The idea for welcoming in the cellar after the Coronavirus emergency: fewer barrels and more outdoor experiences such as trekking, picnics and photo safaris. Because in front of a beautiful landscape you can relax, but you appreciate wine even more
According to a survey conducted by Wine Tourism Movement in Italy, theCoronavirus emergency hit the food and wine tourism, especially the one in the cellars, which in 87% of cases declared themselves very damaged especially in terms of sales (91%) and attendance. However, it is necessary to start again and it is up to it to rethink how to welcome visitors. Since the visit between the barrels will be almost impossible, the recipe, however Donatella Cinelli Colombini, creator of the day Open Cellars (which at the end of May took place exceptionally online) and of the Wine Tourism Movement, is a kind of "Landscape Therapy": "The areas for tourism and wine production must be strictly separated also because the sanitation of the cellars is difficult without using the chlorine that would attack the wine with the pestilential cork smell – he explains – therefore in wine hospitality at the time of Covid I foresee more outdoor sports, more panoramas and fewer barrels".
Wine tourism between wine and nature to regenerate and taste at its best
"It is desirable – continues Donatella Cinelli Colombini – that the Coronavirus emergency and the prospect of reactivating direct sales, push many wineries to enrich their tourist offer with trekking in the vineyards, picnics, outdoor tastings, photo safaris, lunches of typical salami and cheeses, perhaps in front of a beautiful panorama". And this landscape therapy made of experiences still little explored by companies, as well as helping guests to regenerate the nervous system and relax, intercepting people's need to be in nature after months of lockdown, would also favor a better appreciation of wine. "In other words – he explains – according to neuromarketing studies, in front of an enchanting panorama the wine seems better. In other words, a revenge of the landscapes that become protagonists and must offer visitors exciting experiences to live, photograph and remember ".
The restart between reservations, new timetables and a Covid free protocol
Donatella Cinelli Colombini also provides new methods and times of visits to the company: "To avoid queues and crowds, wine lovers will have to get used to book the visit in production companies but, probably, they will find many more open at weekends and at lunchtime. "
Meanwhile, the Wine Tourism Movement has presented iThe international protocol "Quietly Enotourism: guidelines and good practices for a Covid-Free enotourism", an action manifesto drawn up by a group of international food and wine experts who work for institutional bodies, universities and research centers, consortia and associations of wineries, to identify concrete solutions to the new reality of wine tourism applicable to any winery or wine tourism destination. There are indications and suggestions from bookings to reception, from tastings to guided tours of the cellar to the management of the wine shop.
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