When you visit Tasmania or live here, the quality of the food and wine is something that is very special. The freshness of the produce and variety of small producers of wonderful products has put Tassie on the foodie map.
Tourism Australia is launching a national campaign that focuses on food and wine in Australia and as a part of this there will be a focus on Tasmania.
In response to the growing demand globally for food and wine as part of the travel experience, Tourism Australia will be evolving its There’s nothing like Australia campaign to put the spotlight on Australia’s finest array of produce served in the most stunning locations in the world.
The development of the new approach to marketing Australia’s culinary experiences to prospective visitors is based on new consumer research conducted by BDA Marketing for Tourism Australia.
Conducted across 15 of Australia’s key tourism markets, the research shows that ‘great food, wine, and local cuisine’ is a now a major factor influencing holiday decision making (at 38%), ranking third ahead of world class beauty and natural environments (37%).
What the research also showed is that for people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second across the 15 major markets for its food and wine experiences (60%) behind France and ahead of Italy (third). More importantly though, for visitors from China, USA, France, India, Indonesia, Malaysia the UK and South Korea, Australia is ranked as the number one destination for food and wine.
To narrow the perception gap between those who have visited Australia and those who have not, Tourism Australia is evolving its global campaign with the idea that Australia could be the world’s greatest restaurant – Restaurant Australia.
Welcome to Restaurant Australia, a place where we’re serving up the best and most unique food and wine experiences in remarkable locations every day.
We are engaging with you early in this campaign so that you can begin thinking about how food and wine relates to your business, and how you can make the most of the world trend towards culinary travelling.
More details are available on the new food and wine positioning in the Restaurant Australia concept magazine, media release and film.
State’s food and wine to feature in national tourism campaign
Tasmania’s world-class culinary scene is set to take centre stage in a new international Tourism Australia campaign aimed at selling the virtues of the nation’s food and wine industries overseas.
The island’s most picturesque locations, such as the Freycinet Peninsula, as well as its top-quality seafood, cheeses, wines and truffles will feature high on the national menu in the new campaign, Restaurant Australia, to be launched in international markets early next year.
It comes as Tasmanian tourism celebrates a surge in visitation to the state, with more than a million tourists arriving on the island in the past year, delivering a $1.5 billion boost to the economy.
“There is a growing global appetite, literally, 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,” Tourism Australia managing director Andrew McEvoy said.
“Our challenge is that for people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. For those who have visited though, Australia is ranked second for its food and wine experiences after culinary giant France and ahead of Italy.
“We are ranked as the number one destination for food and wine for people who have visited from China, USA, France, India, Indonesia, Malaysia, the UK and South Korea.”
The Restaurant Australia concept magazine, which provides a precursor to the new campaign’s flavour, is stacked high with examples of Tasmanian fare, including the island’s apple orchards, salmon farms, abalone and meet-the-maker experiences in the vineyards of the Huon Valley.
Tasmania’s unique food experiences are also part of the pitch to the world’s foodies, in the form of day-trip food trails dotted across the state.
“In Elizabeth Town, Ashgrove Cheese Farm offers traditional and specialty cheddars, like the Leicester-style Rubicon Red. Visit Muddled restaurant and wine bar in Burnie for abalone,” the magazine reads. “And at the Freycinet Marine Oyster Farm, guests at Tasmania’s Saffire hotel are kitted out in waterproof gear to explore Pacific oyster beds. The harvest is then sampled on-site, freshly shucked with a glass of champagne.”
The Australian food festival calendar is also spruiked as a selling point for the nation, with regional gems such as the Hobart’s waterside Taste Festival earning special mention.
Mr McEvoy said the Restaurant Australia concept would be absorbed in the next phase of TA’s existing global campaign, There’s Nothing Like Australia, to improve global perceptions of Australia’s culinary offering.
“There’s Nothing Like Australia has already been a huge success around the world, appearing in 25 countries and translated into 17 different languages, by highlighting our warm and welcoming people and spectacular natural beauty,” Mr 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 us apart from the rest of the world as a tourist destination.
“Whether it’s devouring fresh-shucked oysters in Tassie or following one of the many food trails or festivals in Australia, we want international visitors to know they will be spoilt for choice.”