The Importance of Wine Tourism

BKWine Brief 218, October 2021­­­­The Importance of Wine Tourism­­
­­­The importance of wine tourism is not that it can be a tool for producers to sell more wines. Although you sometimes get that impression when wine tourism is discussed. It is often talked about in the framework of “how can the producers sell more wine with wine tourism?” ­­­­­­
­­If that were the case, then wine tourism could be relegated to the marketing and PR departments of wine producers. And that – to me – would be a mistake. That’s not how we look at wine tourism. To me, wine tourism is much more than that. In fact, wine tourism is not at all primarily about selling wine. We’re tourism professionals, wine tourism professionals. We are not wine sellers. In fact, we are above all wine enthusiasts, with a passion for sharing our world of wine. Wine is not just a drink like any other drink. It is – or can be – so much more. Wine is also about sharing experiences, and sharing enjoyment, about culture, about geography and above all about people. You enjoy and appreciate wine so much more if you have a bit of all that when you are sipping the wine in your glass.What you have in your glass is, first and foremost, about sharing it with others around the table. But it is also about sharing an experience with the winemaker, although it is of course a very indirect sharing in this case. It is also about experiencing a bit of the place that the wine comes from and maybe a whiff of history. That is also what wine tourism is about. Sharing a passion. Successful and outstanding wine tourism is not about wineries that invest lots of money in a beautiful building or in a fancy restaurant. It is – at least to me – about a winery / a winemaker / a wine producer sharing what they do, what they try to achieve; sharing what their work and life is about. Sharing it with people who are interested and come and visit. And then leaving a memory of that with the visitor. Yes, wine is a drink, but it is also a tool to connect with people and cultures. In real life when travelling, or in text and pictures. Wine Tours The autumn wine tour season is in full swing. As mentioned, we have already been to several wine regions with groups of wine lovers, early adopters of the newly re-opened wine world, Provence, Champagne, Bordeaux, Sicily with Etna, Sardinia… Several more are on the schedule for the coming weeks: Burgundy, Piedmont, the Douro Valley… It is now the right time for you to plan for your spring season wine tour. This spring we have two great tours on the programme: ·         Bordeaux·         Champagne Don’t miss out on “the world’s top wine tours”. More info on our wine tours here. Enjoy the Brief! Britt & Per­­If you appreciate what we do, you can help us:Tell your friends about the Brief or send it to them.
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Photo is of the Douro Valley in Portugal (Robert K. Stephen)

Published by Robert K Stephen (CSW)

Robert K Stephen writes about food and drink, travel, and lifestyle issues. He is one of the few non-national writers to be certified as a wine specialist by the Society of Wine Educators, in Washington, DC. Robert was the first associate member of the Wine Writers’ Circle of Canada. He also holds a Mindfulness Certification from the University of Leiden and the University of Toronto. Be it Spanish cured meat, dried fruit, BBQ, or recycled bamboo place mats, Robert endeavours to escape the mundane, which is why he has established this publication. His motto is, "Have Story, Will Write."

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