Weekends in the countryside give way to weekends near the vineyards. Because this fall, it is wine tourism that is arousing the desire of the French. “It’s a way to open up to wine differently,” confides to 20 minutes, Marion Bores, winemaker of the Borès estate in Alsace. Tasting wines, visiting the cellars and walking through the vineyards during a stay has never been so accessible. “Why just stop at a wine estate for the day when you can stay there? » asked the deputy director of Airbnb France, Bertrand Burdet, who launched the “vineyard” category on the rental application. Since 2022, wine tourism has sparked real enthusiasm on Airbnb with more than 1.5 million travelers who have been tempted by the experience. They can sleep in estates, enjoy guided tours and tastings in the cellars or even discuss grape growing and winemaking techniques with winegrowers. A new source of income for farmers and a breath of fresh air for vacationers, the trend is taking root.
A proposal adapted to the All Saints’ Day holidays
“We are in the grape harvest period, so it is the best time to do wine tourism,” confides an Airbnb manager to 20 minutes. The autumn period is particularly conducive to this form of tourism, because it corresponds to the grape harvest period in France, generally observed from the end of August to October. The tourist office Occitan Provence, for example, encourages the French to discover its vineyards, while Airbnb statistics reveal that Thonon-les-Bains in Haute-Savoie, Saint-Florent in Haute-Corse or Talence in Gironde are now popular touristy as wine-producing communes. The picturesque villages nearby appeal to wine enthusiasts and amateurs alike.
“At the moment, we are offering an experience of harvester for a day, explains Marion Bores to 20 minutes. For a few hours, customers follow my team. They do a cellar tour, a wine tasting and share a meal, explains the Alsatian winemaker from Domaine Borès who has been offering this service for three years. Many French regions such as Alsace, Burgundy and the Loire have already been banking on their wine heritage for a long time with their wine routes and village festivals. But today, for many travelers, wine is no longer just a vacation amenity, but the purpose of the trip.
A pleasure that suits everyone
“Wine tourism is a way to promote wine without pretension,” says the winegrower, who has been organizing events in the Borès estate since 2019. “You don’t need to be a connoisseur to love wine.” Far from being reserved for wealthy customers, it can easily adapt to different budgets. “We offer gourmet aperitifs, picnics, and even theatrical performances in the vineyards in summer. So, the prices for our activities vary a lot, confides the winemaker. We can offer activities from 5 euros, which can increase depending on the number of glasses of wine, or packages at 40 euros for an intimate aperitif which offers 5 glasses of wine with different dishes. Wherever you are, it’s possible to find affordable deals for activities and rentals in wine regions. In the Gard, in Laval-Saint-Roman for example, you have the possibility of spending a night in an old wine farm for 90 euros. Not far away in Laudun, you can stay in a guest house in the heart of the vineyards for 120 euros. Suitable for people primarily seeking tranquility, wine tourism can also take a more dynamic form during festivals dedicated to wine.
This is the case of the Festival of terroir and winemaking traditions, “Les Vendanges de l’Histoire”, in Chusclan, which will be held from October 14 to 15, still in the Gard. During this event, old harvesting techniques will be brought up to date alongside costumed locals who will play the role of vintage grape pickers. The life of a small wine-growing village at the beginning of the 20th century will be recreated over the course of a weekend, during numerous activities organized by the Winegrowers of Chusclan.
Whether in the form of hiking, festivals, tasting, camping, or even a simple stay in a guest house nestled in the heart of the vineyards, wine-related tourism has shown growth of 15% since 2022 according to Airbnb . This sector promises to continue to prosper in France, where vineyards play an essential role in the country’s cultural heritage.