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. 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.
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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.
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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.
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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.
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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.
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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.
Zoom sur l'oenotourisme mondial
100 % des cours de la spécialisation Wine Tourism sont dispensés en anglais, et plusieurs modules vous plongent dans les pratiques œnotouristiques et marketing développées dans les grandes régions viticoles du monde. Cette ouverture internationale vous permet de suivre une formation Bac+3 alignée avec les standards des écoles spécialisées en vin et tourisme, et avec les attentes des domaines, destinations et marques opérant à l’échelle mondiale.
Les compétences que vous allez acquérir en Bachelor Wine Tourism
Compétences métiers pour construire une expertise solide et reconnue
- Concevoir et animer des expériences oenotouristiques adaptées aux publics
- Valoriser un domaine et son terroir grâce au storytelling et à la méditation culturelle
- Accueillir, guider et conseiller des visiteurs francais et internationaux
- Promouvoir une offre touristiques via les outils du marketing et de la communication
- Gérer les activités d'un site touristique : accueil, boutique, événements, parcours client
Compétences humaines pour vous révéler et piloter des projets dans le secteur du vin
- Sens de l'hospitalité, écoute et relation client
- Capacité à s'adapter à des publics variés et à des situations imprévues
- Organisation, coordination et travail en équipe dans un environnement opérationnel
- Aisance à l'oral, aptitude à raconter et transmettre une histoire ou un territoire
- Rigueur, autonomie et posture professionnele face aux acteurs du secteur viticole
Un accompagnement unique pour révéler vos talents
À BSB, vous ne vous formez pas seulement à des compétences techniques.
Vous apprenez aussi à mieux vous connaître et à développer votre potentiel grâce à deux dispositifs uniques.
Pathfinder un accompagnement du 1er jour au 1er job
Un accompagnement du 1er jour au 1er job. Coaching individuel illimité, tests de personnalité, ateliers pratiques…
Pathfinder™ vous aide à définir vos forces, à prendre confiance en vous, à affiner vos choix académiques et à construire une trajectoire professionnelle alignée avec vos ambitions.
Leaderskills Institute, être un bon leader, ce n’est pas inné... ça s'apprend !
BSB vous propose un parcours structuré pour apprendre les Leaderskills et obtenir une certification à valoriser sur votre CV.
Vous développez ainsi les compétences humaines essentielles pour collaborer en équipe, manager efficacement des projets, fédérer et inspirer.
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.
It is an essential immersion to understand the functioning of a domain, a tourist site or an enotourism destination.
In this specialization Wine Tourism, internship missions immerse you in
core of the sector:
- 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.
This experience is a real springboard: it enriches your CV, strengthens your understanding of the sector and prepares you to quickly integrate operational missions in wine tourism.
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.
In Master 2, you can also consider a double degree with: the MSc Wine Management, the MSc Luxury Management & Innovation, according to the professional goals you want to aim for.
These Bac+5 courses conferring the Master's degree allow you to access more strategic positions in the wine, spirits and tourism sector.
Master Grande Ecole
Wine & Spirits Management
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 ›Employment in figures
CGE Survey 2025 - Bachelor in Management
of our students graduated
of our students (full-time and work-study) continue their studies at Master's level
of our Bachelor in Management graduates found employment in less than 4 months
Average starting salary after graduating with a Bachelor in Management
Average starting salary for our Grande École Master's graduates
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.
Your Bachelor's degree since its 1st year is designed to give you solid foundations in economics, management, finance, law, accounting as well as in marketing and communication. You can therefore continue with a Master's degree towards the specialization you want.
The philosophy of BSB Test & Learn and Learning by Doing allows every student To have the choice, to remain free and above all to build a career in line with his personality, his values and his talents.
