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Australia’s world class nature and lifestyle have long been the
key motivating factors as to why people visit Australia. However,
more and more people are increasingly discovering though it is the
experience of our food and wine offering when they are here that is
growing in significance.
Australia’s food and wine has become one of its greatest assets
with a range and quality of produce on offer that is second to
none. Yet, remarkably, the appeal of Australian food and wine
remains one of our best-kept secrets.
Australia’s rich ethnic diversity has produced one of the most
exciting and multicultural cuisines in the world, with chefs,
winemakers and producers who revel in the creativity of a food and
wine culture not bound by centuries of tradition.
Combine this with Australia’s wonderful climate, drawing us
outside to enjoy the finest flavours with a backdrop of spectacular
natural landscapes and stunning cities – the marketing
possibilities are endless.
Gourmet Tourism is Growing
The ResearchRecent research conducted across 15 of Australia’s
key tourism markets, by BDA Marketing for Tourism Australia, shows
that ‘great food, wine, and local cuisine’ is a now a major factor
in holiday decision making, ranking third (at 38%), ahead of world
class beauty and natural environments (at 37%).
The research also showed that of people who have never visited
Australia, only 26 per cent associate the destination with a good
food and wine offering.
However, for those who have visited, Australia is ranked second
for its food and wine experiences (60%) after culinary giant France
and ahead of Italy (third). Incredibly, for people who have visited
from China, USA, France, India, Indonesia, Malaysia the UK and
South Korea. We are ranked as the number one destination for food
and wine
Closing the perception gap between those who have visited and
those who have not presents a huge opportunity for Australian
tourism.
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Narrowing the Perception Gap: Restaurant Australia Working with
leading identities across the food, wine and tourism industries,
Tourism Australia has developed a food and wine strategy built
around the concept of Restaurant Australia – that looks to close
the gap between perceptions of what Australia has to offer and the
reality of our exciting world-class food and wine offering.
Building on the idea that Australia could be the world’s
greatest restaurant, Restaurant Australia, Tourism Australia will
be evolving its global There’s nothing like Australia campaign to
put more of a spotlight on the most unique food and wine
experiences available in remarkable locations every day.
It is an opportunity to ignite the tastebuds of travellers
worldwide with a marketing push that captures the fresh thinking
(people), open air (place) and flavours (produce) that define our
food and wine offering and set Australia apart from the rest of the
world as a tourist destination.
Australia’s wine and food story is underpinned by seven pillars
that bring to life the culinary experience: the wine, the people,
food and wine trails, produce, restaurants, experiences and
events.
Ultimately it is about bringing the Restaurant Australia concept
to life, tapping into the groundswell of interest globally and the
boom in gourmet tourism, to showcase the way food and wine make an
Australian holiday unique.
Next StepsWorking with State and Territory Tourism Offices, its
marketing partner Wine Australia, the tourism industry and leading
food and wine identities, Tourism Australia will now incorporate
the food and wine experience much more strongly in its global
campaigns.
The aim is to expand our already successful campaign - There’s
nothing like Australia - and give it a dedicated food and wine
focus. It will include events, social media, public relations,
advertising and content marketing activities.
As Tourism Australia develops this next phase of There’s nothing
like Australia it will keep industry updated with tools and
resources to share in the spotlight of Australia’s food and wine
experiences.
Industry are also encouraged to think about how food and wine
relates to their business and how you can make the most of the
world trends toward culinary travelling.
For those who previously travelled to Australia, tourists from
China, UK, USA, France, India, Indonesia, Malaysia and South Korea,
ranked Australia as the No.1 destination for Food and Wine.
SOUTH AFRICA
INDIA
CANADA
CENTRAL AMERICA,CARIBBEAN
NEW ZEALAND
HONG KONG
HAWAII
CHINA(EXCLUDING HONG KONG)
UNITED KINGDOM
GREECE
SWITZERLAND
BRAZIL
THAILAND
USA (EXCLUDING HAWAII)
ARGENTINA
MEXICO
AUSTRALIA
JAPAN
GERMANY
SPAIN
ITALY
FRANCE
TAIWAN
INDIA
CANADA
NEW ZEALAND
HONG KONG
HAWAII
CHINA(EXCLUDING HONG KONG)
UNITED KINGDOM
GREECE
SWITZERLAND
BRAZIL
THAILAND
USA (EXCLUDING HAWAII)
ARGENTINA
MEXICO
AUSTRALIA
JAPAN
GERMANY
SPAIN
ITALY
FRANCE
SINGAPORE
66%60%
58%40%
34%34%
31%30%29%
25%25%24%
23%22%21%21%21%21%
20%19%
17%17% 13%
60%57%
33%31%29%
26%24%22%22%
21%21%20%
19%19%18%18%17%
15%14%14%14%
Not visited Australia visited Australia
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Importance factors for destination choice
A DESTINATION THAT OFFERS THE BEST IN LUXURY ACCOMM.
VIBRANT CITY LIFESTYLE
INDIGENOUS EXPERIENCES
EASE OF OBTAINING VISA
FLIGHTS WITH NO STOP-OVERS
DIFFERENT AND INTERESTING LOCAL WILDLIFE
ROMANTIC DESTINATION
GREAT SHOPPING/ WORLD CLASS BRAND NAMES
EXCITING EVENTS, LOCAL FESTIVALS AND CELEBRATIONS
NATIVE OR CULTURAL HERITAGE OR ACTIVITIES
A RANGE OF QUALITY ACCOMMODATION OPTIONS
GREAT SWIMMING BEACHES
CLEAN CITIES, GOOD INFRASTRUCTURE
SPECTACULAR COASTAL SCENERY
A FAMILY FRIENDLY DESTINATION
FRIENDLY AND OPEN CITIZENS, LOCAL HOSPITALITY
RICH HISTORY AND HERITAGE
INTERESTING ATTRACTIONS TO VISIT
WORLD CLASS BEAUTY AND NATURAL ENVIRONMENTS
GOOD FOOD, WINE, LOCAL CUISINE AND PRODUCE
A DESTINATION THAT OFFERS VALUE FOR MONEY
A SAFE AND SECURE DESTINATION 47%
39%
38%
37%
36%
30%
27%
22%
20%
19%
18%
17%
17%
16%
15%
14%14%
12%
12%
11%
11%
10%