Lva1 App6891

TASTE 2020
A strategy for food and wine

tourism in Western Australia
for the next five years & beyond
2015 2020
2 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM
Tourism Western Australia
The purpose of
THIS STRATEGY
is to strengthen Western Australias position as an
internationally-recognised destination where you can
savour gourmet produce, fresh seafood, premium wines
and boutique beverages (e.g. craft beers, cider and spirits).
Western Australia is a gourmet This strategy provides a The Margaret River Gourmet
traveller destination because cohesive framework to align Escape, the States flagship
the State has exceptional the States tourism, wine, food and wine event
produce, and its natural agricultural and fishing that showcases Western
beauty and culture provides industries, enabling Western Australia as a world-class
the perfect setting for an all- Australia to deliver on visitors culinary destination, already
encompassing, extraordinary demands to taste authentic demonstrates the success of
tourism experience. local produce in spectacular a coordinated approach.
surroundings.
TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 3

WAs food and Western Australia
wine tourism has such a diverse
should be based on range of experiences
its hard to replicate and culinary tourism
Western Australian is one of the many
experiences, mostly great ways of
determined by our exploring the unique
local environment character of the
and locations. States extraordinary
regional destinations.
ROB DELANE
Director General STEPHANIE BUCKLAND
Department of Agriculture and Food Chief Executive Officer
4 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Picking Tamarillos in Pemberton
Ministers Foreword
Determining the fundamentals of this
We are pleased to strategy took a tremendous State-wide
present Taste 2020: effort, but the hard work doesnt stop with
A strategy for food and the production of this document.
wine tourism in For Taste 2020 to be a success, it will

Western Australia require the continued backing of a range of
for the next five years non-tourism industry sectors and regulatory
and beyond. bodies.
With this ongoing support, the strategy

DR KIM HAMES MLA Culinary tourism is one of the fastest growing
will play a major role in helping increase
Deputy Premier; sectors of the tourism industry.
tourism spend in Western Australia to $12
Minister for Tourism
billion by 2020.
With our well-established hospitality,
viticulture, agriculture and fishing industries,
On a regional level, culinary tourism will
Western Australia has the potential to be
encourage visitors to travel throughout the
one of the worlds foremost culinary tourism
State, generating direct economic and social
destinations.
benefits for these communities.
Taste 2020 provides the blueprint for
The Margaret River Gourmet Escape event
Western Australia to cement its reputation as
has been successful in showcasing WAs
an extraordinary destination to experience
food and wine offerings to the world, and
delicious gourmet produce, succulent fresh
is the flagship event in a rich and diverse
seafood, premium wines and boutique
calendar of culinary tourism attractions
beverages such as craft beer and cider.
across this vast State.
KEN BASTON MLC Extensive market research and a significant

We look forward to seeing the results of the
Minister for Agriculture and Food; amount of consultation were undertaken
Taste 2020 Strategy in years to come.
Fisheries. to develop this strategy, with consultation
sessions in late 2013 stretching from Perth
to Kalgoorlie, north to Kununurra and south
to Albany.
TERRY REDMAN MLA

Minister for Regional Development;
Lands; Minister Assisting the Minister
for State Development

exceptional
produce + spectacular
scenery =
EXPERIENCE
extraordinary
6 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Margaret River winery
Contents
09
The Digested Read
{EXECUTIVE SUMMARY}
48
The Regional Flavour
{REGIONAL OBJECTIVES}
11
The Ingredients
{BACKGROUND}
55 The Chefs
{IMPLEMENTATION}
59
Introduction - 11
Historical Overview - 13
Food and Wine Tourism Market - 15
Consumer Insights - 21
Nutritional
22
Information
{APPENDIX}
Sampling Plates
The Recipe
Restaurants - 18
{STRATEGIC THEMES}
Aboriginal Experiences - 28
Appropriate Regulatory Settings - 23 Wineries - 36
Improving Standards and Quality - 26
Developing New Tourism Experiences - 30
Festivals and Events - 34
Promotion and Marketing - 40
Strategic Priorities Overview - 47

The Digested Read {EXECUTIVE SUMMARY}
OMG I LOVE WA...

Its a mixture of the land, the climate, the passion of the
farmers and growers. I love the Abrolhos Island scallops,
the White Rocks veal, the WA octopus is amazing and the
truffles are world class. Its hard to choose what bits are
my favourite but, for me, its Smiths Beach. I think its
one of the best beaches in Australia.
GEORGE CALOMBARIS
Celebrity Chef
8 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM George Calombaris at Margaret River Gourmet Escape
The Digested Read {EXECUTIVE SUMMARY}
In addition, it aligns with Tourism Australias will also enable agricultural and Aboriginal
Western Australia food and wine tourism campaign, businesses to diversify into the culinary
has a strong history Restaurant Australia, and with the States tourism market.
and rich heritage in tourism brand, Experience Extraordinary. It
also supports various Royalties for Regions New tourism experiences and a strong
viticulture, agriculture funded initiatives, such as the Seizing the culinary events calendar provides Tourism
and fishing, so it is Opportunity Agriculture program that aims Western Australia and Regional Tourism
well-placed to deliver to strengthen the production and export Organisations with significant prospects
culinary experiences capacity of Western Australias agricultural for marketing the States food and wine
and food sector, and the development of offering nationally and internationally. It also
that grow its tourism Regional Investment Blueprints. creates an opportunity for economic growth
appeal nationally and and diversification across Western Australia
internationally. Extensive research undertaken for the that enhances the tourism brand while also
strategy verified the importance of food supporting regional and local economies.
In order to capitalise on our culinary offering, and wine to the overall tourism offering in
Tourism Western Australia has developed Western Australia, and confirmed it as one This is important because many visitors to
Taste 2020: A strategy for food and wine of the fastest growing drivers of tourism Western Australia already show a strong
tourism in Western Australia for the next five worldwide. It was found that almost all tourists interest in the States culinary tourism
years and beyond. The strategy provides want to try regional specialties and authentic experiences, especially the diversity and
a framework that will help to better align local produce, and they want to experience quality available in the South West region.
and develop new initiatives to elevate the these in spectacular surroundings, such as While State marketing initiatives should
States tourism, wine, agricultural and a beach or by the waterfront. It also found capitalise on the strong recognition of this
fishing industries. that consumer demands of food and wine region, all areas of Western Australia show
experiences can be broken down into the potential for development in this sector.
Improving the food and wine tourism following five categories: Accordingly, the State-wide strategic
offering in the State, providing unique dining natural beauty; priorities are supported by a series of
experiences, and marketing them in the regional objectives which have been
casual dining;
context of extraordinary and impressive identified for each Regional Development
provenance;
locations, will encourage people to visit WA, Commission area, highlighting key
value for money; and
stay longer and spend more money. experiences, events and produce. This
accessibility. will help to align regional and State-wide
Consideration of trade and export By considering these key consumer demands marketing initiatives and, most importantly,
opportunities as part of the strategy will and evaluating the States current food and identify areas for future development and
also offer economic benefits for the State, wine tourism offering, a number of strategic diversification of food and wine tourism.
and an increase in tourism experiences and priorities are identified that broadly fit under
events add social vibrancy to the Western five distinct themes: As food and wine tourism cuts across
Australian community. This will create further a broad range of industry sectors and
Appropriate regulatory settings;
opportunities for regional investment and government agencies, a partnership
Improving standards and quality;
support growth in our food, wine, agricultural approach to implement Taste 2020 will
Creating new tourism experiences;
and fishing industries. be required to ensure its success. All
Festivals and events; and stakeholders must work together to
Most importantly, the strategy supports Promotion and marketing. deliver the strategic priorities and regional
the State Government Strategy for Tourism objectives so that Western Australia can
in Western Australia 2020, and will help to These priorities ensure that industry is able enhance its culinary experiences.
increase the value of tourism in Western to deliver the kind of culinary experiences
Australia to $12 billion by 2020. visitors want, while preserving biosecurity
and quarantine measures that protect the
integrity of the States products. Establishing
the right environment that supports the
creation of new tourism experiences that
meet consumer demands, and delivering on
training programs and services for industry,

The Ingredients { B A C K G R O U N D }
food and
wine + world-class
beauty
KEY FACTORS
when it comes to holiday decision making

