There are many tour operators working across Australia in both regional and metropolitan areas. Large tour bus companies operate across State borders, while small private operators may work only within their selected region.

As wine tourism has become more mainstream, demand has increased among visitors along with the number of tour operators to meet that demand. Tour operators often create "packages" that incorporate several different activities for clients, as well as visits to wineries. Day tour operators normally offer scheduled tours on either a daily basis or selected days of the week. Charter operators offer an on-demand service and tailor tours according to the clients needs. These can include chauffeured vehicles as well.

Selecting Operators
It can be difficult to select operators to work with among the many that offer to bring clients to your door. Like any kind of partnership, it's about creating a relationship that is mutually beneficial and defining the terms of the relationship clearly from the beginning. If you don't want tour operators bringing in large groups unannounced, you need to say so and back it up with a clearly articulated policy.

Remember too that tour operators are in business to make money and their clients have paid a fee to take part in the tour. You need to make sure that you are being compensated for providing an experience - whether it's by directly charging for the service or as a result of sales. If you rely only on sales revenue, make sure you're familiar with the type of clients the tour operator is likely to bring your way or you may find yourself pouring lots of wine for people who just take advantage of your amenities.

Benefits
There are terrific benefits in working with professional tour operators. The opportunity to attract a minimum number of visitors (per day or per week) of a pre-determined target market can be highly lucrative for sales and raising brand awareness.

All tour operators require some kind of special license to operate their business, so check credentials before you begin your relationship. Do some research and find out how other wineries perceive them.

Code of Conduct
It can be useful to draft up a "Code of Conduct" for both you and the tour operator to abide by. The code should articulate the expectations and responsibilities of both parties - and even the winery visitor. This type of code can be drafted for a winery, region or even a State.

Before you agree to be part of a tour package, consult the Checklist contained in this section and review some points in the draft Code of Conduct. Working with a professional tour operator should be easy and provide both parties, and the visitor, with a rewarding experience.

Consult your local and State Tourism Organisation for lists of tour operators servicing your region.