SEP 2013 ISSUE 5

Expanding the vision of the wine tourism newsletter Tendències ENOTUR was born from the desire to offer a tool to disseminate information and technical analyses of major global trends in wine tourism using the situation in the Tarragona area as a point of reference.

In this issue, the scope of Tendències ENOTUR has been expanded to include the whole of Catalonia. The section Our Tourist Destinations, which previously covered the DO Terra Alta and the DO Conca de Barberà, now includes other Catalan DOs which are of interest and which can provide helpful information for managers of wine tourism in the Catalan DOs. This issue examines the DO Costers del Segre.

The Wine Tourism Programme presented recently by the Directorate General for Tourism and INCAVI and discussed in the Talk of the Town section in this issue also supports this new, broader approach of discussing Catalan wine areas and related wine tourism products in a more general sense.

Tendències ENOTUR ’s goal is to be the leading wine tourism publication both in Spain as well as abroad and to play a prominent role in communication between the different Catalan wine tourism destinations.

CONTENTS

HIGHLIGHTS

8

2

4

10

6

Analysis of the characteristics of wine tourism in Marco de Jerez (p. 2)

Eno Sigtur Mobile and Enotur Data System, technological applications to facilitate the management of wine tourism (p. 4)

DO Costers del Segre: creating unique wine tourism packages (p. 6)

Positioning of the DOs in the Tarragona area compared to other leading international DOs (p. 8)

Analysis of wine tourism studies conducted by internationally recognised organisations (p.10)

Catalonia’s new Wine Tourism Programme (p. 12)

ENOTUR Barometer

Leading destinations: Marco de Jerez

Technology applied to wine tourism

Leading wine tourism reports

DO Costers del Segre

PUBLISHED BY:

Source: Compiled by author.

Source: Association website.

Source: Association website.

The existence of a public-private association which includes most of the tourism products and services offered, and which focuses on the promotion of wine tourism plays a key role in helping the sector to have a high growth potential.

Marco de Jerez is a region located in the north-west of the province of Cádiz (Andalusia). It is comprised of eight municipalities in the province of Cádiz and one in Seville. The region is home to three Designations of Origin (Jerez-Xerès-Sherry, Manzanilla-Sanlúcar de Barrameda and Sherry Vinegar) regulated by one regulatory council. It also has a specific designation, Sherry Brandy, regulated by its own regulatory council. The Sherry Wine and Brandy de Jerez Route was created in 2006 to complement the efforts of the council and to develop and promote wine tourism.

The tradition and importance of wine is quite evident in the region; the regulatory council for Jerez-Xerès-Sherry, Manzanilla-Sanlúcar de Barrameda and Sherry Vinegar is the oldest in Spain.

The importance of wine tourism

Marco de Jerez is a leading wine tourism destination, which, according to ACEVIN, the Sherry Wine and Brandy de Jerez Routes (a wine tourism brand), has the second greatest number of wine tourists in Spain (416,569 visitors in 2012), only exceeded by the Penedès Wine Tourism Route1. This excellent positioning in Spain is related to its wine tourism managing body, the Sherry Wine and Brandy de Jerez Routes association, a public-private organisation made up of nine local councils and the wine tourism business community in the area (around seventy members).

In the private sector, the number of wineries, hotels and restaurants offering wine tourism services is quite notable according to data from the website (FIGURE 1). There are a considerable number of high-end hotels as well (45.5% of associated hotels are 4-star establishments), and the association includes five of the eight hotels in the highest category (5-star) in the municipalities of the Marco de Jerez. In terms of the presence of wine tourism by municipality, Jerez is the focal point for the majority of the services and products offered2 (FIGURE 2).

According to the website’s definition, the association aims to contribute to economic, social and cultural development through the promotion of wine tourism. In addition to objectives shared with other associations (joint promotion, coordination of stakeholders, promotion of quality), its more socially-oriented vision is noteworthy, which takes the form of raising awareness about wine tourism in the local population.

Specific packages are being designed in the business sector. The Gonzàlez Byass winery has become a leader here, offering some 14 different types of tours, including a joint project with the tuna fishing sector in Barbate, and a boat tour offered through Puerto de Santa María.

The wide variety of winery architecture also provides added value to the sector. Over the years, winemakers have modified and adapted their wineries to the requirements of the day.

