Following a year of cultural renewal and a brief closure for renovations, France’s popular wine museum, the Cité du Vin in Bordeaux, achieved record-breaking success in 2024.
The museum welcomed over 415,000 general public visitors from 180 different countries, pushing its total visitor count to over 3.1 million since opening in 2016.
The record numbers were driven by an increase in international tourists, who made up 53% of the total visitors. Spanish, American, and British guests topped the list, followed by German and Italian travelers. French tourists accounted for 29% of visitors, while 10% were residents of Bordeaux Métropole.
Despite economic challenges and an overall decrease in tourism across France, the Cité du Vin exceeded expectations, particularly during May, September, and October, as well as during the summer months, which saw 94,000 visitors.
The museum’s Permanent Exhibition attracted more than 387,000 visitors, while nearly 25,000 people participated in the Via Sensoria sensory tasting journey, offered seasonally. Over 15,000 individuals joined daytime tasting workshops, while evening cultural programs targeting locals saw strong attendance, with thousands participating in after-work wine tastings and events.
Corporate and group events were also a highlight, with 536 business activities hosted in 2024. These included guided tours, privatized workshops, and cultural events, drawing over 5,500 professionals who combined business with wine culture experiences.
The year was particularly notable for the museum’s role in France’s international promotional efforts. The Cité du Vin was selected as part of the government’s “Make it Iconic. Choose France” campaign, joining prestigious landmarks like the Eiffel Tower and Mont Saint-Michel. Additionally, the Olympic torch passed through its gardens in May, accompanied by a photographic exhibition exploring the connections between wine and sports.
2024 also marked the 10th anniversary of the Foundation for Wine Culture and Civilisations, the organization behind the Cité du Vin. The foundation renewed its commitment to sustainability by maintaining and obtaining environmental certifications and announced plans to unveil an ecological transition roadmap for 2030. Fundraising events planned for 2025 will support the museum’s cultural programming and further enhance its impact.
The Cité du Vin’s success highlights its status as a global wine tourism hotspot, a must-visit attraction in Bordeaux, and a cultural landmark that blends innovation with the timeless heritage of wine.
