Diapositive 1

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WINE TOURISM BORDEAUX, GATEWAY TO THE
VINEYARDS 9th 11 th June 2008
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TOURISM IN FRANCE

• Key Figures
• 79.1 million arrivals in 2007
• 1st world tourist destination ahead of Spain
  (58,5 M) and the United States (51,1M)
• 497 million overnight stays
• 36.9 million euros of revenue

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THE VINEYARDS OF FRANCE
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THE BORDEAUX VINEYARD

• Key figures
• 57 appellations
• Production area 123 000 ha
• Production 6 million hl
• Turn Over 3 billion euros
• Distribution 65 France-35 export
• 11 000 winegrowers
• 400 wine merchants
• 130 brokers

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ATTRACTIVNESS OF BORDEAUX VINEYARD

• BORDEAUX is the French most attractive vineyard
  (AFIT Study 2001)

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ATTRACTIVNESS OF BORDEAUX

• Bordeaux, the worlds most prestigious vineyards
• Bordeaux, listed as a World Heritage Site by
  UNESCO in 2007
• 50 mn from the ocean, 3 hours from the ski pistes
  and 2 hours from Spain
• Lifestyle of a South town

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WINE TOURISM IN THE BORDEAUX REGION

• Médoc
• Bourg, Blaye
• Saint-Emilion
• Entre-Deux-Mers
• Graves, Sauternes

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THE MEDOC
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GRAVES SAUTERNES
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SAINT-EMILION REGION
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ENTRE DEUX MERS REGION
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HAUTE GIRONDE
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BORDEAUX
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WINE TOURISM IN THE BORDEAUX REGION

• 1 tourist in 5 in the Bordeaux region (5 million
  stays in 2007)
• 75 French (of which 1/3 from Paris Region)
• Average length of stay 8.9 nights
• Average Age 44 years old
• 44 attracted by tasting and purchasing
• (Etude AFIT CDT Gironde 2001)

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WINE TOURISM IN BORDEAUX REGION

• A recent development
• No tradition of selling at the estate
• Family estates where the wine grower does many
  different jobs
• No great connection between tourism and wine
  professionnals
• Many different tourist strategies

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THE ROLE PLAYERS IN WINE TOURISM IN BORDEAUX
REGION

• Structuring and qualification
• Région Aquitaine Destination Vignobles
  Programme
• Gironde Tourism Authority
  Bordeaux vineyards and cellars Label
• Promotion
• Aquitaine Tourism Authority
• Gironde Tourism Authority
• The Bordeaux Chamber of Commerce and Industrie
  The Best Of Wine tourism

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THE ROLE PLAYERS IN WINE TOURISM IN BORDEAUX
REGION

• Marketing
• 20 incoming travel agencies
• Tourist Offices with the licence to sell
• CIVB (Bordeaux Wine Council)
• 22 million invested in promotion of Bordeaux
  wines
• A Wine School
• A Wine Bar
• Partner of all wine tourism initiatives

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WINE TOURISM IN BORDEAUX REGION

• With diverse objectives
• Another way of promoting wine
• Direct sales
• the estates develop themselves, professionalise
  and innovate
• Thanks to subsidies and promotion programmes
• Collaborations and confidence between wine
  professionnals and tourism professionnals are
  increasing

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WINE TOURISM IN BORDEAUX REGION

• Notable initiatives
• The Museum of Wine in Art (Château Mouton
  Rothschild)
• Vinotherapy at Sources de Caudalie
• The Philippe Raoux WINERY
• The Bages Village
• The CIVB Wine School (Bordeaux Wine Council)
• Le Week end des Grands Amateurs

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The Museum of Wine in Art
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Les Sources de Caudalie
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The Philippe Raoux Winery
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The Bages Village
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The Wine School
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Week-end des Grands Amateurs
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BORDEAUX TOURIST OFFICE

• Association created in 1907
• A team of 27 personnes et 30 guides
• Budget 3 million euros
• TownHall subsidy 65
• Self funding 35
• 4 welcome points
• 680 000 contacts registered in 2007
• 1 million visitors on the Web Site
  www.bordeaux-tourisme.com

