Wine Tourism: The New Face of Experiential Travel
In 2025, wine tourism is more than a trend — it is reshaping the future of luxury travel. For today’s discerning travelers, wine is no longer just a product to taste, but a destination to explore. According to Atout France, wine tourism is part of a wider cultural shift toward authenticity, locality, slow travel, and meaningful experiences. Travelers seek more than accommodation: they want to immerse themselves in heritage, terroir, and the art of living.
The Growth of Wine Tourism in France
France, the world’s wine capital, welcomed nearly 10 million wine tourists in 2023, with 42% international visitors. The most notable trend is the rise of luxury wine travel, as high-end clientele increasingly choose vineyard stays and exclusive wine experiences over traditional tourism.
From Bordeaux wine tours to vineyard experiences in Beaujolais and Provence wine escapes, France has become the global reference point for travelers who wish to combine luxury hospitality with authentic cultural immersion.
Why Wine Tourism Matters for Hospitality Brands
For hotels and resorts, wine tourism offers a powerful opportunity to stand out. By embracing oenology, hospitality brands can:
Anchor themselves in local culture with vineyard partnerships and wine-focused storytelling
Offer immersive wine experiences such as private tastings, cellar tours, and food pairings
Redefine luxury hospitality around conviviality, heritage, and authenticity
Simply put, wine tourism allows hotels to offer more than a stay — an emotional journey into the heart of a terroir.
Sur-Mesure Hotels & Homes: Immersive Wine Experiences
At Sur-Mesure Hotels & Homes, wine tourism is already at the core of several properties. Guests enjoy:
Exclusive vineyard stays in renowned regions like Bordeaux, Beaujolais, and Provence
Tailor-made collaborations with prestigious estates, including Château Troplong Mondot and Château de La Chaize
Slow tourism experiences, where travelers take the time to taste, learn, and connect with winemakers
These unique journeys create memories rooted in both luxury and authenticity.
Two Icons of French Wine Tourism
Château Troplong Mondot, Saint-Émilion (Bordeaux)
As a Premier Grand Cru Classé, Château Troplong Mondot is a landmark of Bordeaux wine tourism. Here, hospitality meets terroir, offering guests exclusive tastings, vineyard immersion, and refined luxury at the heart of Saint-Émilion.
Château de La Chaize, Beaujolais
A jewel of the Beaujolais vineyards, Château de La Chaize represents a new vision of sustainable wine travel. With a deep commitment to biodynamic viticulture, this historic estate offers visitors an authentic art of living, blending heritage, elegance, and eco-conscious practices.
Wine Tourism: The Future of Luxury Travel in France
Far from being a niche, wine tourism is becoming a pillar of luxury travel worldwide. For international travelers, France stands as the ultimate destination, where vineyard stays, luxury hotels, and immersive wine experiences converge.
For hoteliers, the message is clear: embracing wine tourism means offering guests more than a room — it means offering a story, a culture, and a true connection to place.