International exposure throughout the Bachelor
From the very first year, you take part in an international seminar either at BSB or in one of our 13 partner destinations, allowing you to strengthen your language skills and discover a different academic culture.
In the second year, you may spend a semester or a summer school at one of our 200 partner universities, including several that are internationally renowned in the field of wine and spirits.
In the third year, you have the opportunity to go even further with a study semester abroad. For example, BSB opens the doors of Sonoma State University in the heart of California, one of the most highly recognised universities in the world for wine business. An exceptional environment in which you will explore the American wine industry, its hospitality models, customer experience strategies, and innovative approaches to wine tourism.
Result: your Bachelor in Wine Tourism is not limited to Dijon or Lyon. It is an international course where you can test several academic and professional experiences abroad, and leave with a profile sought after by recruiters.
What You Will Study in the Bachelor in Wine Tourism at BSB
In addition to the fundamentals of management, the 3rd-year Wine Tourism specialisation provides you with a solid understanding of the wine sector, its marketing challenges, visitor hospitality, and the enhancement of terroirs. You will learn how to design wine-tourism experiences, tell the story of an estate, engage visitors, and promote a destination to both French and international audiences.
Learn how to welcome visitors professionally and turn a tasting into a real experience. Discover the basics of merchandising, cellar management, and the drivers influencing visitor satisfaction, loyalty, and direct sales in a wine estate.
Design a wine tour from A to Z: analysing a territory, identifying your audience, creating an itinerary, developing tourist partnerships, preparing sales arguments…
This module includes two field trips to Champagne and Burgundy to understand how regions operate, meet professionals, and analyse their wine-tourism practices.
Understand visitor motivations, behaviours, and expectations. Learn how to define a marketing strategy for a wine-tourism structure, choose the right distribution channels, and build a coherent omnichannel experience—from the website to the on-site visit.
Explore the fundamentals of wine: grape varieties, styles, serving techniques, food and wine pairings, and storage.
Master the basics of tasting through the WSET Level 1 – Systematic Approach to Tasting Wine®, an internationally recognised standard.
Discover analytical methods used in the wine and tourism industries to understand a market, structure a research question, and support your final-year project with a rigorous academic approach.
These courses are complemented by real case studies inspired by situations encountered in wine estates and tourism destinations. They train you to understand industry challenges, analyse visitor expectations, and act like a future wine-tourism professional. They prepare you to enter the wine-tourism market quickly, equipped with the skills most sought after in the sector.
Focus on Global Wine Tourism
100% of the courses in the Wine Tourism specialisation are taught in English, and several
modules immerse you in the wine-tourism and marketing practices developed in major wine
regions around the world. This international exposure enables you to follow a Bachelor’s-level
programme aligned with the standards of leading wine and tourism schools, as well as with the
expectations of estates, destinations, and brands operating on a global scale.
The Skills You Will Develop in the Bachelor in Wine Tourism
Professional skills to build strong, recognised expertise
Design and deliver wine-tourism experiences tailored to different audiences
Showcase an estate and its terroir through storytelling and cultural mediation
Welcome, guide, and advise both French and international visitors
Promote a tourism offer using marketing and communication tools
Manage the operations of a tourist site: reception, shop, events, visitor journey
Human skills to help you grow and lead projects within the wine sector
Sense of hospitality, active listening, and customer relations skills
Ability to adapt to different audiences and unexpected situations
Organisation, coordination, and teamwork in an operational environment
Confidence in public speaking and the ability to convey a story or a place
Rigour, autonomy, and professional conduct when working with wine-sector professionals
Unique support to reveal your talents
At BSB, you don’t just learn technical skills:
you also learn to understand yourself better and unlock your potential, thanks to two unique programmes.
Pathfinder™: personalised guidance from day one to your first job
Personalised support from your first day to your first job. Unlimited one-to-one coaching,
personality assessments, practical workshops… Pathfinder™ helps you identify your strengths,
build confidence, refine your academic choices, and shape a career path aligned with your ambitions.
