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.
Since start of Restaurant Australia (Dec 13), food and wine spend has grown over $1 billion ($1.03 billion or 24.6 per cent).
The Restaurant Australia campaign also saw Australia rank #6 (up from #10 prior to the campaign) for food and wine globally, among those that haven’t travelled to Australia before.
Food and wine now accounts for one in five dollars spent by international tourists in Australia. The $1 billion incremental increase in food and wine spending since the launch of Restaurant Australia clearly demonstrates the value of food and wine to the Australian visitor economy.
To find out more about the contribution Australia's world-class food and wine makes to the visitor economy, and what tempts the tastebuds of international travellers, download the Tourism Australia snapshot of food and wine in Australia.
World's 50 Best Restaurants awards to come to Australia in 2017
The World’s 50 Best Restaurants list is a celebration of global gastronomy bringing together a unique community of visionaries across the culinary landscape. The annual awards are based on the votes of The Diners Club World’s 50 Best Restaurants Academy, an influential group of almost 1,000 international leaders in the restaurant community. Recent years have seen Australia strongly represented on the list with restaurants Attica, Quay, Sepia and Brae receiving recognition in 2015.
In the list’s 14-year history, other notable Australian restaurants including Rockpool, Tetsuya’s, Marque and Momofuku Seiobo have featured.
Tourism Australia announced in June 2016, that Melbourne will be hosting the 2017 World's 50 Best Restaurants awards, with the support of Visit Victoria and Wine Australia. Read the press release to find out more about Tourism Australia hosting the World's 50 Best Restaurants awards in 2017.
Australia's top chefs cook brunch for world's best
To celebrate Australia’s hosting of the 2017 edition of the World’s 50 Best Restaurant awards, Tourism Australia flew four of the country’s top chefs to New York to provide a taste of what the world’s finest chefs and food and wine media can expect when they come to Australia next year.
Ben Shewry, Dan Hunter, Neil Perry and Peter Gilmore created the ultimate Australian BBQ Brunch on the rooftop of the NoMad Hotel, for a who’s who of international foodies, including Massimo Bottura (Osteria Francescana), Joan Roca (El Celler de can Roca), Daniel Humm and Will Guidara (Eleven Madison Park), Virgilio Martinez Veliz (Central), Mauro Colagreco (Mirazur), Yashihiro Narisawa (Narisawa), Vladimir Mukhin (White Rabbit), Magnus Nilsson (Faviken), Dan Barber (Blue Hill at Stone Barns), Ashley Palmer Watts (Dinner by Heston Blumenthal) and Dave Pynt (Burnt Ends).
Tourism Australia brings Noma to Australia
In addition to the already successful ‘Restaurant Australia’ campaign, one of the world’s best restaurants, Noma, opened at Barangaroo, Sydney on Australia Day 2016 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 previous twelve months, learning about native ingredients, local wines and cooking methods.
Read the press release to find about more about the Noma Australia launch.
A range of assets were developed to support the Noma campaign activity. These included:
- A three-part series for international distribution about Rene’s Australia, aired 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 was 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.
Check the 'There's nothing like Australia' campaign factsheets and media releases page for regular updates and more information.
Details of all campaign activity is communicated through the weekly Essentials newsletter.