Food and wine will be used to promote tourism in Australia as part of its ‘There’s nothing like Australia’ campaign.
With food and drink now a major factor when considering where to holiday, the tourism board is hoping to take advantage of the trend by sharing more knowledge about its dining experiences.
This will culminate around Restaurant Australia which will showcase unique dining experiences such as eating oysters in Tassie; wine tasting in the South Australia cellars or eating seafood on a Queensland island.
“Food and wine is really about the sense of place when people travel and Australia has a vibrant market culture too that is all focused on produce and place,” Denise von Wald, Tourism Australia’s new Regional General Manager UK/ Northern Europe told Travel Daily in a recent chat. “Not many people know about the culinary offering that is available in Australia and this new campaign will look to change that perception and inspire people.”
The culinary approach is the latest in Tourism Australia’s strategy to double its tourist count by 2020, with the UK office focusing on the youth and affluent 50+ markets to boost numbers.
In the 12 months up to the end of August the number of Brits heading to Australia went up 3% to 611, 300. UK visitors spend 19 million nights in Australia, accounting for 16% of inbound visitor nights.
Von Wald told Travel Daily the destination had seen success with the UK market heading over for the Lions Tour and will look to use further sporting events such as the Ashes and Cricket World Cup to promote the destination.