Regionally Differentiated Wine Tourism as a Value-Creator?

New Zealand Wine Tourism

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?

4 Comments

  1. Ben Knill February 24, 2010 at 9:39 am #

    Interesting article. The idea of breaking something like the wine trail down into component destinations with their own characteristics and qualities is a good one. Each individual region is known internally for it’s wine specialties but whether outside of New Zealand the world is aware, probably not so much. Focusing on individual areas allows people to identify with their favourites and plan their trip to specifically include regions that apeal to them, which certainly adds value to the area as a brand.

  2. Jan Willoughby February 25, 2010 at 8:30 am #

    “French Resistance” to New World Order ?

    This is where N.Z. can have competitive advantage as a “New World” wine producer and is an area of current contemplation for the NZ wine industry. N.Z.’s rising reputation for crafting high quality wines and increasing specialisation into regional varietals is an area for opportunity and increased collaboration. “French ‘purists’ in the “Old World” order of winemaking claim that each French wine is the unique product of an encounter between a micro-climate, the soil and a human hand (concept of “terroir”). The idea of brands is an assault of traditional French labels noting the region, district and vineyard. However critics of the French wine industry have suggested forgetting about regional identity and promoting the grape variety” (source: http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article7035609.ece).

    New Zealand regions have their own emerging distinct regional terroir and N.Z. winemakers are distinguishing themselves globally as makers of premium quality varieties. Brian Richards (Brand Strategist) speaking at the Intl Wine Business Conference in Auckland earlier this month talked about the concept of regionality and ‘story tellers’ being different and relevant, closing the gap between food and wine, and “unsolicited extras” as our unique point-of-difference. It’s probably fair to say, that most people outside of New Zealand have very little knowledge other than the (decade old) story of Marlborough’s Sauvignon Blanc and are unaware of the innovation of N.Z. winemaker’s expression of regional varietals and trend toward single-varietal vineyards. This will be our future challenge to tell the story of N.Z.’s wine regions and artisan producers to the rest of the World.

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  2. Wine Tourism as a Value Creator | winetimes - March 4, 2010

    […] wine tourists, 19% spent more than $5,000 on their trip in N.Z.,” the Tourism Industry Blog reported. [ Full story on heinkoegelenberg.typepad.com ] Short Link: http://wyn.cc/p2n3t Published […]

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