The Insight Files
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Consumer trends and news curated by Tourism Australia
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Tourism Australia bet on food and wine and won

Tourism Australia bet on food and wine and won | The Insight Files | Scoop.it

Tourism Australia is driving a significant rise in annual visitation and visitor spend, thanks to the successful Restaurant Australia food and wine tourism campaign. Launched in December 2013, the global culinary promotion pivoted Australia's brand reputation toward the luxury segment by focusing on upscale and/or cultural foodies travel experiences throughout the entire country. This Skift interview with Tourism Australia's CMO, Lisa Ronson, tracks the evolution of the Restaurant Australia campaign - from research to content marketing and UGC - as well as what's in store for Tourism Australia's marketing strategy moving forward. Find out more about the Restaurant Australia campaign here.

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Food and wine trends for 2016

Food and wine trends for 2016 | The Insight Files | Scoop.it

Travel Weekly has unveiled the food and wine trends that will grace Australia's travel landscape in 2016. Business futurist Morris Miselowski says that although the fashion for foams has dissipated in Australia, food trends such as foraging, farm-to-fork eating and fermenting are now mainstream. The industry guru predicts that in 2016, we will be drinking more naked wines, embracing desserts that are more savoury than sweet, cooking over charcoal and continuing to crave comfort food like burgers. Click here to find out what food and wine loving travellers can expect in Australia in 2016.

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The future of food tourism goes beyond the restaurant experience

The future of food tourism goes beyond the restaurant experience | The Insight Files | Scoop.it

It's become a challenge to find a city, state or region that hasn't branded itself as a food destination to some extent, and some studies have found one in two millennials consider themselves foodies. There are however, differences between travellers calling themselves fair-weather foodies and those who visit destinations specifically to revel in exclusive and one-on-one experiences with chefs, farmers or craft brewers. Tourism boards caught in between realise that regardless of a traveller's passion point for food, they need to double down on the number of culinary experiences they offer to remain competitive with both types of food tourists. These travellers spend about 18-20% more in destinations for every age group and country of origin. Find out more.

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Carol Carini's curator insight, December 8, 2015 11:51 AM

Food Travel is a real experience  everyone can enjoy

American Australian Travel Magazine bit.ly/TravelMag

 

Maurice Couture's curator insight, December 16, 2015 4:27 PM

Cet article met en lumière un élément que notre créneau entend explorer davantage: le tourisme gourmand c'est plus qu'une expérience de restauration et concerne plusieurs aspects d'une destination et différents segments de clientèles.

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Sydney leads the charge in diverse dining scene

Sydney leads the charge in diverse dining scene | The Insight Files | Scoop.it

In this article, The Australian analyses the factors behind the rise of Australia's food and wine culture, in addition to a few trends which are characterising the sector. Of the 50 restaurants which make up The Australian's annual report on the state of Australia's dining nation, 20 hail from New South Wales; the biggest number from the State since the launch of the Hot 50 in 2011, and more than double the second-runner (Victoria, with nine). Speculated factors include optimism about the economy in New South Wales as well as Sydney's rising status as a centre of consumption. Industry trends include the growth of fragmentation, health-consciousness and native ingredients. Find out more.

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The latest drawcard for Asian tourists

The latest drawcard for Asian tourists | The Insight Files | Scoop.it

What does NSW have up its sleeve to bring the lucrative Asian traveller down under? According to Minister for Trade, Tourism and Major Events, Stuart Ayres, the foodies from Asia will be looking to Australia for their next oyster. Food lovers across Asia will be tucking into fresh NSW oysters less than 30 hours after the produce is harvested, making this the latest in Australian attractions to bring the lucrative Asian tourist down under. During his first trade mission, Ayres said the innovative NSW oyster exporters would expertly cater to China's growing appetite for fresh, seasonal produce. China is the top market for international guests to NSW with 500,000 visitors - an increase of 19% from the previous year.

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Aussie food brought back to the table

Aussie food brought back to the table | The Insight Files | Scoop.it

It’s a long way to come for dinner, but Tourism Australia thinks our food appeal has what it takes to pull tourists. TA has teamed up with The Precinct Studios to create 'Restaurant Australia,' an original three-part television series that shows off modern Aussie cuisine to the world. The series tails renowned chefs such as Neil Perry, Ben Shewry and Peter Gilmore as they come together to create a feast for the ages. Find out more.

