Wine tourism: the 2024-2026 strategy of Côtes-du-Rhône

Wine tourism: the 2024-2026 strategy of Côtes-du-Rhône

Philippe Pellaton, président d'Inter Rhône. Photo Jeff Habourdin – Jeff Habourdin Photographe

Ce mardi, l’interprofession des vignerons et négociants des vignobles des côtes-du-rhône, Inter Rhône, a porté la neuvième édition des Rendez-vous de l’œnotourisme au centre des congrès du palais des Papes d’Avignon.  

This Tuesday, the inter-professional association of winegrowers and merchants from the Côtes-du-Rhône vineyards, Inter Rhône, organized the ninth edition of the Rendez-vous de l’oenotourisme(*) at the congress center of the Palais des Papes d’ ;rsquo;Avignon. Its president, Philippe Pellaton, revealed in the preamble the strategic ambitions in terms of wine tourism for the period 2024-2026. Although it is difficult to know precisely the current economic weight of wine tourism, it represents around 10% of turnover. "We've been working on it for three years already. In particular, we have a new slogan and a new logo. There are already many more offers, more constructed. We will continue to identify the existing offer, specified Philippe Pellaton.We want to give a boost, in particular by training work with winegrowers. As we represent several territories, from the Côte-rôtie to the Luberon, it is a question of finding a link between the regions. Our wine region is indeed a coherent entity, but local specificities must persist." 

New: communicate with the general public and launch a website  

If Inter Rhône has been communicating with tourism professionals for a long time, the novelty lies in communication for the general public, with a budget of 450,000 € per year. Eleven destinations are already labeled “Rhône Valley Vineyards”, including the Côtes-du-Rhône in Gard. In June, a website dedicated to wine tourism will be launched,, whose aim is "to become the reference platform for wine tourism. wine tourism in the Rhône valley". Overall, also indicated Philippe Pellaton, all the wine-growing regions of France s’are questioning the strategy to adopt to develop wine tourism. "A national strategic plan is under consideration."

(*) In which around a hundred wine and tourism professionals participated.

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