From vine to glass: navigating the carbon footprint of wine tourism

Purpose Wine tourism contributes to the advancement of viticultural practices through increased awareness of sustainability issues. Despite its significance, the carbon footprint of wine tourism remains relatively unexplored. The purpose of this study is to focus on estimating the carbon footprint associated with wine tourism activities in Bordeaux region in France. Design/methodology/approach This study aims to provide a methodology for estimating the carbon footprint generated by various activities, such as visiting rural wine regions, attending wine festivals or tasting wine in urban bars. A systematic analysis of the variations among these different types of wine tourism activities is based on several different data sources provided by the Tourist Office of Bordeaux, Gironde Tourism Agency and the Open Doors wineries events’ organizers. Findings Among the preferences of wine tourists, cars and hotels emerge as popular choices with the highest carbon footprint, while internet usage stands out for its relatively lower environmental impact. Notably, cars produce more greenhouse gas emissions than buses; hotels have a larger carbon footprint than camping facilities; and visits contribute more to environmental impact than events like the Wine Festival. Practical implications Destinations should promote eco-friendly options, mainly for transportation and accommodation providing incentives for tourism agencies, wineries and visitors to choose sustainable alternatives. Prioritizing the local economy and embracing concepts like smart living should guide these decisions. Several examples of the original innovative solutions illustrate the implications of this study. Originality/value Although the environmental impact of the tourism sector has gained increased attention from researchers, minimal focus was on understanding the carbon footprint generated by wine tourists. In the broader management literature, the carbon footprint impact is commonly linked to vine growing practices such as soil fertilization and equipment transportation in vineyards or fermentation. This study proposes a methodology for assessing the carbon footprint resulting from wine tourism activities.