The Ingredients {BACKGROUND}
INTRODUCTION
Tasting food and wine For the purpose of this strategy, food and The purpose of this strategy is to enhance
wine tourism or culinary tourism is loosely the positioning of Western Australia as an
has always been a part
defined as any experience that provides extraordinary destination to experience
of the tourism experience the visitor with an opportunity to sample the gourmet produce, fresh seafood, premium
and recent research destinations food, wine and other beverages, wines and boutique beverages (e.g. craft
suggests that it is one local cuisine and produce. beers, cider and spirits). It will also provide
a cohesive framework that will help to align
of the fastest growing Whether a broad or narrow definition is taken, and develop new initiatives to elevate the
drivers of tourism it is certain that food and wine tourism as a States tourism, wine, agricultural and
worldwide. visitor experience is growing, and the benefits fishing industries.
of it are made clear in the Organisation for
In 2012, Tourism Australia conducted a Economic Co-operation and Development Food and wine tourism requires the support
Consumer Demand Research Project in 15 report, Food and the Tourism Experience, of a broad range of non-tourism industry
of Australias key tourism markets, which which identified that food tourism accounts sectors and regulatory bodies. A holistic
identified that food and wine is a key factor in for at least 30 per cent of visitor expenditure. policy approach is therefore needed to
holiday decision making and the next most ensure all sectors are working together to
important emotive trigger after world-class An additional benefit of food tourism is the support the broader aims and objectives and
natural beauty. direct economic and social benefit it delivers regulators can play their part.
to regional communities by increasing
In the same year, the United Nations World spend at businesses that are often locally 1 Hall, C.M & Sharples, L (2003) Food Tourism Around
owned. Food tourism encourages regional the World. Elsevier Butterworth-Heinemann, Oxford
Tourism Organisation (UNWTO) published
pp1-24
its Global Report on Food Tourism, which dispersal and encourages visitors to stop,
2 UNWTO (2012) Global Report on Food Tourism -
identified that food tourism is rapidly spend more and stay longer. By becoming
AM Reports Volume Four, UNWTO Madrid
becoming a central part of the overall tourism part of a culinary trail regional areas that have
experience. In this report, the term food extensive farming and crop production but
tourism can be used interchangeably with a few natural attractions can participate in, and
number of other terms which refer to tourism benefit from, food tourism.
that is focused around the food, wine and
other beverages produced by a particular Food and wine tourism therefore aligns with The State Government Strategy for
region. These include: food and wine tourism, the State Government Strategy for Tourism Tourism in Western Australia 2020
culinary tourism, gourmet tourism, tasting in Western Australia 2020. It will assist with identifies a key goal for Tourism WA,
tourism and gastronomic tourism. meeting the States objective of increasing other government agencies (State
the value of tourism in Western Australia and Local) and the broader tourism
The UNWTO report uses the definition put to $12 billion in 2020. The broad appeal of industry to double the value of tourism
forward by C.M Hall and L Sharples (2003):1 culinary tourism for all visitors ensures that it in Western Australia by 2020.
is applicable to every one of the seven key
Food tourism is an experiential trip to a strategic pillars identified in the State tourism
gastronomic region, for recreational or strategy: Brand, Infrastructure, Business
entertainment purposes, which includes Travel, Asian Markets, Events, Regional Travel
visits to primary and secondary producers and Indigenous Tourism.
of food, gastronomic festivals, food fairs,
events, farmers markets, cooking shows
6 } $12
and demonstrations, tastings of quality food
products or any tourism activity related to food.2
$
billion billion
- IN 2010 - - IN 2020 -

TheThe
Ingredients
Ingredients
{ B A{CBKAGCRKOGURNODU}N D }
Western Australia has

internationally recognised,
HIGH-QUALITY
PRODUCE
12 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Lettuce rows, Manjimup
HISTORICAL OVERVIEW
Western Australia This emphasis on quality is reflected in Western Australia is a major world supplier
all other areas of agricultural production. of lobsters and prawns, and with a decline
has a rich heritage in
Western Australia is one of the most pest and in fish stocks in other parts of the world the
agriculture and fishing, disease-free agricultural production areas steadily growing aquaculture industry is
and is well-placed to in the world. Strict quarantine requirements successfully providing high-value products to
deliver on food and wine and stringent standards in production specialist markets.
systems ensure that this safety and quality is
tourism experiences Importantly, the high-quality of the products
maintained for the benefit of local producers
through its production of and consumers. in each of these industries is internationally
a diverse range of high- recognised, creating strong interstate and
quality edible products. Western Australias vast geographic span international export demand. Western
provides diverse soils and climates that are Australia exports up to 80 per cent of its
suited to a variety of agricultural production. agricultural production.
Traditionally, food and wine tourism strategies
In the Ord River Irrigation Area in the north
in Western Australia have focused on wine,
there are mangoes and other tropical crops, The food and wine product aligns with
which has a strong cultural significance
on the coastal sands near Perth market the States tourism brand promise:
for the State as vines were first planted
gardens produce vegetables, and from Perth Experience Extraordinary, and any culinary
in Western Australia in the Swan District
into the south west fruit crops are made into strategy for Western Australia must take
in 1829 the same year that Perth was
outstanding wines and cider. into account the extraordinary diversity of
founded by Captain James Stirling as the
quality food and wine on offer. This brand is
administrative centre of the Swan River
Along the States 12,500km coastline there built on the insight that it takes time, money
Colony. While Western Australia currently
are also a great number of commercial and effort to visit Western Australia, but the
produces less than 5 per cent of the total
fisheries, which include rock lobster, investment is worth it because the visitor
wine crush in Australia, the State accounts
pearling, prawns, scallops, abalone, will be rewarded with an enriching and
for approximately 20 per cent of the ultra-
oysters and finfish (e.g. barramundi). life-changing experience. As such there is a
premium segment of Australian wine sales.
need for this Strategy to incorporate all of the
strengths of the food and wine offer within
the overall tourism experience.
Western Australia
STRATEGY TIMELINE
1999 2001 2000 to 2015

WA WINE
TOURISM
WA WINE AND
FOOD TOURISM 2014 TASTE WESTERN
AUSTRALIA
Primarily focused on Acknowledgement of the links Increased focus on food and Food and wine considered
wine and wine regions. between food and wine and wine festivals and events. central to regional identity and
introduction of lifestyle component. culture, and promotion
of tourism destinations.

ALMOST to be able to eat or drink

regional specialties and
authentic local produce,
EVERYBODY and they want to experience
this in spectacular
WANTS surroundings, such as a

beach or by the waterfront.
14 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Gourmet dining by the Swan River
FOOD AND WINE TOURISM MARKET

Gourmet travellers tend to be younger While gourmet travellers might engage with
Recent consumer research
couples, between 18-34 years old, who are more niche culinary experiences, research
shows that four out of five yet to have a family, and over 55s whose has shown that no matter where the visitor
people who had visited children have left home. For these segments, comes from (intrastate, interstate, or
Western Australia said interaction and education is very important. international) and no matter what their level of
They desire memorable experiences that interest in food and wine tourism (dedicated,
that they were interested
increase their understanding of how to cook interested or accidental), there are some
in culinary tourism and prepare food, knowledge of how to culinary tourism experiences which have
experiences beyond the appreciate good wine, and experiences that universal appeal. Almost everybody wants
basic necessities of eating help them learn more about the history and to be able to eat or drink regional specialties
culture of the place where the food and wine and authentic local produce, and they want to
and drinking.
is produced. experience this in spectacular surroundings,
such as a beach or by the waterfront.
Of these people who are interested in
The Strategy needs to acknowledge the
culinary tourism experiences, approximately
much larger group of visitors to Western
one in 10 can be classified as dedicated
Australia who show a general interest in
food and wine tourists. Sometimes referred
culinary tourism, or who might be considered
to as gourmet travellers, these are visitors
accidental food and wine tourists that is,
who would say that the types of culinary
they do not deliberately seek out culinary
tourism experiences offered by a destination
tourism experiences, but they enjoy them if
is an important factor in, or the main reason
they happen upon them. These visitors tend
for, their decision to visit. The gourmet
to be families with young children, or singles.
traveller is therefore an important market,
They are not particularly interested in fine
accounting for almost 400,000 visitors to
dining, cooking classes, and food and wine
Western Australia each year.
specific tours and trails. Instead of engaging
with the heritage of the culinary culture, they
experience it more incidentally at events,
attractions, or as part of an overall tour. Their
primary way of experiencing food and wine
will be at restaurants and cafs.
ACCIDENTAL INTERESTED DEDICATED
58%
UK 35%
visitors 7%
Singaporean 49%
visitors
31% 20%
62%
}
Level of interest in culinary
tourism experiences from Interstate 28%
Western Australias key
visitor markets.
visitors 10%

TheThe
Ingredients
Ingredients
{ B A{CBKAGCRKOGURNODU}N D }
FOOD AND WINE TOURISM MARKET (continued)
Visitor interest in different types of culinary

TOURISM EXPERIENCES
Research identified distinct groups of travellers seeking different types of culinary tourism experiences along the following lines:
Interested in Interested in
Not Really Food & Wine Local Produce Interested in Interested in
Interested Experiences & Surrounding Experiences Everything
39%
23% 23%
10% 6%
When respondents Many or majority of Many or majority of Many or majority of No one group of
where provided high scores given for: high scores given for: high scores given for: culinary experiences
a list of culinary Heritage of food and Authentic local Hands-on experiences, accounts for more than
activities and asked wine culture, Fine dining produce, Street food, Cooking courses, 50% of high scores
to score them in restaurants, Wineries, Local & farmers Locally caught
terms of their level Food/wine tours, markets, seafood,
of interest, few high Food/wine trails, Regional specialities, Indigenous
scores were given Events/festivals, Eating/drinking food experiences
Breweries etc. in spectacular
surroundings,
Places to eat/drink
on beach/waterfront

