Wine tourism is becoming an increasingly popular form of tourism in the 21st century. Tourists are encouraged to explore rural areas of vineyards and new consumer concepts where money is set aside for leisure and product purchases. For a region like Champagne, tourism, in addition to viticulture and winemaking, can be an additional source of income. Tourism is one of the most important economic branches of France, and wine tourism is one of the specific forms of tourism that has the potential to prevail in the Champagne region. Tourists visiting wine regions have various motives such as relaxation, recreation, shopping, but they can also be encouraged by new knowledge about oenology. The Champagne region has a well-designed offer created for wine tourists that always has room for improvement. Also, oenology meets gastronomy so the region offers dishes and desserts that are often paired with champagne. In order for the offer to be in line with the trends, the wine offer of the region must be up-to-date and innovative. Wine producers no longer offer only products but also an experience for the wine tourist, so they must be aware of the impact of wine tourism on the region on the prosperity of the suppliers and final tourists. Marketing and branding are important to make the region and product recognizable and competitive in an ever-growing market, and the Champagne region already has its own distinctive tourism product, champagne.