Australia. We’re so up ourselves with our country.

How many times, within 60 seconds of them clearing customs, do you hear a visiting international celebrity or dignitary being unashamedly baited with the question, “So, what do you think of Australia so far?”

We know we’ve got a good thing going here and we’re massive show-offs about it.

But don’t take our word for it. Just ask anyone who’s ever attended or been heavily involved in major events here – like the Sydney Olympics (aka “best ever”), Australian Open Tennis, Melbourne F1 Grand Prix, Byron Bay Blues Fest, or the Margaret River Gourmet Escape – and they will tell you that Aussies are très good at hospitality.

Yep, we sure put on a good spread.

And oh my goodness … the wineries!

Our wineries are no exception. There is an intrinsic pride and perfectionism associated with winemaking in this country.

In a couple of centuries, Australia’s wine industry has grown in status to become one of the most revered in the world for quality, innovation and depth. Millions of people visit and love Australian wineries every year – and why wouldn’t they?

There’s nothing like authentically styled Aussie food and wine experiences – we have so many reasons to feel proud.

So, let’s take wine tourism to even greater heights

As both lovers of wine and also as a friend to winemakers, has made it our mission to listen to both sides to better understand what they need and what they want. In doing so, we have identified three areas we can work on to make the Australian wine tourism experience even better than it already is (aka “best ever”).

  1. NBN stands for No Bloody Network. Wine tourists today are glued to their phones and use them for everything from navigation, to giving and getting recommendations, uploading photos and learning about the world around them. This is all well and good, except the wineries they most want to discover are, by their very charm and ability to produce delectable food and beverages, in remote locations. Until network connectivity is more ubiquitous outside metropolitan areas, we need a solution to bridge this gap.
  2. Transparency in numbers. Wineries are being bombarded from every direction by websites and directories and online marketers wanting their money to list and help promote their businesses. Winemakers are commonly pressed enough for time, so determining where to spend preciously scarce marketing budget is neither a fun nor very educated task. Without adequate, yet convenient data on where their cellar door visitors are coming from, what they want and how to attract more, it’s a guessing game no one can afford to play.
  3. It’s all about trust. In order to make wine tourism even more fabulous, it has to work for travelling wine lovers and the makers of that divine gift of the grape gods.Different people have different expectations – and so it’s important that wineries fulfil or exceed the expectations of their visitors for the connection to be a profitable one. That means, whoever or whatever brings the two together must understand the wine business and the different and various capabilities, strengths and facilities of individual wineries.

And there you have it. These are the challenges, so what about solutions?

Stay tuned for next week’s blog post when we will take you through the dream scenario where these three challenges become a reality.