The Champagne region of France, long known for its exclusive, high-end sparkling wine, is now opening its doors to a wider range of travelers. With new hotels, enhanced visitor experiences, and a growing focus on accessibility, Champagne is becoming a must-visit destination for those seeking a taste of its rich history and world-class bubbles.
One of the key initiatives driving this transformation is the upcoming Nicolas Ruinart Pavilion, a new welcome center at Ruinart’s historic estate. Designed by renowned Japanese architect Sou Fujimoto, the pavilion will offer tours, tastings, and a modern space for guests to enjoy a glass of champagne within the estate’s 5 acres of landmarked woodlands. This new pavilion marks a significant shift for Ruinart, which previously only welcomed high-profile guests or those with special arrangements. Starting in October, the estate’s once-elusive chalk-quarry cellars, dating back to Gallo-Roman times, will become more accessible to the general public. The pavilion, with its cathedral-like ambiance created by natural light and sleek design, reflects the brand’s aim to elevate the visitor experience while maintaining its prestigious reputation.
Reims, the region’s main city, is just a 45-minute train ride from Paris, making it an ideal day-trip destination. However, the area has not always been equipped for long-term stays. With limited accommodations and costly entry fees to prestigious champagne houses, many visitors used to stick to short visits. This is changing, thanks to new hotels and a broader focus on making Champagne a welcoming destination for all travelers.
In the past decade, the region has seen significant investments in tourism, spurred in part by the UNESCO World Heritage designation of its vineyards and cellars in 2015. Mathieu Roland-Billecart, seventh-generation leader of Billecart-Salmon, notes that the tourism push was a response to growing demand: “Once leisure travelers took serious interest, the broader tourism offering needed to catch up.” The pandemic provided a unique opportunity for Champagne houses to rethink their visitor experience. Vitalie Taittinger, president of Taittinger, says the crisis allowed her team to plan and renovate their historic cellars, which date back to the 4th century. Since reopening in July 2024, Taittinger has welcomed visitors with expanded offerings, including food and wine pairings and tours ranging from $45 to $88 per person.
Other Champagne houses, like Moët & Chandon and Veuve Clicquot, have also adapted to meet the needs of tourists by adding permanent café and bar spaces. LVMH’s Belmond brand introduced Coquelicot, a luxury barge offering private cruises on the Marne River, complete with lavish cabins and stunning design by Parisian firm Humbert & Poyet. With prices starting at $80,000 for a weeklong cruise, it offers the ultimate luxury experience.
Champagne’s new and renovated hotels make longer visits more appealing. The Hostellerie Briqueterie & Spa reopened this spring after a major revamp, offering 40 spacious rooms, a Michelin-level restaurant, and a new Maison Caulières spa. Just 10 minutes from Épernay, the Royal Champagne Hotel & Spa is the region’s gold standard, with 47 rooms, a world-class Champagne selection, and luxurious spa facilities, including a 25-meter indoor pool. In Reims, La Caserne Chanzy Hotel & Spa—a former fire station turned luxury hotel—offers prime access to the city’s famous cathedral, while the elegant Résidence Eisenhower pays homage to the World War II general who once stayed there. Visitors can also enjoy contemporary furnishings and historic charm in this restored belle époque mansion.
For food lovers, Perrier-Jouët’s Belle Époque Society provides an exclusive dining experience in a UNESCO-listed private mansion. Guests can enjoy a multicourse meal curated by chef Sébastien Morellon and paired with the house’s finest vintages, all for $387 per person. For a more intimate encounter, Juliana Angotti’s travel concierge service offers a two-night stay with chef Arnaud Lallement, including private tastings and cooking workshops. Top dining spots in Champagne now include Arbane, a contemporary French tasting restaurant, and the two-Michelin-starred Racine, where chef Kazuyuki Tanaka impresses with his elegant, seasonal preparations.
As Champagne continues to evolve into a more tourist-friendly region, its combination of rich history, luxury accommodations, and world-class culinary experiences is turning it into a must-visit destination for more than just wine professionals.
