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| Wine Tourism |
Why is WFA involved in wine tourism?
Participation in wine tourism activities is an area that has the potential to provide greater financial security and growth for businesses that are able to capitalise on the opportunities available.
It is becoming increasingly clear that unless many regional winemakers diversify their winery activities to develop additional income streams through a commitment to winery tourism, then their chances of growing and even their very survival could well be at risk.
The Australian Wine Industry's Strategy 2025, released in 1996, identified the importance of tourism in stating:
'The wine industry and the tourism industry share a major common goal in capturing and presenting a unique sense of place to consumers, whether they be wine drinkers or tourists.'
Our vision for the industry
To deliver higher returns for wineries and wine tourism operators through improved products and services and heightened awareness, with an emphasis on an increase in wine tourist visitation and higher yields from these visitors.
How will we achieve this?
Between 2002-05, funding was obtained by WFA through the Australian Government Department of Industry, Tourism and Resources for implementation of wine tourism projects. Additional funding was recently granted to finance the important wine tourism activities, with strong industry support for these activities to continue.
What has been delivered in this area so far?
To aid in developing the capabilities of Australia's wine tourism businesses, a number of initiatives have been undertaken since 2002 including:
- Development of a Wine Tourism Strategic Business Plan
- Review and restructure of the Australian Wine Tourism Alliance (AWTA)
- Production of a Wine Tourism Snapshot fact sheet
- Development of a research and publications database for wine tourism
- Input into the development of a Wine Tourism Training Package through Tourism Training Australia
- Production of a series of fact sheets titled 'Your Guide to Wine Tourism'
- Production of a case studies booklet titled 'Wine Tourism Uncorked'
- Development and delivery of cellar door and wine tourism training material for WineSkills II
- Dissemination of information to industry through regular presentations at workshops, seminars, conferences and through written articles and papers
- Development and distribution of a resource kit in the form of a CD-ROM
- Development of a Cellar Door Research Kit
- Reinstatement of a National Wine Tourism Conference, incorporating the food sector
- Presentation of regional wine tourism workshops
What activities are we undertaking to achieve the vision?
There are several areas identified for progress over the next three years:
- Continue to evolve and promote the wine tourism workshop programme focused on collaboration and strategic cooperation across regions
- Develop, maintain and update an industry website, including information on business planning, research, cellar door, marketing and promotion, events and resources
- Implement a cellar door benchmarking research project to measure profitability
- Develop a 'Regional Tourism Ready Kit', providing a framework for regional wine associations to work with other key businesses in their local area to identify tourism assets, strengths and gaps
Background and other information
Who's working on wine tourism activities?
- Robin Shaw, Tourism Development Director:
phone 08 8222 9255, email robin@wfa.org.au
- Dominic Nolan, Director, Government Affairs:
phone 02 6239 8300, email dominic@wfa.org.au
Members are welcome to contact Robin or Dominic to discuss wine tourism activities.
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