WESTERN AUSTRALIAS CULINARY OFFERING

In developing this strategy, Tourism WA undertook extensive consultation to ascertain the strengths, weaknesses, opportunities
and threats for the industry and the key business areas where efforts of Government and industry should be focused in order to
realise the potential of food and wine tourism for the State.
The findings from the consultations are summarised as follows:
STRENGTHS WEAKNESSES
Relaxed lifestyle Quality of service is inconsistent
Safe Cost; perceptions of value for money
Fresh, quality product compared to other destinations
Diverse product Blurred lines between tourism and food
Clean air and water production; farmers dont see themselves
as being in tourism
Protected from disease
Environment and place impressive Operators have a lack of awareness about
settings for dining experiences what customers are looking for
Authenticity Remoteness and large distances between

Seafood population centres; lack of critical mass in
some places
Premium wine
Availability of skilled labour and associated
costs; inconsistent customer experience
OPPORTUNITIES THREATS
Increase diversity of offering; encourage Legislation that impedes a relaxing
innovation and exploration and authentic culinary experience
Increased marketing focus and Lack of agreed industry framework to
promotion of open spaces, purity, guide strategic actions
authenticity and integrity
Negative perceptions of the State
Strong growth of Asian markets
e.g. mining at odds with clean and
Links and cross-promotion of all food fresh image
and wine events
Global competition
More indigenous culinary experiences
Culinary trails
Map identifying hero products/
experiences in each tourism region

Restaurants {SAMPLING PLATE}
For many visitors, restaurants are the first

POINT OF CONTACT
18 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Casual dining by the beach
Restaurants {SAMPLING PLATE}
Restaurants should not be undervalued as a

Going to a restaurant tool for showcasing local produce, and as a
may not be the most worthwhile experience in itself.
unique way of engaging
This does not necessarily mean that the
with the food and wine
restaurant should be themed, offer a
heritage of a destination, signature dish, or provide visitors with the
but for many visitors it option of buying gifts and merchandise.
will be the first point of Visitor satisfaction research has shown that
top priorities are that the restaurant provides
contact with the cuisine
very good service, has a good range of
of a particular region. dishes, and has a good atmosphere.
Most tourists want Makes use of locally-sourced,

fresh ingredients
a restaurant that
Is in beautiful or spectacular
surroundings
Provides very good service
Has a good range of dishes
Has a good atmosphere/
ambiance
It is considered nice Specialises in fresh local

seafood
if a restaurant
Offers local dishes not
available in many other places
Dedicated food and A good wine/drinks list

A signature dish
wine tourists want

Natural
Beauty
5
Key
Value for
Accessibility Money
Consumer
DEMANDS
of food and wine experiences
Casual
Provenance
Dining
20 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Longtable lunch setting, Margaret River Gourmet Escape
CONSUMER INSIGHTS
Recent research Casual Dining Accessibility

projects undertaken by Many visitors on holiday prefer experiences Despite strong interest in bush tucker and
Tourism WA and others that are informal and laid back. Potential food and wine trails, research found that
international visitors to Australia are most visitors had little knowledge of where it was
across domestic and
encouraged by casual experiences in possible to have these experiences. The
international markets, uniquely Australian locations, and feel food and wine tourism industry within the
indicate that consumers that food and wine experiences should State also identified that a key opportunity
have five key demands of embrace their locality by incorporating for Western Australia is the introduction of
the atmosphere of the surrounding area. more culinary trails. When deciding what to
food and wine experiences.
Western Australias food and wine tourism do on a holiday, visitors like to be provided
industry identifies one of the States key with suggested itineraries as a guide,
Natural Beauty strengths as its ability to deliver on a relaxed and the opportunity to pick and choose
lifestyle and impressive settings for casual preferred activities from these suggestions.
Domestic travellers consider the opportunity
dining. People considering a holiday in Western
to see unique and extraordinary sights as
Australia also rate the ability to explore by
the most important factor when choosing
car as an important factor when choosing
a location for their next holiday. World Provenance
their destination.
class beauty and natural environments is
International visitors find fresh, local
also in the top five most important factors
produce grown or raised in pristine natural
when selecting a holiday destination for
environments the most appealing element
international visitors (along with good food,
of a food and wine experience. Compared
wine, local cuisine and produce). Both
with other culinary experiences, domestic
international and domestic visitors agree
visitors are most interested in trying regional
that Western Australia offers the opportunity
specialties and authentic regional produce.
to experience food or wine in spectacular
There is a strong desire for experiences that
surroundings, finding the most appealing
offer something unique, true to Australias
way to experience the States restaurants and
heritage and culture, and supportive of
produce is to dine overlooking the beach or
local producers/growers. People who visit
coastline. Consuming fresh seafood on these
Western Australia find it a great place to
occasions is particularly desirable.
find high-quality, locally-made produce,
and think it is a key strength of the States
Value for Money culinary tourism offering.
A destination that offers value for money

was rated as the second most important
factor when choosing a holiday destination
by potential visitors. When considering
taking a trip in Australia centred on food
and wine, the impression that Australia is
poor value for money was identified as the
most significant barrier. Across all regions
in Western Australia, value for money and
quality of culinary experiences were the
attributes most likely to be put forward for
improvement. It is important to note that this
does not mean that visitors are necessarily
after cheaper experiences. If the visitor is
rewarded with an enriching or life changing
experience, and expectations have been met
or exceeded, then a high level of investment
will be perceived to be worth it.

The Recipe { S T R A T E G I C THEMES}
Appropriate
Regulatory
Settings
Promotion & Strategic Improving

Standards &
THEMES
Marketing Quality
From an analysis of Western Australias

current offering, against consumer
demands, five strategic themes have been
identified. Each strategic theme must
be considered when developing the
priorities of the State culinary strategy.
Developing
Festivals & New Tourism
Events Experiences
22 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Cable Beach sunset, Broome
The Recipe
{STRATEGIC THEMES}
APPROPRIATE REGULATORY SETTINGS
All visitors, from the and that business systems are put into In 2013 an independent committee was
place so that they can be managed properly. appointed to review the Act and submissions
dedicated food and wine
It is about creating the right regulatory were provided by key stakeholders. The
tourist to those who environment for industry to prosper while Government response to the review
simply appreciate a good managing risks. recommendations was delivered on 18
meal between seeing the November 2014. The response has a
In the Perth metropolitan area, in particular, number of positive outcomes for food and
sights, indicate that a part of the vibrancy and excitement around wine tourism, which are to be implemented
key priority for them is the culinary environment is that it is constantly as part of proposed changes to the
that they are given the changing (for example, there has been legislation including:
opportunity to sample a recent surge in the small bar scene). support for changes to the Act to enable
There is also a growing interest in pop up
and purchase authentic shops, restaurants and bars, which provide
producers to meet the requirements of
consumers on site including:
local produce. opportunities to engage with new culinary
-- authorising beer producers to sell
trends. The requirements and timeframes
liquor for consumption on part of a
involved in liquor licensing and planning
licensed premises approved for the
applications needs to be appropriately
purpose by the Director between the
communicated to the owners so they are able
hours of 10am and 10pm
to incorporate them into their plans.
-- allowing wine producers to establish
a collective cellar door retail outlet
Information relating to application processes
with the same wine region as their
is available to applicants on the Department
production facilities
of Racing, Gaming and Liquors website -
www.rgl.wa.gov.au - and officers from the -- allowing producers to sell liquor
department are able to provide assistance other than their own, if sold ancillary
to individuals or groups either through to a meal in a designated dining
education seminars, which are offered on a area, which forms part of their
regular basis, or via one on one meetings. licensed premises or an area the
subject of an extended trading
It should be noted that in some regional permit or for the purpose of
Local produce can be locally caught
towns liquor restrictions are in place as a comparative tastings
seafood, regional specialties (such as
Manjimup black truffles), or locally made response to socio-economic issues, and removing the requirement for liquor
cheese and wine. There is also a desire to must be observed by residents and to be supplied ancillary to a meal
have casual dining experiences which visitors alike. supplied by the licensee (Monday to
involve eating and drinking in a relaxing Saturday between the hours of 6.00am
outdoor environment, such as on the beach Liquor Control Act Review 12.00 midnight and Sunday from
or by the waterfront. Any regulations that 10.00am to 10.00pm) for restaurants
Western Australias liquor laws are defined in up to 120 patrons
impede consumers from partaking in these
the Liquor Control Act 1988, which regulates
activities will limit the scope of culinary enabling movement of patrons
the sale, supply and consumption of liquor,
experiences that food and wine tourism crossing footpaths to alfresco areas
the use of premises on which liquor is sold,
businesses can make available to visitors. and between cellar doors and
and the services and facilities provided in
restaurant areas with separate licences
conjunction with the sale of liquor.
increase in Sunday trading hours from
Creating the Right
10pm to 12pm midnight for hotel,
Regulatory Environment This legislation offers flexibility in regards to
tavern, and small bar licences
where and when liquor can be supplied and
While red-tape reduction initiatives can introducing a new class of licence for
consumed in accordance with the ever-
limit the regulatory burden for tourism small bars.
changing demands of a modern and diverse
operators and reviews on legislation are
community, and the requirements of the
necessary, what is more important is that
tourism industry, consistent with the principles
when regulations are established they are
of harm-minimisation.
communicated to key stakeholders effectively
APPROPRIATE REGULATORY SETTINGS (continued)

