How to attract more visitors to your vineyard

Declining wine consumption: a threat or an opportunity?

The French are drinking less wine. This has been a documented reality for several years. Younger generations are drinking differently — less often, but more consciously. They seek to understand what they are drinking, to forge a connection with the producer, and to enjoy an experience rather than simply buying a product.

For wine estates, this presents a significant opportunity. Not to sell more bottles in supermarkets. It’s about forging a direct, lasting connection with customers who choose to come to you.

The figures confirm this. According to the Winalist 2026 Observatory, one in two wine tourism visitors is now under 35. A third of visitors are aged between 25 and 34 — this group is now the main audience for wineries and wine estates. And during their visit, these young consumers spend an average of €164 on wine on site.

Young, engaged people, ready to buy — provided the experience lives up to expectations.

What today’s visitors want

Overly formal set-ups no longer work. Guided tours full of technical jargon, wine tastings standing up in a soulless room — these no longer attract visitors or build loyalty.

What does attract them: modern, relaxed formats that leave room for personal discovery. Terraces with beautiful views. Hands-on workshops. Tours you can do at your own pace, in your own language, with a narrative that tells a true story.

What keeps people coming back and talking about it: the experience they have whilst there. Not just the technical quality of the wine — the story they take away with them. What they’ve learnt, felt and shared.

Lever 1 — Online visibility

A winery that’s invisible on Google is one that tourists won’t find. Here are a few practical steps:

Google Business Profile

The listing that appears when someone searches for “wine cellar tour [your region]”. Free, simple, often overlooked. A complete listing with photos, opening hours and customer reviews greatly increases your chances of appearing in local searches.

A clear website

A potential visitor needs to understand within 10 seconds: where you are, what they can experience at your estate, and how to get there. If this information isn’t clear, they’ll move on to the next listing.

Wine tourism platforms

Rue des Vignerons, Winalist and Winetourbooking list experiences that tourists are actively seeking. Having a presence on these platforms means being visible to an audience that’s already qualified.

Lever 2 — Local partnerships

Tourists don’t plan their trips on their own. They seek advice from the tourist information centre, hoteliers, and managers of holiday cottages and campsites.

Tourist information centres

Your primary referral network. Being listed, regularly promoting your offers and taking part in local events — this generates traffic you don’t have to create yourself.

Co-operative wineries often play a central role in promoting wine tourism in a region. Discover wine tourism at a co-operative winery →

Accommodation providers

A hotel or campsite 10 km away welcomes tourists looking for things to do during the day. A QR code at reception or a map in the rooms can send dozens of visitors your way each season.

Restaurants and wine cellars

They serve your wine. They talk to people who love wine. A relationship of trust with these local stakeholders becomes a natural channel for recommendations.

Lever 3 — Word of mouth

This is the most powerful. And the hardest to control directly.

A visitor who has experienced something genuine — a story that moved them, a moment they didn’t expect — will talk about it. To their family, to their friends, on their social media.

Google reviews

A satisfied visitor who leaves a review provides lasting local visibility. At the end of their visit: “If you enjoyed your visit, a Google review really helps us.” That’s all.

A beautiful view, a well-placed picnic table, a photogenic moment on your estate — your visitors will do the rest. People aged 25–34 naturally share their experiences. Give them something to show off.

The experience: the real differentiator

Attracting visitors is one thing. Turning them into loyal customers — and ambassadors — is quite another.

A visitor who spends an hour without a narrative, without a common thread leaves with a vague impression. A visitor who has heard a true story, in a real place, told by someone who is living it — leaves with something to talk about.

Does attracting more visitors automatically mean selling more bottles? Not directly. But an engaged visitor who has had a memorable experience is far more likely to leave with a case — and the €164 average spend by young visitors confirms this.

The experience comes first. The lasting connection comes next. Sales, naturally.

Where to start?

Complete your Google Business Profile
Contact your local tourist office to be listed
Ask your satisfied visitors to leave a Google review
Think about the on-site experience — that’s what turns a visit into a memory

Photo: Sajid Shiper / Pexels

Xavier Adraste is the founder of Merci Gabin, a platform offering digital audio tours for wine estates. Find out how to enhance your visitors’ experience →