Bottling Wine Tourism Launched

Bottling Wine Tourism: New Joint Tourism - Wine Industry Action Plan Launched Today

Establishing Tasmania as Australia’s premium Wine Tourism destination is the vision within the first ever joint industry plan developed by the burgeoning Tasmanian wine and tourism industries.

The peak industry bodies for Tasmania’s tourism industry, Tourism Industry Council Tasmania, and the State’s wine industry, Wine Tasmania, today launched ‘Bottling Wine Tourism’ - a joint three-year action plan designed to realise Tasmania’s true potential as a wine tourism destination.

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CEO of Wine Tasmania, Sheralee Davies, said wine was one of the key motivations for people to visit the State, with 300,000 interstate and overseas visitors calling into a cellar door as part of their Tasmanian experience.

‘Many of our small wine businesses only sell their wine in Tasmania and visitors coming into our cellar doors is therefore really important,’ she said.

‘We have some outstanding wine experiences across Tasmania, with diverse and unique cellar doors in stunning regional locations along our southern, east coast, northern and north west wine trails.

‘This action plan is all about providing a pathway for more of our wine producers to share in tourism growth, though differentiated cellar door experiences and becoming more active in their local tourism industry and destination activities.

TICT CEO Luke Martin said the Action Plan was about highlighting and growing an important strategic advantage for Tasmania’s tourism brand.

“As a destination, Tasmania has traditionally been renowned for our wilderness and heritage, but increasingly visitors are discovering our outstanding produce, headlined by some of the best cool climate wine in the world.

‘Wine is great for tourism because it generally attracts a premium visitor who values our produce and environment, and our wineries are located in regional parts of Tasmania encouraging dispersal and spending across the State.

‘We also know often visitors who come to Tasmania and experience our great Pinots and Sparklings’ are likely to become repeat customers and advocates for Tasmania and its wine when they return home.

‘Wine and tourism really are the perfect match for Tasmania!"