Australian wine tourism snapshot

The Australian Wine Tourism Snapshot is a one-page overview of wine tourism in Australia. It provides the latest summary statistics based on tourists that included visiting a winery (as an activity) during their trip. In particular:

  • Number of visitors
  • Average length of stay
  • Total spend in Australia
  • Usual place of residence
  • Trends over time
  • Top 10 GI region visits

The report also includes some food and wine statistics from Tourism Australia’s Consumer Demand Project (CDP).

Snapshot summary

The latest figures on wine tourism in Australia show that 5.5 million visitors went to a winery in year ending September 2020, they spent $5.9 billion in Australia during their trip and stayed for an average of 6 nights. Australian (ie domestic) visitors staying overnight in destinations made up half (51 per cent) of all visitor numbers, while internationals made up 9 per cent.

COVID-19 has brought much uncertainty when it comes to travel in 2020. Despite the bumpy road, many Australians have been able to continue travelling within the limitations set by each State and Territory Government. International travel on-the-other-hand has virtually halted.

The top 3 GI regions where Australian travellers went to a winery were Margaret River, Hunter and Mornington Peninsula. When it comes to internationals, the top 3 were Yarra Valley, Margaret River and Hunter.

About the sources

This report has been prepared using Tourism Research Australia’s National and International Visitor Surveys

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.