Vignobles & découvertes Promoting an exceptional terroir
Towards excellence in tourism
Vignobles & Découvertes is a national label created in 2009 by Atout France. It highlights the destination and its wide range of complementary tourist products (winery visits and tastings, accommodation, restaurants, museums, events, etc.), helping visitors to organize their stay and directing them to qualified services and original experiences. It is awarded for a period of 3 years to a wine tourism destination.
See pages 14 to 19 of the application form to find out more about our partners:
shared values
Because Méditerranée Porte des Maures and Provence Méditerranée share values and a vision that are both common and complementary, the two regions have joined forces around a shared ambition: to create an exceptional wine tourism destination, where authentic traditions blend with innovation.
Together, they promote a rich and diverse winegrowing heritage, exceptional landscapes shaped by the Mediterranean Sea and surrounding hills , and a renowned culture of hospitality. Rooted in Provencal tradition, these regions share a deep respect for their environment and terroirs.
Visitors don’t just come to taste : they discover stories, and enjoy unforgettable sensory and cultural experiences. Vineyard walks, tasting workshops, artistic events: every visit becomes a moment of sharing and wonder, enriched by the discovery of the region’s emblematic local products, such as olive oil and honey, which enrich the wine tourism experience by awakening the senses.
The partners involved
The application consists of 273 services
– 42 caves
– 40 restaurants
– 43 accommodations
– 48 activities
– 15 heritage sites
– 41 events
– 28 events in the domains
– 3 incoming agencies
– 16 tourist offices
Brand objectives
The main objective of the Vignobles & Découvertes brand is to improve the visibility of wine destinations and reach out to new clienteles.
The approach aims to develop networking, and to encourage the emergence and promotion of qualified products in line with the new expectations and practices of targeted tourist clienteles, notably through:
– Practicality, mobility, variety, quality and freedom of commitment
– The search for atmosphere, well-being, art of living, new experiences
– The spirit of the conso-actor(ethical and sustainable)
In addition, the brand’s key concepts are transmission, openness, welcome, tourist appeal, heritage, vineyards and responsible consumption.
strengthening wine tourism: targeted actions
To complement the initiatives already underway, specific initiatives will be added to the wine tourism development strategy. These aim to boost the visibility of our offerings, involve local professionals in large-scale projects and develop events that will promote the destination.
Putting wine tourism at the heart of reception areas
Starting in 2025, a meeting will be held with the heads of reception teams to study how wine tourism can be further integrated into the presentation of tourist office offers. Particular attention will be paid to responsible consumption, in order to promote the values of the region while raising visitors’ awareness of respectful and responsible practices.
Join the national dynamic with “Vignobles en Scène!
On the 3rd weekend in October, 3 collections of events are organized for wine professionals to create unique and memorable moments in new and unusual places.
– Gustative: all experiences linked to gastronomy, tastes and flavors.
– Immersive : all experiences organized in the heart of vineyards and wineries: sensory, sporting, mysterious and surprising, to experience the landscapes of vineyards and estates outdoors and indoors.
– Creative: all artistic and original experiences: concerts, shows, projections, happenings, etc…
A program will be available at every tourist information office.
Keep in touch
Let’s work together to develop high-stake business sectors for the region by supporting you and qualifying your offer.
Fabio MANTA
Vice President, Divisions
Your direct contact for all questions relating to our industry-specific services
+33 (0)6 16 17 02 15