GWC survey maps wine tourism hot spots14th July, 2014 by Lauren Eads
A survey exploring wine tourism across 10 of the world’s major wine regions has been released, revealing the different approaches taken by each region to promote its wines and generate profit in a bid to learn from each other.
The 2013 Great Wine Capitals Global Network’s wine tourism survey, “The Pillars of Wine Tourism Performance”, found the most important factor driving tourists to wineries across the world was its association to a particular cuisine and what the region could offer in terms of an “authentic experience”.
Interestingly its report found that wineries in the Cape, Mendoza and Firenze to be attracting a younger clientele than other regions, whereas in Tuscany the majority of visitors were foreign, while the German region of Rheinhessen attracted mostly locals.
In total, wine sales account for just 50% of total wine tourism revenues, highlighting the importance of other revenue streams.
This secondary revenue was generated in varying ways across each region.
For Porto it was their food which brought in additional incomes, while for Mendoza it was their merchandise.
Mainz, Rheinhessen and Firenze gain extra income from onsite lodging, while Christchurch, South Island and the Cape Winelands generate additional profits through hosting events.
Great Wine Capitals (GWC) is a network of 10 global wine regions including Bilbao/Rioja, Bordeaux, Cape Town, Christchurch/South Island, Firenze, Mainz/Rheinhessen, Mendoza, Porto, San Francisco/Napa Valley and Valparaiso/Casablanca Valley, with the aim of encouraging travel, education and business exchanges between its members.
To read the full report click here.