Facilitate Access to Fresh, These parks and reserves correspond At a more local level, identifying the
Local Produce to some of the States premier tourism provenance of food on menus can assist in
destinations and maintaining fishing establishing an understanding of where food
There are many cases in Western Australia opportunities while protecting conservation comes from, as well as assisting in building
where the visitors demand for local produce values is an integral element of these local food brands. If a restaurant in Perth, for
is not being met, and where products are management plans. example, clearly identifies where the primary
shipped to Perth to a central processing ingredients in its recipes are sourced (e.g.
area before travelling back to the region from Margaret River marron, Albany oysters,
where it was sourced. In these instances, the Maintain Bio-security
Manjimup black truffles, Exmouth prawns),
food producer and the restaurant have the There is a need to maintain bio-security it can promote regional dispersal. This
convenience of dealing with one supplier, and quarantine regulations that protect the practice of identifying where the product has
but the length of the supply chain can make integrity of the Western Australian product. come from has been utilised successfully by
the produce more expensive and ultimately wineries for many years, and can be applied
less fresh for the consumer. In addition, by What makes Western to other products.
using this distribution model, much of the
Australian produce so
high-grade produce may be exported. While
exporting high-grade products is an effective sought after is the high These brand ideas could be better integrated
through communications around provenance
marketing tool, it should not be done to the standards that the State and quality.
extent that there is too little left for the region sets on its processes to
which produced it to be able to meet the
ensure all consumables The Food Act
demand from visitors.
are safe and pest-free.
The Food Act 2008 (and associated
The objective should be to shorten the supply This also contributes regulations) is the principal piece of
chain and bring the consumer as close to the to the States success legislation regulating the production and sale
producer as possible. Farmers markets and
in the export market, of food in Western Australia. This legislation
seafood hubs, for example, bring producers provides food safety regulation over the entire
into direct contact with the consumer, and are particularly in Asia.
food supply chain from paddock to plate.
popular activities with visitors and locals alike.
Regional processing and production Previously Western Australia had a number of
Provide a Brand Framework
facilities may be required in some cases, different pieces of legislation that related to
which will necessitate long term planning Food labelling is an appropriate method
various aspects of food safety. The Food Act
and investment. for educating consumers of the necessity
2008 replaced them, making it clearer and
for bio-security that also serves as a
simpler for food businesses to understand
There has been a recent success in this area marketing tool, highlighting where the
what is required when it comes to food safety.
after the Department of Fisheries undertook produce is sourced. On a State-wide
a review of the management arrangements level, Buy West Eat Best is a food labelling
Local governments are responsible for
and licensing framework for the aquatic tour program managed by the Department of
administering the Food Act and are the
industry in Western Australia. Agriculture and Food. It provides Western
enforcement agencies for the majority of food
Australian consumers and the local food
businesses within their districts.
As a result of the review, the State industry with a food-specific brand to clearly
Government introduced new measures to identify Western Australian grown, farmed, There are no specific regulations limiting
simplify and deregulate some management fished and produced food products. More tour operators from offering catch and
arrangements for the charter industry. than 100 food producers, manufacturers, cook experiences, or incorporating a food
People will no longer require a licence to retailers and restaurants support the and wine element to their tourism offering.
conduct land-based fisheries tour activities. Buy West Eat Best Program. However, local businesses should liaise
This increases the opportunity for visitors with their local government to confirm their
to catch their own seafood as part of This kind of recognition can also be provided
responsibilities and to find out whether or not
organised tours, such as mud crabs in by international regulators. The Western
they are required to register themselves as a
the north of the State. Australian fishing industry has recently
food business.
embraced the Marine Stewardship Council
Management plans prepared by the as the worlds leading certification and eco
Department of Parks and Wildlife for the labelling program for sustainable seafood.
States marine parks and reserves facilitate The West Coast Rock Lobster between Shark
access for recreational and commercial Bay and Cape Leeuwin is the first fishery in
fishing in identified zones. the world to be certified as sustainable for a
third time.

Strategic Priority:
Appropriate
Regulatory Settings
{ INITIATIVES }
Create the right regulatory

environment for the food
and wine tourism industry,
including appropriate
business systems and
stakeholder communication.
Facilitate visitor access to

fresh, local produce and
ability to consume it in
nature-based locations.
Maintain biosecurity and

quarantine measures that
protect the environment and
Western Australias product.
Explore ways of branding

food with a focus on
provenance and food
quality.
01
Beetroots in Manjimup TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 25
IMPROVING STANDARDS AND QUALITY

The Department, through FutureNow, develops businesses to meet industry
Visitors overall works in partnership with Government, the standards for tourism quality. It also delivers
community, industry leaders, registered the Customer Service WAy, which enables
satisfaction with their
training organisations and unions to enhance tourism operators to drive business and
Western Australian workforce competitiveness and productivity of revenue through improved customer service
culinary experiences has the creative and leisure industries (including and sales techniques.
been high, with 70 per cent tourism and hospitality) by ensuring It is important that these services continue to
businesses and people have the right skills, in
indicating they were very be available, and are operators encouraged
the right place at the right time. to participate in them.
or quite satisfied with
An example of this in practice is its Hospitality
experiences during their Ambassador Program, which brings young, Awards
stay. The top priorities for qualified, successful chefs from the kitchens of Awards are a useful tool for promoting
improvement were value some of Perths best restaurants into classrooms standards and quality in the sector, and
across the State. By sharing career highlights provide something for tourism businesses
for money and the overall to aspire to. In recognition of this, in 2013
and demonstrating their skills acquired through
quality of the offering. training, they inspire secondary school students Tourism WA sponsored a new category
to take up careers in hospitality. in the Perth Airport WA Tourism Awards
These two priorities are linked and, in line with
Australian Hotels Association WA Excellence in Food Tourism. This new
the States Experience Extraordinary branding,
The Service with a Smile Customer category was open to food producers,
the focus should be on providing a quality
Service Online Training is free and covers providores, tour operators, cooking schools,
product that justifies the expense, rather than
the fundamental principles of delivering food attractions, farm gate experiences,
reducing the cost.
excellent customer service. It also serves as farmers markets, trails and other food
Develop Service Capability a marketing tool to recognise and promote tourism experiences featuring local WA
existing customer service training and produce as the main component.
Complaints about customer service will
always be inevitable in the food and wine initiatives that have already been implemented The Australian Hotels Association WA and
industry, but there is a strongly held opinion at businesses, and for that work to be Restaurant and Catering WA should also
that customer service in Western Australia recognised in an industry-wide program. continue to run awards which promote
does not meet the high standards of other Australian Hotels Association WA also excellence in their areas of the hospitality
major tourism destinations. This may be provides responsible service of alcohol industry.
symptomatic of an ongoing need to build training, which is mandatory for all staff
Role of Accreditation
on the existing skills base in wine and food involved in the sale, service or supply of liquor.
tourism and provide educational and training The State Government has made a
Restaurant and Catering WA
opportunities throughout the State. considerable financial investment to encourage
Members benefit from many services,
all Western Australian tourism operators to
It should be acknowledged that Western including support, industry news and
become accredited through the Australian
Australia is working in a difficult environment information, education and training,
Tourism Accreditation Program, administered
as there are high costs of doing business, accreditation and awards programs,
by Tourism Council Western Australia.
particularly labour costs. However, there are networking opportunities, workplace relations
Accredited tourism businesses are recognised
a number of Western Australian agencies advice, and marketing and promotion.
as being professional, ethical and reliable,
and voluntary programs that help business Tourism Council Western Australia delivering high quality tourism experiences.
owners to improve standards and quality in Administers the Tourism Advantage range
this area, including: There are already modules as part of this
of programs and services which assist
program which acknowledge organisations
Department of Training and businesses to continuously improve their
in specialised areas of tourism. For example,
Workforce Development tourism marketing, customer service and
the EcoPlus accreditation recognises a
The Department of Training and Workforce product quality. It provides a pathway for agri-
business commitment to environmental
Development, in addition to its vital training businesses, food experiences and established
management, and an Eco-Marine standard
role, now has a much broader responsibility tourism operators to diversify into the food
is currently under development for marine
which includes a focus on workforce tourism market. This starts with the Tourism
tourism operators (such as charter fishing
development. Workforce development aims BOOST program which offers advice on
companies).
to build, attract and retain a skilled workforce understanding the tourism industry; pricing
to meet the economic needs of Western A Cellar Door module has already been
tools, checklists and templates; and marketing
Australia, to minimise skill shortages and developed by the Tourism Council in South
tips and tricks to ensure business success.
maximise the States ability to respond to Australia and Victoria. A new module could be
As part of Tourism Advantage, Tourism
new opportunities. developed for Western Australia based on this,
Council WA manages a number of
but which also establishes quality standards for
accreditation programs, including the
food tourism and includes authentic Western
Australian Tourism Accreditation Program
Australian produce and culture.
and China Ready Accreditation which