Marco de Jerez

MAP 1: Location of Marco de Jerez.

FIGURE 1: Breakdown of members of the association Sherry Wine and Brandy de Jerez Routes, by sector.

Sources: 1Spanish Association of Wine Cities (ACEVIN) (2013). Informe de visitantes a bodegas asociadas a las Rutas del Vino de España año 2012. Madrid. 2Website of the association Sherry Wine and Brandy de Jerez Routes.

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LEADING DESTINATIONS

FIGURE 2: Breakdown of members of the association Sherry Wine and Brandy de Jerez Routes, by municipality.

0 10 20 30 40

Puerto Real Chipiona

Trebujena Lebrija

Rota Chiclana

Sanlucar de B. P. Santa Maria

Jerez

Source: regulatory council of DO Sherry-Jerez-Xerès, Manzanilla-Sanlúcar de Barrameda and Sherry Vinegar, and Turisme de Catalunya. *Note: this does not include the number of hectares for Brandy. ** Note: % of associated wineries out of the total registered at the regulatory council. ***Note: Enotur Barometer database. ****Note: the regulatory councils also conduct functions linked to wine tourism. *****Note: hotel places (not including places in hostels or guesthouses).

Data Province of Cádiz

Province of Tarragona

Territory 8 municipalities in Cádiz and 1 in Seville

1 province, 136 municipalities

No. of DOs 3 DIs and 1 specific DO

5 own DOs, part of the DO Penedès, DO Cava and the DO Catalunya

Vineyard surface area

7,005 ha * 25,277 ha ***

Total no. Wineries

66 296***

Visitable wineries

37.9% ** 28.0% ***

Regulatory body

2 regulatory councils

5 regulatory councils

Specific wine tourism organisation

Wine and Brandy Routes Association

- Priorat Enoturisme

- Enoturisme Penedès ****

Hotel places (2012)

35,414 ***** 57,691*****

SEGON I TERCER QUADRIMESTRE 2012 Nº3 I 4 TENDÈNCIES ENOTUR

The region is also home to Moorish-style wineries, wineries built in mosques and convents, as well as so-called “cathedral” wineries built by Catalans who returned to the area from the Americas, called “indians”.

Local municipal routes have been created, as is the case with the Sherry Wine and Brandy de Jerez Urban Route in the municipality of Jerez (a result of its Plan for Excellence) and the Puerto de Santa María Wine, Brandy and Vinegar Route.

A strategic product?

According to strategic plans and tourism promotion on the different wine tourism institution’s websites, it seems that wine tourism has more relevance locally than on the Andalusian or provincial level. Strategic and marketing plans3

developed by the region’s organisation do not include wine tourism, although in certain cases wine and culinary tourism is included, but without specifically focusing on the world of wine. The Provincial Government and Provincial Tourism Board of Cádiz do not have a specific plan4, while strategic tourism documents contemplate actions in terms of markets of origin. There is a hierarchy of products that complement sun and beach tourism, such as cruise tourism, golf tourism, convention tourism, and health and well-being tourism. This leaves wine tourism in a secondary position on the website and in strategic and promotional documents. On the Andalusia website, for example, wine tourism information is found under the sub-heading of cuisine and dining.

When analysed at a municipal level, Jerez has recently adopted two tourism plans (the City of Jerez Tourism Plan and the Plan for Tourism

Excellence). The implementation of the latter led to the creation of the Sherry Wine and Brandy de Jerez Urban Route. However, the promotion of the route and wine tourism in general are less present on the website than in other municipalities in the region, even though this is the wine tourism unit’s foremost municipality, and the city with the greatest number of member businesses. In contrast, Puerto de Santa María does not have a strategic plan, but has better positioning of its wine tourism products. These are highlighted on its website, and information on the municipal route is provided. Chipiona also stands out for providing clear information on its website. The other municipalities either have no information (three municipalities) or the information is not immediately visible, as is the case in other sections (four municipalities).

Considerations

Marco de Jerez has many strengths: it has a range of complementary products such as wine, vinegar and brandy; it has established a joint partnership for wine tourism; and it is home to three different Designations of Origin covering approximately 7,000 hectares. However, the autonomous community and provincial tourism bodies, as well as some of the municipalities, prioritise the promotion of other products that complement sun and beach tourism, such as golf, cruise, conference and health tourism. This situation represents an opportunity for Marco de Jerez with high growth potential. In addition, the existence of a single organisation that combines Marco de Jerez’s wine tourism services and products is another positive factor which is critical for managing and creating differential products.

