The Cyprus Wine Blog - Monolithos Wine Dimensions: June 2010

Tourism, i.e. travel for recreational, leisure or business purposes, is one of the fastest growing industries in a national economy. It has become a popular global leisure activity. In 2008, there were over 922 million international tourist arrivals worldwide, with a growth of 1.9% as compared to 2007. Tourism provides communities with an opportunity to display their region’s distinct and unique cultural and natural assets while creating employment and diversifying the regional economy. A diverse economy is one that can cope with the changes experienced in our current environment.

Tourism is an industry like any other and requires sound planning and a firm commitment from the community to make it work. Like all economic activities, the benefits of tourism may create social and environmental impacts which need to be managed through a partnership approach and appropriate planning at a local level. For this reason, tourism needs to work in partnership with the other sectors of a regional economy including primary industries, local government and community organisations to name a few. In this way, tourism is integrated into the region’s future.

Wine tourism has emerged as a strong and growing area of special interest in most wine-producing countries, and represents an increasingly significant component of regional development and economic life.

So what is wine tourism, why is it growing, and what are some of the new trends that have accelerated the traditional tasting room visit into a whole new experience?

In broad terms, wine tourism is defined as visitation to vineyards, wineries, wine festivals, wine regions and wine shows for experiencing the enjoyment of grape wine tasting and to understand the attributes of the local wine culture. Therefore, wine tourism is designed to integrate sightseeing, leisure holidays and wine culture.

A grape growing region is an area suited by climate and soil conditions to the cultivation of a certain type of grape. Most varietal vines are cultivated not in one place only, but in several distinct regions in diverse parts of the world. Also, these areas tend to be off the beaten tourist track (although not that far off) so wine tourism can expose travellers to new and interesting areas. Wine growers are farmers, and their perspective on the local area, and life in general, tends to be different from other locals typically encountered while travelling. It is a kind of tourism highly developed in many regions around the world, and it can be as simple as hopping on a wine shuttle in Napa Valley or as complicated as renting a villa in the south of France for a month.

Wine tourism is a great way to learn about the people, culture, heritage, and customs of an area. Some of the famous wine producing regions of the world, particularly southern Europe, have been producing wine for centuries or even millennia, and the production and consumption of wine is deeply ingrained in the local culture. As the field of wine tourism continues to develop, it is important to understand what drives visitors to engage in this activity.

Wine tourists could be classified as international and domestic visitors, who visit a winery at least once while travelling in the region. For the oenophile (wine lover), wine tourism is a wonderful way to better understand “terroir”, the concept that wine makers often use to describe how the quality of the land in which the grapes are grown affects the taste of the wine. Tasting wine at a wine shop or in the comfort of home provides a hint of the terroir that produced the wine. But spending several days visiting the area, chatting with the wine makers and growers, and eating the local cuisine (which has evolved together with the wine for the two to perfectly complement each other) will provide an exceptional context for the wine and give deep insight into why and how the wine turned out the way it did.

With its wide range of benefits, including foreign-exchange earnings, the creation of both full- and part-time jobs, and the generation of secondary economic activity, wine tourism can engage local communities in promoting their heritage, generate substantial long-term wealth and sustain steady tourism growth, thus diversifying the regional economy. A diverse economy is one that can cope with the changes experienced in our current volatile economic environment. Consequently, support for and investment in the wine-tourism sector is now regarded as an essential regional-economic development strategy by governments and by the wine and tourism industries.

Wine tourism is an industry like any other and requires sound planning and a firm commitment from the community to make it work. Like all economic activities, the benefits of wine tourism may create social and environmental impacts which need to be managed through a partnership approach and appropriate planning at a local level. For this reason, tourism needs to work closely with the other sectors of a regional economy including primary industries, local government and community organisations to name a few. In this way, tourism is integrated into the region’s future.

However, the benefits from wine tourism in its wider sense for local communities go well beyond the direct economic impacts:

· Economic benefits: Visitors to a winery purchase wine and other locally produced goods and hospitality services. This spending injects new cash into the local economy.

· Employment opportunities: Wine tourism is a labour-intensive industry and creates many job opportunities, especially for young people who are then encouraged to stay in local communities. In the tourism, hospitality and recreation industries alone there are several categories of employment. Job opportunities created by tourism also assist areas experiencing the consequences of structural change.

