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Increasing online exposure for Australian wine tourism

With funding from the Australian Government’s Export and Regional Wine Support Package (the $50m Package), Wine Australia invested in developing wine-related functionality in the Australian Tourism Data Warehouse (ATDW) national online platform to help wineries to more effectively market their tourism businesses and increase their online exposure on tourism distribution networks. 

Wine-related features were added to the existing food and drink category to promote cellar doors and experiences. You can now promote specific cuisine types, wine varieties, winemaking accreditationsstyles and viticulture practices, cellar door activities and membership of particular wine organisations and associations. 

Australian producers discuss the benefits of listing on ATDW

on how to increase online exposure
Hither & Yon
on how to promote bookable experiences
Sidewood Estate
on promoting wine specific features

Useful information and resources


The benefits of listing for wine tourism businesses

As Australia’s national platform for digital tourism information, ATDW is the most powerful source of product information for the Australian travel industry with more than 90,000 tourism operator listings.

Wineries, accommodation providers and other wine tourism operators can manage their listing details from a single location. Listing content is electronically accessible by tourism business owners (operators), wholesalers, retailers and distributors for use in their websites and booking systems. An ATDW listing will increase online exposure for your business.

Your listing may be featured on a multitude of websites including Tourism Australia’s website, government and regional websites, tourism booking sites as well as other distributors listed on the ATDW website.

Getting started with ATDW


Wine related features in ATDW

Wine Australia has progressed enhancements to the ATDW-online platform to meet the needs of the wine sector. For further details on the changes made to date, download our New wine features factsheet and our Food and Drink category guide, to understand the existing and new attributes available when creating or updating a listing.

To watch a video on new wine-related functionality, click here.

ATDW integration with Google My Business

All wine tourism businesses can simplify marketing efforts and drive online exposure with the integration of Google My Business (GMB) functionality to all ATDW listings. This allows wineries to automatically update opening hours and contact details in their Google My Business account via their ATDW listing. Applicable fields that will sync to a Google My Business listing include: Business Name, Business Type, Address, Phone Number, Website URL, Description, Opening Hours, and Product Image/s. Learn how to link your GMB account with your ATDW listing here.

Wine businesses can access enhanced analytics within the ATDW platform to better understand their digital reach, with access to information about what tourism websites their businesses appear on and associated performance data.

Training sessions for wine tourism businesses and wine associations

Training sessions were conducted across each of the state and territories given the specific management requirements from each of the State Tourism Organisations. Watch your state's training session.

As part of the project with the ATDW, regional wine associations are now able to be ‘Industry Administrators’ in the ATDW online portal. To understand how this applies to wine associations, a separate specific training session was conducted for regional wine associations to learn step by step, how to create events, journeys and destination information. It also provides a familiarisation of the platform for a wine business listing, the new wine enhancements and how they can assist and provide support to their Administrator members.

ATDW listing costs

In New South Wales, the Australian Capital Territory the Northern TerritoryTasmania South Australia and Western Australia there is no associated costs to list your business in the ATDW. Please note that Tourism Western Australia requires businesses to have the relevant accreditation in order to be added to the database. 

If your business is located in Vctoria, please refer to the Visit Victoria website for current pricing.

If your business is located in Queensland, please refer to the Tourism and Events Queensland website for current pricing.

For further information on applicable fees, we recommend contacting your respective Regional Tourism Organisation or State Tourism Organisation.

Food and Drink category guidelines

There are several listing types available in ATDW-Online which include Food and Drink, Accommodation, Attraction, Event, General Service, Hire, Tour and Transport. You can check which type your business meets in ATDW’s listing eligibility criteria. 

As part of Wine Australia’s funding initiative, several wine related enhancements have been made to the Food and Drink category. These include new cuisine types like wine and platters; new facilities like pop up wine bar; wine varieties, wine styles and practices and wine regions. This is especially relevant for wineries and cellar doors. 

These are outlined in a comprehensive Food and Drink category guidelines.

For the all other categories, the State Tourism Organisations provide guidelines for each of in ATDW-Online. To access these, please use the ‘Where to get help’ section to find the link to the ATDW section on each of the State Tourism Organisation’s corporate sites. 

Requirements for checking and updating a listing

With new wine related attributes now added to ATDW-Online, it’s the perfect time to update your ATDW listing. 

It is best practice to regularly review and update your ATDW listing, especially if any details related to your business change. It is important to keep your listing accurate, up to date, interesting and appealing to engage tourist interest. It is also important to check that your photos are up to date and the correct size. 

ATDW will send a reminder every 12 months to update your listing. If a listing is not updated every 12 months, it will be automatically removed from the database and any website it was listed on. 

If you do not have the facilities to update your listing, contact your local Visitor Information Centre, Regional Tourism Organisation or State Tourism Organisation.

Considerations before registering with ATDW

It’s important to first check that your business does not already have a listing. Visit your respective State Tourism Organisation consumer website and type your business name into the search bar.

