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On April 10, 2025, Guadeloupe opened the National Laboratory of Spiritourism. Although this sounds like it might have something to do with Voudoun or charismatic religion on tour, actually it is all about something rather more of this world–booze.
This new center aims to boost tourism focused on local spirits like rum, liqueurs, and punches. It offers visitors a chance to learn about the island’s distilleries and their history.
Spiritourism is similar to wine tourism but focuses on distilled spirits–the hard stuff. It combines tasting, education, and cultural experiences. Guadeloupe, with its many small distilleries, is well-suited for this type of tourism.
The laboratory, supported by local and national organizations, has several goals:
- Help small businesses and artisans develop tourism activities.
- Create a national network of spirit tourism sites.
- Offer training programs to develop local skills.
- Develop a national label to ensure quality and ethical standards. In April 2025, the first “Rum and Spirits Advisor” training program was launched. This program aims to improve visitor experiences and share the culture of rum.
A new label is being developed to recognize sites that meet high standards in areas like environmental care, education, and product traceability. This will help visitors identify quality experiences.
Guadeloupe is also introducing initiatives like the “Prix de l’Excellence Gastronomique” for food and rum pairings, partnering with the “Mondial du Rhum,” and developing a “circuit du rhum” tour. These efforts aim to attract visitors interested in local heritage and culture.
France is the world’s leading exporter of spirits by value, and Guadeloupe plays a significant role in this. Spiritourism offers a way to turn this economic strength into rewarding tourism experiences that create jobs and preserve local traditions.
By highlighting the skills and stories of local producers, spiritourism helps preserve cultural heritage and opens up new professional opportunities.
Source: OECS.
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