In 2022, “Destination Vignobles de Montpellier” — Destination Montpellier Vineyards — was awarded the Vignobles & Découvertes label by Atout France, which recognizes destinations that offer a well-rounded, high-quality wine tourism experience. Renewed at the end of 2025, this certification reinforces the work carried out together with industry professionals.
Collaborative workshops for designing the offerings of tomorrow
After a brief introduction, Chrystelle Delamare, project manager and coordinator for “Destination Vignobles de Montpellier”, outlined the key components of the wine tourism action plan consistent with 2030 roadmaps for wine and sustainable tourism.
The participants — winemakers, restaurant owners, accommodation providers, local agencies, and tour operators — then split into several groups to work together on the network’s projects.
The first workshop focused on the national event “Vignobles en Scène” (Vineyards in the Spotlight). It was an opportunity to share already-planned activities and inspire new ideas for the October weekend, modeled after France’s annual Heritage Days. Many ideas emerged, from immersive tastings and sensory workshops to night tours, wine hikes, escape games, and artistic performances, to make the national wine tourism days, October 16–18, an event not to be missed.
Discussions also focused on food and wine pairings to strengthen synergies between restaurant owners and winemakers, while a final workshop was dedicated to creating packaged offerings. Among the concepts proposed were a bilingual wine tourism pass and an induction program to become an ambassador for Montpellier as a destination.
A dynamic welcomed by label holders
“It’s important to be part of a network and, above all, to get to know each other better,” points out Nicolas Viguier of Domaine de l’Arbousier. “This allows us to create new partnerships and improve our offerings. The more comprehensive the overall offering, the better it is for everyone.”
The same view is shared by Clément Veyrac, owner of Villa Exindrio and a new member of the network: “This day stimulates our thinking and sets us on a path towards development. Certification is an important step in benefiting from the strength of a network and also represents a collective promotional tool.”
For Edith Bez, of Clos d’Isidore located in Murviel-lès-Montpellier, these opportunities for exchange are also valuable for taking an objective look at her business: “These workshops allow us to step away from the daily routine and nourish our thinking.”
Innovative mobility options for wine tourism
Another highlight of the day: discussions on vineyard accessibility and new forms of tourist mobility, designed to facilitate travel between cities, the coast, and vineyards.
The local car-sharing service Modulauto presented its rental solutions, which are more flexible than those of traditional rental companies and can be integrated into vineyard discovery packages. Humbird then introduced the Woodybus, an electric bike-bus with 6 to 8 seats that is decidedly eco-friendly, particularly suited for fun tours through the vineyards.
Collective mobilization for the long term
“Wine tourism is a lever for both today and tomorrow,” summarized Yvon Pellet, metropolitan council member, vice-president of the Hérault Departmental Council, and mayor of St-Geniès-des-Mourgues, as he concluded the morning session.
Faced with climate and economic challenges as well as changing consumer trends, Montpellier Métropole is committed to providing long-term support to the sector by enhancing its exposure, supporting its organizational development, and fostering its innovative capacity.
Jean-Louis Gély, metropolitan council member and vice-president of the Hérault Departmental Council, emphasized the importance of maintaining this collective momentum: “Initiatives are only worthwhile if they are sustained over the long term. Wine is a cultural product, with a narrative, a story, and an economy”
After presenting the Vignobles & Découvertes plaques to the newly certified wineries, the afternoon was dedicated to welcoming non-certified wineries that had come to learn about the program. The various existing quality standards, which are prerequisites for obtaining the Vignobles & Découvertes label, were presented, notably Bienvenue à la Ferme (Welcome to the Farm) and Destination d’Excellence (Destination Excellence), a new standard replacing the previous “Qualité Tourisme” label.
Participants were also able to access key findings and feedback on various wine tourism business models, based on a major survey led by Julie Fierobe, an economic researcher at FranceAgriMer.
PhotoS ©Gilles Lefrancq
