François de Canson: "A major and recognized wine tourism destination"

On April 24 at Château des Anglades in Hyères, François de Canson, president of the Comité Régional de Tourisme (CRT) announced the official labeling of the destination "Vignobles de Provence et de Méditerranée, un balcon sur les îles d’Or". This label brings together two territories, namely Méditerranée Porte des Maures (MPM) and Provence Méditerranée.

GLOBAL INSTABILITY

Wearing his hat as president of MPM and as a farmer, François de Canson put back into perspective the importance of these sectors which make it possible to maintain tourism activity all year round, namely ecotourism, tourism of know-how, remembrance tourism, spiritual tourism, modern and contemporary art, water sports, cycle tourism, agritourism, and of course, wine tourism. However, he added: "International news reminds us of the importance of supporting our winemakers and wine estates established in our two territories. During the Assemblée Plénière de la Région, we voted an aid of €50 million for the economic world and agriculture to support our businesses directly affected by global instability and the American management of customs duties. This strategic alliance between the Méditerranée Porte des Maures territory and the Métropole de Toulon Provence Méditerranée makes it possible to go further in the already well-established recognition of the quality of our wine estates. It has a dual purpose: tourism and winemaking. The Porte des Maures territory brings its wealth of Côtes de Provence appellations and the Métropole de Toulon Provence Méditerranée, its expertise in terms of tourism structuring."

INTERNATIONAL

Sufficient weapons to shine on a national and international scale, with the goal of creating an internationally-oriented destination. The destination "Vignobles de Provence et de Méditerranée": • 20 municipalities, • Nearly 500,000 inhabitants, • 235 km of coastline, • 11,200 hectares of vines, • Nearly 4 million visitors each year, i.e., one third of the tourist population of Var, • 150,000 tourists visiting our vineyards and cellars, increasing every year, • €1.6 billion in tourist consumption, • More than 800,000 visitors per year passing through the doors of the Offices de tourisme. From this cooperation was born a new, must-see wine tourism destination: "Vignobles de Provence et de Méditerranée, un balcon sur les îles d’Or". "Our cooperation on this labeling project has been solid, like a vine stock anchored in the ground, and the result has been fruitful, like a successful harvest. This alliance embodies sustainable tourism, sustainable agriculture, and environmental protection. With a simple ambition that translates into influence, excellence, network, economy, and innovation. Let us rise to the occasion and focus on our common goal: to make our terroir a major and recognized wine tourism destination," added the mayor of La Londe-les-Maures. In short, it is now a matter of developing offers that attract the public all year round through tastings, visits to estates and cellars, and other unusual and original activities for a local and international clientele. "And, to become a reference of quality thanks to you, passionate certified professionals who know your trade inside out," concluded an optimistic François de Canson.

In the presence of:

Jean-Pierre GIRAN, president of the Métropole Toulon Provence Méditerranée, Laurent JEROME, president of the Office de tourisme Provence Méditerranée, deputy mayor of Toulon, Philippe BERNARDI, municipal councillor delegate for tourism, Olivier ROUX, representing Sylvain Audemar, president of the Chambre d’Agriculture du Var, Éric PASTORINO, president of the Conseil Interprofessionnel des Vins de Provence.

28 estates and châteaux and 4,200 hectares of vines:

Since 2022, the destination Provence Méditerranée has obtained the "Vignobles & Découvertes" label, thanks to a strong mobilization of local stakeholders. Consequently, 28 estates and châteaux, 15 accommodation providers, 12 restaurateurs, and 50 cultural and leisure stakeholders have been certified. In addition to being a tourist territory, Méditerranée Porte des Maures is a wine-growing territory with 4,200 hectares occupied by vines, representing 10% of the territory. Furthermore, 93% of this surface area benefits from the Appellation d’Origine Protégée Côtes de Provence, including two Dénominations Géographiques Complémentaires (DGC) of the AOP Côtes de Provence. In 2008, the DGC Côtes de Provence – La Londe was recognized for its rosés, whites, and reds in the municipalities of Hyères, La Crau, La Londe-les-Maures, and Bormes-les-Mimosas. And, the DGC Côtes de Provence – Pierrefeu was recognized in 2013 in 12 municipalities.