How can France become Europe’s leading wine tourism destination by 2030?

n Friday June 13, France’s Minister of Tourism, Nathalie Delattre, unveiled her strategic vision for wine tourism from the heart of the Loire Valley. Speaking at Bouvet Ladubay – a benchmark estate in the region attracting around 40,000 paying visitors annually – Delattre outlined her ambition: “My goal is simple – to make France the leading wine tourism destination in Europe by 2030.”

France currently welcomes approximately 100 million international visitors each year. “A third of them cite gastronomy and wine as key reasons for their trip,” the Minister highlighted. Among them, an estimated 12 million engage in wine-related tourism, either through paid experiences or complimentary offerings at wineries as customers. These figures suggest significant growth potential through the professionalisation of wine tourism.

Hervé Novelli, head of the national wine tourism board, introduced an eight-point action plan to strengthen the sector and create new revenue streams for producers amid declining domestic wine consumption.

Key proposals include easing administrative procedures (such as authorising Sunday openings and simplifying planning regulations), enhancing accessibility – particularly for people with disabilities – and expanding access to the requisite professional training. “Progress must be underpinned by official recognition, especially through the Vignobles & Découvertes endorsement,” Novelli emphasised.

To support this momentum, Delattre is advocating for a draft bill to legally define wine tourism and establish a clear regulatory and tax framework.