G
AN
A M 2013
WINE TOURISM SPECIAL
ON THE GRAPEVINE
From using star architects to incorporating art and music into their offer, operators of wine destinations are raising the bar. Terry Stevens takes a look at the people behind some of the world’s most innovative wine destinations
his year the world will witness one billion inter- national tourism arrivals, with the UN World Tourism Organisation pre- dicting that by 2020 this
figure will have grown to 1.6bn. The competition to attract and secure market share of this growing number of tourists is intense. As des- tinations around the world strive to become more competitive and achieve ‘stand out’ they have to be increasingly creative and innovative. According to Claus Sendlinger, founder and CEO of Design Hotels, tourism needs to harness talent from the creative industries to succeed. “The tourism industry needs hybrid thinkers and hybrid solutions, but this industry is not sufficiently innovative and creative to deliver,” he says. There is, however, one sector within tourism which exudes innovation and demonstrates the creative touch. The wine industry has embraced the chal-
50
lenge, with wine tourism destinations now setting new standards for the rest of the industry to follow. This shouldn’t come as a surprise,
because viticulture and wine production is inherently a creative process. It’s an industry that’s embedded in lifestyle and it’s all about terroir – about provenence – with the wines bearing the characteris- tics of their place of production. This is an industry that has long recognised its symbiotic relationship with tourism. Wine tourism formed part of the ‘Grand Tour’ for Europe’s aristocracy. Wine trails first became an official part of the tourism offer in Germany in the 1920s but it was not until the 1970s that wine tourism emerged as a special interest aspect of tourism development. Today wine tourism is a fast-growing, high value and value-added sector of tourism. Today’s wine destinations are increasingly recognising the need for high quality, experiential tourism experiences that combine the best
Read Leisure Management online
leisuremanagement.co.uk/digital
that the wine industry can offer with those from local agriculture, land- scape, design and craftsmanship. The wine industry has also recognised the global drawing power of contemporary international architecture.
One of the most significant trends of the past 10 years in the development of wine tourism has been the involve- ment of internationally-renowned, star architects in the creation of new win- eries, wine museums, wine cellars and wine hotels and spas. Some of the best known examples include the Marqués de Riscal winery hotel by Frank Gehry at Elciego in Spain’s Basque Region; Norman Foster’s Bodegas Portia in Ribera del Duero near Madrid; Zaha Hadid’s involve- ment at the Lopez de Heredia Winery, also in Spain; and Herzog and de Meuron’s work with the Dominus Winery in California. Here we take a look at wine des- tinations putting a new twist on the traditional wine tourism offer.
ISSUE 3 2013 © cybertrek 2013
T N
IE L
EM
E E RU S
PHOTOS OPPOSITE PAGE: ©
WWW.HAUKEDRESSLER.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84