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.