· Diversification: Wine tourism can provide diversification, strengthening the local economy by making it less reliant on a single traditional base, such as agriculture which is subject to commodity price fluctuations. This is particularly significant for rural communities.

· Improved facilities for residents: The growth in wine tourism results in a new and expanded infrastructure, services and facilities which benefit residents, particularly in communities where these developments would otherwise not be viable. It also generates improved financial viability for community-owned facilities such as taverns, gift shops and recreational services.

· Opportunities for business: Wine tourism creates opportunities to establish new products, facilities and services, and expand existing businesses which would not otherwise be sustainable based on the resident population alone.

· Preservation of the environment, culture and heritage: Wine tourism highlights the need for proper management of local resources. Through effective policies, planning and research, tourism can ensure that the environment, heritage and indigenous culture of an area are preserved. Interpretation of a nature-based and heritage product is an important educational vehicle for promoting a better understanding of environmental and heritage values to a diverse population.

· A catalyst for residential development: In many places, visitors who initially travelled to a particular area have subsequently become residents, attracted by a better quality of life.

· Improved transport services: Wine tourism can stimulate the establishment of new and improved transport services to and within a local area or region.

· Educational opportunities: Wine tourism can provide expanded opportunities for residents through the introduction of adult education and specialised training courses.

· A broader social outlook: Wine tourism provides the opportunity for residents to interact with other people and cultures and brings new ideas into the community.

Research has shown that there are 10 major reasons which motivate people to visit wine regions: (1) to taste wine, (2) to gain wine knowledge, (3) to experience the wine setting, (e.g. meet the winemaker; tour cellars and vineyards), (4) to be in a rural setting (beauty of vineyards; learn about farming, agro-tourism), (5) to match food and wine-culinary tourism, (6) to have fun (wine festivals and events), (7) to enjoy wine culture (romance and elegance), (8) to appreciate the architecture and art, (9) to learn about the “green” aspects and eco-tourism, and (10) to enjoy the health aspects of wine.

To taste and buy wine are the most prevalent motivations for visiting a winery, with emphasis on enjoyable tasting experiences and finding interesting and special wines. Fun, knowledge and enjoyment are the primary values of a wine lover. Most visitors go to wineries to taste the wine and expand their knowledge in the field or to learn about the process of wine production, the history and heritage of local wine. They may wish to tour the vineyards and winery or meet the winemaker. In recent years, there has been further consumer growth and interest in dining and cooking, including the selection and matching of food and wine. Wine lovers everywhere are discovering that it’s more fun to drink their way through a vacation than to sit idle on, say, a beach reading the latest best-seller.

The growing phenomenon of wine, cuisine and agro-tourism experiences is a trend which has already arrived in many villages. However there are opportunities for offering potential customers a number of wine-associated experiences other than culinary-related fields. Examples include arts and crafts demonstrations at establishments, in which crafts are demonstrated alongside their sale to consumers. Many Europeans visit wine regions such as Burgundy and Tuscany to enjoy the good restaurants and appreciate the architecture of the ancient wine villages. However, there are those who claim that it is the romance and culture of wine that attracts them for an elegant get-away weekend. A smaller but growing majority provides reasons of agro- and eco-tourism to learn about grape growing, sustainable practices, and perhaps assist with the harvest as a primary motivation.

Finally, there are those who cite the healthful aspect of wine as a rationale to expand their visits to wine regions.

Recent trends show that wineries are no longer simply venues to taste and purchase wine. Many offer a complete tourism experience – services such as restaurants, accommodation, tours, picnic facilities and recreational facilities. Today’s winery is a place where consumers and visitors can interact with the product, the winemaker, and experience first hand the rich diversity that the wine region has to offer.

Research in popular wine producing areas shows that wine tourism travellers tend to be higher income earners. The majority of pleasure travellers who are motivated to travel by wine-related activities are well educated. The all important lasting positive impression of a visit to a winery is the key to a successful operation. Word of mouth customer-driven promotion based on positive experience is a powerful way to grow in this business area. There are many ways to evoke memory in visitors, from the wines themselves, the staff, the food on offer and architectural features, to the opportunity to observe a working winery. It is a combination of these and other things that create the winning impression. Different people will respond to different aspects of their visit, so it is important to focus on building a complete experience that reflects and complements the brand.

