Tourism Australia’s latest campaign to attract overseas visitors puts the focus on Aussie food and wine. Bush tucker, Tasmanian oysters and home-grown wine are better than Italian fare, according to a poll.
The campaign positions the country as “Restaurant Australia” and claims the nation is “the world’s greatest restaurant serving up the most unique food and wine experiences in remarkable locations every day”.
It is part of the global 'There’s nothing like Australia' campaign and was launched at Savour Australia, the biggest wine forum in the country.
Research across 15 of Australia’s key tourism markets showed that food, wine, and local cuisine is a major factor in the decision of where to go on holiday, but only 26% of people who have never been to Australia think of the region as having top-notch food and wine. For people who have been to Australia, it rates second – ahead of Italy which comes third. France is named the top destination for food and wine by holidaymakers.
Australian cuisine and wine takes the top spot as voted by visitors from China, USA, France, India, Indonesia, Malaysia the UK and South Korea, showing that there is recognition for Australia's quality foods despite lack of awareness in people who have never been.
Tourism Australia managing director Andrew McEvoy said: “There is literally a growing appetite globally for food and wine as part of the travel experience and Australia has all the right ingredients to capitalise on this opportunity – with the finest array of produce served in the most stunning locations in the world.
“Clearly, we need to narrow the perception gap between those who have visited Australia and those who have not. This is a great marketing and communications challenge. To do this we are evolving our global campaign.”
Tourism Australia is working with Wine Australia to integrate food and wine experience into its activity and use it as another reason to encourage tourists to visit Australia.
McEvoy said: “Now we will be looking to ignite the tastebuds of travellers world-wide with a marketing push that captures the fresh thinking, open air, and the flavours that define our food and wine offering and can set Australia apart from the rest of the world as a tourist destination.
“Whether it’s devouring fresh shucked oysters in Tassie, quaffing wine at a cellar door in SA, exploring Melbourne’s multicultural cuisines or sipping coffee in a laneway, feasting on sun-kissed fruit and seafood on a Queensland island, tasting Marron for the first time at a vineyard in WA, sampling bush tucker in outback NT, fine dining in Sydney or following one of the many food trails or festivals in Australia – we want international visitors to know they will be spoilt for choice in Australia.”
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