TABLE 1: Comparison of wine tourism in the provinces of Cádiz and Tarragona.

3 LEADING DESTINATIONS

Association Sherry Wine and Brandy de Jerez Route

Sherry Wine and Brandy de Jerez Urban Route

Puerto de Santa María Wine, Brandy and Vinegar Route

González Byass Winery Activities

Further information:

Sources: 3 Junta de Andalucía, Directorate General for Tourism. Plan General del Turismo Sostenible 2008-2011, Plan Director de Marketing 2009-2012, Plan de Acción 2013. Seville. 4 Cádiz Provincial Government. Plan Provincial de Promoción Económica-Turística 2012-2015 (PET) and Plan de Acción de Promoción Turística 2013. Cádiz.

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MERCATS

4 4

Technology applied to wine tourism

The Tourism and Leisure Science and Technology Park has created two technological systems to improve the management of wine tourism activity, both for public and private institutions

The Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona (CMCTUR), the managing body of the Tourism and Leisure Science and Technology Park, is implementing tools to facilitate management of wine tourism activity in the area, to process statistical information, and to provide a greater amount of detailed and well-defined information to tourism managers which meets their needs. The two technological tools for the wine tourism sector are presented below and offer clear benefits for wine tourism stakeholders, potential tourists who want to find out about the wine tourism appeal of an area, and intermediaries in the sector. These projects have been developed within the Wine Tourism Competitiveness Reinforcement Plan for the Province of Tarragona (CENOTUR), and are co-funded by ERDF Axis 1 and the Provincial Government of Tarragona in the Tarragona area. Eno Sigtur Mobile This is an intelligent system designed to recommend activities using a website or mobile application. The system recommends tourism and wine tourism activities to the user based on the user’s characteristics and the activities of users with similar profiles. Over recent years, systems have emerged on the market which recommend activities according to user characteristics (age, gender, interest in nature, length of stay, etc.).

The value of this tool is two-fold, the system tracks satisfaction levels for the activities of users with similar

profiles while simultaneously compiling information based on how users use the system. It is a dynamic, intelligent application in which the activities suggested vary according to information compiled by the system. The recommendation system can also help users to create travel plans, taking into account times, dates, length of the activity, and the distance between different destinations.

Two benefits of this project should be underscored: tourists are given a tool which allows them to design and organise their activities, while wine tourism businesses receive better information about the profiles of tourists interested in visiting their destination, which helps them to streamline destination management and allows them to make decisions with more objective information.

IMAGE 1: Viewing of a video tutorial for Eno Sigtur Mobile.

Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

In the initial phase, a database of tourism and wine tourism products and services was created.

“Technological tools offer clear benefits for wine tourism stakeholders, potential tourists who want to find out about the wine tourism appeal of an area, and intermediaries in the sector”

GOOD PRACTICES

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GOOD PRACTICES

5

The system’s data is georeferenced and the most unique characteristics of the tourism products and tour availability are identified. Tourism and wine tourism stakeholders from the area also took part in defining the products and services offered by the recommendation system, and in gathering information to ensure that the system works properly. Finally, an attractive, intuitive architecture was developed to make the system user-friendly. Enotur Data System This second technological tool is an interactive data administration system which continuously updates wine tourism information, permitting statistical comparison of stakeholders’ data with shared and individual benefits.

Using data provided voluntarily by users on wine tourism activity, the system measures occupancy rates (in hotels, rural accommodations, campsites and apartments) as well as other business variables related to accommodation, wineries, museums and visitor centres. The system also helps managers to understand their market position in comparison to other businesses in their category, both in the area of the DO and in other Designations of Origin in the province of Tarragona. The application uses tourism and wine tourism data (occupancy rates, origin of clients, etc.) to create information which helps in business management.

The system also protects confidential data, showing only aggregate data in reports.

IMAGE 2: Viewing of the video tutorial for the Enotur Data System specifically or wineries.

Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

As with the previous system, developing this one entailed researching information systems currently available on the international market. The stakeholders which needed to be involved in the system were also selected as well as the variables to measure each type of stakeholder. Finally, the structure and technology of the tool were defined.

