Is France behind in enotourism? If we are to believe Paul Dubrule, there is no doubt. The co-founder of the Accor group and ex-president of Maison de la France very recently delivered his report for the ministries of Agriculture and Tourism. The results are clear: France – the home of Petrus, Romanée-Conti, Yquem and other Dom Pérignon – is lagging behind. Other wine producing countries are nibbling away at its market shares in the aisles of the supermarkets or on restaurant menus. The same ones have gained ground when it comes to exploiting their winemaking heritage to benefit tourism. Spanish and Italian professionals were quick to exploit this manna. The vintners in the New World as well, with Americans, South Africans and Australians in the lead. In France, it has only been for a few years – and in a disparate manner – that the offer has been developed around tourist products and focused marketing tools. And yet, with an estimated potential of 7 million visitors for France alone, enotourism is anything but a niche market.South Coast Winery Resort & Spa in California, Wine Resort Vinas de Cafayate in Argentina, Cape Lodge in Australia: several independents hoteliers are successfully exploiting the enotourism goldmine. The Sources de Caudalie shows that France has not always been behind in the field. The vinotherapypioneer, located in the heart of the vineyards of Château Smith Haut Lafitte, this hotel concept associates wine, culture, gastronomy, luxury and relaxation. Its success teaches a lesson. The Can Bonastre Wine Resort, near Barcelona, took its inspiration from it and positions itself as an oasis of relaxation in the middle of vineyards. In Spain as well, at the heart of one of the most famous domains in Rioja, Starwood opened the Marques de Riscal Hotel at the end of last...