Dear Nickp,
Below you will find the results of my research regarding wine tourism.
Italy
- Number of wine tourists:
5 million
- Value of wine tourism:
? 2.5 billion
?Thanks in part to the increasing demand for ?alternative? holidays,
wine tourism is destined to account for an increasingly large share of
the market. According to a survey by Censis Servizi Spa, wine tourism
now goes on all year round. Proof comes from the growing tourist
traffic in areas with a reputation as outstanding wine country.
Estimates put the number of wine tourists at 5 million and the overall
value of wine tourism by the end of 2002 at ? 2.5 billion.?
- Profile of the typical wine tourist
?This is a profile of the typical wine tourist:
- Male, non-Italian
- Age between twenty six and fifty years
- Medium-high social and economic level
- Objectives: to gain a better knowledge of wine and to find further
reasons to explore the countryside.
- The wine tourist is attracted by: the territories of great wines
where the landscape is attractive, the restaurants offer typical
dishes, the residents are friendly, the weather is good and there is a
rich historical and artistic heritage.?
Movimento Turismo del Vino
http://www.mtvfriulivg.it/dati_eng.html
According to Francesco Lambertini, President of the Wine Italian
Movement at Vinitaly:
?Six million Italian "wine tourists" appreciate the products and
services of fine Italian life-style, generating business worth 2
billion euro/year. The wine tourism sector until some years ago was
considered a ?niche? market; today it is experiencing consolidation,
said
Vinitaly
http://www.vinitaly.com/news_archivio_en.asp?id=443
?According to a survey by Censis Servizi Spa, wine tourism now goes on
all year round. Proof comes from the growing tourist traffic in areas
with a reputation as outstanding wine country. Estimates put the
number of wine tourists at 5 million and the overall value of wine
tourism by the end of 2002 at ? 2.5 billion.?
http://www.mtvfriulivg.it/dati_eng.html
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Australia
- Value of wine tourism
?The overall value of wine tourism has been assessed at nearly $1
billion annually, of which over $400 million is spent at wineries and
another $550 million spent elsewhere by winery visitors.?
ACIL Consulting (ACIL)
REVIEW OF WINE TOURISM AND WINE EXPORTS - ISSUES PAPER
http://www.acilconsulting.com.au/pdf/Wine_Tourism_Review_0702.pdf
http://www.aciltasman.com.au/pdf/wine_report_v2.pdf
?Trade Minister, Mark Vaile said the new $5 million Jacob?s Creek
Visitor Centre would further boost Australia?s burgeoning wine tourism
industry already valued at $1 billion.?
http://www.austrade.gov.au/corporate/layout/0,,0_S1-1_-2_-3_PWB1715394-4_-5_-6_-7_,00.html
?Te 2003 Cellar Door Research, commissioned by the SA Tourism Commission, shows:
- Wine tourism attracts higher spending visitors to SA;
- Wine tourists spend around half a billion dollars in SA a year,
including $64.6 million on 3.9 million bottles of wine at cellar
doors;
- Over a million overnight or day-trip visitors to SA visited a winery
while they were here;
- Of all visitors to wineries in Australia, 23% visit a SA winery
(from a total of 4.4 million overnight and day-trip visitors).?
Tourism South Australia
http://www.tourism.sa.gov.au/news/article.asp?NewsID=162
An interesting article from the Australian & New Zealand Grapegrower and Winemaker
?Research your wine tourists ? why are they coming to you?
by Anita Donaldson?
http://www.grapeandwine.com.au/2004/jan/04.htm
A paper published in 2002:
?The Wine Industry, Wine Tourism and Tourism in General
The Development of the Wine Industry in Western Australia
Characteristics of the Wine Industry?
http://www.wa.gov.au/tiac/directions/paper5/paper5.html
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United States
Michigan
According to Michigan Department of Agriculture (MDA) Director Dan
Wyant ?MSU researchers, in a recently-released study entitled "A
Marketing and Economic Analysis of Michigan's Wine Industry and Winery
Tourism," estimate that Michigan's grape and wine industry contributed
more than $75 million in state economic activity in 2000. Of this,
over $16 million is directly attributed to winery tourism.?
Michigan Wines
http://www.michiganwines.com/Media/news/2002_archive/03152002.html
?A 2000 Michigan Grape and Wine Industry study showed that winery
tourism generates $10.6 million annually statewide, as well as 206
jobs.?
?Wine is among the top five reasons 1.5 million people come here
annually, according to local tourism official Jeff Haas. "The wine is
part of an attractive mix of things to do - golf, casinos, sailing,
hiking and biking."