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World’s 50 best restaurants 2015: Melbourne’s Attica among top again

World’s 50 best restaurants 2015: Melbourne’s Attica among top again | The Insight Files | Scoop.it

For the second consecutive year Melbourne’s Attica has been deemed the only Australian restaurant worthy of the annual list of the World’s 50 Best. It has been ranked 32 for the second consecutive year. It was also named Best Restaurant in Australasia. Sydney's Sepia (84) was anointed The One to Watch for "fastest rising" restaurant from the second tier of 51-100. The list, sponsored by S. Pellegrino, is now in its 14th year and was announced yesterday morning in London. Find out more.

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Kapil Rangras's curator insight, June 3, 2015 2:36 AM

Melbourne, Australia.......Restaurant capital of the world, a must do for FOODIES....

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Australian food takes a starring role in new TV series

Australian food takes a starring role in new TV series | The Insight Files | Scoop.it

Australia should brace for a horde of hungry international tourists heading down under on the back of the $40 million Restaurant Australia campaign. The well-fed and watered guests of the campaign, hosted by Tourism Australia, are now starting to spruik their foodie experiences to millions of followers worldwide. Leading the charge is three-star Michelin chef and author Eric Ripert whose 12-part series 'Avec Eric' recently premiered in the US. Six of the episodes were filmed around Australia during his visit as a guest of Tourism Australia last year. Another series partly funded by Tourism Australia is about to hit small screens in the UK. 'Jimmy's Australian Food Adventure' presented by farmer and foodie Jimmy Doherty is expected to be watched by four million British food lovers over three episodes. Focusing on the unexpected and inspirational tastes of South Australia, Western Australia and the Northern Territory, the series takes Jimmy out of the kitchen and into the natural landscape. Click here for more information.

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The ‘foodie weekend’ hot list of 2014

The ‘foodie weekend’ hot list of 2014 | The Insight Files | Scoop.it

Australian Traveller has asked Australia's top food and travel journalists to nominate the country's best new foodie weekends. Gourmet getaways are the holiday of the moment, as reflected by Tourism Australia's current 'Restaurant Australia' campaign. Learn about some of the up-and-coming foodie experiences, as nominated by a panel which includes food blogger Kerry Heaney, food writer Miranda Luby, food and travel writer Carla Grosetti, food and wine writer Windsor Dobbin and travel writer Andrew Bain. For more ideas, click here for a list of Australia's 100 greatest gourmet experiences.

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Restaurant Australia's head chefs announced: Neil Perry AM, Peter Gilmore and Ben Shewry share the kitchen for the first time - News & Media - Tourism Australia

Restaurant Australia's head chefs announced: Neil Perry AM, Peter Gilmore and Ben Shewry share the kitchen for the first time - News & Media - Tourism Australia | The Insight Files | Scoop.it
Up to 80 of the world's top food and wine influencers will dine from a 'best of Australia' menu prepared by multi-awarded chefs Neil Perry AM, Peter Gilmore and Ben Shewry - part of Tourism Australia's much-anticipated 'Invite the World to Dinner' to be held in Tasmania in November.
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Riverina agritourism marketing campaign begins

Riverina agritourism marketing campaign begins | The Insight Files | Scoop.it
There is hope the Riverina's diverse agricultural industries will be its strength in a new marketing campaign encouraging people to visit the region.
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Food and Wine festival brings tourists to Mudgee

Food and Wine festival brings tourists to Mudgee | The Insight Files | Scoop.it

The first weekend of Mudgee's annual Food and Wine Festival has drawn big crowds to town, with its program of wine tastings and bottling classes proving popular for tourists. During the next two weeks the festival will feature more than sixty events showcasing the region's local wine and produce.

 

The CEO of Mudgee Region Tourism, Holly Manning, says this year's program includes some new attractions and activities.

She says while Mudgee is renowned as a wine destination, there is much more on offer for tourists than just wine tasting.

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Ultimate wine tourism

Ultimate wine tourism | The Insight Files | Scoop.it

Two Margaret River wineries are being used to beef up international tourism to Australia.

 

Leeuwin Estate and Xanadu Wines have been selected as two of 11 wineries nationwide to participate in a new Tourism Australia initiative called the Ultimate Winery Experiences of Australia.

 

The project aims to bring together some of the country’s top wineries to raise the profile of Australia as a leading wine tourism destination.

Tourism Australia managing director Andrew McEvoy told Hospitality Magazine the Ultimate Winery Experiences of Australia concept was backed by State tourism bodies, including Tourism WA, and hoped to tap into the potential of the growing wine tourism industry, which he said was worth $140 billion annually to the country’s economy.

 

“These wineries are not simply venues to taste and purchase wine,” My McEvoy said.

 

“Most of them offer a complete tourism experience: restaurants, accommodation, tours, as well as exciting behind the scenes winery experiences.