Strategic Priority:
Improving Industry
Standards and Quality
{ INITIATIVES }
Deliver hospitality
workforce development
programs and educational/
school programs (such as
the Hospitality Ambassador
Program) to improve
the overall quality of
service, emphasising the
importance of value for
money to customers.
Encourage uptake of
tourism accreditation and
develop a new module
focused on food and wine
tourism.
02
Cellar door tasting TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 27
Aboriginal
The Recipe {Experiences
STRATEGIC TH
{SEA
MMEP
S L} I N G PLATE}
28 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM Outback dining in the Kimberley
Aboriginal
Experiences {SAMPLING PLATE}
Aboriginal tourism is one of the seven key Western Australia has an environment
pillars of the State tourism strategy, and conducive to achieving this, and the Western
the Aboriginal Tourism Strategy for Western Australian Indigenous Tourism Operators
Australia 2011-2015 makes it clear that it Council (WAITOC) has identified product
is important that Aboriginal experiences development as a major focus in the coming
are woven into the development and years. This is excellent news for food and
promotion of the State to ensure it becomes wine tourists, particularly those looking for a
an integral part of what makes Western more special or unique experience.
Australia special. Food and wine tourism
should be no exception. WAITOCs Gourmet Experiences in WA is
an example of how new experiences can
Aboriginal tours can be created which match Aboriginal culture
with culinary tourism. Highlighting unique
effectively cater for a
food, drink and cultural experiences in
new trend in the culinary Western Australia, this campaign which
world. Many Aboriginal features 10 Aboriginal tourism operators
tours provide visitors showcases these complementary aspects
of tourism and the variety of opportunities
with the opportunity to
available throughout the State. Significantly,
forage for bush tucker it demonstrates how tourism value can
or at least identify be added to an event or natural setting
food that is edible by enabling an exchange of culture and
combining a broader experience or tour
and place this in the
with a culinary activity.
context of a broader
cultural experience.
These activities will be of
particular interest to the
gourmet traveller.
An Aboriginal culinary experience is also an

opportunity to appeal to a broader audience.
An Aboriginal tour which provides authentic,
local produce, and also allows the visitor
to experience it in-situ (i.e. the spectacular
surroundings in which the food is caught/
gathered), is one which aligns with all of the
key demands of a food and wine traveller.

DEVELOPING NEW TOURISM EXPERIENCES
Critical mass is Agribusiness Development Calls for culinary trails are reflective of a
broader change in the way consumers
essential to any culinary Another way to facilitate the development
choose to research and book elements of
destinations tourism of new experiences is to approach food
their holiday. While traditional methods of
producers and agribusinesses that often
offering. It is the communication (word of mouth, television)
do not see themselves in tourism and
customers prerogative educate them on how to access tourism
are most effective when marketing specific
food and wine products, potential visitors to
to want a variety of distribution channels. If these producers
tourism destinations research opportunities
experiences to choose are in a position to offer a tourism element
by comparing various set itineraries and
(such as a farm gate purchasing opportunity,
from within a limited package deals, and then booking selected
or a tour of operations) on top of their core
distance from where production activities, there is an opportunity
individual elements that appeal.
they are staying. to increase critical mass in certain regions,

With tourists increasingly doing this research
and link the regions by increasing the number
online and on-the-go via apps accessible on
A broad range of options encourages of attractions along routes which might
a number of handheld devices, connectivity
competition and results in lower costs. otherwise have little else to offer tourists.
to mobile networks and broadband is
However, a State that is more than ten times
required to allow people to choose and
larger than the United Kingdom, but has Consultations undertaken to develop this
navigate themselves to the next point on the
only four per cent of the population spread strategy highlighted that Western Australian
food and wine trail.
across its entire area, is bound to have farmers and fishing businesses are looking
some critical mass issues. to diversify, but that they require help with
developing, delivering and distributing Infrastructure
Currently, Perth and the South West are experiences for the tourism market.
There is strong evidence that both
the only regions in Western Australia that Agribusiness diversification programs, with
international and domestic travellers find
have a broad enough range of products to specific tourism modules, would assist in
driving to their food and wine destinations
satisfy customer requirements. There are turning some of the States many edible
important (rather than going as part of
fewer culinary experiences available in the commodities into worthwhile tourism
an organised bus tour). This means that
Golden Outback and the Coral Coast, and experiences, adding value in the process.
infrastructure in the form of sealed roads is
even though visitor expectation research
a priority, along with appropriate signage.
has shown that food and wine experiences
Culinary Trails This does not apply in areas such as the
are less important to them when they go to
Kimberley and the Gibb River Road where
these regions, they still demand a reasonable A key component when establishing any new
four wheel driving or a helicopter ride to a
choice of options when they reach a major tourism business is making it easy to find
remote destination is part of the experience.
population centre. and access, which makes culinary trails a key
element of a successful food tourism offering.
This preference for a self-guided, driving
The way to resolve the issue of critical mass
experience also means that culinary trails
is to create new tourism experiences. While Creating culinary trails that link together
need to accommodate a broad mix of
the tourism, food and wine industries will disparate food and wine offerings provide the
activities that are not primarily focused on the
identify gaps in the market and seek to fill ability to showcase a region and encourage
consumption of alcohol.
them, the State Government has a role to play greater dispersal. They can involve signage
in creating the right regulatory environment led tours, or virtual tours that rely more on
to allow new products to develop quickly smart phone applications than on physical
enough for consumer demand (as discussed signage. The Harvest Highway culinary trail,
in the Appropriate Regulatory Settings which covers a large proportion of the South
section). West, has been partially developed for some
years. This trail provides an opportunity to link
a number of locations across both different
local government areas and regional produce
and food experiences.

MARKET READY PRODUCTS

Before effective marketing
can take place, especially in Start Up Market Ready Accredited Export Ready
international markets, accessible
Not yet available Stable tourism Market ready and Well established
and bookable products must exist.
to the general business with meeting industry businesses equipped
A companys journey to becoming
public or through experiences standards in to welcome both
an export ready product can be
tourism distribution regularly available business domestic and
mapped as follows:
systems. and delivered to operations. international visitors
visitors. with a consistent
and high quality
experience.

CULINARY TOURISM IN WA
is all about developing and
promoting extraordinary experiences
that showcases the States produce
Experience Service Goods Ingredient
Meet the winery

team to pair wines Wine tastings Bottled wine Grapes
with food
Catch and eat your Locally-caught

Marron/
own as part of seafood as part Seafood
crab/barramundi
Aboriginal tour of a meal
Truffle hunt
Product
followed by Oil, salt, butter Truffles
tastings
a meal
Meet the
Cider
farmer and tour Cider Apples
tasting
the grounds
Pick your Cherries/

Product Jams,
own fruit at stonefruit/
tastings preserves
the orchard strawberries
Olive and
Pick your Olive oil
olive oil Olives
own olives
tasting
Go behind
Buy from the
the scenes Bread, beer,
bakery, brewery Wheat
and learn the spirits
or distillery
process

Strategic Priority:
Developing New
Tourism Experiences
{ INITIATIVES }
Implement a pilot program

to educate producers
about tourism / undertake
educational workshops or
develop a how to guide
for farmers interested in
diversifying into tourism.
Develop culinary trails, and

associated collateral, to
showcase local produce
and dining experiences in
each region.
Support and develop

Aboriginal cultural
experiences with a food
and wine element.
Improve roads, signage

and telecommunications
infrastructure (mobile/
broadband) in areas where
food and wine tourism
businesses are located.
03

