Business Tourism under Josefino Tulabing Larena ,CPS,CPE,MPA

1. Josefino Tulabing Larena CPS,CPE, MPAJosefino Tulabing Larena CPS,CPE, MPA

2. 
 "visitation to vineyards, wineries, wine festivals,
and wine shows for which grape wine tasting
and/or experiencing the attributes of a grape wine
region are the prime motivating factors for visitors."
 Wine tourism is part of agri-tourism, and can also be
a part of eco-tourism and of sustainable tourism.
Definition.

3. Wine Tourism Web.
Culinary
Tourism
Sustainable
Tourism
Eco Tourism
Agri
Tourism
Wine
Tourism

4. 
 Agritourism is the act of visiting a working farm or
any agricultural, horticultural or agri-business
operation
 for the purpose of enjoyment,
 education
 or active involvement in the activities of the farm or
operation.
Agritourism

5. 
 Ecotourism is
 "responsible travel (Tourism which operates in
such a way as to minimize negative impacts on the
environment )
 to natural areas
 that conserves the environment and
 improves the well-being of local people."
Ecotourism

6. 
 Any form of tourism that
 does not reduce the availability of resources and,
 does not inhibit future travelers from enjoying the
same experience.
Sustainable tourism.

7. 
 New world wine regions.
 The US
 Canada
 Australia
 New Zealand
 South Africa
 Latin America
 Mexico, Central America and the Caribbean
 Argentina, Chile and the rest of South America
Where in the world can you enjoy
Wine Tourism?

8. 
 Old World wine regions.
 France:
 Burgundy, Northeast France, Rhone, Southe of
France, Bordeaux and Southwest France, Loire.
 Spain:
 Northern Spain, East coast and the Balearic
Islands, central and southern Spain.
 Portugal (northern Portugal, southern
Portugal and Madeira)

9. 
 Italy (northwest Italy, Northeast Italy,
Central Italy (Tuscany), Mezzogiorno)
 Germany
 Northern, Eastern and southeastern
Europe
The Old World wine
regions.

10. 
World top ten
producers.

11. 
 They can be different based on:
 Age
 Interest
 Nationality.
What are the motivations of wine
tourists?

12. 
 1) to taste wine,
 2) to gain wine knowledge,
 3) to experience the wine setting, (e.g.
meet the winemaker; tour cellars & vineyards),
 4) to be in a rural setting (beauty of vineyards;
learn about farming, agri-tourism),
The 10 major
motivations.

13. 
 5) to match food and wine--culinary tourism (food
and wine pairing),
 6) to have fun (wine festivals and events),
 7) to enjoy wine culture (romance and elegance),
 8) to appreciate the architecture,
 9) to learn about the "green" aspects and eco-
tourism,
 10) to enjoy the health aspects of wine.
The 10 major
motivations.

14. 
 The French Paradox:
 although the French and Americans have similar high
fat diets,
 the French have a much lower incidence of
cardiovascular disease.
 This is maybe due to the protective effects of wine
consumption, since the French drink much more
wine than the Americans.
Wine and health: the French
paradox.

15. 
 Learn about:
 grape growing,
 sustainable practices,
 assist with the harvest.
A new motivation of agri- and eco-
tourism.

16. 
 Government or regional strategy to promote or
increase wine tourism for the economic returns it
provides.
 Growing interest in environmental issues (growth in
agri- and eco-tourism that encompasses vineyards).
 Growing interest in dining and cooking.
 In some regions, increase in the number of wineries
(US)
Why is there a growing interest in
Wine Tourism?

17. Number of Wineries in California and
the USA (from wineinstitute.org)
Year California United States
2010 3,364 7,626
2009 2,972 6,705
2008 2,843 6,368
2007 2,687 5,958
2006 2,447 5,424
2005 2,275 4,929
2004 2,059 4,356
2003 1,869 3,873
2002 1,704 3,469
2001 1,562 3,187

18. 
 Increased sales (at least 50% of the time, the visitor will
purchase at least one item).
 Higher margins (direct sale).
 Visitor can provide direct feedback
(the tasting room becomes a customer research lab).
 Increased revenues for stores, restaurants, hotels,
and the local community.
What are the benefits of Wine
Tourism?

20. 
 Regional
Website
& Brochure
(Ohiowines.org)
Examples in Wine Tourism,
the basics.

21. 
 Experiential programs: participation in the grape
growing or winemaking process
 blending seminar,
 winemaker’s boot camps (camp d’entraînement), ex.
Hall Wines in Napa Valley. See article.
 personal membership program and ownership
opportunities. (activity on programs)
 Wine villages/education centers (includes the
development of wine education centers or museums.)
New trends.

22. 
 Innovative wine events:
 wine and wildlife,
 wine and wool gathering festival,
 wine and culinary tourism events, like wine and food
pairing (Pasta and Wine Week-End)
 But also, especially in off-season:
 a Murder Mystery Tour (visitors pick up clues at
different wineries to unravel the solution to a crime)
 Bargain bash (a "spring cleaning, garage sale" of wine
and related items)
New trends.

24. 
 Unique tour options (off-the beaten
track):
 Take a jeep ride
 Organic vine and wine tour (video)
 Tractor ride through biodynamical farmed
vineyards
 Horse-back riding
 Hot-air balloon ride.
New trends.

25. New trends.
 Wine cruise with
 On-board tastings
 Visits ashore to taste
great wines
 Gourmet lunches and
dinners with superb
wines.
 In the Mediterrenean
or…

26. Wine cruise.
 In the Galapagos islands
and South America!

27. 
And why not…

28. 
 New types of partnership: with golf resorts, spas,
cooking schools…
 Innovative collaboration:
 partner hotels and restaurants offering discount
coupons for visitors to go to wineries and receive a
free tasting or discount on wine.
 Likewise, partner wineries will offer visitors coupons
for the local restaurants and hotels.
 It creates an atmosphere of warmth that is appealing to
visitors.
New trends.

29. 
 5 locations:
 Bordeaux
 Paris
 New-York
 Brazil
 Turkey, and
 Spain (video)
Spa vinotherapy
Caudalie

30. Why not contact them to put your winery onWhy not contact them to put your winery on
their tour?their tour?

31. 
Wine tour operators based in the UK:
Grape escapes.

32. 
Wine tour operators
based in the UK:

33. 
Gourmet on tour.

34. 
Winetrails.

35. Wine production by country 2013
Rank
Country
(with link to wine
article)
Production
(tonnes)
1 France 4,293,466
2 Italy 4,107,370
3 United States 3,217,000
4 Spain 3,200,000
5 Chile 1,832,000
6 China 1,700,000
7 Argentina 1,498,400
8 Australia 1,231,000
9 South Africa 1,097,200
10 Germany 840,900
Top Wine Production

36. 
Thank you so much