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Moderator: Evelyne de Pontbriand

1. André Morgenthal - Wine Tourism and the magical world of Chenin Blanc : Local roots, global wings 

South Africa is known for pure and authentic experiences. The vast natural and cultural landscape offers diversity as well as complexity. Tourism and wine tourism in particular, is a major contributor to the local economy.

The versatility of the tourism offering is metaphorically reflected in Chenin Blanc. In South Africa, Chenin blanc as traditionally been used to make wines in a variety of styles.

As with wines, consumers are searching for authentic products and experiences that expresses their individuality. The narrative and story behind a brand are becoming increasingly important.

Sustainability and transparency of products is a crucial consideration across all industries. In a recent study conducted on wine tourism in South Africa by WESGRO, tour operators indicated that over 85% of customers feel that sustainability is very important when making a booking. Organic and social equality are ranked as the two top types of sustainable wine experiences of interest.

Consumers are looking for special, unique experiences in an authentic and intimate environment. With the increased expectation of a larger variety and uniqueness of experiences, the tourism industry needs to address this and use it as a competitive advantage.

This presentation will delve into the relevance of wine tourism in the Western Cape, based on the strategic work done by WESGRO, VINPRO and the SA Wine Routes, illustrated by a few case studies.

 

2. André Deyrieux - The Chenin in its oenotouristic role play

Any touristic destination produces a collective imaginary representation. Conversely, every imaginary representation can be incarnated in a touristic dimension.

 

Chenin Blanc is apt to be presented as a myth because of its polymorphous genius, its requirements , and its ability to forge vineyards and wine growers. To Chenin Blanc, source of enthusiasm, must be added Chenin Blanc as subject and actor in his territory.

 

It is necessary to have a better knowledge of the historical and enocultural heritage produced by Chenin Blanc, to speak of it and to embody it in enotourism experiences in its geographical theater.

3. Daniele Sallenave - The four elements : realities and imaginary world of  Chenin Blanc wines

Closure of Congress

the Program

Session VIII - Wine civilization, Chenin blanc's imaginary world. Wine tourism as creator of the storrytelling.