wine tourism: just storytelling!
el meu resum del primer matí a l’iwinetc 2013 a Croàcia
1/ Istria as a wine and culinary destination. Denis Ivosevic (Istria Tourist Board)
Links: http://www.istra.hr/en/home
33 protected natural areas that are very important for development and quality
Until 1990 it was a mass tourism destination, an overloaded seaside
There was a concentration in 3 summer months
Quality of service irrelevant
Minimal possibilities of development model
They decide to leave away this model
Started to create a complete new philosophy of tourism
Changed- conceptual redisgn of tourism
First of all, skateholders, very important!
Ministry of tourism regional
Tourism board of Istria + local tourist boards
Region of Istria and local municipalities
Privat sector - big hotel companies
Development projects in Istria:
Bike and trekking tourism
700 food facilities in Istria – 500 restaurant 200 typical taverns
Gourmet guides – 30 restaurant in the best ones
Gourmet packages, cooking clases www.istria-gourmet.com
Before the 90’s, only 3 companies
120 producers, 50 of them w/ high quality
155.000 wine visitors/ year
Wine tourism is the first project to run the sun one
Education is very important. Information about the region is basic to do business later. Invest in knowledge, just storytelling!!
Working in different kinds from malvasia. To produce in oak, barrels, longer or shorter time, maceration, amphoras, at least 7-8.
145 producers, 45 of them high qualified
Truffle tourism, very competitive touristic project
Production: 10 tones/ year
The only region both white and black truffles grows
The guiness world record: 1.31 kg white truffle fount in Istria 99
Experience in creating developing projects
Conjunction of hinterland part of Istria with seaside
Development of selective forms
Organized region, turistically first of all, everybody needs to know a lot about history, terroir, varieties… All the people have to know it, and must to be completely different from the others. Have a nice hospitality.
2/ Bike & Wine Tourism in Chile. What? Who? And how? Jamie Verbraak. Santiago Adventures
Link https://www.youtube.com/watch?v=MYEKekb657A
Santiago is the main viticultury concentration. But last years, wine makers explore new terroirs, distance 3h
Santiago adventures works w/
Wineries/ travel agents, wine tourism destinations
Target: the bike and wine lover have 30-45 years old. Young families are a difficult group because wine is a complementary product
Who is the bike and wine tourist?
“Slow down to see the world” Butterfield and Robinson
Seeing the vineyards from different perspective
Being in a direct contact w/ nature
Visiting places which you won’t visit by car
Complementary activity for wine tourism activity
Different levels, different types of bikes
Wine tourism destinations
Routs inside the vineyards
Tasting options must be flexible. Serious biker does not always want a tour and tasting
Colchagua Valley. Santiago, Sant Fernando, tasting at the Casa Silva followed by a delicious meal
Tinguiririca River. Chilean lunch at the carming village of Nancagua.
Patagonia… Pic nic lunch in the middle of the vineyard
Chile – Between January and May. Patagonia between November and April.
3/ Wine Tourism in India. Potential & Pitfalls. Pramod Krishna (Confederation of the Indian Wines and Spirits Producers)
We’ve a fascinating country w/ a lot of attractive… Himalaia, Taj Majal, Golden Temple, Elephants, century tigers…
Population 1.21 billion people as per 2011 census
65% population below 35 years of age
India’s economic development
Dringking culture in India down the ages upto british india
From independence 1947-90
An introduction to wine drinking and wine making in India
French and Italian oenologist come to India
See the magazine http://www.sommelierindia.com/blog/ (Torres is also there!)
Foreign exchange earnings increase 21.8%
Indian tourism and hospitality industry increase 24.6%
Trends in the tourism industry:
93 wineries in the country, 75 in Maharashtra
Californian wine industry earns about 20% of their annual revenue from the wine tourism
Indian wine market is growing at about 30-40%
What’s the average expense of each visitor?
