Tourism Australia has unveiled a new tourism initiative which aims to raise the country’s profile as one of the leading wine tourism destinations. The tourism board has teamed up with some of Australia’s top wineries in order to raise awareness of the country’s wine industry.
Tourism Australia announced the Ultimate Winery Experiences of Australia programmes earlier in the week, a scheme which will see award winning wine producers showcase their best produce around Australia. The wineries will offer unique wine tasting experiences including private tastings, food and wine matching, wine education and tours of renowned wine regions. "These wineries are not simply venues to taste and purchase wine. Most of them offer a complete tourism experience - restaurants, accommodation, tours, as well as exciting behind the scenes winery experiences," said Andrew McEvoy, managing director of Tourism Australia. "They allow visitors to interact with the product, the winemaker and enjoy first-hand, the rich diversity that our many wine regions have to offer."
The new collaboration between the country’s wineries and tourism boards is hoped to generate A$140 billion annually into Australia’s economy. Groups that will join the new initative include Jacobs Creek and Seppeltsfield from the Barossa Valley in Australia and Moorilla Estate and Josef Chromy from Tasmania.
"Tourism Australia is really pleased to be involved in this new exciting initiative, which allows us to support the tourism and wine industries by packaging up and promoting the best of the best of Australia’s wineries, cellar doors and wine experiences.”