 

“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.”

Xanadu Wines hospitality and tourism manager Sarah Robinson the winery was selected to be a part of the push by Tourism Australia.

 

She said the program would target 29 international wine markets.

 

“To be qualified you have to produce high standard of wine, have third party ratings from industry high profiles, like James Halliday and … a history of high performance, excellence and unique wine experiences for our tourists,” she said.

 

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Australia's food and wine experiences

Since the launch of 'Restaurant Australia' in May 2014, spend on food and wine in Australia has grown by $886 million (or 21 per cent). Download the 'Snapshot of food and wine' in Australia to find out more about the contribution Australia's world-class food and wine makes to the visitor economy and what tempts the taste buds of international travellers.

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Tourism Australia uses food to drive luxury travel spending

Tourism Australia uses food to drive luxury travel spending | The Insight Files | Scoop.it

International visitors to Australia spent a record $34.8 billion in the 12 months ending September 30, 2015—up 13% or $4.1 billion—marking the highest jump in total inbound traveller spend since 2001. Visitor spending from the U.S. alone was up 14%. A significant factor behind that increase was due to Tourism Australia's concerted push toward luxury travel marketing in recent years. The article attributes the double-digit percentage increase in international visitor spending in Australia during the last fiscal year to four primary factors:


  1. Tourism Australia's 'There's nothing like Australia' marketing campaign positions the entire country as a luxury destination.
  2. Everyone in the Australia tourism sector seems to be on point.
  3. Tourism Australia and many of the destinations and hotels are aggressively incorporating indigenous communities into their brand storytelling and product programming.
  4. There's been a surge of new luxury accommodation product entering the market over the last six to seven years.


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Australia's food and wine contributes to record international visitor spend

Australia's food and wine contributes to record international visitor spend | The Insight Files | Scoop.it

In conjunction with today’s release of Tourism Research Australia’s latest survey on international visitor spend showing record growth, Tourism Australia has produced an infographic highlighting the contribution Australia’s world-class food and wine makes to the visitor economy. Tourism Australia Managing Director John O’Sullivan said the latest international visitor survey results were outstanding and called out how much the recent focus on food and wine had acted as a drawcard for travellers and contributed to increased international visitor spend. “Since December 2013 when we decided to put a real focus on food and wine, and the subsequent launch of our ‘Restaurant Australia’ campaign, we have seen spending in this area increase by 16.6 per cent. That’s close to $700 million, already 40 per cent above the two year target of $500 million we originally set ourselves.” Find out more.


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Visitors tuck in as NSW food and wine provides huge boost to economy

Visitors tuck in as NSW food and wine provides huge boost to economy | The Insight Files | Scoop.it

NSW has shown it's a food-lover’s paradise, as the NSW Government’s latest campaigns delivered an additional visitor spend of over $20 million in 12 months. Minister for Trade, Tourism and Major Events Stuart Ayres said over 20 campaigns were run globally by the State's tourism and major events agency Destination NSW with partners including airlines, travel agents and wholesalers along with Tourism Australia. The campaigns highlighted the taste experience of the Hunter Valley, Orange and Mudgee, the Legendary Pacific Coast, the Blue Mountains, the South Coast and Sydney. Find out more.

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Travellers hungry for Aussie food

Travellers hungry for Aussie food | The Insight Files | Scoop.it

Food is proving an irresistible magnet for overseas tourists who are heading down under in record numbers and spending almost $13 million a day on tucker. The latest International Visitor Survey showed tourist numbers increased to 6.6 million in the year to June, and expenditure soared ten per cent to $33.4 billion. That included a $4.9 billion food bill led by big spending Chinese travellers who thought nothing of parting with $1000 for a meal of fresh king crab. Tourism Australia Managing Director John O'Sullivan said it was clear the global Restaurant Australia campaign had given international travellers an appetite for our cuisine. "Drawing attention to the people, produce and places that lie behind our country's exceptional food and wine experiences has been a major focus of TA's global marketing activities for the past 18 months. Pleasingly, we're seeing the benefits of this work clearly reflected in these latest tourism figures."

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Top 6 eateries in Melbourne

Top 6 eateries in Melbourne | The Insight Files | Scoop.it

Melbourne is a serious culinary hotspot, with everything from fine dining, exceptional coffee spots to burger joints, coffee and cocktails. The culture capital is famous for its defined ëat streets"- such as Lygon Street in Carlton and Acland streets in St Kilda as well as coffee laneways throughout the CBD. With so many to choose from, this KarryOn article lists the top five food hangouts in Melbourne. Find out more.

