Wine Australia organises and hosts over 100 visits each year to Australia and our wine regions for wine trade, international and domestic media and key wine influencers from around the world. The visits showcase Australia’s dynamic food and wine culture and allow people to discover the unique diversity of Australian wine regions, styles and varieties.

Recent research from Tourism Australia shows that out of people who have never visited Australia, only 26 per cent associate the destination with a good food and wine offering. However, for those who have visited, Australia is ranked second for its food and wine experiences after France. 

We think the best way to understand the people, places and stories behind our wines is to experience them first hand and we’re confident all of our visitors leave with a refreshed perspective and love of Australian wine.

Wine Australia works closely with key market importers, distributors and retailers to identify influential wine trade, media and educators to invite to Australia. Our selection is determined by the potential commercial outcome of a visit and the visitor’s ability to influence perceptions of Australian wine though new listings, media coverage and education.

We work closely with visitors to identify what they’re excited by and passionate about and the regions, varieties, wine styles and brands that interest them. Wine Australia partners with state and regional associations, tourism and trade organisations to develop tailored itineraries that deliver truly exciting and memorable experiences.

Wine Australia maintains strong relationships with a visitors to continue growing advocacy for Australian wine once they return home.