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Tastetripping Global Wine Tourism December 2014 Su Birch www.tastetrip.co.za

Wine tourism 2015

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TastetrippingGlobal Wine Tourism

December 2014 Su Birchwww.tastetrip.co.za

Wine tourism is exploding

Type wine tourism into Google and you get about 20 200 000 results in less than half a second

What’s driving this growth?

Travel and touring have changed

Photo of the pyramids with a cross on the corner

Pic of the kreef braai on the West coast from the Braai Book with a tick in the corner

Then

• Planned cultural experiences

• Checking sights off a list

• Visit museums and monuments

• Typical tourist fare

• Going by guidebooks

• 80% of travellers cited culture as top motivator in 2009

• Dropped to 69% in 2013

Now• Local immersion• Finding new sites off the beaten

path• Visit local artists and artisans• Resident’s favourite hidden gems• Listening to friends and fellow

travellers • 85% are driven by the need to

know and explore and experiment

• (Conde Nast Reader survey 2013, Savour Australia 2013 )

• “Once upon a time, food was about where you came from. Now, for many of us, it is about where we want to go—about who we want to be, how we choose to live. “

• John Lanchester, New Yorker October 2014

Like every brand marketing activity, wine tourism has to segment and define the target market

Local versus internationalMass market versus premium

Pics of Spice route please

Pic of delaire please

Wine tourism can take place outside of wineries

“We try and centre a large portion of the guests experience around all that is specifically South African. Art, food, Cape Town and especially wines.” FNB Manager, Ellerman House

I am part of a team launching www.tastetrip.co.zaAn easily searchable, very visual, very now wine tourism websiteWe’ve visited heaps of wineries in the past year

So what do we think are are best wine tourism practices?

Thank youAnd please join us at Tastetrip.co.za

We’d love to have your feedback