Méditerranée Porte des Maures, an exceptional wine-growing territory

For this official sequence, the mayor of La Londe-les-Maures was surrounded by elected officials from the intercommunalities and professionals from the tourism and wine-growing worlds.

INTERCOMMUNAL DESTINATION

François de Canson detailed the objectives of the process: “This distinction, managed by Atout France, in line with the Conseil Supérieur de l'Œnotourisme, we celebrated it in 2022, following its award to Méditerranée Porte des Maures, rewarded for the quality of our offers. This time, we are joining forces in a shared desire to develop this wine tourism sector; we are creating an intercommunal wine tourism destination.” Within the framework of its Vignobles & Découvertes certification, Méditerranée Porte des Maures relied on a wine-growing geography logic. The two terroir designations (AOC Côtes de Provence-La Londe and AOC Côtes de Provence-Pierrefeu) cover the intercommunal territory (La Londe-les-Maures, Bormes-les-Mimosas, Var, Collobrières and Cuers) as well as 5 other communes (Hyères, Carnoules, La Crau, Le Pradet, Puget-Ville). For its part, Provence Méditerranée wished to position itself as a wine tourism destination. The two territories have an obvious complementarity and visitors have a global view of our destinations. What could be more natural than creating a single destination?”

2 MILLION STAYS PER YEAR

The vice-president of Région Sud continued: “Wine tourism in Provence is organized around a varied offer including guided tastings, cellar and winery tours, walks and activities in the vineyards, guest tables, bed and breakfasts and holiday cottages, or even numerous events. Winegrowers have embraced this concept wholeheartedly, finding multiple benefits in it, especially those who offer accommodation, catering, or reception room rental. Coming to the source to discover wine, understanding where it comes from, soaking up its terroir, and learning about pleasure tasting are all essential elements that will shape the responsible consumer. Thus, according to our latest regional customer survey, we record nearly 2 million tourist stays with a wine tourism activity each year. Furthermore, 39% of tourists who claim to practice wine tourism in our region come from abroad (led by Germany, North America (United States and Canada), and the Netherlands).” The president of the CRT resumed: “Our future destination will be among the 8 Var destinations in 2025. I am happy to officialize the birth of a unique seaside tourism and wine-growing territory alongside Laurent Jérôme from Provence Méditerranée and his teams! Spanning 50 km in diameter, we can be the finest showcase on the Mediterranean coast with the major challenge of year-round tourism involving 150 potential certified professionals (wineries, accommodations, restaurants, visitor sites), 200 experiences (wine tourism activities and events), and a national event supported by all certified members on the 3rd weekend of October with “Le Fascinant Week-End”. In partnership with the CIVP, the Chambre d'agriculture, and professionals from the wine and tourism sectors, a real economic dynamic around wine tourism will develop and promote both territories.”

VIGNOBLES & DÉCOUVERTES, A NATIONAL LABEL:

Created in 2009, the Vignobles & Découvertes label distinguishes wine-growing estates in wine tourism that enjoy an outstanding terroir and exceptional landscapes and benefit from an AOC or an IGP. The vast majority practice sustainable, organic, or even biodynamic agriculture and are listed on the Route des vins de Provence. They are committed to a quality of welcome, being open all year round, able to welcome the public in foreign languages, and organizing or participating in events centered around wine, offering a wide range of activities.