Wine Australia R&D invests in and directs research, development and extension that supports a competitive Australian wine sector. This project, conducted by the University of South Australia, demonstrates that targeting Chinese tourists in Australia can enhance exports by converting tourists into long-term Australian wine fans and word-of-mouth ambassadors. Chinese tourists use their positive tourism experience to imbue their image of Australian wine, especially at wine-congruent locations such as restaurants and vineyards. However, upon returning to China, the effects decayed over time. Hence, follow-up marketing efforts are needed to stop or slow the decay. Click here to download the report.