A Korean tourist at a tea garden in Tinsukia district. File pictures

Guwahati, May 26: Italy has a vineyard pill for stimulating tea tourism in Assam.

“A parallel can be drawn between the vineyards of Italy and the tea gardens of Assam. As a matter of fact, the success story of wine tourism can be replicated in the gardens to boost tea tourism,” Cesare Bieller, the consul-general of Italy, said here today.

Bieller was speaking at a programme organised by the Federation of Industry and Commerce of North Eastern Region (Finer), the apex industry body of the Northeast.

“We can invite delegations from the state to visit vineyards in Italy for understanding how good wine is made, marketed and sold in international markets. People here must also know how big wine producers open their vineyards for tourists to visit, stay and experience the process in its entirety. That way, they sell a package. The same model can be applied to tea plantations in Assam to generate jobs,” Bieller said.

Quality, setting the right standards and creating awareness about the product are aspects businessmen here need to understand, the diplomat said.

“Purity of what you produce, how you grow and the type of soil where it is grown is equally important. People here are ready to buy a bottle of Italian wine that costs Rs 7,000 or more because they know they are buying a product that has quality, is certified and accepted worldwide,” he said.

But not many in Italy know about first flush, CTC and orthodox teas.

“So, you need to create awareness and woo tourists to tea estates to give them a complete experience as to how tea is grown and made. The food that you offer to tourists must be excellent. This way, you also create opportunities in trade,” the envoy said.

The consul-general also shared his experience of interacting with tourists who visited the vineyards of Italy.

“I get enquiries from people who express interest in buying vineyards in Italy. Some say that they want to live and retire in a vineyard while others seek suggestions about which vineyard would be the best for them to visit. So, I tell them about the complete experience, the processes that go into quality winemaking and the beauty of the vineyards. That it is different from visiting Florence, Venice or any other Italian city,” he said.

Value addition, Bieller said, can be the mantra to boost tea tourism.

“Golf courses (like the one between Sangsua and Gatoonga tea estates in Jorhat) can be set up in tea gardens as an add-on. Tourists can also be a part of nature and close to wildlife during their stay in the estates. Cambodia, for instance, has promoted religious tourism and golf. Likewise, Thailand, too, has associated some of its beaches with the lifestyle sport,” Bieller said.