How Data Inspired Tourism Australia to Market Its Food and Wine
Photo Credit: Peter Gilmore and Steven Yi-Fan at Quay, Sydney (left to right) Restaurant Australia / Tourism Australia
Skift Take
Cuisine is a gateway to destinations. The key to culinary tourism is maintaining the cultural identity of its edible offerings while still catering to the global palette.
Restaurant Australia is an $8.6 million advertising campaign from Tourism Australia that's focused on the country's food scene and agriculture.
The culinary campaign, which launched in May, became part of a long-term and overarching campaign, "There's Nothing Like Australia," because data showed that Australia was viewed as a destination with good food and wine.
In the Tourism Australia Consumer Demand Project of 2013, Australia moved from 10th place to third place -- behind France and Italy -- as the place to visit after survey participants had experienced the country's gastronomic offerings. The U.S. ranked ninth in the survey.
Prior to visiting Australia, survey respondents from
