Barossa a standout in burgeoning food and wine tourism sector

Posted by Isobel Drake on 27th August 2008

The Barossa is setting the Australian benchmark for food and wine tourism, according to a new report by the Sustainable Tourism Cooperative Research Centre.

Tourism Minister Jane Lomax-Smith notes that the report highlights the heightened interest in food and wine tourism and outlines the potential for further growth. “The report also identifies an increasing demand among consumers for food and wine tourism experiences,” she said. “The Food and Wine Tourism in Australia report shows the Barossa is the best place in the country for visitors to experience the attractions they expect in a food and wine tourism destination, including a rural setting, strong heritage values, established events and a diverse range of activities.”

“The findings of the report confirm what South Australians have always known – the Barossa is far more than just a world-class wine region,” Ms Lomax-Smith claimed. “Its food culture is unique, and its calendar of events attracts thousands of visitors each year to enjoy the region’s famous hospitality and flair for festivities. In the year to March 2008, the Barossa attracted 197,000 domestic visitors who spent 575,000 nights in the region – up 9% on a year ago. There were also 892,000 domestic day trips to the Barossa in the year to March 2008 – up 10% on the year to March 2007.”

“The past financial year has been an impressive period for Tourism Barossa, and has included the development and launch of the Butcher Baker Winemaker Trail and Rewards Card,” Ms Lomax-Smith added.

The findings highlight Australians love affair with quality local produce and the growth of areas like the Barossa, Margaret River, Hunter Valley and Yarra Valley are symbols of the remarkable success that can be achieved through understanding how to deliver a quality travel experience with fresh food and high quality wine as the basis of the operation.