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Why Melbourne is Australia's culinary capital

Why Melbourne is Australia's culinary capital | The Insight Files | Scoop.it

The city of Melbourne has embraced cultures and flavours from around the world, creating a varied, competitive and vibrant food and wine industry. An abundance of cafes, bars, restaurants and food halls can be found in almost every block in the city. The Crown Melbourne complex, on the banks of the Yarra River, is a short stroll from the CBD and home to fine-dining restaurants such as Neil Perry's Rosetta Ristorante, Spice Temple and Rockpool as well as Heston Blumenthal's The Fat Duck. Furthermore, Australia's number one restaurant - Attica - as voted by Gourmet Traveller, is located in this city. The restaurant has been awarded Three Chefs Hats in The Age Good Food Guide and is celebrated both nationally and internationally. Melbourne plays host to the annual Food and Wine Festival which offers a chance to sample a range of restaurant delights, explore venues around the state and learn more about the creations of some of Australia's leading chefs. Find out more.

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Food and wine tourism in New South Wales

Food and wine tourism in New South Wales | The Insight Files | Scoop.it

Tourism Research Australia and Destination New South Wales commissioned Instinct and Reason to conduct research during the first half of 2014 to better understand the perceptions, motivations, behaviours and experiences of domestic overnight food and wine visitors to New South Wales (NSW) from Sydney, Canberra, Brisbane and Melbourne. Some of the key findings from the study include:


  • People are becoming increasingly knowledgeable about, and engaged in food and wine, seeking more ‘authentic’ experiences and products.

  • Aside from wine tasting and sales, the ‘must have’ activities essential to a winery visit included having a meal, and sampling local produce.

  • Being able to eat fresh, locally grown food for breakfast, lunch and dinner was the number one desired attribute of a food and wine region.

  • The Hunter Valley was the most visited food and wine region in New South Wales, had the highest unprompted awareness and was most likely to be considered for future visits.

  • Two-thirds of food and wine visitors were either extremely satisfied or satisfied with their NSW food and wine experience.


Click here to download the report.

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Australia's best kept secret

Australia's best kept secret | The Insight Files | Scoop.it

Australia’s food and wine has become one of its greatest assets with a range and quality of produce on offer that is second to none. Yet remarkably, the appeal of Australian food and wine remains one of our best-kept secrets. Good food, wine and local cuisine is now a major factor in holiday decision making, ranking third at 38%. Of people who have never visited Australia, only 26% associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second for its food and wine experiences (60%) after France and ahead of Italy. For people who have visited from China, USA, France, India, Indonesia, Malaysia, the UK and South Korea, we are ranked as the number one destination for food and wine. Closing the perception gap between those who have and have not visited presents a huge opportunity for Australian tourism. Australia is strongly associated with fresh local produce, fresh seafood and livestock along with spectacular outdoor dining. For more information, visit http://www.tourism.australia.com/documents/Statistics/TA_Factsheet_CDP_FoodandWinereport.pdf

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Tourism Australia launches Restaurant Australia campaign to bridge food and wine perception gap

Tourism Australia launches Restaurant Australia campaign to bridge food and wine perception gap | The Insight Files | Scoop.it
International tourists do not view Australia as a culinary hot spot, something Tourism Australia will set about changing as part of a campaign it launches on Wednesday.
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Tourism Australia to invite the world to feast on our food and wine experiences - Campaigns - Tourism Australia

Tourism Australia to invite the world to feast on our food and wine experiences - Campaigns - Tourism Australia | The Insight Files | Scoop.it

Tourism Australia’s plans to ramp up the promotion of Australia’s food and wine experiences in its international marketing were unveiled today at the country’s largest ever global wine forum – Savour Australia 2013

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The details of Tourism Australia’s new focus on food and wine as part of its global campaign – There’s nothing like Australia - was shared with more than 800 wine industry and media delegates from across the globe at the inaugural Wine Australia forum.

Tourism Australia Managing Director Andrew McEvoy said the development of the new approach to marketing Australia’s culinary experiences to prospective visitors was based on strong consumer insight.

“There is a growing appetite (literally) globally 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,” Mr McEvoy said.

 

Full story : http://www.tourism.australia.com/media/8237-9955.aspx

 

 

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$6 million SA tourism campaign unveils commercial featuring Nick Cave promoting Barossa Valley

$6 million SA tourism campaign unveils commercial featuring Nick Cave promoting Barossa Valley | The Insight Files | Scoop.it
NATURAL elements, local producers and a soundtrack by Australian musician Nick Cave feature in a new television commercial promoting the Barossa Valley as Australia's premier food and wine destination.
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