The document summarizes key insights from consumer research presented to the Australian wine industry. It finds that food and wine is the fourth most important tourism trigger for key markets like Japan, China, the UK, and Germany. However, Australia's positioning around food and wine is unclear and it often plays a support role to other experiences. While wine quality is recognized by visitors, perceptions vary depending on whether consumers have visited Australia. The document outlines opportunities to better promote Australia's food and wine through innovative marketing, technology, and events to drive tourism.
Wine Tourism - From Products to Experiences by Stefano Soglia Faye Cardwell
Stefano Soglia's presentation used during the #WBIS conference held in Brussels on 19th Jan 2013. What are the benefits - and risks of wine tourism and how can wineries develop their activities? For further information info@stefanosoglia.it
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
Wine Tourism - From Products to Experiences by Stefano Soglia Faye Cardwell
Stefano Soglia's presentation used during the #WBIS conference held in Brussels on 19th Jan 2013. What are the benefits - and risks of wine tourism and how can wineries develop their activities? For further information info@stefanosoglia.it
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.
Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.
Food Tourism: How to brand a destination using the power of food and drinks? Veruska Anconitano
Food and drink make the memories people relive again and again when traveling. How can food and drinks be part of a structured communication and how a brand can work with bloggers to impact on people’s perception of a destination?
Which competencies a travel blogger has to have in using food as a way to connect with people and help to brand a destination?
Pictures, videos, content on the blog: how to choose the best blogger to achieve this goal? Which is the best medium to use to communicate food Worldwide?
If you need more info or you're looking for a consultation on the food tourism industry, please get in touch: veruska@anconitano.com
Promoting regional trade and agribusiness development in the Pacific :
2nd PACIFIC AGRIBUSINESS FORUM
"Linking the agrifood sector to the local markets for economic growth and improved food and nutrition security"
Organised by PIPSO, CTA, IFAD, SPC and SPTO
Tanoa Tusitala Hotel, Apia, Samoa, 29th August -1st September 2016
Product & Experiences Investment Workshop PresentationGlenn Jones
The Bermuda Tourism Authority Product & Experiences team prepares entrepreneurs for the Tourism Experiences Investment Program. Presentations were made August 31st and September 1st, 2017.
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...Tatiana Livesey
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.
Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.
Food Tourism: How to brand a destination using the power of food and drinks? Veruska Anconitano
Food and drink make the memories people relive again and again when traveling. How can food and drinks be part of a structured communication and how a brand can work with bloggers to impact on people’s perception of a destination?
Which competencies a travel blogger has to have in using food as a way to connect with people and help to brand a destination?
Pictures, videos, content on the blog: how to choose the best blogger to achieve this goal? Which is the best medium to use to communicate food Worldwide?
If you need more info or you're looking for a consultation on the food tourism industry, please get in touch: veruska@anconitano.com
Promoting regional trade and agribusiness development in the Pacific :
2nd PACIFIC AGRIBUSINESS FORUM
"Linking the agrifood sector to the local markets for economic growth and improved food and nutrition security"
Organised by PIPSO, CTA, IFAD, SPC and SPTO
Tanoa Tusitala Hotel, Apia, Samoa, 29th August -1st September 2016
Product & Experiences Investment Workshop PresentationGlenn Jones
The Bermuda Tourism Authority Product & Experiences team prepares entrepreneurs for the Tourism Experiences Investment Program. Presentations were made August 31st and September 1st, 2017.
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...Tatiana Livesey
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
Expectations about oenotourism from 88 professionals of wine and tourism trad...Rogerio Ruschel
A survey with readers and friends of the blog In Vino Viajas (http://invinoviajas.blogspot.com.br ) made especially to the International Wine Tourism Congress- Europe, 2 - 4 July, 2015 - Viana do Castelo, Portugal – Prepared and presented by Rogerio R. Ruschel, Editor - São Paulo, Brazil
Modern Communication and Wine Tourism / BKWinebkwineper
1. An example of how you can use modern communications tool to sell your wine tourism destination. It is based on a real live example of how it can be done from BKWine, with http://www.bkwinetours.com and http://www.bkwinevinresor.com and gives a simple recipe for how anyone can do it. Tools discussed include: internet web site, blogs, email marketing newsletters, facebook, twitter as well as other social media platforms.
2. Recommendations for four simple steps that a winery should do to start being successful in wine tourism.
Presentation initially made at the International Wine Tourism Conference organised by Citta del Vino in Cagliari, Sardinia, Italy, in June 2011.
Copyright text & photography: http://www.bkwine.com.
Wine Desk offers an exclusive range of wine tours that encompass the very best of the Cape Town and Western Cape wine regions, including Stellenbosch, Franschhoek, Paarl and Constantia.
Go to www.winedesk.co.za
Oenotouristes sur les routes des vins - Brigitte Bloch CRTA - MOPA 201011MONA
Présentation proposée lors de la Rencontre technique oenotourisme sur la thématique « Routes des Vins et signalétique » qui s’est tenue le 20 octobre 2011 au Château le Thil à Léognan. Organisée par la Région Aquitaine, le Conseil général de la Gironde, l'Office de Tourisme de Montesquieu et la MOPA, cette journée a mobilisé près de 100 professionnels du vin et du tourisme venant d’Aquitaine, d’Alsace, de Corse, du Jura, de Provence, du Lot, du Languedoc-Roussillon… Toutes les présentations sur www.aquitaine-mopa.fr
Presentación wine up tour con bodegas singulares & Vinos de AutorJoaquín Parra Wine UP
Presentación del Wine UP Tour con Bodegas Singulares & Vinos de Autor organizado por Joaquín Parra, director de Wine UP Consulting y creador de www.ecatas.com, primer panel de catas online. A agosto de 2011 se han celebrado cuatro ediciones que han llevado el vino y su cultura por toda la geografía española y Baleares.
