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.

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

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%