In brief: Wine tourism is about more than just opening your cellar for a tasting. A winery can provide a better visitor experience by offering clear activities, providing practical information upfront, simplifying reservations, and preparing for what comes after the visit. According to Atout France, over 12 million wine tourists were welcomed in France in 2023; this figure describes the national market, not the expected attendance for each individual winery.
1. Key Figures for France
The attendance study published by Atout France in 2025 estimates that over 12 million wine tourists were welcomed in France in 2023, with approximately 33.6 million visits to wine-related venues. These two numbers describe different things: a single wine tourist may visit multiple locations. International customers account for 45%, representing about 5.4 million people (with Belgians, Americans, and British making up the top three in the infographic).
These figures illustrate the scale of the sector. The study notes that its total is likely underestimated due to its methodology, designed to compare regions. France has 17 major wine regions and approximately 10,000 cellars open for visits, according to Atout France. For a winery, this means you need to make your offering easy to understand and distinguish, and connect it with local activities.
2. Design a Visit That Visitors Understand Immediately
Start with the questions a visitor needs to answer before they arrive: what will they discover, how much time should they allow, on what dates, at what price, in what language, and do they need to book?
You can build an offering around what your winery already does well:
- a cellar tour followed by a guided tasting;
- a discovery of the plots, landscape, or know-how;
- a formula adapted for families or visitors who do not drink alcohol;
- a workshop, a meeting during harvest, or a one-off event;
- a self-guided tour with a route and explanations accessible on mobile.
Give each option a clear name, duration, price, capacity, available languages, and genuinely useful reception conditions. Recent, captioned photos help visitors visualize the location. Only promise what your team can deliver during the busy season.
3. Make the Visit Easy to Find Online
Create a "Visit the Winery" page accessible from the site menu and from the home and contact pages. Present each visit with a descriptive title, dates or times, price, duration, languages, exact address, access instructions, and a clearly visible reservation button.
On mobile, the essentials must be found quickly: availability, rates, location, access, and how to book. Also verify that the hours displayed on your site match those on your Google Business listing and the wine routes or tourism offices that reference you. If you welcome foreign visitors, translate the practical details into the languages useful for your customer base; do not limit yourself to translating only the visit name.
For local search, precisely name your location and activity, describe the appellations and communes served, and keep coordinates consistent everywhere. Links from tourism offices, wine routes, and local partners help visitors build their itinerary and can promote your offering beyond your own site.
4. Simplify Reservations and Reception
A well-presented visit can lose reservations if visitors must call to find the next dates or if the booking process leaves them with questions. Publish genuinely available dates, explain the number of places, and collect only the information necessary for the visit. Send a confirmation that summarizes the time, address, duration, payment methods, and how to notify the winery if plans change.
Prepare for the day of the visit: signage, parking, reception for people with reduced mobility, weather contingencies for outdoor tours, actually available languages, and a solution in case of no mobile network. Respond to reviews professionally and use feedback to correct missing information.
Online booking does not require turning every visit into a complex ticket. For a small team, start with a regular slot and a simple format, then add dates or offers only when you can properly host them.
5. Extend the Relationship After the Visit
A visit can inspire guests to find a wine they tasted or share a discovery. Clearly present the wines tasted and how to find them: sales at the winery, partner wine shops, or an online store if you have one. A mobile visit sheet or a QR code—distinct from the mandatory e-label QR code—can share the story of the place, a map of the route, or audio content.
If you want to send news or offers after the visit, request appropriate consent and explain what you will send. A reservation form does not automatically mean subscription to a newsletter. First, track what helps you decide: requests per visit, honored reservations, most popular visits, and sales made at the property.
Frequently Asked Questions
Do I need to offer multiple types of visits?
No. A well-described and regularly held visit can be a better start than multiple formats that are difficult to organize.
Can a small winery do wine tourism without accommodation or a restaurant?
Yes. A cellar tour, a guided tasting, or a self-guided tour can already constitute an offering. Clearly present what is included and what is not available.
How can I attract an international clientele?
First, identify the languages and markets relevant to your region. Translate the visit information, reservations, and access details, then connect with local tourism offices and wine routes that welcome these visitors.
Do I have to accept online reservations?
No. But visitors need to understand whether the winery is open, what dates are available, and how to confirm a visit.
Can I use the same QR code for the tour and the electronic label?
No. Keep the label QR code for the wine's regulatory information. Use a different address or code for the itinerary, visit, or audio content.