The global travel industry is raising a glass to a powerful new partnership — and champagne is at the centre of the celebration.
The World Travel & Tourism Council (WTTC) has welcomed Pernod Ricard, one of the world’s leading spirits and champagne producers, as its newest Industry Partner, highlighting the increasingly important role of spirits and champagne experiences in global tourism.
The move signals how the travel sector is embracing the cultural and economic power of beverages like champagne, whisky, rum, and gin — not simply as products, but as destinations in their own right.
From Champagne Cellars to Global Travel Experiences
Pernod Ricard, headquartered in Paris, owns an extensive portfolio of internationally recognised brands, including Absolut, Chivas Regal, Jameson, Martell, Havana Club, Beefeater and the champagne houses Mumm and Perrier-Jouët.
These brands are increasingly experienced through tourism. The company operates 28 “Brand Homes” across 18 countries, immersive visitor destinations that welcome more than one million guests each year.
Rather than simple tasting rooms, these spaces combine heritage storytelling, craftsmanship, mixology, art, and culinary culture — turning spirits and champagne production sites into fully fledged travel attractions.
A Growing Sector: Spirits Tourism
WTTC says the partnership reflects the rapid rise of “spirits tourism”, a form of experiential travel that allows visitors to explore the origins of iconic drinks while connecting with local culture and communities.
By integrating spirits producers into the travel ecosystem, tourism leaders aim to diversify destination offerings and extend visitor engagement beyond traditional attractions.
Experiences such as champagne cellar tours, whisky distillery visits, cocktail masterclasses and vineyard tastings are increasingly shaping itineraries for travellers seeking authentic cultural immersion.
Tourism, Culture and Conviviality
WTTC President & CEO Gloria Guevara highlighted how global brands can help destinations create meaningful visitor experiences rooted in culture and heritage. Pernod Ricard’s visitor centres, she noted, show how companies can contribute to local economies while celebrating craftsmanship and tradition.
For Pernod Ricard, joining WTTC also reinforces its strategy of positioning its brands as cultural ambassadors — transforming champagne and spirits from beverages into gateways to history, place, and convivial social experiences.
Champagne as a Tourism Magnet
The partnership underscores a broader trend: drinks tourism is becoming a major driver of travel motivation. From the vineyards of Champagne to whisky trails in Scotland and rum distilleries in the Caribbean, travellers increasingly seek experiences tied to iconic beverages.
With WTTC representing more than 200 leading travel and tourism companies worldwide, the collaboration with Pernod Ricard highlights how the sector is expanding the definition of tourism — one glass of champagne at a time.
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