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
  • International market trends
  • Top 10 GI region visits

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

Report summary

The latest figures on wine tourism in Australia show that 8.4 million visitors went to a winery in 2018-19, they spent $9.6 billion in Australia during their trip and stayed for an average of 7 nights. Australian (ie domestic) visitors staying overnight in destinations made up nearly half (48 per cent) of all visitor numbers, while internationals made up 12 per cent. The largest international market that visited wineries during their trip was mainland China, followed by the UK. Tourism Australia’s research indicates that Australia is ranked very highly when it comes to its association with food and wine experiences according to Chinese travellers. It is also a strong driver of choice for visiting Australia.

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

About the sources

This report has been prepared using a number of sources including:

  • Tourism Research Australia’s National and International Visitor Surveys
  • Tourism Australia’s Consumer Demand Project

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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 what you can purchase

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

Levy payers/exporters
Update your account details
Non-levy payers/exporters
Find out what you can purchase