FESTIVALS AND EVENTS

Visitors have high expectations as to what Trade Engagement As a competition which is open to enthusiastic
a food and wine experience should deliver, amateurs (not professional chefs) and
Growing the Margaret River Gourmet Escape
and social interaction with friends and family supported by a social media campaign,
to become a leading food and wine event
is a major part of that experience. They it is an example of an event which raises
globally would be a significant coup for the
are also looking for entertainment and an awareness of the States food culture through
State, and position Western Australia as one
all-encompassing experience, often more a significant level of community engagement.
of the premier food and wine destinations in
than just food and wine: for example, theatre, Its endorsement by prominent chefs based in
the world. With this global status there are
music, dance, and childrens activities. This is Western Australia and culinary personalities
also great opportunities for engaging industry
where events contribute. generates a strong positive message about
through trade delegations, or even trade
the States food producers, their stories and
events that run alongside the commercial
Events are a powerful strategic asset to grow regional food experiences.
ones. Tourism WA already maximises the
visitation because they provide a definite, time-
impact of the event in key tourism markets
based reason to visit a particular destination,
which helps to break the inertia gap between
by facilitating media visits, and some trade Calendar of Food and Wine Events
delegations from Asia have already taken
intention to visit and actual visitation. There are also a number of food and wine
place, but there is potential to increase the
events, such as Taste of Perth, the Good
trade delegation aspect of this event.
Food and Wine Show, and UnWined which
Recent research do not receive State Government
indicates that food and Support Regional Events sponsorship, but do have the significant
wine festivals are the Events can be attractive to intrastate, interstate
benefit of bringing the gourmet food and
type of events most likely and international visitors as well as local
wine experience to locals and visitors.
They provide a forum for showcasing the
to encourage travel, residents; they can activate infrastructure and
best of the States regions and, because
providing an even greater energise the local community; and they are
there are generally workshops and
also an opportunity to reinforce the association
incentive than sporting of a place with a particular food or drink such
interaction at the vendor stalls, there is an
and music events. as the Truffle Kerfuffle and Cherry Harmony
opportunity to educate the consumer on the
product. This reinforces the real authority
Festival in Manjimup or establish a brand
of the produce and food offerings of the
Margaret River Gourmet Escape emphasising the quality of the produce in a
State and provides an opportunity for local
particular region, as is the case with Taste
The State Government, through Tourism WA producers to expand their markets.
Great Southern.
sponsors and promotes a range of food and
wine events in regional Western Australia When considering marketing for food and
Over time, food events in the Gascoyne, Great
including the Margaret River Gourmet wine events and festivals, research has
Southern and the Kimberley could be grown to
Escape, Taste Great Southern, Taste of shown that visitors who go to one event are
provide similar benefits for those regions, with
Broome and many other smaller regional and likely to go to another (and another), so the
a comparable increase in media and trade to
themed events. Since it launched in 2012, effectiveness of cross-promotion can be high.
maximise exposure for the State.
the Margaret River Gourmet Escape has Furthermore, given the seasonal nature of the
quickly become the States flagship event produce, there is an opportunity to promote a
and the leading food and wine event in the WAs Signature Dish calendar of food and wine events, either as a
Asia Pacific region. The event attracts famous stand-alone initiative, or in the context of other
WAs Signature Dish is a competition run
chefs and wine critics from around the natural attractions such as wildflower season.
by the Department of Agriculture and Food
world, encouraging community vibrancy and This can assist in extending the natural
Western Australia, through its Buy West Eat
delivering significant economic benefits and tourism seasons.
Best program. The department works with
media exposure. regional food councils and Celebrate WA to
There is therefore tourism benefit to
host regional cook-off events culminating in
encouraging food and wine producers
a live Grand Finale cook-off as part of WA Day
to attend not just local, but interstate and
to highlight the variety of top quality produce
international events as a means of providing a
available in Western Australia.
trigger for visitation.

Strategic Priority:
Festivals and Events
{ INITIATIVES }
Continue to grow the

Margaret River Gourmet
Escape as a leading food
and wine event globally
and elevate other priority
events.
Continue to support
regional events which
promote the unique
produce of their region.
Incorporate events
into tourism marketing
initiatives and promote a
calendar of food and wine
events.
Consider opportunities
for trade engagement at
events.
04
Beach BBQ at Margaret River Gourmet Escape TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 35
Wineries
The Recipe{ S{ AS M
T RPAL TI N
EG I P
CL TAH
T E }M E S }
SWAN DISTRICT
Sub Regions
WINE REGIONS
Swan
OF WESTERN
Valley AUSTRALIA
PERTH PERTH
supplied by Wines of WA
HILLS
Mandurah
PEEL
Bunbury
GEORGRAPHE
Busselton
Margaret
River
MARGARET Bridgetown
RIVER
BLACKWOOD
VALLEY
Manjimup
PEMBERTON
MANJIMUP
Pemberton Frankland
River
GREAT SOUTHERN
Sub Regions
Mount
Barker
Porongurup
Denmark Albany

Wineries
{SAMPLING PLATE}
As highlighted in this Strategy, for the
Wine and wineries have gourmet traveller it is not enough to just
long been a focal point have a good product. The product needs
to be set in the context of a broader,
for tourism strategies, informative experience. Wineries that
as winery experiences become popular with gourmet travellers are
can meet the demands ones that offer wine tastings and also seek
of all types of food and to inform customers through activities like
tours and become a winemaker for a day
wine traveller. experiences.
The trend for wine production in Australia

This is not to say that wineries need to
is towards making wine that expresses
provide all of these options to appeal
the character of the place it is grown and
broadly to the tourism market. Many are
its terroir. Terroir is a French word that
able to succeed by providing a picturesque
represents a concept which has no direct
backdrop for casual dining, and by offering a
English translation, but encompasses the
selection of wine at a range of prices.
characteristics of a specific place the
climate, sunshine, rain, geology and the With simple pizza selections, bean-bag
soil-water relations. This notion of terroir, and seating, and the option of a pre-movie game
everything the term represents, effectively of petanque, the outdoor cinema at Cape
captures all of the elements that a visitor is Mentelle is an excellent example of an activity
attempting to get to the heart of when they at a winery that has very broad appeal.
visit a food and wine destination.

Wineries {SAMPLING PLATE}
Wineries have potential to be a

ONE-STOP-SHOP
for desirable tourist activities

Wineries {SAMPLING PLATE}
This recognition that wineries can become

a kind of one-stop-shop for a number of
desirable tourist activities is provided by the Most tourists want a winery that
formation of the Ultimate Winery Experiences
Offers wines at a range of prices
of Australia (UWEA). Managed by Tourism
Australia, UWEA is a collection of high-end, Is situated in beautiful or spectacular surrroundings
award-winning wineries that produce wines of Offers casual dining
exemplary quality and offer visitors food and
wine and unforgettable experiences beyond
the traditional cellar door.
It is considered nice if a winery
The membership program has been Has award-winning wines
established with strict criteria to ensure only
the highest quality wineries are eligible, with Offers a winery/cellar tour
board members assessing submissions to Offers the chance to buy gifts/produce
determine suitability. Currently Leeuwin Estate
Has fine-dining or a good quality restaurant
and Voyager Estate are members.
One in 10 overnight visitors to WA visit a

winery; this number increases to almost
three in five (58 per cent) for Margaret River.
Dedicated food and wine tourists want
The only popular wine region in Australia that Wine education/appreciation classes
competes with this level of winery visitation
is the Barossa, with one in two (46 per cent)
overnight visitors visiting a winery.
Margaret River, WA 58%
}
Proportion of overnight
visitors to the region who
Barossa, SA 46%
visited a winery in Year Hunter, NSW 12%
Ending December 2013
Tasmania 8%

PROMOTION AND MARKETING

Domestically, many visitors to Western It showed that of the people who have never
Western Australias Australia already show a strong interest in visited Australia, only 26 per cent associate
tourism brand, Experience the culinary tourism experiences on offer, the destination with a good food and wine
Extraordinary, is built especially the diversity and quality available offering. However, for those who have
in the Australias South West tourism region. visited, Australia is ranked second for its
on the insight that it State marketing initiatives should capitalise food and wine experiences, ahead of Italy
takes time, money and on this strong recognition to grow awareness and only beaten by culinary giant France.
effort to visit but the of Western Australias major food and Significantly, for people who have visited
investment is worth wine tourism destinations in domestic and from China, USA, France, India, Indonesia,
international markets, and hence grow visitor Malaysia, the UK and South Korea, Australia
it because you numbers and expenditure. is ranked as the number one destination for
will be rewarded with food and wine.
an extraordinary, Close the International These insights have formed the basis of
enriching and life Perception Gap Tourism Australias food and wine tourism
changing experience. As detailed in the introduction, Tourism campaign, Restaurant Australia, which offers
Australias 2012 Consumer Demand an international point of difference by defining
The States unique landscapes and natural Research Project showed that food and wine our national food and wine culture in three
setting are central to the tourism brand, is a key factor in the holiday decision making words: people, place and produce.
as are the spectacular beaches and process. This research also identified that
coastline, enviable outdoor lifestyle and there is a significant perception gap on the
rich Aboriginal culture. quality of Australias food and wine between
international tourists who have visited and
those who have not.
Build on Experience Extraordinary
New and innovative marketing campaigns
should continue to be developed that enhance
this with a strong food and wine proposition
highlighting the extraordinary produce, grown
and prepared by extraordinarily talented
people, shaped by and set against the
Experience Extraordinary positioning.
NOT VISITED VISITED

