About

Sonia Ferchaud is a Provence-based wine tourism innovator focused on sustainable and experiential destination design. She founded Beyond the Wine to offer immersive, story-driven wine travel deeply rooted in local culture.

Areas of Expertise

• Wine Tourism – Designing place-based, memorable experiences

• Sustainable Growth – Tourism as a tool for local resilience

• Experiential Branding – Storytelling as a strategic differentiator

Role at WBA Budapest

• Teaches in the Wine Tourism & Place-Making module

• Shares frameworks for tourism development and destination branding

• Guides case studies on sustainable success stories

Publications

• Speaker: Provence Tourism Collective

• Founder Stories: Atout France Wine Destination Series