Australia's Advantage, how Australia is placed to take advantage of the globa...Ben Moroney
Stuart McNab Chief Supply Officer of Global Production, Treasury Wine Estates presented on why customers should invest in Australian wine and how the Australian wine category can take advantage of the supply and demand outlook and global trends. Representing some of Australia’s most recognised luxury, premium and every day drinking brands, Stuart explored Australia’s advantages over its competitive set.
A short piece questioning why Australia seems to be a bit challenged by current world markets - there is a way forward and its built on wines that continue to get better and better
Food and wine strategy - Tourism AustraliaBen Moroney
Andrew McEvoy, Managing Director, Tourism Australia; Nick Baker, Executive General Manager, Consumer Marketing, Tourism Australia and James Gosper, General Manager - Market Development, Wine Australia presented on the jointly funded food and wine strategy.
1. a critical planning session for the Australian wine industry – 2-Nov-12
Consumer research excerpts presented by:
David Holderness:
Global Insights Manager
2.
3. 35 years of unprecedented growth:
Exceptional consumption in AU
surplus production in some markets, and deficit in others....
11% YOY growth in export industry
(62% of total AU disposals. 42% of industry’s revenue)
CBA Commodities Report June 2011
4. Australia in a nutshell....
Good supply factor
quality, value, varietal choice
Flexible winemaking practices
leeway for winemakers to try new things
Strong identifiable brands
few restrictions on grape variety, yield or region = interesting wines, tradition + new thinking
Strong infrastructure of viticulturists & winemakers
little regulatory rigidity like Europe & genuine unity within AU wine sector
Some exciting new insights from our consumer research!
Austrade Wine Overview
6. Our international tourists tell a good
story.....
12% of visitors have visited a winery here
(c. 670k people – average annual growth of 3.4% over 10 years)
YE June 2012:
UK: 114k , China 70k, USA 63k, NZ 47k, Singapore 46k visitors.........
Mainly holiday (52%) but also VFR (28%)
They spend almost $7k per trip (compared to $5k av int’l spend)
IVS: YE June 2012
7. UK and USA are key & massive China growth
(Top 10 source markets over 10 years)
YE June 2002 YE June 2007 YE June 2012
1 United Kingdom United Kingdom United Kingdom
2 New Zealand USA China
3 USA New Zealand USA
4 Singapore Japan New Zealand
5 Japan Singapore Singapore
6 Germany Korea Malaysia
7 Malaysia Germany Korea
8 Scandinavia China Japan
9 Canada Canada Canada
10 Netherlands Malaysia Germany
IVS: YE June 2012
8. Domestically it’s a smaller share
(but still big).....
75.1m Australians took overnight trips in YE June 2012
2.4m (3%) of these overnight trips included ‘visiting wineries’
(average annual growth of 2.1% over 10 years)
Last 10 years: over 10% growth in Business traveller
day trippers who visited wineries (now 104k day trips)
Domestic tourists (who visit wineries) spend almost $700 per trip
NVS: YE June 2012
9. So what have we
recently learned about consumers??
10. Food & wine is 4th in top 5 triggers
1. Safe and secure destination
2. Value for money
3. World class beauty & natural environments
4. Good food, wine local cuisine & produce
5. Friendly & open citizens, local hospitality
6. Family friendly destination
7. Rich history & heritage
...
16
Especially for Japan China, UK & Germany
BDA Marketing: Consumer Demand Project Oct 2012
11. Most Least
important important
BDA Marketing: Consumer Demand Project Oct 2012
12. The importance of food & wine is clear... but
our positioning isn’t
Factor Importance vs. Association with Australia
Importance Ranking (top 1) and Association with Australia
Derived by BDA from CDP Survey
60
World class beauty and natural environments
Different and interesting local wildlife
55
A range of quality Safe & secure
Association with Australia
50 accommodation options
Spectacular coastal scenery
45 Clean cities / good road infrastructure
Family friendly
Great swimming beaches
40 The best in luxury accommodation and facilities Friendly and open citizens
Good leisure activities
Flights with no stop-overs
Native or cultural heritage or activities
35
Ease of obtaining visa Good food, wine, local
30 Great shopping cuisine and produce
Romantic destination
25 Value for money
Rich history and heritage
20
19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
Importance Ranking
Axes calculated as the mean x and y values ‘Barriers’ ‘Triggers’
13. Australia’s Food & Wine rank improves after visiting
Association
Rank
IDN NZL SNG MYS KOR JPN CHN IND GER USA UK
Total Visited Not visited
BDA Marketing: Consumer Demand Project Oct 2012
14. Unclear positioning sees F&W play a
‘support role’ to other AU experiences
Forced ranking of all 7 AU Experiences (which all perform well)
TNS: Experiences Research 2010
15. So far we can see that wine:
... is an important driver of tourism
... has varied perceptions / associations (especially
among those who haven’t been to AU)
... has a (currently) unclear positioning
... stacks up in terms of quality (say those who
have visited)
16. Elsewhere we’ve seen that
• Tourists are ‘buying an anecdote’ when they
travel
• The more unique the better
• Nothing more unique than the Australia’s top
performing:
– world class beauty and nature
– spectacular coastal scenery
– great swimming beaches
17. Reward awaits those who adapt.....
Christie's Chinese translations for 61 chateaux in the 1855 classification producing Bordeaux
21. TA has a collection of assets to assist:
Noosa International Food & Wine Festival pilot:
• Event promotion video: http://youtu.be/mUnB4qqgRqo
• Seafood afloat trail: http://youtu.be/Fs_8RI0NQ1M
More Event Partnership info: www.tourism.australia.com/eventpartnership.
Tourism Australia Image Gallery: www.images.australia.com