Adaptation to any wine tourism destination

Both tools were initially developed for DOs in the Tarragona area. However, they can be used for any destination that wants to have mechanisms that facilitate the management of wine tourism in their territory while providing added value for the business community of the destination.

The tools require a good public-private partnership strategy, in which both parties obtain results that give them greater knowledge of their destination such as tourist profiles and motivations and the occupancy rates of similar establishments. This provides tourism and wine tourism stakeholders with objective information to make strategic decisions and improve management.

“The tools were initially developed for the DOs in the Tarragona area. However, they can be used in any destination that wants mechanisms that help to manage wine tourism in its area”

Website of the Tourism and Leisure Science and Technology Park

Further information:

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Source: Compiled by author.

Source: Enotur Barometer 2012. Tourism and Leisure Science and Technology Park.

OUR TOURIST DESTINATIONS

6

This issue examines the Costers del Segre Designation of Origin and the Terres de Lleida DO (Catalonia). The production area defined by the regulatory council is formed of municipalities in the regions of Urgell, Pallars Jussà, les Garrigues and Segrià, as well as the municipalities of Artesa de Segre (la Noguera) and Raïmat (Decentralised Municipal Entity of Lleida), and the municipalities that form the Vall del Riu Corb. In total, there are 57 producing municipalities. The majority of the area of the DO is in the province of Lleida, although there is a small part (nine municipalities in the Vall del Riu Corb) that belongs to the Conca de Barberà (MAP 1). Each of these sub-areas has its own specific soil type and climate which favours the cultivation of different varieties of grape.

Abundance of accommodation

The seven sub-areas that make up the area of the DO have a total accommodation capacity of 7,3711 places. This includes hotels, hostels, guesthouses, campsites and rural accommodation. Of the places, 50.6% are in hotels, and a large portion is in the mid-high range. More than 50% of the hotel places are 3-star and 4-star hotels (FIGURE 1).

Stakeholders involved

The area’s wine tourism management entity is the Lleida Wine Route association. This mixed partnership is comprised of unique, quality accommodations, restaurants, wineries, wine shops, and business associations; and local councils, tourist offices, the Provincial Government of

Lleida and other tourism and cultural entities. The wineries, the most essential element of the wine tourism industry, have demonstrated their capacity to adapt to wine tourism; some twenty associated wineries offer tours, and the majority have set hours.

One interesting feature of the organisation – in addition to providing a platform to promote wine tourism products and services – is that it creates packages to be sold in travel agencies. Although the project is relatively new (the first packages were created at the beginning of the year), the variety and number of experiences offered is remarkable, as is the way different attractions in the region have been combined to create new products. Food and agricultural resources (fruit farms, cheese making) are combined with oil press and winery tours. Commercial and leisure products and services in the city of Lleida are promoted by means of a tourist card called Emocity Lleida. This initiative to create products is promoted by the Department of Tourism of Lleida City Council, an organisation that has been working for some time in the creation of tourist experiences. The commercial vision of these products is remarkable, and the terminology used provides excellence and modernity, such as the Oleofusió package, the Show&enogastronomic experience and the Wine Premium Experience.

Although the Lleida Wine Route was certified only recently, in 2010 it became the eighth most popular route in Spain (of 22 routes), with an annual growth rate of 38.1%2 between 2011 and 2012.

The region has mechanisms and strong points that can significantly increase the volume of tourists motivated by wine tourism

FIGURE 1: Breakdown of the number of tourist places in the DO area.

DO Costers del Segre

MAP 1: Location of DO Costers del Segre.

Sources: 1Enotur Barometer 2012. Tourism and Leisure Science and Technology Park. 2 ACEVIN (2012). Informe de visitantes a bodegas asociadas a las Rutas del Vino de España. Madrid.

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Source: Hotel, Campsite and Rural Accommodation Occupancy Survey 2012, INE.

Source: internal sources from the Tourism and Leisure Science and Technology Park, DO Costers del Segre regulatory council, Lleida Wine Route Association, INCAVI and the INE Hotel Occupancy Survey. * Note: the occupancy rate corresponds to the tourism brand Terres de Lleida.

