Some of Australia’s top wineries have joined forces to raise the profile of Australia as one of the world's leading wine tourism destinations, with Ultimate Winery Experiences of Australia, a consortium of high-end, award winning wineries offering unique wine experiences including barrel, private and structured tastings, food-wine matching, wine education and in Australia’s wine regions, launched at Australian Tourism Exchange in Sydney this week.
The group includes Jacobs Creek and Seppeltsfield from the Barossa Valley; Leeuwin Estate and Xanadu from Margaret River; De Bortoli, TarraWarra and Yering Station from the Yarra Valley; Wyndham Estate from the Hunter Valley; Montalto on the Mornington Peninsula; Moorilla Estate and Josef Chromy from Tasmania.
Tourism Australia Managing Director Andrew McEvoy said the collaboration also included support from State tourism offices and aimed to tap into the potential of the combined wine and tourism industries, worth A$140 billion annually to the country’s economy.
He said that Tourism Australia was pleased to be involved in this new exciting initiative allowing Tourism Australia to support the tourism and wine industries by packaging up and promoting the best of the best of Australia’s wineries, cellar doors and wine experiences, adding, “These wineries are not simply venues to taste and purchase wine. Most of them offer a complete tourism experience – restaurants, accommodation, tours, as well as exciting behind the scenes winery experiences.”
“They allow visitors to interact with the product, the winemaker and enjoy first-hand, the rich diversity that our many wine regions have to offer”.