Lehigh Valley Convention & Visitors Bureau
http://www.lehighvalleypa.org/default.aspx?pageid=143
---------------------------------------------
Pennsylvania
PA Wine Tourism
- 800,000 to 900,000 visitors
- $153 million spent by visitors
- $244 million of sales for region
- $82 million in wages & salaries
- $29 million in taxes
- 4,000+ jobs
?Although experiences will vary, the typical Pennsylvania farm winery
(and associated retail outlets) attracts about 10,000 visitors per
year. This is consistent with the experience of other major wine
producing states (e.g. New York, where 110 wineries attracted 1.8
million visitors in 1997). A 1992 Virginia study also determined that
5% of all tourists visited wineries. More importantly, it found that
these visitors, on average "spend twice the amount that other tourists
spend, stay longer in the state and visit more attractions."
Source:
The Economic Importance of Pennsylvania's Wine Industry
Pennsylvania Wine Association
May 2003
Prepared by:
Shepstone Management Company
http://media.pennsylvaniawine.com/economic-report/EconomicReport.pdf
?Pennsylvania reaped over $190 million in economic benefit from
wineries, coming through direct channels ($50 million)and tourism
($140 million).?
http://www.americanwineries.org/newsroom/WineAmerica%20newsletter%20-%20September%202003.pdf
---------------------------------------------
Washington
?A study conducted by the Washington Wine Commission in 2000 showed
that wine-industry efforts to lure tourists are paying off. An
estimated 2 million visitors walk through winery doors annually, the
study found, and wine tourism is an $18.9 million industry, employing
more than 200 people in the state.?
American City Business Journals Inc
http://seattle.bizjournals.com/seattle/stories/2002/07/15/focus6.html
?Revealing in this regard is a Washington Wine Commission study
finding that the average wine tourist had an annual income of $82,025
and was between 35 and 54 years of age, with half having no children.
These visitors who lodged in the State (40%) stayed an average of 3.4
nights. Winery visits were the primary purpose of the trip in 38% of
the cases. Some 44% of winery visitors also did sightseeing and 28%
did other shopping while visiting.?
Pennsylvania Wine Association
http://media.pennsylvaniawine.com/economic-report/EconomicReport.pdf
---------------------------------------------
California
?Each year about 10.7 million people visit California winegrowing
areas, generating more than $1.2 billion in tourism expenditures for
restaurants, hotels and other retail establishments. Wineries and
vineyards are the second most popular tourist destination in
California after Disneyland. Winegrowing also enhances the
environmental beauty of the state as it preserves its highly valued
open spaces and rich agricultural heritage.?
California wine industry statistical summary
http://www.eresonant.com/pages/history/history-stats.html
?Tourism directly related California?s wine industry results in
expenditures of $1.2 billion annually.?
http://www.agmrc.org/agritourism/winetoursmain.html
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I haven't been able to locate the figures for France; however this
information might be available in the following book at Amazon:
Wine Tourism Around the World: Development, Management and Markets
by C Michael Hall
?The first comprehensive introduction to wine tourism from a business,
social science and policy perspective
- An international perspective on wine tourism and includes detailed
examples from Australia, Canada, France, Greece, Hungary, New Zealand,
Portugal, South Africa, Spain, Switzerland, UK and the USA.
- Detailed information on the growth and development of wine tourism
from both supply, demand, marketing and management perspectives.?
Amazon has three used copies of this book priced from $49.50
http://www.amazon.com/exec/obidos/tg/detail/-/075065466X/qid%3D1080173978/sr%3D1-1/ref%3Dsr%5F1%5F1/103-2760852-4120644
---------------------------------------------
Additional information that may interest you:
You may also want to read the article ?Wine tourism booms - Boutique
labels, tasting rooms skyrocketing by Reed Fujii
Published August 25, 2003
http://www.recordnet.com/articlelink/082503/business/articles/082503-b-7.php
Best of Wine Tourism Awards 2003-4
?In October 2003, in Bilbao Spain, the Great Wine Capitals Global
Network awarded eight international prizes to eight particularly
distinctive wineries across the world. Each award-winning winery
demonstrated exceptional capability to cater for, and welcome,
visitors and tourists.?
?Prizes were awarded in the following "Best of?" categories:
accommodation; architecture; arts and culture; festivals and events;
leisure; parks and gardens.?
The list of winners is at the following link:
http://www.greatwinecapitals.com/bestof/index.asp
Search criteria:
"Wine tourism" million OR billion
Wine related Tourism OR Travel market OR industry million OR billion
"Wine travel" million OR billion
Wine tourists spend
Wine tourism France
Wine tourists France
"Wine travel" +France
I hope you find this information helpful!
Best regards,
Bobbie7 |
