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Chinese wine visitors boost Oz tourist numbers
The number of Chinese visitors to cellar doors in Australia has increased steadily over the last three years, attributed in part to their improved knowledge of Australian wine, reports winemakers.
© Rob Koenig-Luck/ABC News
As reported by ABC, the relatively weaker Australian dollar has also been a factor in the steadily increasing numbers of Chinese tourists who are flowing in through cellar doors and wine estates across the country.
Ever since the Free Trade Agreement came into force last year, Wine Australia has heavily stepped up its focus on luring China’s consumers, with Wine Australia roadshows in different cities, a Wine Australia e-commerce store launching on Alibaba and the Wine Australia China Awards which recognises the Chinese wine trade’s efforts in promoting Australian wine.
Winemakers in Victoria’s Yarra Valley have noticed an increase of nearly 10% in annual Asian visitors over the last three years, with De Bortoli Wines employing a Mandarin and Cantonese translator to host tastings with the tourists.
“Not only can she speak to them in their own language, she can describe the wines in a more familiar way, so they can relate to the flavours and smells much better,” said Leanna De Bortoli.
In the year leading up to September 2016, Wine Australia reported a surge of 51% in exports to China, unseating the US as Australia’s top export market.
A third of Australian wine priced at AUS$10 and above is now aimed at the Chinese market with an overall value of AUS$190 million.