The wine tourism market in France

Wine tourism is a form of rural tourism based on the discovery of wine-growing regions and their products. It covers a wide range of activities, including :

Wines

Vine and wine professions:

Knowledge of grape varieties and terroirs

Historical and cultural heritage (museums, estate tours, etc.)

Gastronomy

Vinotherapy.

Born in California in the 1970s, wine tourism developed more slowly in France in the early 2000s, following the results of a study realized in 1999 by the AFIT (Association française de l'ingénierie touristique), revealing thegrowing interest of French and foreign tourists in this type of tourism. As the world's second-largest wine-producing country and the world's leading tourist destination, the country's wine tourism potential is considerable, and there is enormous scope for growth. The country also boasts a great diversity of terroirs and quality wines.

Today, French wine tourism is booming and helping to revitalize local economies. The main vineyards are in the Bordeaux, Champagne and Burgundy regions, where wine is the main tourist activity. Other vineyards are committed to diversifying their offer, notably through digital means (internet platforms, digital applications, social networks, etc.). The industry also benefits from strong support from the public authorities, notably Atout France, the government agency responsible for supporting the sector.

Wine tourism, at the crossroads of cultural, gastronomic and rural tourism, has become a dynamic driver of France's regional appeal. With its exceptional wine heritage and world-renowned tradition, France's wine tourism sector has grown significantly over the years. Between 2017 and 2024, the size of the wine tourism market grew from 5.4 to 7.0 billion euros, recording an increase of +30% over seven years. This steady growth reflects a dual phenomenon: thegrowing appetite of visitors, both French and international, for immersive experiences at the heart of vineyards, and theincreased commitment of local players to enriching, diversifying and professionalizing the offer.

Against a backdrop of post-Covid recovery marked by a spectacular upturn in tourism, French tourism revenues reached 71.3 billion euros in 2024, and wine tourism has made a full contribution to this dynamic. With 12 million visitors in 2023, 45% of them foreign, wine tourism is not only a pillar of regional tourism, but also a strategic lever for sustainable economic development. The sector generated 7 billion euros in sales in 2024, including 5.4 billion from direct spending (visits, accommodation, catering) and 1.6 billion from knock-on effects (investments, logistics, ancillary services).

Beyond its economic impact, wine tourism also creates social and regional value. By 2025, it will support 31,000 full-time jobs, consolidating its structuring role in local economies. In light of these promising prospects, this market study offers an in-depth analysis of trends, consumer dynamics, leading territories, and strategic issues for industry professionals.