Luxembourg has launched efforts to create a comprehensive wine tourism strategy, with initial consultations beginning this week in Grevenmacher.
The initiative aims to attract more visitors to the country’s Moselle wine region through coordinated action between winemakers, cultural institutions, and hospitality stakeholders.
Over the coming months, the government will collaborate with vineyards, museums, the Federation of Hotels, Restaurants, and Bars (HORESCA), municipalities, and tourism organisations to develop a concrete action plan, slated for release by year’s end.
Gilles Estgen, the official overseeing the project, outlined key focus areas: defining clear objectives, understanding tourist expectations, and consolidating industry feedback while building on existing successes.
“We don’t need to reinvent the wheel”, Estgen emphasised, noting the Moselle Valley’s established strengths like its popular wine-tasting events. While foreign projects offer inspiration, he stressed that solutions must align with Luxembourg’s unique context.
Among new proposals, overnight stays at wineries emerged as a promising avenue – a concept that could qualify for agricultural subsidies, provided accommodations adhere to zoning laws.
Minister of Agriculture and Viticulture Martine Hansen clarified that while greenbelt construction remains prohibited, many rural wineries could adapt existing structures.
Minister of Tourism Lex Delles underscored the strategy’s broader relevance: wine-related activities engaged 11% of overnight visitors and 13% of day-trippers in 2023, signalling untapped potential for cross-sector promotion.
