Luxembourg wants to turn the Moselle Valley into a tourism brand
Anita Austvika, Unsplash
Every year, the Moselle Valley becomes more and more attractive to tourists - not only for its wines, but also for its picturesque landscape, local gastronomy and cultural itineraries. In 2023, 11 per cent of overnight tourists and 13 per cent of day visitors included wine activities in their plans. The government has now decided to capitalise on this interest by launching the development of a national wine tourism strategy.
The first consultations kicked off this week in Grevenmacher, involving wineries, museums, municipalities, industry unions and tourism sector associations. Their aim is not just to improve coordination, but to create a concrete action plan until the end of 2025.
Guillaume Estgen, who is overseeing the project, emphasises: "We don't need to reinvent the wheel." According to him, the region already has successful events, such as tasting festivals, and the task is to strengthen and scale up what already works by adding modern formats and infrastructure. Among them is the idea of accommodating tourists directly at wineries, which can be supported through agricultural subsidies if zoning regulations are met.
Minister of Agriculture and Viticulture Martine Hansen clarified that new construction in green areas is still prohibited, but adapting existing rural buildings is possible and promising for farmers.
The Minister of Tourism, Lex Delles, emphasised that wine tourism is not a niche project, but a real growth tool with opportunities for cross-promotion of regions, gastronomy and national image. In fact, it is a chance to turn the Moselle not just into a place where wine is drunk, but a place where people go for an experience: to spend the night among the vineyards, listen to winemakers' stories, taste local varieties and return with an experience that cannot be packed in a suitcase.
If the strategy is successful, Luxembourg could join the ranks of countries where wine is not only a product but also a cultural route. And perhaps in the coming years, the Mosel Valley will become a full-fledged point on the gastronomic map of Europe.
