International wine tourism

Increasing online exposure for Australian wine tourism

Wine Australia is investing $750,000 in improvements to the Australian Tourism Data Warehouse (ATDW) national online platform to develop wine-related functionality and help wineries more effectively market their businesses and increase their online exposure through tourism distribution networks.

The initiative, supported by the Australian Government’s Export and Regional Wine Support Package (the $50m Package), is targeted at attracting more international tourists to Australia’s wine regions and growing wine exports.

New wine-related features have recently been added to the existing food and drink category to promote cellar doors and experiences.  Additional features will be rolled out in the coming months.

Webinar briefings for wine producers

Wine Australia is running webinar briefings about listing in the Australian Tourism Data Warehouse (ATDW) for Australian wine producers.  These workshops will be delivered by the Australian Tourism Export Council (ATEC) with a representative from each relevant State Tourism Organisation.

Sessions include:

  • an introduction to ATDW and ATDW-Online
  • new wine related features and ATDW listing eligibility criteria
  • benefits of listing and the quality assurance process including the updating requirements of listings
  • any associated costs
  • how to create and update a listing
  • image and video content requirements; and
  • best practice guidelines for creating compelling content

Watch or register for an online training session 

Wine Associations

TBC

South Australia 22 September 2020

Watch video recording

Western Australia 23 September 2020

Watch video recording

New South Wales 12 October 2020

Register here

Australian Capital Territory 15 October 2020

Register here

Queensland 20 October 2020 

Register here

Tasmania 21 October 2020

Register here

Victoria 27 October 2020

Register here

Overview

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.

The benefits of listing for wine tourism businesses

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 australia.com, government and regional websites, tourism booking sites  as well as other distributors listed on the ATDW website. Wine Australia is approaching international online travel agents to become distribution partners with ATDW to increase international exposure.

ATDW listing costs  

In New South Wales, the Australian Capital Territory the Northern TerritoryTasmania South Australia and Western Australia there is no cost to list your business in the ATDW. It is important to note that Western Australia do require businesses to have the relevant accreditation in order to be added to the database.

In Victoria, a full listing annual cost usually applies however Visit Victoria recently announced that ATDW listings are free but for a limited time – until 31 October 2020.

Visit Victoria has worked closely with the Victorian State Government and Regional Tourism Boards to provide support to all tourism businesses across Victoria. Existing ATDW subscribers have had their current listing extended by 12 months free of charge. New businesses or those with an expired ATDW listing can sign up for free for a limited time by contacting their Regional Tourism Board.

Tourism and Events Queensland, in partnership with the Regional Tourism Organisations (RTO), is offering ATDW membership without an annual fee for the next 24 months. This offer is available to all tourism operators in Queensland. Existing ATDW members located in Queensland, need not take any additional action to receive this offer.For further information on applicable fees, we recommend contacting your respective Regional Tourism Organisation or State Tourism Organisation. 

Getting started with ATDW

WA_Website_Infographic-(1).jpg

 

Useful information and resources

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.

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 www.ATDW-Online.com.au
  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 www.ATDW-Online.com.au 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.

TIPS:

  • 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’.

Avoid 

  • 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.

How to write an effective listing

Reset a password

  1. Go to www.ATDW-Online.com.au
  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 support@atdw.com.au

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 growingwine@wineaustralia.com.au


Want more information?

Email us or phone (08) 8228 2000

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
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Non-levy payers/exporters
Find out what you can purchase