Australia Australia
60% France France 66%
57% Italy Australia 60%
33% Spain Italy 58%
31% Germany Japan 40%
29% Japan Spain 34%
26% Australia Germany 34%
24% Mexico Hong Kong 31%
Closing the perception gap
between those who have 22% Argentina Thailand 30%
visited and those who have not
22% USA USA 29%
presents a huge opportunity
for Australian tourism. 21% Thailand Argentina 25%

food & wine culture is our international

POINT OF DIFFERENCE
Tourism WA will continue to support
the Restaurant Australia campaign Welcoming
and associated international marketing
activities, especially as they align so Characters
closely with the States strengths.
Multicultural
Western Australia should also highlight its
own unique culinary position to the other People Openess
states and territories. Free Thinking
Taste Master
Weather
Tourism WA has a long history of promoting
Western Australias food and wine tourism Place Sunshine
offer through its different marketing channels, Open
Outstanding
and will continue to promote it as a key
incentive for visiting the State. Natural Beauty
Recent examples, such as the WA Taste

Master (part of Tourism Australias Best
Produce Sustainable
Fresh
Jobs in the World campaign), show that
cooperating with and leveraging off Diversity
national campaigns can be effective. Safety
It also demonstrates that engaging with
new communication methods can be a Island Nation
successful way of conveying key messages.
WAs Taste Master, Rich Keam, became Sixty minutes of new online video content
a popular ambassador for food and wine was produced, which received more than
tourism in Western Australia. By the end of 56,000 views, and the total reach from both
the campaign, he had achieved a Twitter phases of the campaign (the Best Jobs
retweet score in the top 10 per cent of twitter recruitment process, and the Taste Master
users globally, gaining more than 3.7 million job schedule) was 121 million people.
impressions for the hash tag #TasteWA.
Rich Keams blog, featuring all of his posts,
photos and videos can be found at
www.tastewesternaustralia.com.

PROMOTION AND MARKETING (continued)

In marketing and promoting food and wine tourism, it is important to reinforce the natural link to the States tourism
brand, Experience Extraordinary, and tailor the tourism experiences to the right target segments.
REINFORCE THE LINK

to the States tourism brand
State Tourism Brand Experience Extraordinary Western Australia
You will experience extraordinary flavours

in extraordinary places and surprising
settings. During your journey you will meet
Culinary Tourism Message extraordinary people, showing extraordinary
skill and care around food and wine.
Their stories will amaze and delight you.

As part of the strategy, Tourism WA tested the appeal of 12 culinary experiences with more than 1,000 people across Australia, which further
reinforced that the experiences available in the South West and Perth are highly appealing to the market. Tourism WAs target segment Dedicated
Discoverers are more likely to be interested in experiences further afield such as in the Coral Coast or the North West.
PRIMARY SEGMENTS
Primary Target Markets Perth, Interstate (Sydney, Melbourne), United Kingdom, Singapore and China.
Primary Target Segment Aspirational Achievers and Experience Seekers, including Gourmet Travellers.
Aspirational Achievers have made it in their chosen field. They value tangible
rewards of their success. They look for quality and value for money. Travel is viewed
as a reward, and they travel to luxury and boutique locations with brag factor.
Experience Seekers apply to international markets. They are affluent and well-
travelled. They are naturally curious, value experiences, believe that you get back
what you give and that a holiday is about more than just rest.
Appealing Culinary Tasting and appreciating premium wines at the world class wineries in Margaret
River co-located with top class restaurants, foraging experiences and amazing
Tourism Experiences
surfing beaches, forests and caves.
Attending local food markets, wine events and street festivals in Perth, the South
West, Southern Forests and Great Southern regions.
Learning about the Swan Valley agriculture, viticulture and wine-making heritage
from the local producers and wine makers.
Going behind the scenes at the Fremantle craft beer breweries and enjoying fresh
seafood by the Indian Ocean.
Socialising at Perths new restaurants, rooftop bars, small bars and beach-side cafs.
SECONDARY SEGMENTS
Secondary Target Segment Dedicated Discoverers and Grey Explorers.
Dedicated Discoverers are high income earners; they are a socially active group
looking for something new and different. Travel is about learning and doing things.
They travel to less mainstream locations and enjoy being among the first to travel
somewhere different.
Grey Explorers are interested in spending time with their adult children and
grandchildren, and reconnecting with loved ones. Travel is about exploration and
enhancing their lifes experiences.
Appealing Culinary Learning about the crayfish and prawn fishing industries of the Coral Coast while
exploring the Australias largest fringing reef, Ningaloo, as well as Shark Bay, the
Tourism Experiences
Abrohlos Islands and Kalbarri National Park with the opportunity to taste the local
produce at a beach barbeque.
Fishing for barramundi and mud crabs, or foraging for bush tucker, with an Aboriginal
guide in Broome, Cape Leveque and the Kimberley.
Catching and cooking Mandurah blue swimmer crabs, South West marron or a
variety of fin and scale fish in Esperance.
Hunting for Manjimup black truffles and foraging with an Indigenous guide in the
Southern Forests.
Socialising at a good old outback pub after exploring the Golden Outback.

PROMOTION AND MARKETING (continued...)

China and the Export Market Understanding the Needs of Considering the Target Market
the Customer The focus of marketing culinary tourism
One of Western A holiday in Western Australia is an expensive should be on casual dining in impressive
Australias fastest prospect for some visitors, however, it is natural locations that are unique to the State.
growing international important to distinguish between the terms However, different markets level of interest
in food and wine experiences will determine
tourism markets is expensive and value for money. It is not
how much this is represented in promotions,
enough to concede that Western Australia is
China, and the State expensive, because consumers have always which experiences to feature, and what is
Government has a been willing to purchase expensive things. the most effective marketing tool.
strategy in place to The problem occurs when a customers
Singapore, for example, is a key market for
increase visitor numbers expectations are unmet based on the price
the State which shows a keen interest in
which has been paid.
to 100,000 and visitor food and wine tourism. One in five visitors
spend to $500 million The challenge of unmet expectations can from Singapore who indicated that they
per year by 2020. stem from a lack of understanding of the were interested in culinary tourism classified
customers needs and, when consulting themselves as dedicated food and wine
with the different regions in Western tourists (i.e. gourmet travellers). This means
In China food is central to the culture that marketing culinary events is a worthwhile
Australia about food and wine tourism, many
and is well developed, but concerns strategy, and that experiences focusing
destinations identified that they did not have
about food safety and an interest in fresh specifically on food and wine could feature in
a strong understanding of the needs of
produce can drive the desire for food and marketing material.
the customer. This was particularly true of
wine tourism experiences.
international markets.
UK visitors were the least likely to identify
Fresh seafood, in particular, is an important themselves as gourmet travellers. An
Some of the programs listed in Improving
part of the attraction of an Australian tourism emphasis on impressive natural locations,
Standards and Quality are able to assist
experience for many Chinese visitors. with the occasional food and wine element,
food and wine tourism operators in this
regard. Specific to the growing China would therefore be the most appealing.
China is also an important market for the
market, Tourism WA has developed a China
export of Australian products. Over the Domestic visitors indicated that
Industry Toolkit which can provide business
five years from 2007-08 to 2011-12, the recommendations from friends and
owners with a better understanding of this
largest export region for Western Australian family was the primary source for finding
valuable inbound tourism market.
agricultural, fishery and forest products has information about culinary experiences, so
been North East Asia comprising China, social media and marketing that enables
As part of Tourism Australias Restaurant
Japan, South Korea and Taiwan. Wine visitors to share their experiences is
Australia campaign, a number of workshops
exports have been a big improver in the particularly effective.
have been held State-wide to inform industry
last few years despite the strength of the
about the food and wine tourism market
Australian dollar, with China as the largest Tourism WA and the Regional Tourism
from a national perspective. This strategy
customer with sales worth almost $18 million Organisations will need to consider these
document will also become a reference and
in 2011-12 from total Western Australian differences in consumer interests when
educational tool for the industry.
sales of $43.8 million. The next most working on new marketing campaigns and
important market was the United Kingdom, advertising material.
In developing this strategy, Tourism WA
but at $7.2 million, it was about 40 percent of
consulted with a Stakeholder Reference
the Chinese sales.
Group (see page 58) comprising a group
of government and industry experts. The
This represents a strong opportunity for
continuing support of the members of this
cooperative trade missions to the country to
group will not only be important for the
showcase not just wine, but all of Western
overall success of the strategy, it will also
Australias quality edible produce.
provide a forum for sharing information
which might impact on development in the
Trade missions to other major tourism
food and wine industry.
markets are also good opportunities, and
with Western Australia already exporting 80
per cent of its agricultural product, there
are plenty of occasions for marketing and
promoting the tourism experience that sits
behind the food/wine.

