“It is only with the heart that one can see rightly; What is essential is invisible to the eye.” This phrase by Saint-Exupéry found a special echo on June 16 in the cellars of Dambach-la-Ville. EM Strasbourg orchestrated Alsace's very first wine tourism event designed for the visually impaired.
A shared passion
The story began with a meeting between Dr. Coralie Haller, who heads the Wine and Tourism Chair and the Master of European Tourism, Wine, and Agrifood Management at EM Strasbourg, Michel Franck, a lecturer at the school and active campaigner for the visually impaired, and Grégoire Bouchetout, France's first qualified blind tourist guide.
These three individuals share the same conviction: Alsace's wine heritage must be accessible to all, without exception. Their challenge? To transform a traditional wine tasting experience into a sensory voyage.
A unique experience at the heart of tradition
The Domaine de la Famille Ruhlmann-Schutz opened its doors to host this unique experience. Since 1688, this family has been perpetuating its know-how in Dambach-la-Ville and welcomed some 30 participants: visually impaired people, companions, school graduates, and curious people from all walks of life.
One workshop followed another, transforming traditional tasting into a veritable sensory voyage. Each participant was able to rediscover wine in a different way.
Technological innovation was also on the agenda. The event provided an opportunity to highlight the OpenWay application, an innovative GPS system that guides the visually impaired in complete autonomy.
A wealth of ideas for tomorrow
This exceptional day marks the beginning of a broader approach. Domaine Ruhlmann-Schutz aims to become a model for all wineries wishing to commit to inclusion, in Alsace and elsewhere.
This vision is rooted in the family's DNA: know-how handed down from generation to generation, mutual trust, environmental responsibility, and boundless creativity.
Alsace gets involved
The success of this initiative is based on a remarkable synergy. The Wine and Tourism Chair at EM Strasbourg brought together key players in the region: the University of Strasbourg, the Grandes Maisons d'Alsace and their 33 members, the Pays de Barr Tourist Office, as well as four Alsatian associations: Cécifoot Schiltigheim, Changeons de Vue, Vue d'Ensemble, and Yvoir.
This collective mobilization transforms this local event into a regional symbol of inclusion.
The future of tourism
This initiative is a perfect illustration of the values promoted by EM Strasbourg Business School: ethics, diversity, and sustainable development.
Since 2017, the Wine and Tourism Chair has been leading the way as a pioneer. Unique in France in its complete specialization in the wine, tourism, and wine tourism industries, it supports the transformation of these traditional sectors by combining research and training in close collaboration with players in the field.
The message is clear: excellence and accessibility are not mutually exclusive, but reinforce each other. And sometimes, the most beautiful discoveries are actually experienced beyond what the eyes can see.