France will strengthen its position in the wine tourism marketMar 07, 2009

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Regardless of the fact that France is the leader in the market for wine tourism the wine makers and tour-providers alike believe that much more could be achieved. A plan for the development of this branch was devised in cooperation with the French government. The plan for the development of wine tourism will be presented by the French authorities in cooperation with tour-business veteran Paul Debrouilles, the founder of French hotel chain - Accor. “We are lagging behind other countries in what regards marketing” – says Camilla Barnier, representative for wine tourism in Burgundy, “We were dwelling on laurels for too long.”

The development of wine tourism is part of the five year government plan for the modernization of the industry. France is to become much more competitive, writes Reuters Life. The French government expects to increase wine export volumes to 16 million hectoliters by 2013, comparing to an average of 13.5 hectoliters in the 1990-2000 period. In addition to the export volume the French plan to double the prices on its wine products as compared to foreign competitors.

The priority of the committee for the development of wine tourism remains the organization and improvement of communication among producers, tour operators, hotels and restaurants. The absence of coordinated action between various market players limits the opportunities for the development of wine tourism in lesser known regions, such as Cahors, while creating overflow to Bordeaux and Burgundy.