Do you consider Australia a food and wine destination?
As soon as travellers step into Australia, they discover that there's more to it than just wildlife and nature. Tourism Australia taps into this tag with their campaign Restaurant Australia to create more awareness
With a favourable climate and stunning scenic beauty, Australia is well-placed to attract the growing number of food and wine-loving travellers. “We've always had the water, sun, seafood and the easygoing Australian sense of hospitality,” food writer Jill Dupliex is quoted saying.
Synonymous with world-class nature and wildlife, an increasing number of people are discovering that Australia has more to offer than just that; it has exceptional food and wine experiences as well. Australia is relatively young and is not constrained by an established culinary tradition. While those who have not visited the country do not automatically associate it with good food and wine, for those who have visited it, it ranks amongst the top in culinary experiences, behind only France and ahead of Italy. It ranks as the No.1 destination for food and wine for visitors who have previously travelled here from China, UK, USA, France, India, Indonesia, Malaysia and South Korea.
Australia is more than meat pies, pavlova and beer; its unique produce ranges from seafood, lamb and wagyu beef to indigenous ingredients like warrigal greens, finger limes, marron, quandongs, saltbush leaves and lemon myrtle. With different climate zones, from tropical to dessert, from temperate to Arctic, Australians rejoice in having a range and quality of produce. With choices ranging from Tasmanian salmon and barramundi from the Northern Territory to venison from Margaret River, chickpeas from Ord River and much more, their produce menu is endless.
In a Consumer Demand Research Project within15 of Australias's key tourism markets, conducted by Tourism Australia, it was found that 'food and wine' was a key factor, at 38% and ranked third, in holiday decision-making. In ranking food and wine was preceded by 'a safe and secure destination' and 'a destination that offers value for money' and was followed by 'world-class beauty and natural environments'.
“What makes our food and wine unique? It's the combination of three factors: People, Produce, Place,” Tourism Australia's Chief Marketing Officer, Nick Baker is quoted saying. Australia flirts with different cuisines, techniques and flavours from regions all over the world. But as Benjamin Cooper from Melbourne's Chin Chin's is quoted in the Restaurant Australia brochure, “In the end we have a style that is unique to our country, our produce and our passion”.
Have you travelled to Australia? Email your views to braganzavrilann@gmail.com