Burgundy wine centre changes director amidst falling visitor numbers

8-year-old Edouard Mognetti officially takes up his new position as deputy general manager of the Cité des Climats et Vins de Bourgogne on November 24. He has already helmed the Centre Loire wine marketing board BIVC and the Dijon School of Wine & Spirits Business.

“The arrival of Edouard Mognetti is part of our drive to boost the commercial aspect of the Cités network, both in terms of visitor numbers and private functions”, announced the Burgundy wine marketing board (Comité Bourgogne) in a statement. Officially opened in 2023, the visitor centre has yet to reach its attendance targets. In 2024, 86,000 tourists went through the doors of the three locations – in Beaune, Chablis and Mâcon – falling far short of the 150,000 to 180,000 expected visitor numbers.

An audit was conducted at the end of 2024, followed by the adoption of a strategic plan in spring 2025. “The plan features two main strategies: optimise the way the Cité is run by targeting synergies with the Burgundy wine marketing board, and give it a much stronger commercial focus. Tourists travelling to Burgundy can choose between multiple activities and we need to find out how to attract them”, admits co-chairman of the Burgundy wine board, Edouard Delaunay. “And the plan is reaping rewards, with visitor numbers up by 15% in 2025. It will be Edouard Mognetti’s task to sustain this momentum”.