Territory 57

municipalities Hectares (2009-2010)

4,696

Wineries registered at the regulatory council (2013)

33

Visitable wineries 19

Accommodation capacity (2012) 7,371

% hotel places (2012)

50.6%

% hotel occupancy (2012)* 27.9%

No. visitors on the Lleida Wine Route (2012)

35,642

Terres de Lleida

Catalonia

Hotels 27,9 55,5

Campsites 38,1 21,9

Rural accomodation

13,4 16,7

LES NOSTRES DESTINACIONS

Furthermore, the regulatory council of the DO goes a step further and guarantees the quality of the wine and develops interesting wine tourism initiatives, such as the Wine Bus which offers winery tours in the DO on Sundays from May to July, and the recent creation of the mobile app for wine tourism.

The vision of the regional councils that make up the DO region does not lay out any specific strategies for wine tourism, the exception being the promotion of a route in the region of Les Garrigues, with tours to wineries in the DO. The Regional Council of Conca de Barberà (including Vall del Riu Corb) only promotes the wine tourism products and services offered by DO Conca de Barberà, although it has nine municipalities that are part of the DO Costers del Segre.

Lastly, Ara Lleida, the province’s tourism promotion agency, does not highlight wine tourism as a product, placing it instead with agroindustrial tourism products and services. Other highlighted products are bird watching, rural tourism and accessible tourism. It is clear that there is a need to improve coordination between the provincial body and the Lleida Wine Route Association in terms of the number of wineries that can be toured.

Strategic documents

In a review of the available documentation no strategic studies on wine tourism were identified. The closest document is the Operational Plan for Tourism in Lleida 2013, in which dining and cuisine is defined as a cornerstone for developing the city's tourism. However, wine tourism does not figure prominently.

Occupancy rate

Despite a low hotel occupancy rate compared to the Catalan average (TABLE 2) the area has numerous strong points that should be used to their best advantage. For example, in 2012 more than 35,000 people experienced the Lleida Wine Route. June was also the period with the greatest number of visitors, which helps to extend the tourist season2. Another strong point is the presence of the high-speed train, which helps to draw potential tourists to the area from Barcelona and Girona, and from Madrid and Zaragoza. The abundance of quality hotels in Lleida (935 hotel accommodations in 4-star and 5-star hotels)3 facilitates staying in the city, although reduced travel times between origin and destination provided by the high-speed train can be a disadvantage for overnight stays. The actions of the association – in the form of experience packages with hotel accommodation – are another strong point. The association is committed to expanding the wine tourism products offered in the future to include experiences to learn about the entire production process, and plans to add new members in excess of the administrative limits set by the regulatory council4. Areas in need of improvement include reinforcing wine tourism icons. Also, the behaviour of tourists in the Terres de Lleida area does not generate an optimal economic impact for tourist businesses. Most tourist’s stays are short (50.3% stay 1-2 nights), and 62.5% stay with family or friends5. Despite this, the presence of a mixed partnership for wine tourism – with business support and a portfolio of differential products that are continually being developed – will improve this situation.

LES NOSTRES DESTINACIONS

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7 OUR TOURIST DESTINATIONS

TABLE 2: Comparison of the occupancy rate by type of accommodation, 2012.

TABLE 1: Summary of wine tourism data for the DO Costers del Segre.

Lleida Wine Route

Emocity Lleida card

Wine Bus

Operational Plan for Tourism of Lleida 2013

Further information:

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Sources: 3 Tourism Observatory of Catalonia, September 2012 data. 4 Lleida Wine Route Association. 5 Directorate General for Tourism and the Tourism and Leisure Science and Technology Park. (Summer 2011). Caracterització de la demanda turística. Terres de Lleida.

Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

United Kindom

USA

France

Germany

Spain

Relevant domestic market

7 STATISTICS AND MARKETS

INNOVACIÓ

This instrument makes it possible to position the wine tourism development of a destination in relation to competing destinations

This is one of the projects developed by Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona (CMCTUR) under the aegis of the ERDF programme in the Market Intelligence Department at the Tourism and Leisure Science and Technology Park. This initiative originated from the Market Presence Indicator System (SIPREM) and the Competitiveness Indicator System (SICOM), a project also created with the support of ERDF funding. In this case, a set of indicators was created for leading international wine tourism destinations.

Conceptualisation

These indicators measure the positioning of wine tourism destinations in the Tarragona area in a specific competitive environment to facilitate decision-making, improve planning, and provide a support mechanism for destination management. They provide structured information in two ways: through a snapshot of competitive structure of the destination in wine tourism, and by assessing the impact of the destination in specific priority geographical markets (TABLE 2), such as production and consumer markets for wine and wine tourism.

