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Image and Imagination in Wine Tourism

  • Published in Forum

Here is why, how much, where and how wine tourism – virtual and real – influences the perception of the value of wine, its appreciation and its sales

Marsala Florio Cellar

Marsala Florio Cellar

By Donatella Cinelli Colombini for OICCE

Two thirds of the value of wine perceived is not wine. Price, sales position, packaging, history, places, personalities… Each of these elements signifies a perception of value. In this post we will talk about vineyards, winery, the area where a wine is born and the people who help to create it. We will see how the territory of origin can, if well used, increase the appeal and increase customer loyalty towards a wine region or towards a single producer. Wine tourism is the instrument for this process and it is powerful. The first element to be understood is the dimension of this instrument.
Since 2012 the world travellers have become more than 1 billion and they increase at a rhythm of 4% per year. In Italy, in 2013, the arrivals of travellers from abroad were 46 million, finally our tourism has begun once again to grow even though with a modest 1,9%. Wine tourism increases more rapidly (around 3% per year) but not in a uniform manner. The 5-6 million travellers who every year visit wine regions over here generated business esteemed at about 3 billion euro between direct turnover and generated; for every euro paid in a winery, the wine tourist spends another 4 in the same area. Read more…

Okanagan Canada beats Bordeaux on wine tourism

  • Published in Forum

Is the wine region most appreciated by wine tourist from all over the world really in Canada? It beats Napa and Sonoma Valley, Tuscany and even Bordeaux

 

 

Okanagan valley

Okanagan valley

Read for you by Donatella Cinelli Colombini

The list of “wine destinations” most appreciated by wine tourists arrives from a very authoritative source: The Huffington Post, the online information colossus founded in 2005 by Arianna Huffington, which, in a short time has become one of the most clicked web sites in the world, in fact number one according to Technorati. The figures are impressive: 50 million visitors and 6 million comments per month. Many have had article published by the Huffington Post; Barack Obama, Hillary Clinton, Michael Moore, Madonna. Since 2012 there has also been an Italian edition, in collaboration with the Gruppo Espresso, with Lucia Annunziata as director.

After this introduction it is impossible to underestimate the importance of the Huffington Post leader board regarding the 10 most appreciated wine regions, even though it does surprise somewhat, here it is:

1 – Okanagan Valley, British Columbia Canada

Finger-Lakes-New-York

Finger-Lakes-New-York

2 – Bordeaux, France
3 – Finger Lakes, New York
4 – Mendoza, Argentina
5 – Willamette Valley, Oregon
6 – Tuscany, Italy
7 – Cape Town, South Africa
8 – Napa and Sonoma, California
9 – Barcelona, Spain
10 – Yarra Valley, Australia

Maybe it is because of the first effects of global warming, which has taken vineyards more towards the North, but in truth to think that the first wine destination is in Canada, near Vancouver, is quite strange. What is most strange is to see this region beat Bordeaux with its Chateaux, the cities of art, the restaurants, the oysters … In third position Finger Lake in the state of New York, an area which looks towards the

Willamette-Valley-Oregon

Willamette-Valley-Oregon

Ontario Lake just like the Canadian wine regions are on the other side of the Niagara Falls. In other words we can say that these new wine territories have made an impression and are moving the horizon towards the North.
Our beautiful Tuscany and the area of Barcelona with its Cava wineries seem to be the survivors after an earthquake which takes to the top it seems practically only new wine territories such as Mendoza in Argentina, Cape region in South Africa, Willamette Valley in Oregon or Yarra Valley in Australia.
An earthquake, which should make those who think that just tradition and excellent wines are enough to guarantee success in wine tourism, reflect. It is not so! The tourist is an unfaithful lover always attracted by novelties. Even the wine tourist is not immune to this rule. In fact he is among those who is mostly online so he sees the new destinations maybe even before a tourist attracted by art or the seaside. It is an open challenge and if Italy wants to win it must work hard and straight away beginning with the famous tourism site www.italia.it where wine has just one sole page.

Before closing a great thank you to “WineNews” who, with their usual diligence have reported to us.

 


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