HOME TO BAROSSA VALLEY, SOUTH AUSTRALIA STEPS UP WINE TOURISM PROMOTION IN CHINA
By Susan Lewis
The South Australia Tourism Commission (SATC) recently held a wine tourism promotion event in the southern Chinese city of Guangzhou, as part of its “Activating China – 2020 Strategy” which aims at tripling Chinese visitors to South Australia by 2020.
Hundreds of Chinese connoisseurs and wine lovers attended the event which is said to be the first such hosted by SATC in China.
SATC officials said more similar events will be rolled out in other Chinese cities in the coming months to promote wine tourism in South Australia.
It is understood that Guangdong province, which borders Hong Kong, is the main source of Chinese tourists to South Australia, thanks to the direct flights between provincial capital Guangzhou and Adelaide which began in 2016.
According to data from Chinese online holiday booking site Ctrip, bookings to South Australia increased by 26% in 2018.
Being home to Barossa Valley with premium wine brand Penfolds Grange and mass market brand Jacob’s Creek, South Australia is considered by many Chinese wine lovers as one of the world’s wine capitals alongside Bordeaux of France and Napa Valley of United States.
The SATC and the South Australian wine sector secured a AUD 2 million funding from the central and state governments to promote wine tourism last year.
They have since designed marketing campaigns aimed at attracting 10,000 more international tourists to South Australia’s wine regions by 2020.
This target is in line with SATC’s “Activating China – 2020 Strategy” launched in 2013, in which wine tourism was named as one of the six key areas to triple Chinese visitors to South Australia by 2020.
(the writer can be contacted at: SusanLewis@thewinechronicle.com)
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