While it’s no new concept, the idea of wine tourism is starting to take root across the globe. From France to Germany and Australia to Chile , people are increasingly booking passage based less on the destination itself than on the wine produced in that destination. Wine tourism is providing a renewed sense of purpose for leisure time and it is not limited to wine aficionados. Thanks in part to concerted efforts by wine-producing regions to espouse their industry and leverage it for fun and profit, the wine tourism trend appears to be something travellers can appreciate. That is logical, since cultural tourism exists to satisfy a need for discovery – heritage, new wine regions, new old civilizations, new artefacts, new exhibitions, and new activities. Recent economic results in major wine producing regions have proven that the cultural tourism is, in fact, recession-proof. With the travel industry facing a worrying future during today’s economic turmoil, wine tourism may just be the trend that saves the day. Gone are the days of travel for travel’s sake – this is travel with a purpose. And what better purpose can there be than to drink wine?

The obvious benefit of increased wine tourism for wineries is increased sales due to more visitors. This is because 50%-90% of the time, depending on the size of the winery, a visitor will purchase at least one item, even if it is just a corkscrew. However, the actual act of allowing visitors taste the wine usually encourages them to make a wine purchase. A related benefit is higher margins, since the visitor is buying direct from the winery rather than having to go through distributors and retailers. Probably less recognized benefits include the opportunity to attract new customers and foster brand loyalty. Likewise, visitors can provide product feedback, effectively turning the tasting room into a customer research lab. Increased wine tourism can also assist in developing new links with the wine trade, because visitors may seek the wine at their local retailer when they return home. Finally, if implemented correctly, wine tourism can be positive for the whole community in increasing revenues for stores, restaurants, hotels and all of the employees who work in those establishments.

The consumers’ demand for authentic experiences and for more creative activities while at a destination will pressure change – not only the geographies of the cultural tourism, but also the relationship between the local community and visitors. These ties are expected to become closer and closer and have a positive impact on both sides of the equation.

Furthermore, it has been established that a number of businesses are directly or indirectly benefited by tourists who visit wineries, wine grape growers, and other wine related attractions. These industry clusters include governmental agencies at a variety of levels, vineyards, wineries / processing facilities, bottle and barrel traders, marketing organizations, trade and tourist publications, to name a few. Given the wide range of products and services required to support wine tourism, the cluster has both domestic and global implications for suppliers.

Wine tourism is a rapidly growing field of industry and academic interest with changes in the consumer markets in recent years, showing an enormous interest in “experiential” travel. Importantly, they note that the production of quality wine is still critical in winning over the consumer and that tourism activities will not provide a panacea for regions with unknown or poor reputations.

On the flipside, wine tourism can also be challenging to implement. It requires strong cooperation and partnership within the community. Without restaurants, hotels, police, medical agencies, local government for permits, environmental groups, employment services, and road agencies and other infrastructure support, wine tourism cannot succeed. Financial support must be obtained, and a marketing campaign designed which includes not only brochures and a website, but signage, event planning and evaluation. Most successful wine tourism efforts invest in a regional branding program and elect a board of directors to guide the process. Finally, care must be taken to protect the environment and rural beauty of the vineyards so that the region maintains its charm and reason to be a wine destination.

During the last few years, many innovations have been introduced in the wine scenery in Cyprus . A recent addition is the Wine Routes of Cyprus. Wine lovers can now taste a selection of great value quality wines on a variety of way-marked routes, whilst enjoying the breathtaking Cypriot scenery along the way. You don’t need to be a wine expert to enjoy wine-tasting or a guided tour to a winery and its vineyard.

Cyprus vine areas are mainly located in the Limassol and Paphos districts. Anyone can easily build a Cyprus wine tour. However, for your convenience the Cyprus Wine Commission in cooperation with the Cyprus Tourism Organisation has designated four wine routes traversing the vine growing villages of these two districts.

1. Akamas-Laona (Paphos District): Located along the western coast of Cyprus and at an altitude of around 600m, this area comprises the six village communities of Drousia, Inia, Kathikas, Kritou Terra, Pano Arodes and Kato Arodes.

2. Vouni Panayias–Ambelitis (Paphos District): At an altitude of over 800m, this area comprises the regions of Ambelitis, Galataria, Kilinia and Panayia in the western part of the island.

3. Pitsilia (Limassol District): This region of origin comprises of 32 villages all situated on the slopes of Madari located east and south east of Troodos. The 32 villages are: Ayia Irene , Ayios Ioannis, Ayios Theodoros, Agridia, Agros, Alithinou, Alona, Apliki, Askas, Dymes, Farmakas, Fikardou, Fterikoudi, Gouri, Handria, Kambi, Kannavia, Kato Mylos, Kourdali, Kyperounda, Lagoudera, Lazania, Livadia, Odou, Palehori, Pelendri, Platanistasa, Polystypos, Potamitissa, Saranti, Spilia and Sykopetra.

