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Food, wine and fine dining power Aussie tourism

May 16, 2017 Headline News No Comments Email Email

Food, wine and fine dining are driving tourism to Australia, with the World’s 50 Best Restaurants celebration of global gastronomy being the latest element in a campaign that started four years ago with the launch of Restaurant Australia in 2013.

Restaurant Australia was launched after research indicated that the quality, scope and creativity of Australia’s restaurant and dining scene were not fully appreciated in international markets.

They are now.

Tourism Australia managing Director John O’Sullivan told media at the Australian Tourism Exchange (ATE17) in Sydney yesterday that hosting the prestigious World’s 50 Best Restaurants awards in Melbourne, “together with the Australia-wide program of events delivered the next exciting chapter in our ongoing Restaurant Australia story”.

Top chefs in Melbourne

He said the World’s 50 Best Restaurants provided the perfect platform for Australia’s talented chefs, restaurateurs, producers and winemakers to demonstrate their culinary credentials “and ensure this impressive gathering of influential food and wine figures left our country as lifelong advocates”.

O’Sullivan said the campaign was already delivering results for tourism, leaving a lasting impression on the 250 international chefs and media who attended the official event program and enjoyed exceptional food and wine experiences across the country.

Australia is only the second destination outside of London to host The World’s 50 Best Restaurants. Tourism Australia worked closely with event organisers William Reed Business Media on the official event program of 11 events, which ran from 1-8 April, as well as with host state Visit Victoria and all other State and Territory Organisations to deliver a hosted national famil program.

Showcasing Australia’s outstanding food and wine culture, the events left a strong and lasting impression on the international audience of chefs, restaurateurs, winemakers, sommeliers and media, generating some positive results for tourism including:

Tourism Australia says the project has already generated over 4000 media articles with an audience reach of 3.9 billion and an equivalent advertising value of over AUD 42 million.

  • Victorian restaurants saw immediate and significant results, with a 50% spike in restaurant bookings for the week of the event program, according to Dimmi.
  • Brae Restaurant who entered The World’s 50 Best Restaurants list at #44 received over 16,000 website views in the hours after the awards, marking an increase of 3,900% from a daily average of 400 views.
  • More than 679 flights and 1162 rooms being booked across the 250 itineraries organised by Tourism Australia.
  • Over 2600 international sommeliers, chefs and media tasted bottles of wine from 42 Australian regions throughout the event program.

Chief executive of Visit Victoria, Peter Bingeman, said that in a marketing landscape “dictated by influencers, authenticity and passions” there were few opportunities as powerful for a city as hosting The Worlds 50 Best Restaurants awards has been for Melbourne.

“It’s been coined the culinary Olympics and we know already from anecdotal feedback that the legacy for Victoria’s food and beverage industry will be reaped for many years to come,” Bingeman said.

Edited by Peter Needham

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