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Food and Wine

With the growing trend towards experiential tourism, the food and wine tourism sector has grown in importance as a product development opportunity in destinations that complements other destination experiences.Read more
With the growing trend towards experiential tourism, the food and wine tourism sector has grown in importance as a product development opportunity in destinations that complements other destination experiences. The development of successful food and wine tourism products and experiences requires consideration of a number of factors, including:

  • Developing an authentic food and wine experience that provides high quality products and experiences that are value for money;
  • Providing variety of food and wine attractions, dining facilities and related events or experiences which are supported by the necessary accommodation and other visitor attractions and facilities;
  • Destination Management Tip

    High quality food and wine experiences in a destination are one of the best ways to create positive PR and word of mouth. The STCRC Food and Wine Tourism Snapshot can show you how to achieve this.

  • The setting of a food and wine region or individual attraction is important in a visitor’s decision making process. Maintaining the tranquillity and uniqueness of the surrounding environments is essential for visitor satisfaction.
  • Clustering of food and wine products and experiences to provide a variety of options for the visitor and enhance their overall experience;
  • The use of trail maps and guides for visitors to navigate between local food and wine attractions has proven a successful method for assisting the visitor in their planning process and encouraging increased length of stay as displayed in the Barossa Valley’s Butcher Baker Winemaker Trail;
  • Effective dissemination of information to visitors in selecting a destination, product or experience. Research has shown the three major sources of information commonly used by food and wine tourists were print media, visitor information centres and ‘word-of-mouth’. More recently, the growth in online information and social networking for pre-trip planning has shown a significant increase.
  • Commitment and vision of the local tourism leaders and businesses and the delivery of high quality service by all staff, as highlighted by the success of the Hunter Valley as a food and wine region.

The Sustainable Tourism Cooperative Research Centre has an extensive research library on the planning and development of food and wine tourism. The body of research, summarised in the Food and Wine Tourism in Australia, highlights the growing importance of food and wine tourism, particularly in regional areas, and identifies significant trends and opportunities for the development of the industry.

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