Wine Producers & tourism bodies collaborate to optimise business returns

Wine Australia, a bold, domestic promotion of Australian wine began at Sydney’s Darling Harbour in 1996. Every two years the event provides an opportunity for every winery in Australia to jointly put together a national promotion targeting occasional wine consumers, the international wine trade and the media.

Wine Australia 2004 was collaborative effort by ‘the wine industry for the industry’ but it was also supported by the NSW Department of State & Regional Development and Tourism NSW. It ran from 26-29th November in Darling Harbour where it all began.

NB For those unsure of their wine facts, the Australian wine industry crushes over 1,800,000 tonnes of grapes, is the world’s fifth largest wine producer and the fourth largest wine exporter (we export 56%). Australian wine is the no 2 imported wine in the US and no 1 in the UK.

The huge interest in Australian wine internationally and domestically puts the wine industry in a prime position to increase income through investment in ‘wine tourism infrastructure’ such as accommodation, restaurants and retail shops set up in association with wineries. More information may be obtained from Stephen Strachan of the Winemakers’ Federation of Australia, 08 8222 9255, 0438 847 418.

At the 2004 event Tasmania’s Dept of Economic Development joined forces with Tourism Tasmania to launch a new Tasmanian wine and food tourism brochure. The Tasmanian stand was project managed and funded by Economic Development with Tourism contributing the Cool Wine & Food, Cool Wilderness brochure plus four large ‘images’ for the display to drive home the Tasmanian wine and food tourism message to potential consumers. A total of 13 Tasmanian wineries participated on the stand.

The brochure sets out information on wine and food events & travel booking options for consumers by regions. Food and wine will continue to play an important role in a visitor’s total Tassie experience says Ken Bacon Tasmania’s Minister for Tourism, Parks & Heritage. He maintains Tourism’s involvement with the Wine Industry and Economic Development at the Wine Australia event is an example of what can be gained by industry and government working together. The brochure features more than 70 Tasmanian products and places and is being distributed through the Tasmania Travel Centres in Melbourne and Sydney, Customer Service Centre in Launceston, travel agents and Tourism Tasmania’s own websites.

‘Wine tourism uncorked : a guide to making wine tourism work for you’ was released in August 2004 as a key to optimising returns at Australia’s 1800 wineries. It is based on case studies of 24 Australian wineries and includes examples of successful wine tourism ventures, along with tips on ‘branding’, market development, events, food, accommodation and customer service. The guide was produced by the Winemakers’ Federation of Australia and the Australian Government Department of Industry, Tourism & Resources.