Leaderskills Institute – being a good leader isn’t innate... it’s learned!
BSB offers a structured programme to help you develop Leaderskills and obtain a certification you can showcase on your CV.
You strengthen essential human skills to collaborate effectively, manage projects, unite teams, and inspire others.
Learn wine tourism in the field thanks to the end-of-year internship
In the 3rd year, the Wine Tourism specialization is experienced in initial course , with a professional internship of at least 4 months at the end of the year to put your learning into practice directly in the field. Wine Tourism , internship missions immerse you in
Reception of visitors, guided tours and animation of tasting workshops, Participation in the organization of wine tourism events (grape harvest, open days, workshops, immersive experiences), Contribution to the communication of a domain or a destination (content, social networks, storytelling), Support for commercial activities: store, direct sales, reservation management, Tourism monitoring, benchmarking of offers and analysis of visitors' expectations.
Our students carry out their internship in a wide variety of structures: wineries, wine houses, wine houses, tourist offices, specialized agencies, festivals, cooperative wineries, hotel-restaurants, or even cultural and gastronomic businesses linked to the world of wine.
The companies that recruited our students
100% of our Bachelor's degree students get a job in less than 4 months after their diploma (CGE 2025 integration survey).
And after the Bachelor in Wine Tourism?
The jobs available after your Bac+3 in Wine Tourism
You are ready to integrate positions in wine tourism, domain hospitality, wine tourism mediation or tourism communication, in France and internationally:
Wine Tourism Assistant, Head of reception and customer experience in a winery or wine house, Communication assistant for a domain or a tourist destination, Cellar animator guide/tasting animator, Event assistant for domains, tourist offices or specialized agencies, Marketing assistant for a wine or tourism company Sales consultant and experience in a store or cellar
Continuing studies at BSB
81% of Bachelor in Management students choose to extend their studies at Master Grande École , with several specializations perfectly suited to the wine and spirits sector:Wine & Spirits Management (work-study), ideal for working in sales, marketing or management jobs in the world of wine.Marketing & Communication , to deepen brand strategies, storytelling and communication applied to the wine & gastronomy sector.double degree with: the MSc Wine Management , the MSc Luxury Management & Innovation , according to the professional goals you want to aim for.Master's degree allow you to access more strategic positions in the wine, spirits and tourism sector.
Master Grande Ecole
For those who want to deepen their understanding of the sector, international markets and wine business models. You develop a strategic vision of the actors, distribution, marketing and business challenges of Wine & Spirits.
Learn more › Master Grande Ecole Marketing & Communication
A coherent pursuit if you want to strengthen your skills in storytelling, brand communication and digital strategies. You learn to design campaigns, build brand worlds and manage multi-channel marketing projects.
Learn more › MSc Wine Management
A 100% English program, at the heart of the School of Wine & Spirits Business, to acquire global expertise in wine business, marketing and distribution. An ideal path to evolve into international positions in wine houses, wineries, import-export or specialized distribution.
Learn more › MSc Luxury Management & Innovation
To specialize in the world of premium brands and understand how luxury creates value through experience, image and innovation. You develop a fine approach to high-end positioning, useful for iconic wine houses and premium hospitality experiences.
Learn more ›
Integration and salaries
With a Bachelor's degree, the average exit salary in the wine tourism sector is generally between 25 and 30K € gross per year, depending on the structure (domain, cellar, tourist office, group). After a Master's degree, this salary varies between 35 and 42,000 euros gross per year, with prospects of evolving into positions such as: wine tourism project manager, junior brand ambassador, wine & tourism development manager, wine & tourism development manager, cellar manager or communication manager for a wine house.
The Bachelor in Wine Tourism, a solid basis for all the specializations of the Grande Ecole Master
If you want to continue to a Master Grande Ecole as an initial course or as a work-study program, your choice of specialization does not depend on the one you are following in the 3rd year Bachelor. You can therefore opt for another specialization.To have the choice, to remain free and above all to build a career in line with his personality, his values and his talents.