Objectives

The system of twelve indicators makes it possible to define the positioning of the wine tourism destinations studied and offers a summarised, multidimensional vision of the strategic positioning of the destinations in relation to similar or leading destinations.

It is also used to identify and evaluate the impact of actions conducted. One of the purposes of the indicator system is to update data twice a year to check the progress of destinations.

Details of the indicators

A total of twelve indicators have been identified and divided into two categories. The first five indicators analyse the destinations’ competitive structure, while the sixth indicator onwards measure the presence of the destinations in the markets. This last group is especially relevant for the topic of this section.

TABLE 1: List of wine tourism indicators.

Indicator 1: Attractions

Indicator 2: Welcome services

Indicator 3: Communication

Indicator 4: Accessibility

Indicator 5: Product

Indicator 6: Attendance at trade fairs

Indicator 7: Online presence

Indicator 8: Presence with tour operators

Indicator 9: Presence in publications for dissemination

Indicator 10: Presence on social media

Indicator 11: Recognition of tourism services

Indicator 12: Recognition of wines Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

These indicators are separated into 29 sub-indicators. In total 91 different variables are analysed.

The indicator system has overcome difficulties in comparing areas with different economic and geographical situations.

8 STATISTICS AND MARKETS

ENOTUR Barometer

“A total of twelve indicators have been identified and divided into two categories: analysis of the destinations’ competitive structure, and the presence of the destinations in the markets"

TABLE 2: Selected geographical markets.

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Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

Source: Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

Tarragona Area: Conca de Barberà, Montsant, Penedès, Priorat, Tarragona and Terra Alta.

Catalonia: Empordà and Costers del Segre.

Spain: Rioja, Rías Baixas, Jerez, Ribera del Duero and Requena-Utiel.

France: Médoc, Banyuls and Côtes du Luberon.

Portugal: Douro.

Italy: Chianti Classico, Orcia and Lambrusco di Sorbara.

Hungary: Tokaj-Hegyalja.

Germany: Rheingau.

Austria: Eisenberg.

California: Oak Knoll District and Alexander Valley. Australia: Yarra Valley and Barossa Valley. South Africa: Stellenbosch and Franschoek Valley.

Argentina: Valle de Uco (Mendoza).

Chile: Valle de Maipo.

Destinations analysed

In total 31 destinations were analysed in 11 different countries. In Catalonia, six DOs were studied in the Tarragona area and two DOs in the rest of Catalonia, comprising 90% of Catalan DOs (TABLE 3).

Internationally, wine tourism destinations in France, Portugal, Italy, Hungary, Germany and Austria were analysed. In the USA, two Californian destinations were analysed, as were destinations in Australian, South African, Argentine and Chilean regions (TABLE 4).

Example of 2012 results

A selection of graphs from the analysis are presented from the perspective of a wine tourism destination (FIGURE 1), for a specific indicator (FIGURE 3,) and analysing an indicator for a series of destinations in a country (FIGURE 2).

FIGURE 1: Global positioning of the DO Penedès.

Source: Enotur Barometer 2012.

DO Penedès stands out among the Catalan and Spanish DOs analysed in terms of accessibility, attendance at trade fairs, recognition of services in the tourism market, and online presence. In contrast, there are limitations in terms of recognition of the wine and the presence of the DO in publications for dissemination, analysed for their power to recommend.

FIGURE 2: Attendance by Italian destinations at trade fairs.

Source: Enotur Barometer 2012.

The Italian destinations analysed are clearly committed to the German market for promotion at trade fairs. The second, third and fourth position are held by the British, American and French markets respectively.

FIGURE 3: Tour operator presence.

Source: Enotur Barometer 2012.

Of the five main wine tourism destinations worldwide that have the greatest presence in specialised tour operator brochures, three are Spanish, including a Catalan destination, the Priorat. The top position is held by the French Médoc region. Some leading wine tourism destinations, such as Jerez and Banyuls, are given little importance.

A selection of conclusions extracted from the 2012 report is presented here.

STATISTICS AND MARKETS

TABLE 3: Leading destinations analysed in Spain.

TABLE 4: International leading destinations analysed.

Consortium for Improving Competitiveness in Tourism and Leisure in the Province of Tarragona.

