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.
Since the start of the Restaurant Australia campaign in December 2013, food and wine spend has grown over $1 billion ($1.03 billion or 24.6 per cent). Food and wine now accounts for one in five dollars spent by international tourists in Australia.
The World's 50 Best Restaurants
In April 2017 Australia hosted The World’s 50 Best Restaurants awards ceremony at Melbourne’s historic Royal Exhibition Building. Close to 1,000 guests, including around 100 chefs and restaurant representatives, 300 media and the 26 Academy Chairs, and a who’s who of Australia’s food and wine industry walked the red carpet at the glittering awards ceremony.
Tourism Australia worked closely with event organisers William Reed Business Media on the official events program, which began on 1 April in Melbourne and will conclude Saturday, 8 April, in South Australia. These events showcase Australia’s outstanding food and wine culture to an international audience of chefs, restaurateurs, winemakers, sommeliers, media and food lovers.
As part of The World’s 50 Best Restaurants Australia program, Tourism Australia has also partnered with the State and Territory Tourism Organisations and the tourism industry to offer 100 of the visiting chefs and media the opportunity to take part in a country-wide tour, taking in some of Australia’s best food and wine experiences.
As part of the 'Restaurant Australia’ campaign one of the world’s best restaurants, Noma, opened at Barangaroo in Sydney on Australia Day 2016 for a sold-out ten-week residency. 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.
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.