France is holding its first official Wine Tourism Fair in Languedoc, in January 2008, but the French speakers acknowledged their country has much to learn from the advances made in South Africa and California.
Other speakers at the forum includes Marimar Torres of the Spanish Torres family and owner of Club Marimar in California’s Russian River Valley, Maryan Bautovich of Schramsberg wines also in California, and Francois Lurton CEO of Domaines Francois Lurton in France.
Birch spoke of "the collective approach to wine tourism in the Cape" that has allowed the formation of 18 wine routes, each with very different personalities.
"One winery alone can’t market a region. Wine routes work best when properties work together with a common goal... and where they cultivate a marketing proposition."
To illustrate this, Birch spoke about the long established and successful Stellenbosch Wine Route, but also Durbanville’s focus on Sauvignon Blanc, Elgin's focus on bio-diversity, and Franschhoek’s on gourmet food.
She emphasized the importance of working with the local tourism office, finding marketing approaches that reflect the strengths of the area, and holding fairs and unusual events to attract visitors in the off season.
Francois Lurton, speaking of his own new ventures, commented, "The great advantage of the New World is their flexible hours, whereas it is very rigid in France, with the 35 hour week and little working at weekends. In South Africa and California, they have a fantastic ability to organize opening times so people can come when they want."
Network Coordinator of the Great Wine Capitals organisation, Catherine Leparmentier, commented at the seminar: "The content of Birch's presentation was useful, to the point and, as usual, the South Africans used the most beautiful imagery. The South African contribution was of extreme value."
Speaking to WineNews after the seminar, Birch added retrospectively, "Wine Tourism has fast become an integral part of any wine producing area's marketing strategy. In South Africa, the wine tourism industry has grown organically and expanded at an expotential rate, fuelled by passionate individuals and product owners. We cannot ignore the importance of delivering a professional and unique experience."