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ATEC

ATEC wins bid to support expanding wine tourism industry

Author: Tatiana Rokou / Date: Thu, 07/26/2018 - 16:05
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ATEC will deliver a program to assist wine businesses across the country to engage with the growing international tourist market, helping to build more successful wine experiences for international visitors.

The Australian Tourism Export Council (ATEC) will spearhead a new program to support and educate Australian wine businesses in marketing themselves to international visitors, following a successful bid to develop a Wine Tourism Capability Building program.

The contract has been awarded by Wine Australia and funded by the Australian Government’s $50 million Export and Regional Wine Support Package.

ATEC will deliver a program to assist wine businesses across the country to engage with the growing international tourist market, helping to build more successful wine experiences for international visitors.

Today’s global traveller is seeking experiences and to engage with products that are meaningful to their own life and we have seen a growing interest in wine and food experiences as part of this market shift,” ATEC Managing Director, Peter Shelley said.

Since the start of the Restaurant Australia campaign in late 2013, food and wine spend has grown to over $1 billion, up almost 24%, and it now accounts for one in every $5 spent by our international visitors.

“With a greater share of international visitor spending going towards wine and winery experiences, our wine producers can benefit greatly from understanding how to effectively connect to the international market.

“This program will help these businesses subtly move their product to create a more engaging experience for international visitors and teach them some of the keys to presenting their product to the international market in an effective way.

“The concept of ‘wine tourism’ is a key part of Wine Australia’s international marketing strategy, which is spearheaded by the Australian Wine Made Our Way campaign. For our wineries and wine regions, there’s a fundamental opportunity to turn the growing appeal of Australian wine into visitor choices and this will be the focus of the Growing Wine Tourism program”, Brett Murphy, General Manager, Export and Regional Wine Support Package, Wine Australia said.

This project will enable ATEC to work with the many, very successful, wine businesses to create a quality wine tourism experience as well as new wine businesses seeking to take advantage of the growing interest by international visitors in wine and winery experiences.

While many winemakers may currently be exporting their product internationally, there still remains a huge opportunity to extend the number of quality wine-based tourism experiences on offer,” Mr Shelley said.

This program will focus on equipping wineries with the knowledge of how to position their business to be more attractive to international visitors through key training modules on how to be Product Ready, Sales Ready and Service Ready.”

ATEC will be working with Wine Tourism Australia and Fastrak Asian Solutions to develop the Growing Wine Tourism program.

ABOUT THE AUTHOR

Tatiana Rokou

NEWS EDITOR

Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.