The latest Atout France survey on wine tourism reveals an exciting and sustained growth trajectory for the sector, underscoring the appeal of French vineyards as a destination for both domestic and international visitors.
According to data updated from the 2016 survey, wine tourism has experienced a remarkable 20% increase in the number of visitors over the past seven years. In 2023 alone, 12 million wine tourists ventured into France's renowned wine regions, with 6.6 million being French visitors and 5.4 million coming from abroad.
What stands out in the latest findings is the notable rise in foreign wine tourists. While French visitors grew by a respectable 14%, the influx of international tourists surged by 29%, demonstrating the global appeal of France’s wine culture. Among the top international visitors are the British, Belgian, and American tourists, who continue to show an increasing interest in the French art of living and its prestigious wine heritage.
The growth of wine tourism can be attributed to its alignment with the desires of today’s travelers. Seeking authentic experiences, many visitors are drawn to the opportunity to connect with local producers and explore the nuances of French terroirs. Wine tourism offers a variety of immersive experiences, including wine tastings, guided tours, vineyard workshops, and even stays within the vineyards themselves. These experiences allow tourists to not only sample exceptional wines but also to engage with the craftsmanship and history behind them.
Another factor contributing to the sector's expansion is its contribution to sustainable and slow tourism. With more than 10,000 cellars welcoming visitors, wine tourism promotes the exploration of less-visited areas that are often outside of major tourist hotspots. This redistribution of tourist traffic helps preserve the beauty and biodiversity of France’s wine-growing regions while providing significant economic support to rural communities. The wine tourism season typically runs from May to October, ensuring that the benefits extend throughout the year and provide sustainable income for local producers.
Additionally, the diversity of experiences available plays a key role in attracting a broad range of visitors. Whether it’s staying in nature-inspired accommodations, enjoying wellness experiences, or participating in cultural events, wine tourism in France has something for everyone. The sector has seen continued investment in new offerings, ensuring that the experience remains fresh and appealing to both first-time visitors and returning enthusiasts.
Wine tourism in France is clearly a thriving industry, meeting the evolving expectations of global travelers. By offering authentic, immersive, and sustainable experiences, it continues to attract millions of visitors each year, supporting local economies and preserving the rich heritage of French vineyards for future generations.
Source: Atout France