Tourism Australia’s plans to ramp up the promotion of Australia’s food and wine experiences in its international marketing were unveiled today at the country’s largest ever global wine forum – Savour Australia 2013 (being held in Adelaide from September 15 to 18 in Adelaide).

The details of Tourism Australia’s new focus on food and wine as part of its global campaign – There’s nothing like Australia – was shared with more than 800 wine industry and media delegates from across the globe at the inaugural Wine Australia forum.

Tourism Australia managing director Andrew McEvoy said the development of the new approach to marketing Australia’s culinary experiences to prospective visitors was based on strong consumer insight.

“There is a growing appetite (literally) globally for food and wine as part of the travel experience and Australia has all the right ingredients to capitalise on this opportunity – with the finest array of produce served in the most stunning locations in the world,” Mr McEvoy said.

“Research across 15 of Australia’s key tourism markets shows that great food, wine, and local cuisine is now a major factor in holiday decision making (at 38 per cent), ranking third ahead of world-class beauty and natural environments (37 per cent).

“However, our challenge is that for people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. For those who have visited though, Australia is ranked second for its food and wine experiences (60 per cent) after culinary giant France and ahead of Italy (third). We are ranked as the number one destination for food and wine for people who have visited from China, USA, France, India, Indonesia, Malaysia the UK and South Korea.”

There are obvious synergies for the business event sector.

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