In response to the growing demand globally for food and wine as part of the travel experience, Tourism Australia’s 'There’s nothing like Australia' campaign put the spotlight on Australia’s finest array of produce served in the most stunning locations in the world. In 2015-16 the campaign will continue to focus on Australia's strengths in food and wine as well as other world class experiences.
Noma Australia opens
In the latest development to the already successful ‘Restaurant Australia’ campaign, one of the world’s best restaurants, Noma, opened at Barangaroo, Sydney on Australia Day for a sold-out ten-week residency showcasing some of Australia’s best and most interesting produce with a strong focus on coastal ingredients. The uniquely Australian menu, created by head chef René Redzepi and his Noma team, was born out of their experiences travelling to every corner of Australia over the past twelve months, learning about native ingredients, local wines and cooking methods.
Read the press release to find about more about the Noma Australia launch.
Details of upcoming campaign activity will be communicated through Essentials newsletter.
A range of new assets is being developed to support the latest campaign activity. These include:
- A three-part series for international distribution about Rene’s Australia, to air on SBS in May.
- Three new content pieces on Noma including the journey of the research trips; the menu and unique Australian produce being featured; and Rene’s learnings about Australia and favourite experiences.
- Video and photography has been captured of René and the Noma team visiting producers in Victoria, Tasmania, NSW, NT and WA. View the Noma Australia highlights video below. Assets and imagery are available to download from Tourism Australia's image gallery (registration required).
Food and wine strategy
Tourism Australia’s research conducted across 15 of Australia’s key tourism markets showed that ‘great food, wine, and local cuisine’ is a major factor influencing holiday decision making (at 38 per cent), ranking third ahead of world class beauty and natural environments (37 per cent).
The research also showed that for people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second across the 15 major markets for its food and wine experiences (60 per cent) behind France and ahead of Italy (third). More importantly though, for visitors from China, USA, France, India, Indonesia, Malaysia the UK and South Korea, Australia is ranked as the number one destination for food and wine.
To narrow the perception gap between those who have visited Australia and those who have not, Tourism Australia developed the idea that Australia could be the world’s greatest restaurant – ‘Restaurant Australia’.
Snapshot of food and wine in Australia (March 2016)
Since the launch of ‘Restaurant Australia’ in May 2014, spend on food and wine in Australia has grown by $886 million (or 21 per cent). Download our Snapshot of food and wine in Australia to find out more about the contribution Australia’s world-class food and wine make to the visitor economy and what tempts the taste buds of international travellers.
Check the 'There's nothing like Australia' campaign factsheets and media releases page for regular updates and more information.