More than 880,000 international wine travelers visited Australia in 2014/15, exploring our diverse Australian wine regions.
The most popular destination? The Yarra Valley in Victoria is the most popular destination for international wine travelers, followed by the Hunter Valley in New South Wales and the Margaret River in Western Australia. Food and wine tourism is growing in popularity around the world, with Tourism Australia’s research showing that ‘great food, wine, and local cuisine’ is a major factor influencing holiday decision making.
While we may not yet have the global reputation of France, Spain and Italy once people come to Australia they fall in love with our food and our wine regions. For those who have visited, Australia is ranked third across the 15 major countries for its food and wine experiences behind France and Italy, ahead of Japan and Spain!
What is an international wine tourist?
International wine tourism is defined as visitors who have been to at least one winery during the trip in Australia. These travellers spent an estimated $5.1 billion during their time in Australia. That’s a lot of delicious food and fine Australian wine!
Where are they visiting from?
For visitors in New South Wales, Mainland China (16.8%) was the largest source of wine travelers. The United Kingdom (15.2%) was the 2nd largest, followed by South Korea (13.9%), United States and Canada.