Wine tourism is a key sales-promoting and image-building channel for many vintners. In Germany alone wine tourism in the growing regions generated total annual sales of EUR 29.9 b in 2019 according to a study carried out by the DWI (German Wine Institute) and Geisenheim University. In combination with caravanning as a way of holiday making this opens up completely new perspectives. Particularly attractive is staying overnight right on the wine-growing estates – and many vintners have already responded to the increased demand by continuously adding motorhome pitches.
This is a good reason for a cooperation between ProWein on the one hand and CARAVAN SALON Düsseldorf and the Caravaning Industrie Verband (CIVD) on the other. And this is why from 15 to 17 May interested visitors and/or exhibiting companies will be able to find out about the fascination of mobile vacationing as well as a relevant selection of rental vehicles and overnight stays right on the wine estate on a special area in Hall 1, Stand D 80. “Caravanning combines ‘wanderlust’ and culinary delights as hardly any other type of holiday does. Wine-growing regions are popular travel destinations and more and more wine estates are linking their ranges with accommodation options for vacationers with caravans or motorhomes. What could be nicer than winding down from the day surrounded by vines with a bottle of regional wine in your mobile living room? No wonder after an experience like this many caravanning fans become regular customers,” says Daniel Onggowinarso, Managing Director of the Caravanning Industry Association (CIVD e.V.).
“I’m delighted we have succeeded in combining two seemingly so contrary themes here, thereby generating valuable synergies for ProWein and CARAVAN SALON. We definitely aim to intensify this cooperation,” underlines Michael Degen, Executive Director at Messe Düsseldorf, responsible for among others CARAVAN SALON and ProWein. The caravanning theme will also be promoted at ProWein by the participation of ‘roadsurfer spots’, a booking platform for individual motorhome pitches.
Premiere for “The Wine Travel Awards”
This trend is also reflected by a new contest: the “Wine Travel Awards” (WTA) that recognises the world’s best wine travels and tours. This advertising and information campaign was launched by the trade journal Drinks+ from Ukraine. Eligible for participation in this contest are all operators in the wine sectors: wine-growing estates, tour operators, wine authors, bloggers or continuous education institutes. An expert jury comprising twelve industry-leading experts from the areas of wine growing, gastronomic tourism, marketing and journalism will assess the submitted projects in a total of six categories. The WTA winners will be announced in May on the official website at https://winetravelawards.com.
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