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BORDEAUX GATEWAY TO THE VINEYARD

• 2005 creation of an information desk in
  collaboration with the CIVB
• Unique information point for tourists arriving in
  Bordeaux, gateway to the vineyards
• Creation of an offer of  ready made  excursions
  without competing the private sector and giving
  priority to stays in Bordeaux

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INITIATIVES IMPLEMENTED IN 2005

• A dedicated welcome desk, window display of what
  the territories have to offer
• A tailor made booking service for guided tours of
  the estates (5 ) or the Privilege Tours
• At least 1 day long and 1 half day tour offered
  everyday throughout the season

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THE PRODUCTS

• 20 packaged tours for groups made up of
  individuals grouped together (8 to 50 personnes)
• From May to October ½ day tours, full day
  prestige tours and tasting training courses
• From November to April ½ day tours, twice
  weekly
• New strategy developing new offers in the low
  season. Eg. 2008 The Blending Workshops

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METHODOLOGY

• Analysis of wine touristsexpectations
• Identifying an attractive destination
• Defining a pertinent thematic for the destination
  (with an eye on the developing initiatives of the
  producers)
• Looking for suitable partners

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CLIENTELES EXPECTATIONS The paradox of the
Bordeaux Château

• An increased demand for AOCs and prestigious
  châteaux
• A search for authenticity linked with meeting the
  wine maker
• Real amateurs want to take part in their visit
  the harvest, the blending
• Guided tastings and tips are welcome

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THE OFFER

• From 23 to 89
• 2004
• Châteaux and terroirs
• Secrets of the Great Wines
• Wine and Cheese
• Art and Wine
• 2005
• Saint-Emilion, a World Heritage Site
• Médoc 1855
• 2006
• Bordeaux, City and Wine Country
• Graves Montesquieu
• A Walk on the hills along the Garonne river

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DIVERSE OFFER

• 2007
• The Harvest Workshops
• A Gourmet Trail in Margaux
• New in 2008
• Bordeaux, city and wine
• Revisiting the Médoc
• Sauternes 1855
• Les Graves, a vineyard on the river
• Bordeaux St-Emilion, UNESCO Great Growths
• The Blending Workshops

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DIVERSE OFFER

• Extra offers
• Tasting training courses at the Wine School
• Cooking Planet
• Wine Sign at la Winery
•  Privilege  Visits

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EX 1. MEDOC 1855
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EX 2. A WALK ON THE HILLS ALONG THE GARONNE RIVER
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Ex 3 THE HARVEST WORKSHOP
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MARKETING

• At the Tourist Office desk (85 of sales)
• On line on www.bordeaux-tourisme.com (10 of
  sales)
• Via travel agencies with a 15 commission (5 of
  sales)

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COMMUNICATION PROMOTION

• Web Site (1 million hits) creation of a new entry
   Wine Tours 
• Brochure  Bordeaux, Gateway to the vineyards 
  20 000 copies (24 pages)
• Quarterly  BORDEAUX TOURISME 
• 6 pages dedicated to wine tours (1 in 2004)

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BORDEAUX WINE FESTIVAL 26-29 June 2008

• Bi-annual festival created in 1998
• Budget 2008 2,6 millions
• 4 days of wine tastings and festivities
• Organised by Bordeaux Great Events
• Partners
• Bordeaux Town Hall
• Wine professionals
• Department / Region
• Others (non wine related)

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BORDEAUX WINE FESTIVAL 2008 Programme

• A festival for everyone
• A 2 km wine trail in the heart of the classified
  world heritage site
• Tasting Vineyards Pass
• Wine school
• Evening festivities
• Events dedicated to firms
• Master-class sessions
• Gastronomiques dinners combining prestigious
  wines and famous chefs

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BORDEAUX WINE FESTIVAL In figures (2006)

• 350 000 persons
• 400 000 tastings
• 40 000 persons on musical evenings
• 39 000 bottles tasted
• 2 000 wine tasting training courses
• 200 journalists welcomed

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BORDEAUX WINE FESTIVAL