4. The wine villages (“krassochoria”) of the Limassol District: On the southern slopes of the Troodos mountains facing Limassol lies a constellation of 20 villages known as the wine villages. These constitute the fourth region of appellation of origin, as follows: Pano Kyvides, Ayios Amvrosios, Ayios Therapon, Pachna, Malia, Arsos, Vasa, Dora, Kissousa, Potamiou, Omodos, Kilani, Vouni, Kouka, Lofou, Mandria, Pera Pedi, Trimiklini, Trozena.

All these areas are renowned for their vineyards and delightful hillside villages. Here, the old forms of viticulture are still kept alive and wine production is still the main occupation for most of the inhabitants. A number of small wineries welcome visitors on wine tasting tours. You can visit the wineries in the region along the wine roads, tasting wines that have won international awards. Look for the wineries or individual residences that have signs which show they offer wine. A number of agro-tourism establishments can be found in most areas including restaurants serving authentic Cypriot cuisine.

Always have in mind that “wine is always best when it is drunk near its own soil”.

Wine News and Information

· Several studies have shown that moderate consumption of wine is associated with a lower risk of type 2 diabetes. Two new studies suggest that wine does play a role and that chemicals in the grapes may help. Previous studies have postulated that the lower rate of type 2 diabetes among moderate alcohol drinkers is due to a healthier lifestyle. After analyzing 10 years worth of data, including 796 cases of type 2 diabetes, the researchers concluded that the lower rate of the disease among drinkers cannot be explained by a healthier lifestyle alone. Alcohol, in some way, contributed directly to a lower incidence of the disease — drinkers had a roughly 40% lower risk compared to abstainers. Research from the University of Michigan finds that eating grapes seems to slow development of high blood pressure and insulin resistance. Both are the leading precursors to heart disease and type 2 diabetes. Together, the two create a condition known as metabolic syndrome, which affects 50 million Americans.

· Women may play a central role in the future of wine consumption in China , according to new research by Vinexpo. The study undertaken by the company surveyed the behaviour of 2,810 women in four Asian countries to compare and contrast their consumer habits, depending on whether they lived in China , Japan , Hong Kong or South Korea . The research found that: Over 40% of female consumers in Japan , the most established wine market in Asia , drink wine more than twice a week.

o About 50% of the Chinese women surveyed were solely responsible for purchasing their wine, never seeking recommendations from third parties, whereas Japanese women often allow other parties to influence them when choosing wine.

o 92% of the Japanese respondents and 74% of the Koreans interviewed selected wine for its taste.

o Health is a big concern for female consumers in China . 38% claim that they drink wine because it is good for health, while only 22% claim to drink wine for its taste. One area of consensus for Asian female wine lovers is their preference for red wine.

o More than two Asian women out of three prefer red wine in contrast to women in the UK and the US , who consume much larger quantities of white wine.

o Wine intelligence research shows that 55% of all wine purchased in the UK is bought by women, and that western women buy wine primarily for enjoyment and social reasons, rather than perceived health benefits.

Monolithos Monthly News

The never-ending job of caring for the vineyard continues. The vineyards are inspected, weeded and sprayed, as weeds constantly compete with the grapevines for nutrients. The vines are again trimmed to encourage fruit production. June is the month of caring for the new crop. As the grapes flourish, so do the weeds. It’s important to clear this competition from the producing grape vines because it will affect the quality and quantity of the harvest. Removing all excess leaves around the clusters facilitates their growth. Additionally, sulphur is widely used to control powdery mildew on grapes. Fruit and leaf “burning” may occur if sulphur is applied during slow drying conditions or when temperatures are above 27°C.

At the winery, the 2009 vintage wines are going through bottle ageing. All wines are available for tasting. If at any time you are passing near the village of Pachna and wish to visit the winery or purchase any of our products, Martin Wood will be pleased to meet and assist you at his “Fig Tree Villa” in Pachna, so do not hesitate to call him at 25-816212 or 99-165995. We thank you for your continued support, and would remind you of the words of William Shakespeare (1564–1616), Othello, II. iii. (315)

“Good wine is a good familiar creature if it be well used”.