The numbers of wine tourism

by Monday, April 6, 2015

The search results for "wine tourism – The culinary experience in travel: the keystone in the discovery of a country "led by Aigo with Pangaea network, International Association of independent agencies specialised in consultancy and communication in the field of tourism.

Research has looked at a sample of 389 tourism operators, whose 69% travel agents and tour operatorcon aged 36 and more than 55 years, operating in five European countries: France, Germany, Italy, Spain and United Kingdom. The intent is to analyze one of the segments that had a significant growth in recent years: the "wine tourism", or travel in which the culinary experience enriches and influence the choice of the target itself.


  • For the 66% of respondents food experience determines the choice of trip

For two-thirds of the sample, Food and wine is the protagonist in the choice of travel and only the remaining third of the sample does not recognize this aspect, the existence of a real market trend. The countries where the food factor is particularly appreciated are the Spain (82%), the United Kingdom (73%), the Italy (61%) and France (60%). In Germany instead, Neither prevails not opinions.

  • Local food and wine affect the destination's image until 50%

To what extent the local wines and food affect the perception and the image of a destination? According to Europeans, where there is a renowned gastronomic culture, This is a predominant part in representing the image of a country (even up to the 50% evaluation of the image itself) for the 38% of respondents (in detail, are of this opinion, the 48% Spaniards, the 44% of the French, the 39% the British and the 37% degli italiani). For the 41% of the Germans, local culinary specialities contribute to build the image of a country only for the 30%.

  • Considerable growth segment for the 38% of respondents

Respondents gave differing opinions on the issue of the growth of the segment. In detail the 40% claims to have witnessed a slight growth of this type of travel over the last three years, the 38% claims to have recorded a considerable increase in, while 8% felt that there was no growth.

The 42% the Italians believed that the sector has grown a little, While the 40% think has developed considerably. Of the same opinion, or for contained, are the 52% the Germans and the 44% Spaniards. French (56%) and British (46%) However, a considerable increase in State.

  • The sector represents up to 10% total turnover sales

The figure is confirmed by most of the Spanish (60%), French (44%), Italians (40%) and British (26%). An even more telling about the English champion, whose 25% declares an incidence of 30% total turnover sector. In contrast, the Germans, whose answers provided the highest percentages of people who doesn't know how to answer the question (41% of cases) and who believes that the sector does not impact in any way on its turnover (26%).

  • Gastronomic itineraries sold by 41% of respondents

Only the 29% does not have any programming package currently with itineraries but intend to develop them. The remaining 30% does not sell these proposals and has none scheduled in the future.

  • The sale of packages with the 26% through travel agents

The promotion takes place primarily through direct and verbal advice to the customer in travel agencies (26%). Only the 22% promotes the packets through the internet, social network and travel blog. The 16% uses of brochures and magazines, the 13% exposes bench materials and always a 13% organizes events aimed at consumers. Only the 6% promotes on radio and TV.

  • Combined with culture packages, well-being, shopping and Expo 2015

Most insiders argued that travelers tend to associate the culinary experience to visit your destination and its surroundings (25%), preferring the cultural itineraries (26%), the welfare (17%), themed events (14%) and shopping (11%). Outdoor activities, sports, are offered only in 6% of cases.

The key factors that make an attractive package are:

• Visits to markets and factories of local producers (29%)

• Possibility of purchasing local products such as food and wines (26%)

• Wine and food-themed Events like culinary festival (20%)

• Cooking Workshops (13%)

• Food Fairs (7%)

• Renowned Restaurants and cultural visits (2%)

As regards the theme Expo Milano 2015, the 41% European insiders says that it will offer to its clients a trip to Italy for the occasion. It is also the high percentage of anyone who has not yet decided whether to promote the event (34%), While only 25% of respondents report an ad hoc proposal. In contrast the Italian champion, where the percentage of people who promote the event to 58%.

Food traveller profile

The majority of respondents (58%) considers that the preferred term for this kind of wine and stays 2-3 days. The 23% indicates a week's stay and only 8% indicates a single day. The 3% prefer to move to 10 days or two weeks. According to the 50% respondents are couples prefer culinary routes. Follow friends groups (18%) and thematic associations/groups (15%), the 9% moves with family and only the 2% travel only.

According to the 53% of respondents, the wine sector is booked either by men and women; only for the 23% of the respondents, on the other hand, is a type of travel booked by women, and even just for 13% by men. In contrast only the German market, According to which the majority of reservations is performed mostly by women (46%). The average age of the typical customer wanders among the 36 and the 55 years for the 58% of respondents. The 30% indicates the over 55 as the main business of this segment and only 1% believes that book are people between the ages of 20 and the 35 years.

The 45% Insiders state that the average expenditure per person per day is more than 250 Euro. The 19% does not exceed 100 Euro. The 11% indicates a charge between 250 and the 500 Euro; the 8% reporting a budget between 500 and the 1.000 Euro and only 1% invests more than 1.000 Euro.

The 55% the professionals ' food travelers ' as travellers seeking authentic aspects of the country who visit, primarily through food and wine experience. The 28% thought to be more appropriate to define them as people who seek a moment of socialization and sharing through the culinary journey. Only 8% felt it is tourists driven by socio-cultural trend.

Respondents therefore emphasise the importance European of culinary experience in choosing a destination and a growth industry extremely. Food travelers prefer to buy their business as a result of direct consultation with travel agents and are primarily women who achieve the reservation. The culinary experience is often associated with the discovery of places around, wellness proposals and themed events. The traveller type loves visiting local markets and producers and buy traditional delicacies. Travels mostly in pairs and prefers to stays lasting 2-3 days. Also boasts a capacity of average expenditure / medium-high in that it identifies the maximum daily spending figure around 250 euro in order to explore the most authentic aspects of the target.


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