Tourism Research Australia and Destination New South Wales commissioned Instinct and Reason to conduct research during the first half of 2014 to better understand the perceptions, motivations, behaviours and experiences of domestic overnight food and wine visitors to New South Wales (NSW) from Sydney, Canberra, Brisbane and Melbourne. Some of the key findings from the study include:

• People are becoming increasingly knowledgeable about, and engaged in food and wine, seeking more ‘authentic’ experiences and products.

• Aside from wine tasting and sales, the ‘must have’ activities essential to a winery visit included having a meal, and sampling local produce.

• Being able to eat fresh, locally grown food for breakfast, lunch and dinner was the number one desired attribute of a food and wine region.

• The Hunter Valley was the most visited food and wine region in New South Wales, had the highest unprompted awareness and was most likely to be considered for future visits.

• Two-thirds of food and wine visitors were either extremely satisfied or satisfied with their NSW food and wine experience.

Click here to download the report.

Via Tourism Australia