Topic 1. “Beer territories” and their definition, stakeholders and future

- How to define a region as a “beer territory” other than by using the location of beer producers? Which criteria (historical, geographical, socio-economic, cultural, industrial, etc.) should grant a « beer territory » label and provide benchmarks for tourist circuits?

In this attempt to define a region, what are the solutions implemented by foreign territories (European or outside Europe) in terms of beer-induced tourism?

- How is the beer-tourism offer structured? What are the differentiation strategies implemented by professionals?

Can professionals use agriculture as a differentiating factor (through the development of many offers integrating a farming component such as walking a hop trail with stops to hop fields, visiting brewery farms, etc.)?

What could be the place and the part played by a structuring facility like a beer city (currently a project for the Hauts-de-France region)?

-  who are the actors and stakeholders currently involved or who should be involved in building and developing tourism in “beer territories”?

How can players from the brewing and tourism sectors better combine their resources so as to increase the tourist attractiveness of “beer territories”?

- How does a territory become a “beer territory”?

Can brand, label, protected designation of origin, geographical designation of origin, digital tools and social networks be used to reach that specific goal?

Can the experience of wine tourism serve as an example to benefit from?

Topic 2. Tourist attractiveness and the brewing offer

- On which ecosystem and governance should the brewing offer be based in order to optimize its tourist attractiveness?

- How to stage the brewing offer so as to maximize its tourist appeal?Tourists as co-producer and co-creator of their beer tourism journey; Tourists as occasional brewers

- How to build a tourist destination based beer?

Can the arts (such as painting with for example Pieter Bruegel and his sons, literature with scenes of taverns, pubs, and folklore through popular songs, various beer festivals, etc.) encourage tourists to visit beer production and tasting facilities, or even to follow a beer trail, thus contributing to the development of beer-induced tourism in a territory?

- How is it possible to diversify the brewing offer through its association with other local offers whose properties or qualities reinforce a territory’s tourist attractiveness?

- How can services associated with the brewing offer be used as elements of tourist attractiveness?
Tourism and the art of tasting beer

Topic 3. The beer industry and tourism : fostering sustainable development and circular economy.

- Beer production processes can have harmful effects on the environment such as pollution and degradation (through the pollution of soils, water, air), greenhouse gas emissions, waste production, excessive use of water and energy. The brewing sector now tends to adopt a production approach based on a sustainable development and circular economy. This production approach relies on three pillars, i.e. proximity, circularity and the preservation of resources.

Which approach based on these three pillars can the brewing sector and beer-induced tourism implement in order to strengthen their commitment to sustainable development and a circular economy?

Does the offer developed by the French micro-breweries (based on the local consumption of local produce) represent the answer to the issue of sustainable development (thereby limiting shipments and packaging)?

How to develop the recycling of by-products and waste from the brewing sector?

Can the brewing industry benefit from a bottle deposit return scheme?

- How can brewers ensure that this example of sustainable development becomes an element of tourist attractiveness? What tools can they use across the entire value chain?

- How can brewers influence the behavior of tourists by introducing them to practices related to sustainable development and the circular economy implemented in their structure?