Higher disposable incomes
Exposure to outbound travel drinking culture amongst ladies
Some of the reasons to increase in wine consumption along with popularity of Indian cuisine
Indian grape processing board
Not a priority for wineries yet
5/ Wine tourism enhancement in the Prosecco Area in Italy. Giovanna Sacchi (Ca’ Foscari Venice University, Italy)
Link http://www.unive.it/nqcontent.cfm?a_id=10497
Background – the territory and a bit of history
Objectives – research questions
Methods – survey and statistical methods
Results- level of satisfaction and cluster analysis
Comments – interpretation of findings
Limited size area: Prosseco wine
1962 -11 producers, Consortium for the protection of conegliano valdobbiadene Prossecco. Rules safeguard the quality
In 66 - First Italian wine route, one of the most important tours in national level
In 69 - DOC zone for the production of Prosecco
In 2003 - Oenological district of Veneto and fist Italian sparkling wine district
1500 wine industry employees
68 milions produced bottles
420 millions of product value to consumption
Wife/ husband 26% and couple 21%
How people select place to visit… Internet 45%
Level of satisfaction within Prosecco district:
Quality of information available
Staff expertise and competence
Food quality in hotels and restaurants information available on the spot
General/ Daily and frequently
TV programmes/ surfing the internet on wine tourism 65%
Wine production mail list 63%
78% repeat the experience
Yes, in tree year come back for wine tourism vacation 68%
Cluster – multivariate analysis
High education level and high degree of involvement confirm previous researches
Variable referring to income differs entirely from findings of other scholars
Hight satisfaction level for many services
Results on visit previous phase show some margins of improvement
Relatively limited use of activities realated to Prosecco route
Priority: Road signs along the territory
6/ Branding Balkan Wines in the Context of the South Eastern European Wine Tourism. Dusan Jelic (www.winesofbalkans.com)
Balkan has a negative connotation nowadays
Objective: Create a marketing took relying on synergy among wine producers and promoters of the regional wines
We’ve Sofia wine’s competition: 50 wineries
Few origins in the Balkans wine tourism
Istria is a perfect model
The region is overwhelmingly oriented towards joining the European Union
Croatia is joing EU in july
South Eastern Europe will be a gastronomic heaven
Indigenas Greek varieties
Points to explore further:
Cellar door sale vs a total experience
What if wine tourism infrastructure is non- existent or it is poorly developed
National and regional tourist bodies do not identify the wine tourism as the op marketing priority
Accurately segment nationals wine tourism destinations
Strategically position less well know wine regions also as holiday destinations
Promotion of carefully selected
Wine tourism offerings which include winery and cellar visits
Vigorously encourage the packaging of wine estate visits with a diversity of tourist experiences
Wine communications social media wine online
Wine lover share your passion, the more you share it the more you generate it
Istrian peninsula, Croatia
The keyword is management
Indigenous and international varieties in Balkans, great gastronomic experience, people hospitallity, culture and music, 2.000 wineries… Every wine tells a history
You can plant a wine aromas garden. Rosemary, white flowers… and then wonder around with a glass of wine in your hands
7/ Wines from Adriatic Grand Tasting led by Carol Gilby MW
Link http://carolinegilby.wordpress.com/
Riesling 2011- Bolfan Vinski. Croatia
Festigia Malvazija 2011 – Agrolaguna. Croatia
Malvazija Bomarchese 2011 – Degrassi. Croatia
Biancosesto 2011 – La Tunella. Italy
Sauvignon Breg 2011 – Marof. Slovenia
Grasevina DE Gotho 2012 – Kutjevo. Croatia
Goldberg Grasevina 2011 – Vina Belje. Croatia
Traminac 2011 – Ilok cellars. Croatia
TeranRre 2007 – Roxanich. Croatia
Plavac Mali 2009 – Jako Vino. Croatia
Aries 2009 – Caporino Vineyards. Croatia
Wine is the only thing we normally approach as a human being
Wine is the way to interpret a place
Only the 4.5% Croatian wine is exported
60.000 wine growers in Croatia
At a winery, it’s important to explain your own history
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