014 (Acevin)

• Great Wine Capitals, 2011: 32% of total volume of wine was sold on the premises to tourists

• United States: almost 21 million travelers visited wine regions in California in 2008 -‐ Napa Valley alone received 5 million (U.S. Travel AssociaEon )

• ArgenEna received 1,2 million enotourists in 2011 (Bodegas de ArgenEna AC) • Niagara on Canada received 1 million tourists in 2011 (Wine Council of

Ontario)

• In Australia winery visits by internaEonal tourists reached 660,000 in 2009 (Tourism Australia)



We must to know the consumer

Like any product, oenotourism has many different types of consumers. But one can say that they are divided into two major groups:

The Professionals – all those who works in/to the wine or the tourism industries; they visit and evaluate places. They are Nose-‐oriented

Non-‐professionals -‐ people who travel to have some fun and joy and choose oenotourism for any reasons. They are Fun-‐oriented



It is not enough to a5ract only the nose-‐oriented consumers because they would not be numerous enough to support the acEvity and ensure return to the investment.

To be viable wine tourism needs to conquer ordinary consumers, who look for places and things beauEful, different, curious, stylish and amusing, where they can taste and buy good wine for a reasonable price.

The big porEon of our wine tourists will be the Fun-‐oriented consumer who could be on the beach, but choose to visit your home and your wine.

And what in fact are they interested?



As the nose-‐oriented consumers are opinion leaders, meet their expectaEons will help us understand what nonprofessionals will look for. So I made a survey with professional consumers, loooking for internaConal representaCvity.

• Survey conducted in June 2015 with Google.docs technology • With professionals of wine (85%) and tourism (15%) trades • In Vino Viajas readers (65%) and fellows of wine and tourism Facebook Groups

(35%) speakers of Portuguese, English, Spanish or German • Simplified quesEonnaire with five quesEons in English

In the final report were considered 88 respondents from 31 countries: ArgenEna, Armenia, Brazil, Bulgaria, Canada, Cyprus, Costa Rica, CroaEa, England, France, Georgia, Guatemala, Greece, Hungary, Italy, Japan, Mexico, Macedonia, North Korea, Paraguay, Portugal, Poland, Romania, Switzerland, Slovenia, Spain, South Africa, Serbia, Turkey, Ukraine and United States.


2. What are the most interesting wine tourism destinations you've visited?

Tuscany 8 Nappa Valley 5 Bordeaux 12 Just France 4 La Rioja 6 just Portugal 4 Just Italy 4 Just Spain 5 Piedmont 5 Burgundy 2 Vevey, Swis. Serbia Monferrato Priorat 2 Penedés 1 Alcoy Rioja Alavesa 2 Goriza ChianE Alsace 1 Sicily 3 Chile 3 Alentejo 3 Douro 3 Georgia 2 Canada Valpolicella Santorini 1 Beaujolais Terre Alte Languedoc North Greece Mendoza 2 Stellenbosch 2 Dalmacia Macedonia CroaEa Saranda/Albania Tokaj 2 Ribera del Duero Wachau/Austria 2 just Greece Surrey, UK Conca di Barbera Provence Champagne 2 Verona Okananga Valley Ribeira Sacra Beira Interior Puglia 1 Coonawara Dealu Mare/Rom. South Brazil 2 Mosel Emilia Romagna Bierzo Dão Galicia Crimea

Survey results


3. What is the wine tourism desCnaCon you would like to visit as soon as possible?

California 7 Douro/Porto 6 Tuscany 4 Burgundy 5 Portugal 5 New Zeland South Africa1 Loire Bordeaux 2 Ribera Del Duero Piedmont Hungary Sicily 2 SanPietroburgo/Mosca Alsacy South America France 3 Germany – Rheingau 3 Mendoza 3 Georgia 3 Italy 3 Veneto Australia 1 Jura Oregon,USA Jerez, Spain Lebanon Syria Champagne Bulgary German Spain 2 Galicia RibeiraSacra Mallorca Chile 1 Sardegna Istria/CroaEa Uruguay Alentejo Cigales, Spain LaRioja Madeira Dão

Survey results


4. In your opinion which of these aspects are really fundamental, indispensable, to you choose a wine tourism trip?

The more important about the region



The less important to the trip



About stores and local products



About local people, community



About the wineries



About hotels



About food and gastronomy



Other things with less interest


We can do a similar survey for the Aenotur’s associates apply locally, interviewing wine tourists at the Eme of consumpEon, with: * Using the same quesEonnaire in all regions * In 20, 50, 80 or 100 different ciEes and places of all countries

The results will be organized, analyzed and shared to all parEcipants with: * The same procedure management * The same evaluaEon results * Technical analysis and recommendaEons

* Allowing comparison of informaEon Each parEcipaEng will be able to compare their results with collecEve results.

This can be a usefull benchmarking

Taking advantage of OUR network


Thanks for your a+enCon

PresentaCon will be available in: h+p://invinoviajas.blogspot.com.br/

Rogerio Ruschel -‐ São Paulo, Brazil Phone: + 55-‐11-‐999-‐743-‐187 -‐ Skype: rruschel1

E-‐mail: [email protected]

Expectations about oenotourism from 88 professionals of wine and tourism trades from 31 countries.

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