“
Château de Flaugergues and its French gardens,” “
Château de l’Engarran, the elegance of its characteristic wines,” “
Château de Fourques, winegrowers from mother to daughter.”
Destination Vignobles de Montpellier launched its
social media campaign by highlighting these three wineries.
Organized in partnership with the
Montpellier Méditerranée Métropole Tourism and Convention Bureau,
the campaign started on October 10 with the clearly stated goal to promote the
specificities of the Montpellier metropolitan area’s wine tourism offering, which are quite different from all other Vignobles & Découvertes destinations.
Ever since Montpellier Méditerranée Métropole and the local wine, vine, and
wine tourism industry obtained the Vignobles & Découvertes label on March 22, 2022, they have been actively working together to promote the area’s strengths.
The progress made in less than six months is impressive! On May 31, the 2022 action plan was presented and collaborative workshops were held to discuss the expectations of wine professionals. The group also published a brochure to help explain wine tourism strategy and facilitate its adoption by label holders and partners. At the same time, work was carried out to develop the destination’s visual identity and signature: “
De saveurs en savoirs” (From tastes to know-how).
The signature is rooted in the fact that Destination Vignobles de Montpellier offers a unique combination of wine tourism and exceptional history, distinguished by the creation of techniques that have revolutionized vine and wine growing. Many of those techniques are the result of the vitality of agronomic research that has flourished in the region for centuries.
In addition, a wine tourism map presenting the Vignobles & Découvertes label for Destination Vignobles de Montpellier and its oenocultural heritage was recently published (link to map).
Promotional operations have also been going well. From October 3-5 in Aix-en-Provence, the destination’s hospitality agencies, along with Montpellier Métropole and the Montpellier Convention and Visitors Bureau, attended the internationally renowned Destination Vignobles trade fair. Together, they promoted
Destination Vignobles de Montpellier to foreign tour operators.
Following soon after the trade fair, the “Rencontres Vigneronnes” (Winemaker Meetings) event will be held on November 26 and 27, with activities taking place throughout the weekend in wine cellars around the metropolitan area.
New actions have already been confirmed for 2023, including support for professionals in developing new wine tourism offerings, as well as the organization of tours and workshops to promote cooperation and the development of partnerships among industry professionals. It was also decided to participate in the next edition of the national “
Le Fascinant Week-end” (Fascinating Weekend) event. This event offers all wine producers with the Vignobles & Découvertes label an opportunity to present events and experiences to wine enthusiasts who want to discover a different region and its vineyards.
Momentum is clearly picking up for
Destination Vignobles de Montpellier!
