Florence Cathiard "Wine tourism is a major asset"

INTERVIEW
T
ourism in the vineyards is successful. Multiplication walks and accommodation, although there is still much to do, the discovery of the French vineyard is organized well and truly past ten years. In this time of harvest, we reported on this trip proximity with the new President of the Superior Council of wine.

 There is a sense of a wine tourism multi-speed and a lack of coordination at the national level, the Bordelais on one side, the other the Champenois, South solo ... you confirm?
Florence Cathiard - No. Last May, when I took over from Paul Dubrule at the head of the Supreme Council of wine tourism, I found the path. Starting with the creation of the label "Vineyards & discoveries", awarded since 2010 to destinations that offer relevant offers short stays, systematically including visits areas and meetings with winemakers, accommodation and good food nearby, as well as entry to a remarkable site (abbey castle ...) in the region. Publicly available on the website Trump France, such vacancies are for professionals and 3000 include 40 destinations. The goal is to reach 50 by the end of 2015 the whole of the wine will be well represented France.


True, but find the program of her dreams falls obstacle course ... Not only the tour operators are rare but the whole supply is spread over a multitude of regional, departmental websites, local ... When a worthy portal the name?
A unifying site would indeed ideal for the Offer geographically and thematically. I have also spoken to Laurent Fabius, Minister of Foreign Affairs, in charge of Tourism, from our first meeting on July 25. He told me he would help us. For, to create such a portal, you need a good geek and a budget. Now we have nothing. As prestigious as it is wonderfully and are passionate, wineries, tourism professionals, representatives of the regions and the state, the Board of oenotourism grossly underfunded. Fortunately, in the promotion, we have the tools, expertise and generosity Trump France, the "armed wing" of tourism in France. It offers, for example, a booth at Destination Vineyards, tradeshow to be held in Lyon in mid-October with the participation of 150 foreign tour operators from 50 countries.
Since the establishment of the Higher Council of wine tourism, it was five years ago, what were the main developments in the sector?
Florence Cathiard. (Deepix)
We have limited numbers. The latest survey of customers in 2010 reported 7.5 million tourists in our vineyards, with an average expenditure of € 203 per person, 61% of French, 10% British, 10% of Belgians and less 5% of other nationalities. On the supply side, it is increasingly fed. The winemakers come together, open houses and cottages on their domains. Today, wine tourism is, by region, between 10% and 50% of their business. The industry heavyweights are obviously Burgundy, Champagne and Bordeaux. But Alsace, Provence and the Loire defend better and better.
Of course, one still regrets deficiencies accommodation, there are "holes to plug" on wine tours. But, overall, in recent years, it's getting better and I am very optimistic for the future. That said, the accommodation must be suitable for the environment. Luxury, it works in the areas of fine wines. Moreover, it is difficult and some gigantic projects were never realized.
Despite this development, the reception during the harvest is still very limited ...
This is true for small farms and it is normal because winemakers have too much work at this time to receive the Public and host table. Think the wife of winemaker must, in addition to picking the grapes, making beds and preparing meals pickers. But, except for first growths where you have to show a clean, large areas are opening up more and more. Still, even with a team dedicated to wine tourism, it is not always easy to accommodate tourists during peak harvest. Because people are no longer content to watch, as the show alone is already exciting, they also want to use the shears, bring a basket ... Except that a layman is a half-row of vines when the harvester actually three!
What, in terms of wine tourism, the main foreign competitors of French vineyards?

Unquestionably the Napa Valley in California, Tuscany in Italy and the Spanish vineyards. In Spain, 40% to 70% of the wine tourism projects were funded - before the crisis of course-there ten years. Otherwise, there is also pretty initiatives in Switzerland, Austria and South Africa. In France, wine tourism is a major asset, the revenue from sales generated caves and is recognized in income in agriculture and not those of tourism. It's a shame, it would give us the size and we would perhaps find a budget ... Just € 50,000 per year, it would be Byzantium. Ideas we have, the rest to find the means to achieve them. My first job as President of the Board of wine tourism - or rather my priesthood because it is volunteer - will be to press the "eno" button above "tourism".

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