The process launched in 2021 by Montpellier Métropole has already reached its first objective: to spark dynamics between wine professionals, winemakers, and oenotourism players. Here are some testimonials.
Oenotourism - Rieucoulon ©Maugendre David
A collaborative and shared approach
Montpellier Métropole’s choice brought together all the stakeholders involved with wine, growing, and oenotourism in the metropolitan area.Over one hundred people contributed their thoughts and ideas during six workshops organized in June and July, and later in October and November. They focused on wine tourism issues and co-built an oenocultural identity for Montpellier Métropole, with its specifics and unique positioning. A name for the destination - “Destination Vignobles de Montpellier” - emerged as a unifying element for everyone involved.
Strong wine tourism specifics
The Montpellier Métropole area has many oenotourism features that distinguish it from all other destinations bearing the Vignobles & Découvertes label. While the local offering is rich and abundant, with over 60 winegrowers and wine cooperatives, plus hospitality agencies, restaurants, wine merchants, and much more, the Montpellier Métropole is also a place where techniques were invented that revolutionized vine and wine culture, in particular thanks to the vitality of agronomic research, constantly present over the centuries.“The Hérault department has six territories with the Vignobles & Découvertes label, and each one has its own distinct positioning. The only one missing was the Montpellier Métropole area, which is a historical reference in the art of wine and winegrowing,” summarizes Muriel Pagano, in charge of Publications and Oenotourism at Hérault Tourisme, the Hérault Departmental Council’s tourist office, which publishes a winery map in cooperation with the territories, highlighting their individual personalities.
A project considered as “essential”
Montpellier Métropole’s assets also deserved to be highlighted. Local professionals in the sector were therefore fully on-board with the concept.“The Montpellier metropolitan area is filled with vineyards and is home to many emblematic sites. But until now, nothing had really been developed for oenotourism. Montpellier Méditerranée Métropole’s approach is therefore essential,” comments David Satger, founder of Wisud, a Juvignac based hospitality agency specialized in nature and territorial discovery activities.
Encouraging collaborations
By involving professionals in its efforts, Montpellier Métropole also triggered collective dynamics.More good news: this collective momentum will be continued and developed, as Montpellier Métropole is preparing new actions for 2022. Keep your eyes open!“Thanks to Montpellier Métropole, we were able to get to know each other and learn what others are doing. These meetings will make it easier for us to set up collaborations. We will be able to continue building our territory’s cultural and wine tourism appeal,” adds David Satger.
