Tourism Australia to promote the country’s culinary credentials

• Tweet
• Sharebar

• Tweet

September 25, 2013 – Upon consideration of the results of an international research discovering the importance of food and wine experiences as a major tourism driver, Tourism Australia has come up with a campaign that will showcase Australia’s culinary credentials to international travellers.

Called Restaurant Australia, the agency’s new campaign seeks to leverage on the idea that tourists want to know where their food comes from and who prepares it. Tourism Australia Managing Director Andrew McEvoy sums up the idea in a few words: “The world now travels on its belly.”

Announced together with Wine Australia, Restaurant Australia will be incorporated with Tourism Australia’s “There’s Nothing Like Australia” campaign, with the major marketing strategy coming out by mid-2014. James Gosper from Wine Australia said that the strategy would strengthen the country’s “incredibly diverse, unique and top-quality wine and food experiences.”

McEvoy stated that the agency wants to strengthen Australia’s position not only in terms of beauty and natural environment, but also in terms of food and wine. This is especially in response to the common global perception that excludes Australia as a major destination in terms of culinary experience.

“The perception from those in our international markets who have never been here is quite low. I mean, they don’t really consider Australia as a food or wine destination,” Gosper said in agreement with Chinese wine writer Kent Tsang at a wine industry conference in Adelaide.

“Because we are a fusion destination, there’s not a common perception of what we offer in the world of food,” stated McEvoy. He added that the country can leverage on its diversity by offering the combination of people, produce, and place.

Tourism Australia hopes that the agency’s culinary campaign would boost the country’s economy, potentially achieving the 2020 target of between $115 and $140 billion in tourism receipts.

• Bio
• Latest Posts

National Visas

National Visas offer Personalised Services to help you apply for a visa. National Visas has developed into a world leader in online immigration services Our Migration Agents are registered to provide Australian immigration advice, as required by Australian law.

Latest posts by National Visas (see all)

• Working in Australia: Employment facts and statistics - March 14, 2014
• Australia for Chinese visitors - February 18, 2014
• After Australia Day: Proper disposal of Australian flags - February 12, 2014