Forget the Outback Desert, give me a bottle of Outback Jack! Chinese tourists may soon lead the way in visits to Australian wineries, eclipsing British tourists. Good Food reports:
Tourism Research Australia data shows that international winery visitors have been increasing five times faster than total international visitors since 2000, growing at an average annual rate of 5 per cent. The proportion of Chinese winery visitors has increased from 7 per cent to 10 per cent over the past three years, putting them behind visitors from the UK (17 per cent) but ahead of the US (9 per cent), New Zealand (8 per cent), Singapore (8 per cent) and Malaysia (6 per cent).
Chinese visitors nominate food and wine as one of the top three factors they consider when selecting a holiday destination, according to a survey last year by Tourism Australia.
This is good for global food producers, but perhaps not for the reputation of Chinese tourists as highly materialistic, prioritizing commodities over experiences.
Still, this influx of Chinese wine tourists marks the latest step in China’s bid to conquer the wine world, coming off becoming the world’s largest red wine consumer. China’s also expected to become the biggest overall wine producer within five years.