Welcoming foreign tourists to your vineyard
Visitors arriving, often unannounced
In the vineyards of the Loire Valley, Bordeaux and Burgundy, foreign tourists account for a growing proportion of visitors. British, Dutch, Belgian, American, German and Swiss visitors – they arrive with the same curiosity as the French, but do not always speak the same language.
The real obstacle to welcoming them isn’t a lack of goodwill on the part of the staff. It’s the lack of suitable tools. When nobody speaks English that day, or when the guide is leading a wine tasting with another group, foreign visitors find themselves with few means of understanding what they’re seeing.
What foreign tourists are looking for
Tourists come in all shapes and sizes — and so do their expectations.
British or American tourists are often knowledgeable wine enthusiasts who have come specifically to discover a particular wine-growing region. They want to understand, learn and ask questions. They are prepared to buy if the experience appeals to them.
Dutch or Belgian tourists are frequently travelling with family or friends whilst on holiday in the region. They are looking for an authentic, accessible cultural activity that doesn’t require specialist knowledge.
German or Swiss visitors will often have done some research before arriving. They may already be familiar with the estate or the appellation.
What they have in common is that they want to have an experience, not just look at bottles. And they often leave with a case if the experience has lived up to their expectations.
The lack of multilingual resources — the real stumbling block
Most estates have made the effort to provide an information sheet in English, or sometimes a translated sign. That’s all well and good. But it’s not enough to create an immersive experience.
A translated sign provides information. An audio narrative in the visitor’s own language tells a story. It’s not the same level of engagement, nor does it create the same lasting memory.
A multilingual audio tour allows foreign visitors to enjoy exactly the same experience as French visitors — in their own language, at their own pace, with the same stories, the same anecdotes and the same depth.
No need to translate everything at once
The idea isn’t to offer 10 languages from day one. Most sites start with French and English — which already covers the vast majority of international visitors.
A third language can then be added, depending on the profile of the local clientele. A site near a campsite popular with Dutch visitors will add Dutch. A site on a German cycle route will prioritise German.
The content adapts to the reality on the ground — not the other way round.
What this means in practice
Foreign visitors are no longer dependent on the availability of a bilingual guide. They scan a QR code at the entrance, choose their language, and begin their tour. No app required, no internet connection needed.
The team, meanwhile, can focus on the moments that offer the greatest added value: wine tastings, specific questions and bottle recommendations. The language barrier is no longer an obstacle — it becomes a technical detail sorted out in advance.
Xavier Adraste is the founder of Merci Gabin, a platform offering digital audio tours for wine estates. Discover our multilingual approach →