New wine tourism plan aims for Tasmania to become the best wine travel experience on the planet!

At the 2025 BLEND Wine + Tourism event, the Tourism Industry Council Tasmania and Wine Tasmania will release their new three-year joint Bottling Wine Tourism Plan. Leaders from both sectors will come together for the seventh annual BLEND Wine + Tourism event at Derwent Estate Wines.

The new plan outlines the overarching goal for Tasmania to become the best wine tourism experience on the planet, with a clear plan on how both organisations will support and progress the shared wine tourism sector.

CEO of Wine Tasmania, Sheralee Davies, highlighted recent visitor statistics showing that wine-motivated visitors stay longer, spend 1.5 times more than other visitors and travel widely into our regional areas to visit cellar doors.

“Modelling of the Tasmanian wine sector indicates it will become the state's most significant economic driver by 2040. Attracting high yielding Tasmanian wine enthusiasts to the island’s regional areas and its growing wine tourism experiences is a key focus. Every bottle of Tasmanian wine consumed around the world is an invitation to come and visit the island."

CEO of the TICT, Amy Hills, said that visitors who come to visit our cellar doors and wineries are critically important to our visitor economy because they trigger travel outside of our major centres and encourage spending in our local communities.

"With the tourism industry in Tasmania now supporting 1 in 6 Tasmanian jobs and with our regions being some of the most reliant on tourism, it makes sense for our two industries to work together to develop the understanding and skills of our operators."

This year's event explores the value and importance of experiences in the global tourism landscape, with a practical 90-minute workshop facilitated by Cat Carey of Think Tourism.

Through both the workshop and lunch, Cat will encourage attendees to think creatively about unmissable wine tourism experiences and ensuring Tasmania is firmly on the bucket list for international visitors.

View the Bottling Wine Tourism Plan 2025-27 here.