Wine Australia is investing $750,000 in the Australian Tourism Data Warehouse (ATDW) to upgrade the national tourism platform by leveraging ATDW’s existing assets and introducing new features to support the wine sector’s tourism efforts.
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.
The enhanced capabilities will allow wineries, accommodation providers and other wine tourism operators to manage their listing details across a multitude of booking sites from a central location, and to incorporate translations, multimedia, performance snapshots, reviews and scores.
Wineries will also be able to draw on content from associated booking platforms to integrate into their own websites so that visitors can book accommodation, transport and experiences with ease.
Wine Australia has established a reference group of wine and tourism sector representatives to oversee the development of the platform and provide input on its architecture, design and functionality.
The new functionality will be rolled out in stages, commencing in May 2020 with completion targeted in early 2021.
The ATDW was created in 2001 as a joint initiative of Tourism Australia and the Australian, State and Territory Government Tourism Organisations (STOs) to market a comprehensive range of Australian tourism products and destination information in a central location.
ATDW listings will feature on the most prominent tourism websites and mobile applications, including their State or Territory Tourism Organisation’s (STO) consumer website, the Australia.com website and ATDW’s extensive network of more than 250 tourism distributors.
It's expected that the development of the enhanced capabilities will allow wine businesses to reach a larger audience, increase tourist spend and the length of stay in wine regions.