Further information:

9 SEP 2013 ISSUE 5 TENDÈNCIES ENOTUR

Source: Great Wine Capitals Study2.

Source: AREV Study1.

Cities Number of wineries

Classification

Bordeaux (France)

95 Group 1

Mainz-Rheinhessen (Germany)

35

Group 2

Florence (Italy)

24

Mendoza (Argentina) 15

Porto (Portugal) 12

Cape Town (South-Africa)

5

Region

Wine marketing organisations

Wine schools

Tourism funding programmes

Rheinland-Pfalz

5 2 1

Provence-Alpes-Côtes d'Azur

2 4 0

Aquitaine 1 10 2

Alsace 1 5 3

Champagne-Ardenne

1 4 13

Pays de la Loire

1 4 11

North 1 4 3

The conclusions of two studies which assessed the wine tourism situation in a specific area are presented here. The studies provide the principle conclusions of the assessment conducted by the AREV1 association (a European wine region organisation), and they provide the most significant results in the document produced by the international organisation Great Wine Capitals2.

The studies analysed different variables. The AREV study is a comprehensive analysis of wine tourism by region. In addition to tourism variables (hotel places, number of overnight stays, average stay, quality gastronomy products and services) and wine tourism variables (wine companies with activities), the study also examines cultural and complementary products and services (such as mountain bike routes, wine routes, wellness accommodation, theme parks and water sports), and also has section specifically aimed at analysing tourism and wine tourism management of the destination. This last section analyses the number of marketing organisations for wine, the number of wine schools, as well as assistance programmes for tourism. Great Wine Capitals examines four specific aspects of wineries: their investment in wine tourism, the activities they offer, the promotional tools used, and external factors that positively and negatively condition wine tourism activity.

Differences

The number of areas analysed in the two studies was also different. The AREV study analysed 30 European regions out of the 71 in the organisation, and Great Wine Capitals examined six leading cities for wine tourism. The European report obtained its data from a public organisation, while the wineries themselves answered surveys for the global study. Lastly, the results were the AREV study detailed results by region, while Great Wine Capitals study divided the results into two groups, given the imbalance in participation between the Bordeaux wineries, which are group 1 (95 wineries), and the other wineries in the remaining five cities, without taking into account their location. So, wineries in different continents are included in one group (without taking into account the specific degree of development of the wine tourism in each city) (TABLE 1).

Conclusions of the European Study (AREV)

The French regions obtain the best results in the majority of variables analysed, with the longest recorded stays. These destinations also have a wider range of complementary products and services (wine routes, theme parks and water sports, skiing, horse riding, etc.). The institutional support for tourism and wine tourism is also noteworthy (5 of the 7 regions with the best results were French) (TABLE 2).

Some international wine tourism associations recently published reports on the situation of wine tourism

Sources: 1 Europàisches Tourismus Institut (June 2012). Inventaire et évaluation de l'offre cenotouristique dans les régions européennes viticoles. Paris. 2 Great Wine Capitals (2012). Great Wine Capitals Global Network 2012. Market Survey.

POLICY AND GOVERNANCE

10

Leading wine tourism destination reports

TABLE 1: Cities participating in the Great Wine Capitals study, and the number of wineries.

TABLE 2: Main European wine tourism destinations according to the variable of wine tourism and tourism management (number of entities).

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Source: Action Plan 2013 for Club Tourisme Vitivinicole in France.

ESTADÍSTIQUES

11

However, they have worse results in terms of seasonality, while the German and Austrian regions have more regular wine tourism activity during the entire year (although the volume is lower).

Conclusions of Great Wine Capitals

In the diagnosis of the six cities that comprise the international organisation, the study identified differences in management and the promotional tools used by wineries.

Although wine tasting and guided tours are the main activities in all the cities analysed, wineries in Bordeaux are also committed to offering cultural activities, while Group 1 (Mendoza, Mainz, Florence, Porto and Cape Town) focus on offering activities combined with restaurants and accommodation. Cultural events are an important part of the activities offered by the wineries in Bordeaux, to the extent that this represents their second largest investment, after improving infrastructure. In contrast, despite investing in infrastructure, the wineries in Group 1 are committed to improving services, brand positioning and training human resources. The most commonly used promotional tools besides websites for wineries in Bordeaux are its tourist offices, while for wineries in Group 1 these were wine tasting competitions and the use of travel agencies. Regardless of the differences in the sector, the report highlights the transmission of experiences, which are transformed into good practices employed by wineries, regardless of the destination to which they belong.

