Wine Australia’s ‘Growing Wine Tourism’ webinar program is for wine businesses interested in developing their wine tourism experiences for the inbound tourism market.

Our Growing Wine Tourism six-part webinar series was delivered in February to April 2020.  The series was booked out in record time and was repeated to a second group of participants, with many businesses taking advantage of the free access to wine tourism strategies. Wine Australia, through the Australian Government’s $50 million Export and Regional Wine Support Package, would like to extend access to the webinar series recordings to others in the Australian wine sector.

This practical, wine-specific skills development program comprises 6 x 90-minute webinars and is relevant for:

  • winery owners and managers
  • winery sales and marketing representatives, and
  • new employees who would benefit from tourism insights and case studies.

Module 1: ‘Laying the foundations’ (Part 1) covers:

  • getting started
  •  tourism and market insights, and
  •  inbound visitor profiles.

Module 1: ‘Laying the foundations’ (Part 2) covers:

  • expert advice on developing or refining your unique value proposition (UVP) to capture the inbound tourism market. 

Module 2: ‘Setting up your wine tourism experiences’ (Part 1) covers:

  • wine sales and tourism
  • insights into visitor behaviour and perceptions, and
  • practical advice on developing exciting wine tourism experiences.

Module 2: ‘Setting up your wine tourism experiences’ (Part 2) covers:

  • mapping your visitor journey, and
  • selecting key inbound markets.

Module 3: ‘Securing inbound business’ (Part 1) covers:

  • practical advice for navigating wine and travel
  • distribution systems, and  
  • strategies for product promotion.

Module 3: ‘Securing inbound business’ (Part 2) covers:

  • visitor activation
  • pricing for profit, and
  • your inbound wine tourism plan.

Have a question?

Email Wine Australia at growingwine@wineaustralia.com or phone (08) 8228 2000.


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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.

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