Skift CMO Interviews: Tourism Australia Bet on Food and Wine and Won
Skift Take
Tourism Australia has shown the power of food tourism to drive higher visitation, but much of that is due to the country's forward-thinking content platforms.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night talks with leading voices in global marketing from across all industry sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators, and more will explore challenges they're facing, where they get insights, and how they leverage digital insights to make smarter decisions.
This is the latest interview in the series.
Tourism Australia is driving a significant rise in annual visitation and visitor spend, thanks to the successful Restaurant Australia food and wine tourism campaign.
Launched in May 2014, the global culinary promotion pivoted Australia’s brand reputation toward the luxur
