New wine industry action plan set to realise Tasmania’s potential
The first ever joint-industry plan between the peak bodies for Tasmania tourism and the state’s wine industry has just been launched.
‘Bottling Wine Tourism’ is an exciting three-year action plan between Wine Tasmania and the Tourism Industry Council Tasmania (TICT) designed to realise the state’s true potential as a burgeoning wine tourism destination.
With current demand for Tasmanian wine continuously outstripping supplies and the state’s tourism industry receiving record numbers of inter-state and international visitors, Bottling Wine Tourism serves to position Tasmania as one of the country’s most exciting food and wine destinations.
The main goals of the initiative are to:
- Expand the Tasmanian wine tourism sector and wine-related visitor experience
- Increase high value visitation to Tasmanian cellar doors
- Increase the overall value of wine tourism to Tasmania’s economy, and
- Enhance the strong reputation of Tasmania’s wine and tourism industries.
This is good news for those working within the wine industry, as tastings and other visitor experiences at the cellar door offers the opportunity to make genuine connections with customers, build brand awareness, increase wine sales and diversify their business. Wine tourism’s foundations in agricultural areas also encourages the dispersal of visitors across regional Tasmania, assisting those who work away from the state’s cities.
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 visitors who often 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.”
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