New research released by Airbnb indicates wine tourism is set to surge across Australia this year, with both domestic and international travellers eager to discover new regions.
The survey conducted by YouGov for Airbnb revealed 88% of Australians want to visit new wine regions, with half of them planning to pack their bags and explore hidden gems this year. Also, 40% of respondents say experiencing quality food and wine on getaways is one of their primary motivations for travel.
The research highlighted Aussies’ changing attitudes towards these wine regions – it’s not just about the wine – with 29% wanting to dive into an area’s rich local history and culture, while 26% want to hit up local food and wine festivals or events.
There is also increasing interest in wine tourism from international travellers. The top five places international visitors are coming from to explore our wine regions over autumn are:
- Singapore
- United Kingdom
- United States
- New Zealand
- China
Asia is starting to emerge as the biggest driver of overseas visitors to our wine regions as the weather cools with a more than 82% increase in Chinese visitors.
There has also been a 55% increase in nights booked by guests from India and 40% increase from Japanese travellers.
Airbnb has released a guide called Hidden Vines to help travellers keen to branch out and uncover lesser-known regions, as well as rediscover old favourites.
The website partnered with wine expert Mike Bennie to spotlight 12 must-visit regions, paired with listings across Australia. It includes wineries located in:
- East Coast, Tasmania
- Southern Highlands, NSW
- Canberra District, NSW
- South Gippsland, Victoria
- Macedon Ranges, Victoria
- Granite Belt, Queensland
- Coonawarra, South Australia
- Riverland, South Australia
- Mount Gambier, South Australia
- Great Southern Region, Western Australia
- Southern Forests (Manjimup and Pemberton), Western Australia
- Swan Valley, Western Australia
Airbnb Country Manager for Australia and New Zealand Susan Wheeldon said: “Our wine regions have so much to offer for families and friends alike.
“It’s fantastic to see that nearly 90% of Aussies are keen to explore our beautiful, lesser-known wine regions providing a much-needed boost to local economies with research revealing guests, on average, are willing to spend almost $700 per person on their weekend getaway.”
Bennie (above) said: “Some of the wine regions chosen have been in the spotlight and perhaps fallen off the radar, while others highlight an insider’s knowledge of exciting places that come with a sense of discovery and grassroots connection to wine producers of a boutique nature.
“The regions chosen come with stunning vistas, great eating and drinking opportunities and additional places of interest outside of the wonderful cellar doors and winemakers.
“The collection showcases winemakers keenly invested in their regional staple grape varieties while also having points of difference, with quality as paramount.”
Australian Grape and Wine CEO Lee McLean said: “Australia’s wine regions are special places and initiatives like this will help more people uncover the true essence of Australian wine country. Whether it’s a small family-run winery or a unique tasting experience, there’s something special waiting to be discovered.
“We want more people to get out there and explore the unique cellar doors, family-run vineyards and wineries so they can experience the incredible diversity of our wine regions and regional communities throughout Australia.”
Fast wine tourism facts
- 48% of Aussies are likely to consider visiting a lesser-known wine region in Australia over the next 12 months
- Gen Z and Millennials are more likely than older Aussies to consider visiting a lesser-known wine region over the next 12 months (60% and 62% respectively, compared to Gen X at 40% and Baby Boomers at 31%)
- It is all about quality when it comes to wine for younger generations with 44% of Millennials and 42% of Gen Z placing a critical importance on visiting regions with high quality wine compared to 29% for Gen X and 26% for Baby Boomers
- On average, Aussies would be willing to spend up to $676 per person, including accommodation, on a weekend getaway to a wine region
- Younger generations, on average, are willing to spend more per person, including accommodation, when visiting our wine regions than older generations
- Millennials – $811
- Gen Z – $764
- Gen X – $631
- Baby Boomers – $532
- South Australia was voted as the state or territory producing Australia’s best wine (38%), well ahead of Victoria (13%), NSW (12%), Western Australia (11%), Tasmania (5%), Queensland (4%), Australian Capital Territory (2%), or Northern Territory (1%).
- 17% of Aussies also think South Australia boasts the best ‘under-the-radar’ wine regions, although this is only marginally ahead of Tasmania (15%), Western Australia (13%), NSW (12%), or Victoria (12%)
More information on Airbnb’s Hidden Vines and tools to help you plan your visit and where to stay can be found here.
Pictured main: Bellwether Wines. Credit: Tourism Australia, South Australian Tourism Commission
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