2014 Overview ofFood & Wine Tourism Research

1. EXPERIENCING GOOD FOOD & WINE IS ONE OF THE KEY FACTORS IN CHOOSING WA

3. AUTHENTIC, LOCAL PRODUCE IS THE‘MUST HAVE’ CULINARY TOURISM OFFER

Ability to explore by car

Beautiful beaches/coastal scenery

Unique/extraordinary natural sights

Unspoilt/pristine natural environment

Good food, wine, local cuisine & produce

Vibrant city life

1

2

3

4

5

9

4

1

2

5

3

7

5

1

2

3

4

7

6

5

2

3

1

4

INTRASTATE INTERSTATE UK SINGAPORE

4. CULINARY TOURISTS CAN BE DIVIDED INTO FOUR GROUPS BASED ON INTEREST

5. IMPORTANT FACTORS FOR DIFFERENTFOOD & WINE EXPERIENCES

6. INFORMATION SOURCES ABOUT CULINARY TOURISM

Enjoy classic food & wine experiences, like wineries, food and/or wine tours or trails,

and events/ festivals.

INTRASTATE

INTERSTATE

UK

SINGAPORE

INTRASTATE

INTERSTATE

UK

SINGAPORE

Use street food, farmers’ markets etc.

as a tool for immersing themselves

in the local environment of the holiday destination.

Enjoy most food & wine experiences,

with no strong preference for a particular type.

Enjoy intensive, involved, immersive experiences such as

cooking courses, hands-on experiences, and indigenous food.

39%

40%

34%

31%

11%

11%

6%

2%

21%

27%

39%

47%

5%

9%

4%

6%

2. CULINARY TOURISM IN WESTERN AUSTRALIA IS A GOOD EXPERIENCE

INTRASTATE INTERSTATE UK SINGAPORE

AGREE thatWA gives the opportunity to

experience food and/or wine in

spectacular surroundings

AGREE thatWA is a great place to find high quality locally made

produce

AGREE that experiencing WA’s

food and wine would be an

important part of a holiday there

55% 63% 58% 68%

Between one-third and one-half in each market rely on recommendationsfrom family and friends

Half of UK and Singaporean turn to travel/regionalwebsites, higher than inAustralia

use magazines/ newspapers in the UK

use online discussions/ reviews in Singapore – the market most likely to seek information online

29

© TNS 2014

Authentic local produce

Regional specialties

Place to eat/drink on the beach/waterfront

Eating/drinking in spectacular surroundings

Local & farmer’s markets

Street food

INTRASTATE INTERSTATE UK SINGAPORE

EXPLORERS TRADITIONALISTS

GENERALISTS NICHE DOERS

THE SMALL PRINT

Two online surveys were conducted with domestic and international travellers.

• Survey 1 – Domestic (n=501 WA, n=249 Interstate – Sydney and Melbourne) & Singapore (n=103) markets

All had holidayed in Western Australia in the last 2 years.

• Survey 2 – UK market (n=200)

UK residents who had holidayed in Australia in the last 3 years, some of whom had visited Western Australia on their

holiday (n=67).

Participants were classified into the following groups, based on their level of interest in culinary tourism experiences:

• Accidental: “I don’t deliberately seek out culinary tourism experiences, but enjoy them if I happen upon them”

• Interested: “I actively look for culinary tourism experiences to participate in”

• Dedicated: “The types of culinary tourism experiences offered by a destination is often an important factor in, or the

main reason for, my decision to go there” – highest in Singapore (see below)

• No interest: “Culinary tourism experiences are not much interest to me beyond the basic necessities of eating and

drinking”.

All participants in the survey had at least some interest in culinary tourism experiences (4 out of 5 in Australia and the UK, and over 9 out

of 10 in Singapore).

INTRASTATE INTERSTATE UK SINGAPORE

721

56

168

19

50

22

618

47

29

19 6

4529

In Restaurants,

Domestic and UK visitors seek great service, ambiance,

locally-sourced ingredients, and a good range of dishes. For the

Singapore market, a well-knownchef and offer of a signature

dish are much more important.

For Food & Wine Tours, beautiful surroundings, local produce and visiting lots of places matter, Intrastate travellers seek unique, local experiences and do not want to be part of a big tour group.

The most appealing new or unique culinary tourism experiences are dining in remote environments and provenance, whilst the more unusual such as nose-to-tail, or foragingconsistently demonstrate limited or niche appeal.

Dining in remote environments is highly

appealing.

More open to practically everything, particularly

natural/ in-situ experiences (orchard

gate, foraging, paddock to plate).

INTRASTATE INTERSTATE UK SINGAPORE

Dining in remote areas Artisanal Orchard gate Provenance

When visiting

Wineries, beautiful

surroundings and range

of prices are important for both domestic

and international

visitors.

UK visitors seek cellar tours and

well known

wineries.

Ranking for factor in this market out of 10 factors presented

Ranking for item in this market out of 17 items presented

Ranking for...

Appeal: Appeal: Appeal: Appeal:

The least likely to find “artisanal”, “single dish

restaurants” and particularly, “nose to tail”

appealing.

The least likely to find “paddock to plate”

appealing.