The City of Wine, between mirage and hope

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The Cité du Vin is a tourist monument that is part of the Bordeaux landscape, and which honors its flagship product, wine. Renowned all over the world, Bordeaux Wine is not the heart of this museum, which allows visitors to discover the origins and history of this popular drink. Since its inauguration in May 2016, it has offered its visitors temporary exhibitions as well as a permanent exhibition. However, with COVID-19, the attendance of this establishment accustomed to foreign tourists has not really been spared…

The City of Wine, a controlled drop in attendance in the summer of 2020

COVID-19 has a direct impact on international tourism. France, and more precisely the Gironde with the Arcachon Basin and Bordeaux are popular destinations for foreign tourists. Every year, wine tourism is a major success for visitors from various countries around the world. The United Kingdom, the United States, Canada, Brazil or Australia are very attracted to the wealth of the region. These are all countries affected by the Coronavirus crisis, and cannot travel the world. A significant loss for museums such as the City of Wine, as these tourists account for almost half of their summer attendance. This barrier to attendance has left a mark on the tourism activity of some establishments. For the Cité du Vin, the mobilization of French tourists and local residents has had a positive impact on the results of the season.

Thus, in August 2020, the Cité du Vin sees a 43% increase in the arrival of French people. This year, they represent 85% of visitors, compared to 55% in normal times. Encouraging local tourism and disseminating promotional offers to encourage visits to museums and monuments works. Despite the uncertain health situation in its evolution, the City of Wine has managed to compensate in part for the absence of foreign visitors. As a result, the drop in attendance is then “only” 13%. A result much more reassuring than expected, which demonstrates an important interest in the city and culture in Bordeaux. In addition to the Museum, the Cité du Vin also offers a panoramic restaurant,the 7th, as well as a shop to find wines and champagnes from around the world.

Wine-related activities to boost the local economy

Wine is a mainstay of the regional economy, attracting many curious wine lovers every year. It holds an important place on the tables of Bordeaux restaurants, and offers a wide variety of flavors. This diversity is highlighted with the variety of estates and castles present on the region. Some of them, to revive their activity, embark on complementary activities, like the Château Troplong Mondot. This estate, located in Saint-Emilion, offers visitors an experience in the heart of the vineyards for two days. It offers a stay in the heart of the estate, with a visit to the vineyards during the harvest, as well as tastings. Being “at the source” is a new way to travel. This is how post-covid tourism is turning resolutely to greening, away from the cities.

The City of Wine, like other museums, has to deal with a different clientele in this unprecedented period. With a small share of foreign tourists, Belle Endormie, accustomed to welcoming visitors from all over the world, must innovate. The city therefore proposes new appointments, new events for residents and French people. With its positioning and reputation, it managed to get out of the summer period with less impact on its tourism business. Its pleasant climate has attracted national visitors in search of relaxation. It remains to be seen how the back season will be looming, which remains paved with uncertainty about the attendance of the French.

Sources:

Press release – The City of Wine – September 1, 2020

The City of Wine Wine Cultures and Civilizations

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