Wine Tourism: a new ambition for France as a destination

OPENING KEYNOTE

Can wine become a driver of attractiveness for France? Four perspectives, 45 minutes, to open this new edition of Vinitech-Sifel.

Tuesday, December 1, 2026 · 9:40 a.m. · Hall 1 – FORUM · 45 minutes

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THE CHALLENGE

Transformer la richesse de nos vignobles en véritables destinations

Vinitech-Sifel opens its 2026 edition with a roundtable on the potential of wine tourism and the role wine can play in France’s appeal as a tourist destination.

Chaired by Bernard Farges, President of the CIVB, the session brings together complementary perspectives over 45 minutes to explore how the richness of our vineyards, landscapes and expertise can be turned into genuine tourist destinations.

By bringing together economic, professional, cultural and political perspectives, the roundtable aims to build the future and give French wine tourism the means to scale up.

Four perspectives to scale up

  • Krystel LEPRESLE, Director, Vin & Société, Roundtable Moderator

  • Olivier SAUTEL, Partner, Deloitte

  • Michel CHAPOUTIER, Winemaker and President of the Fédération nationale Vignobles & Découvertes

  • Solène JABOULET, Marketing and Communications Director, La Cité du Vin

  • Nathalie DELATTRE, Senator for Gironde, Former Minister Delegate for Tourism

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Four talks, four key questions

01 THE ECONOMIC PERSPECTIVE

The economic weight and potential of wine tourism in France by Olivier Sautel

02 THE PROFESSIONAL PERSPECTIVE

From vineyard to destination: how can we build a collective wine tourism offering? by Michel Chapoutier

03 THE CULTURAL PERSPECTIVE

Making wine a cultural experience to attract new audiences by Solène Jaboulet

04 THE POLITICAL PERSPECTIVE

Scaling up: what levers can strengthen the appeal of French wine tourism? by Nathalie Delattre

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CHAIRED BY

Bernard Farges, President of the CNIV

Schedule

A morning to launch this new edition

  • 9:30 a.m.

    Opening speeches by Philippe Autran, President of BEAM, and Bernard Farges, President of Vinitech-Sifel

  • 9:40 a.m.

    Opening keynote in the form of a 45-minute roundtable

  • 10:30 a.m.

    Official addresses: City/Metropolitan Authority, Region, Prefecture/Ministry

  • 11:15 a.m.

    Opening tour of the show

  • 12:30 p.m.

    VIP cocktail reception

Wine tourism is a shared challenge. Let’s think it through together. See you at Hall 1 – Forum.