It was estimated in 2008 that 177,700 international wine lovers visited N.Z. wineries and there were a total of just under half a million individual trips to a winery. In 2007-2008 international wine tourists stayed longer on average and spent on average $3,543 – this is higher than the average spend per trip for all international visitors ($2,710). Of all international wine tourists, 19% spent more than $5,000 on their trip in N.Z. (see research here).
The wine industry could represent an even far greater value to the N.Z. tourism industry, growing positive brand awareness of N.Z.’s quality wine exports (the milestone of N.Z. exporting over $1 Bil in wine was achieved in July 2009), means that the premium positioning of NZ wine and a quality bottle of; Central Otago Pinot Noir, Waipara Pinot Gris, Waiheke Bordeaux blend, Hawke’s Bay Syrah, or Gisborne Chardonnay on restaurant tables and in the homes of our key visitor markets can translate to higher positive awareness of destination N.Z. and N.Z.’s regional differences.
Possibility is also that overseas consumers of N.Z. wine are our future travellers and draw comparisons between N.Z.’s wine industry raising sustainability standards as representative of N.Z.’s environmental sustainability as a whole?
The two industries are inextricably linked, however regionally differentiated wine tourism as a value creator has not been fully developed in our destination marketing and product development portfolio mix to-date.
I would be interested to discuss the potential to further develop food and wine tourism industry relationships, and regionally differentiated product development within N.Z. regions as a value creator…and know what other individuals thoughts are?