French action plan

Action Plan 20133 of the French Wine Tourism Club outlines a series of actions to be conducted for pre-selected geographical markets. This organisation, created in 2000 at the initiative of the regional offices of Burgundy and Aquitaine, is notable for its composition and its public-private funding. Currently, it has 51 institutional and professional members in wine tourism, which represent the 17 wine tourism regions in France. General actions proposed include creating mini-sites, improving online positioning, creating newsletters, publishing reports in the local press, and sending out mailings. Of special note are its actions in specific markets, such as the creation of mobile applications for the British and Chinese markets, promotion on the street and in metro and train stations in Great Britain, and providing trips for the press and bloggers for the North American market. The report maintains that it is promotional actions cannot be carried out in France due to budgetary restrictions, and focuses mainly on online actions. An examination of the breakdown of anticipated expenditure by geographical markets shows that the USA, Germany and United Kingdom are the main markets, in that order (FIGURE 1). Together, these three represent 61.9% of the total. The remaining markets to address are Belgium, Holland and China, and markets such as English-speaking Canada, Brazil, Russia and India.

POLICY AND GOVERNANCE

“Wine tourism action plans for France 2013 highlight specific actions, such as the creation of mobile applications for the British and Chinese markets, as well as promotion in the street and in metro and train stations in Great Britain"

Sources: 3 Club Tourisme Vitivinicole. Assemblée Générale 2012. Propositions de Plan d’Actions pour 2013.

FIGURE 1: Breakdown by geographical market of planned expenditure for wine tourism in 2013 (%).

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12

TALK OF THE TOWN

NEWS AND PUBLICATIONS

The Catalonia Wine Tourism Programme was presented in July, a report was developed by the Directorate General for Tourism of the Catalan Tourism Agency and INCAVI. The study highlights wine tourism potential in Catalonia, interests and concerns in the region for incentivising this type of tourism, and addresses the different growth rates and patterns in the sector.

The long term objective is to position Catalonia as a leading wine tourism destination worldwide. To achieve this, four strategic points were defined. The first two are the establishment of a programme of integration, and improving the products and services offered. This improvement is understood to include not only infrastructure, but also the training of human resources, and gaining a greater understanding of the characteristics of visitors. The third strategic point takes the form of specific promotional activities and differentiating local markets from international markets. The fourth is based on the application of governance measures. The most immediate measures include creating new signs for wine tourism in Catalonia, and creating a wine tourism task force with stakeholders from the sector.

The study involves the participation of the foremost public and private wine tourism organisations in Catalonia. In addition to DO regulatory councils in Catalonia, the study includes city councils, regional councils, provincial councils, universities, wine routes, and the different private stakeholders, such as wineries and individual companies, as well as associations.

Although, on the local level some wine tourism regions have conducted strategic studies to promote wine tourism (as in the case of the Master Plan for Wine Tourism in Terra Alta, and the Penedès Action Plan for Wine Tourism 2013), this is the first time that a wine tourism programme has been conducted in Catalonia.

Tourism and Leisure Science and Technology Park of the Rovira i Virgili University Vila-seca Campus, +34 977 394 871 info@pct-turisme.cat

Communication Plan for wine tourism in the Rhône-Alpes

The Wine Tourism Management Committee in Rhône-Alpes has defined actions to be conducted to improve the region’s marketing of wine tourism. The report includes ten action files grouped by actions related to the organisation, internal and external communication, training and support. The documents include a detailed schedule, the proposed budget, and a list of the parties involved in the action.

For further information, see the study.

Priorat Wine Tourism

At the end of September, the Priorat Wine Tourism website was launched. This site was created with the participation of some fifty companies (providers of accommodation, restaurants, wineries, cooperatives, travel agencies, tour guide companies, etc.) and allows consumers to reserve and purchase approximately 100 tourism and wine tourism experiences.

For further information, visit Priorat Enoturisme.

Wine tourism as a new sales channel

The study conducted by the International Business School ALITER and the Spanish Wine Market Observatory examines wine consumer profiles in Spain, as well as the main distribution channels and the importance of wine tourism in this field.

To see the full report, visit the Spanish Wine Market Observatory.

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