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Wine Tourism in North America - July 2012

The US ranks among the top ten tourist destinations in the world. In 2010, according to the United Nations World Tourism Organization (UNWTO), it attracted almost 60 million international visitors. US Travel Association figures show that in the same year, domestic travellers made 1.5 billion ‘person trips’ for leisure purposes (including visiting wine regions). North America’s wine industry is dominated by California, a leading tourist destination for both domestic and international travellers. In 2010, according to the Alcohol and Tobacco Tax and Trade Bureau (TTB), it produced 60.6 billion gallons (US) of wine – 89% of total US wine production in that year (a typical pattern, repeated in 2011).

Although California dominates the wine industry – it is home to over 3,540 wineries – wine tourism is by no means confined to the West Coast. There are pockets of grape-growing regions across the US and also in Canada – surprising to some perhaps, given the latter’s reputation for extreme cold. Ontario has several regions with mild microclimates and the interior of British Columbia (BC) enjoys temperatures similar to the desert areas of California. South of the border, New York State, with a couple of hundred wineries, is the second-largest wine-producing state in the US, accounting for 2.5 billion US gallons in both 2010 and 2011, according to the TTB.

This report focuses on these four areas – ie California (Sonoma), New York State (the Finger Lakes), British Columbia (Okanagan) and Ontario (the Niagara Peninsula). It looks at why North America’s wine industry almost disappeared after the era of Prohibition and how it was ‘reborn’ in the 1970s and 1980s, when vineyards were replanted with European varietals and vintners experimented with hybrids, to cater to changing tastes. It was during those decades that North America’s modern wine-tourism industry began to emerge.

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Table of contents

  1. Introduction

    • Data Sources

      • Overview

        • Tourism in North America
          • US ranks among the top ten global destinations
            • Figure 1: Top 10 destinations for international tourist arrivals, 2007-10
          • The potential size of the wine tourism market
            • International tourist arrivals in the US
              • Figure 2: Top 20 source markets for inbound travel, 2011
            • International tourist arrivals in Canada
            • Wine Tourism – A Background

                • A history of winemaking in North America
                  • Wine-producing areas in North America
                    • US
                      • Figure 3: Top 10 wine-producing states in the US, 2007-11
                    • Canada
                      • North American grape varieties
                        • Quality control
                          • American Viticultural Areas
                            • Canada’s Vintners Quality Alliance
                            • Wine Consumption: North America versus Europe

                              • North America
                                • US
                                  • Figure 4: Wine consumption in the US, showing growth at 10-year intervals, 1940-2010
                                • Canada
                                  • Wine consumption continues to grow
                                    • Figure 5: Wine consumption in Ontario, fiscal years 2006-11
                                  • Europe
                                    • Figure 6: Per-capita wine consumption in selected European countries versus the US and Canada, 2007-10
                                • Inside the Industry

                                  • Who are the tourists?
                                    • International visitor spending in North America
                                      • US
                                        • Figure 7: Top 10 markets for international visitor spending* in 2011, showing % change between 2010-11
                                      • Canada
                                        • Figure 8: Average spend per person per trip to Canada, by key source market, 2009-11
                                      • Spending on leisure travel
                                        • US
                                          • Figure 9: Leisure travel and tourism spending by domestic and international tourists, within the US, 2007-11
                                        • Canada
                                          • Figure 10: Leisure travel and tourism spending by domestic and international tourists, within Canada, 2007-11
                                        • Reasons for visiting a wine region
                                          • The major wine producers
                                            • US
                                              • Figure 11: Top 10 wine companies in the US, 2011
                                            • E&J Gallo Winery
                                              • The Wine Group
                                                • Constellation Wines North America
                                                  • Canada
                                                    • Wine industry revenues
                                                      • US
                                                        • Figure 12: Wine sales* in the US over ten years, showing retail value, 2001-11
                                                      • Canada
                                                        • Where can tourists buy wine?
                                                        • Wine Tourism Destinations in North America

                                                          • US
                                                            • Western US – California
                                                              • Figure 13: Number of US-bonded wineries showing California’s predominance, 2000-10
                                                            • Buena Vista Winery
                                                              • Francis Ford Coppola Winery
                                                                • Little Family Vineyard
                                                                  • Eastern US – New York State
                                                                    • The Finger Lakes
                                                                      • Wine trails
                                                                        • Canada
                                                                          • Western Canada – British Columbia
                                                                            • Spirit Ridge Vineyard
                                                                              • 8th Generation Vineyard
                                                                                • Eastern Canada – Ontario
                                                                                  • Konzelmann Estate Winery
                                                                                    • Henry of Pelham Family Estate Winery
                                                                                      • Stoney Ridge Estate Winery
                                                                                      • Marketing Wine Tourism

                                                                                          • Winery tours and wine tastings
                                                                                            • Wine clubs
                                                                                              • Wine routes
                                                                                                • Themed packages
                                                                                                  • Strength in numbers
                                                                                                    • Events and festivals
                                                                                                      • Special interest media
                                                                                                        • New media
                                                                                                        • What Next?

                                                                                                          Companies Covered

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                                                                                                          Wine Tourism in North America - July 2012

                                                                                                          £295.00 (Excl.Tax)