We may consider ourselves a nation of foodies, but people overseas who have never visited Australia think more of meat pies and VB than three-hat chefs and Penfolds Grange.

Only 26 per cent of overseas holidaymakers in Australia’s top 15 markets associate the country with good food and wine, according to Tourism Australia. In response, it is ramping up its marketing of the country as a destination for gourmet travellers. In those markets, 40 per cent of potential visitors rate food and wine an essential factor in deciding where to take a holiday.

“When people come, [their view] changes incredibly,” Tourism Australia chief executiveAndrew McEvoy told Nine Network’s Financial Review Sunday. “Sixty per cent of people say that our food and wine is really good – in fact, it is some of the best in the world and we want to try and close that­ ­perception gap.”

The campaign will be launched on Monday as part of the next phase of Tourism Australia’s “There’s nothing like Australia” global marketing push. In partnership with Wine Australia, it will include the idea that Australia could be the world’s greatest restaurant – Restaurant Australia. Key players in the hospitality industry were given a sneak peek last week.

“The campaign I see coming is fresh, it’s innovative and it’s clean, and that is what Australian food and wine is all about,” leading chef Luke Mangan said.

Hayley Baillie, who runs luxury lodges around the country, said the campaign was “fantastic” because it gave Australia another level of dimension it could use to sell itself to the world. Flight Centre chief executive Graham Turner, who also runs a chain of upmarket boutique hotels, said as an expensive destination due in part to high wages and penalty rates for staff, Australia needed to ensure visitors felt they were offered value for money.

Mr McEvoy said the aim of the campaign was to encourage visitors to spend more and do more.

“We’re targeting a high-yield audience globally who love what Australia has to offer,” he said.

Australia is the number one destination for food and wine for those who have visited from China, the United States, France, India, Indonesia, Malaysia, the United Kingdom and South Korea.

Further details of the campaign will be shared with 800 wine industry and media delegates from around the world at the inaugural Wine Australia forum, Savour Australia 2013 on Monday.

Source: http://www.afr.com

HT Editor