Before you get started, ensure you have completed and/or have the following details available:

  • Business information and description (25 to 225 words), Use the Wine Australia guidelines to help in preparing your description.
  • A description of key facilities or event details
  • Contact information and social media links
  • Images and/or video that represent the business in the best way and meet the ATDW requirements
  • Any other requirement as requested by your respective State Tourism Organisation e.g. if you are located in Victoria, a coupon code if eligible through a membership/partnership with respective Regional Tourism Organisation.
  • Check that your business meets ATDW’s listing eligibility criteria


Register an account in ATDW

  1. Go to
  2. To create your new account, click the Register Now button. If you already have an account, login with your username (email address) and password and skip to the instructions for Creating a listing.
  3. Select Tourism Operator as your Account Type and click Continue at the bottom of screen.
  4. Information required to register:
    • Your Organisation details (including business name, contact details and ABN)
    • Your User account details (including name, email and password)
  5. Read the Terms & Conditions.
  6. Once you have registered and created your account, you will receive an email with your chosen username and password and a link to activate your account.
  7. Remember to note your login credentials so you don’t forget them. If you do, you can easily recover your password through the Forgot password? link. Your username is the email address you signed up with.

Create a listing in ATDW

Before you get started, make sure you have completed and/or have ready:

  1. Go to and log in (if required)
  2. Click Let’s Go to create your first listing (or Add New Listing if you already have at least one listing).
  3. Select your desired Listing Type (read the ATDW Listing Guidelines if you are unsure which type is suited to your business). For example, if you are listing a cellar door, you will need to select Food Drink. If you are listing an event at your winery, you will need to select Event.
  4. Complete all relevant fields for your listing and click the Send for Review button when completed.
    NB: Mandatory fields are indicated with an asterisk symbol in the left orange navigation panel.
  5. If you are located in Queensland or Victoria, you may be required to confirm your billing details and continue to the next page to choose your payment method or enter your coupon code (if obtained through a membership / partnership with your Regional Tourism Organisation if relevant) and select Apply Coupon. If you don't have a coupon code, select Pay with Card or Pay with BPAY.
  6. Once you have submitted your listing, it will be reviewed by your respective State Tourism Organisation, and Wine Australia (where applicable), and published within 2-3 business days.


  • You can come back to optional fields later if you want to. Help text is on the right-hand side of each field.
  • The more information and better quality that you provide in your listing will ensure it is distributed quicker and is more appealing. Your ATDW listing is a key marketing tool for your business!
  • Please remember ATDW-Online is a live platform, so all updates published will be displayed across the ATDW distribution network.

It’s best to complete your listing on a desktop PC or laptop because it’s easier to view the program content than on a tablet or phone.

Create compelling content

Preparing content for your Product Description

A professional, well written description with great photographic and video content are the most important components for your ATDW listing. 

We recommended using MS Word to create your content as you can perform a spell and grammar check before pasting into the Product Description field. As the word limit is 225 words or less, it’s important to plan your content.  

Describe your cellar door or wine tourism experience

  • Ensure the most important information is in the first one to two sentences of the listing to
    grab the reader’s attention. 
  • When describing your product, text should be kept short and simple with the most important content written at the beginning of the description.
  • The product name, key points and highlights should be positioned at the beginning of the description
  • Progress into further detail throughout the description by providing additional information about activities and services provided at the product/destination
  • Communicate the benefits of visiting your business, rather than listing features.  Why would customers visit your cellar door? What authentic experiences or products do you offer?
  • Consider customer reviews on Trip Advisor or competitors to differentiate yourself from other businesses to understand your unique selling proposition. 
  • Conclude the description with transport information and other useful hints
  • Shorter sentences are easier to read in an online format so try to limit to 10 words a sentence. 
  • Your ATDW listing will appear on someone else’s website. Instead of writing ‘our’ or ‘my’ or ‘we will’ use phrases like ‘their’ or ‘the’.


  • Adding information on Where, How or Who to contact in your listing description as there are other places for this information. 
  • Times, dates, costs, contact details, or hypertext (including URLs) into your description as they will be rejected during Quality Assurance. 
  • Acronyms or abbreviations 
  • Italics, bolds, ampersands (&) and special characters whenever possible. They can detrimentally affect the way your listing appears on some websites. 

Please download the Best Practice Guide to view an example.


Reset a password

  1. Go to
  2. Click on Forgot password?
  3. You will be redirected to the Having trouble signing in screen. Enter your email address and click Continue. You’ll receive an email with a temporary password.
  4. Click the link in that email, which will take you to the Reset your password screen.
  5. Enter the temporary password to reset your password. You will then be logged into ATDW-Online.
  6. Use your new password the next time you log in to ATDW-Online (along with your email address).

If you don’t receive the temporary password email, contact your respective State Tourism Organisation  for assistance.

Create the right images and resizing

Images can be a deciding factor for consumers when making destination selections. To decide which images to use, consider:   Do they tell the story of my business? Are they up to date? and Are they dynamic? i.e. bright, clear. Studies suggest that customers are attracted to images with people

When reviewing which images you would like to include in your listing, you may find some suitable photos on the Wine Australia Assets Gallery, or alternatively, your respective State Tourism Organisation may have photos of your business in their media galleries.

Image requirements and resizing

ATDW-Online has specific image requirements that need to be taken into consideration. These, along with instructions on how to resize an image are available in the ATDW Listing Guidelines - Images factsheet. You can also watch the below video to learn about how to optimise your ATDW listing.

Where to get help

You can contact ATDW for assistance at

Further to this, you can contact your respective State or Regional Tourism Organisation.

Otherwise, if your question is related to the wine community specifically, please contact Wine Australia via email

Related Videos

ATDW introduction
Increase your online exposure
ATDW Tourism E-Kit 1
ATDW listing benefits
ATDW Tourism E-Kit 2
How to write an effective listing
ATDW Tourism E-kit 3
Image requirements and resizing

View more relevant videos

 click here

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.