Strategic Priority:
Promotion and Marketing
{ INITIATIVES }
Build on the State tourism

brand, Experience
Extraordinary, showcasing
food and wine experiences
in spectacular locations.
Leverage the strong

consumer recognition
of Western Australian
seafood and the Margaret
River regions food
and wines as part of
this positioning.
Develop new and

innovative marketing
campaigns to close the
perception gap around
food and wine quality.
Collaborate on cross-
sector marketing and trade
engagement initiatives,
particularly in major export
markets such as China.
Identify packaging
opportunities for culinary
tourism that complement
existing activities,
experiences and events.
Hold regular meetings

with industry and State
Government bodies to
share results of research
and projects influencing
food and wine tourism.
05

As food and wine tourism cuts across

a broad range of industry sectors and
government agencies, a partnership
approach to implement
TASTE 2020
will be required to ensure its success.

STRATEGIC PRIORITIES OVERVIEW
Theme Initiative Responsibility
01 Create the right regulatory environment for the food and wine tourism Department of Agriculture and
Appropriate industry, including appropriate business systems and stakeholder Food, Department of Health,
communication. Department of Parks and Wildlife,
Regulatory
Department of Racing, Gaming and
Settings Facilitate visitor access to fresh, local produce and ability to consume it in
Liquor, Fisheries
nature-based locations.
Maintain biosecurity and quarantine measures that protect the environment

and Western Australias product.
Explore ways of branding food with a focus on provenance and food quality.
02 Deliver hospitality workforce development programs and educational/ Tourism Council Western Australia,
Improving school programs (such as the Hospitality Ambassador Program) to Australian Hotels Association WA,
improve the overall quality of service, emphasising the importance of value Small Business Development
Industry
for money to customers. Commission, Department
Standards of Training and Workforce
Encourage uptake of tourism accreditation and develop a new module
& Quality focused on food and wine tourism.
Development, Stakeholder
Reference Group, FutureNow
03 Implement a pilot program to educate producers about tourism/undertake Department of Agriculture and
Developing educational workshops or develop a how to guide for farmers interested Food, Department of Regional
in diversifying into tourism. Development, Fisheries, Local
New
Government Authorities, Main
Tourism Develop culinary trails, and associated collateral, to showcase local
Roads Tourism Industry, WAITOC
produce and dining experiences in each region.
Experiences
Support and develop Aboriginal cultural experiences with a food and
wine element.
Improve roads, signage and telecommunications infrastructure (mobile/

broadband) in areas where food and wine tourism businesses are located.
04 Continue to grow the Margaret River Gourmet Escape as a leading food Department of Agriculture and
Festivals and wine event globally and elevate other priority events. Food, Department of Regional
Development, Event Organisers,
& Events Continue to support regional events which promote the unique produce of
Regional Development
their region.
Commissions, Tourism WA
Incorporate events into tourism marketing initiatives and promote a
calendar of food and wine events.
Consider opportunities for trade engagement at events.
05 Build on the State tourism brand, Experience Extraordinary, showcasing Regional Tourism Organisations,
Promotion & food and wine experiences in spectacular locations. Seafood Industry, Tourism Industry,
Tourism WA, Wine Industry
Marketing Leverage the strong consumer recognition of Western Australian seafood
and the Margaret River regions food and wines as part of this positioning.
Develop new and innovative marketing campaigns to close the perception

gap around food and wine quality.
Collaborate on cross-sector marketing and trade engagement initiatives,

particularly in major export markets such as China.
Identify packaging opportunities for culinary tourism that complement

existing activities, experiences and events.
Hold regular meetings with industry and State Government bodies to share
results of research and projects influencing food and wine tourism.

The Regional Flavour { R E G I O N A L OBJECTIVES}
Importance of, and satisfaction with,

FOOD & WINE TOURISM
The higher the bubble, the
more satisfied visitors were with
their food & wine experience
satisfaction
Australias
South West
Australias
North West
Bubbles closer to this end Bubbles closer to this end

represent visitors to whom represent visitors to whom
food & wine experiences food & wine experiences
were less important
Experience
Perth
importance were more important
Australias
Golden
Outback
Australias
Coral Coast
The size of the bubble The lower the bubble, the less
represents the number of satisfied visitors were with their
visitors the region attracts.
food & wine experience

The Regional Flavour {REGIONAL OBJECTIVES}
Each RTO has the prime responsibility of Perth is visited for a broader range of
Tourism WA is raising the profile of, and increasing visitation reasons, and by more people, than other
responsible for delivering to, their respective regions by marketing the destinations. However, food and wine is still an
innovative marketing destination to the intrastate, interstate and important element of their holiday experience.
international markets. Appropriate regulatory settings are required
campaigns to raise
to allow the industry to continually evolve and
awareness of the A destination visitor survey was completed refresh dining and entertainment options.
States extraordinary which asked domestic tourists who had Industry training will improve customer service
destinations and visited Western Australia within the last two standards leading to higher visitor satisfaction.
years about the level of satisfaction of their
experiences; developing, culinary experiences while in a specific Australias Coral Coast shows the greatest
attracting and marketing tourism region. Using this research it is potential for development because it has
events that strengthen possible to chart the satisfaction of interstate exceptional seaside locations, fresh seafood,
Western Australias and intrastate visitors against their opinion of and quality produce from the Gascoyne and
the importance of the region as a food and Mid West regions. Expanding the number and
brand; and working wine destination, with the size of the bubble diversity of food and wine tourism products will
closely with industry representing the number of visitors the be critical in developing visitor perceptions of
and Government to region attracts (see graph opposite). this region as a culinary destination.
support the development
By taking into account the customer The same applies to Australias Golden
of significant tourism satisfaction research and the key ideas Outback, however, it is less critical because
infrastructure and raised as part of the consultation process, this is an area which visitors are the least likely
encourage investment. it is apparent that Australias South West to visit for a food and wine experience.
is most strongly associated with premium
This State-wide approach is supported from wine and good food. Visitors are largely Regional Development
a regional perspective by Regional Tourism satisfied with the experiences already offered, Commissions
Organisations and Regional Development but the industry must not be complacent.
There are nine Regional Development
Commissions. Highlighting the regions diverse culinary
Commissions in Western Australia which
credentials through destination marketing and
are responsible for developing their
Regional Tourism Organisations events will improve the overall positioning for
area for all industry sectors, including
the State by delivering an iconic hero region
tourism. Key tourism related activities
Western Australia is divided into five tourism for the States tourism brand.
include event development; identifying
regions, each with its own Regional Tourism
Australias North West also performed well infrastructure services needed to promote
Organisation (RTO):
as a destination that lends itself to casual economic and social development within
Australias South West dining experiences in rugged and wild the region; and generally taking steps to
natural landscapes. Continuing to provide encourage, facilitate and monitor economic
Australias Golden Outback
active tourism and cultural experiences development in the region.
Australias Coral Coast
Experience Perth; and (such as fishing and Aboriginal tourism)
The following four pages highlight key
that are enhanced with additional culinary
Australias North West. experiences, events and produce for each
elements will encourage increased visitation.
Regional Development Commission. This will
help to align regional and State-wide marketing
initiatives and, most importantly, identify areas
for future development and diversification of
food and wine tourism.

the many tastes of

WESTERN AUSTRALIA
KIMBERLEY PILBARA GASCOYNE
Key Culinary Key Culinary Key Culinary

Tourism Experiences Tourism Experiences Tourism Experiences
Fishing, Aboriginal Experiences, Aboriginal Experiences, Fishing Gascoyne Food Trail, Farmgate
Matsos Broome Brewery, Hoochery Experiences, Fishing Charters,
Distillery, Broome and Kununurra
Culinary Events Gascoyne Growers Markets
Restaurants West End Markets: Pilbara
Food Edition Culinary Events
Culinary Events Gascoyne Food Festival, Carnarvon
Shinju Matsuri Festival, Broome
Must Try Products
Taste of the Gascoyne, Carnarvon
Ord Valley Muster, Kununurra Bush Tucker, Finfish (Bluebone, Threadfin
GAMEX Fishing Event, Exmouth
Tuna, Mangrove Jack)
Taste of Broome
Must Try Products
Mango Festival Broome Development Opportunities
Prawns, Scallops, Bananas, Mangoes
Bush Poets Breakfast, Derby There is significant opportunity to
Must Try Products develop unique Aboriginal cultural food Development Opportunities
experiences set against the spectacular The region has taken major steps in
Barramundi, Tropical fruit (Mangoes), scenic background of the Pilbara. the past few years developing and
Pearl meat, Mud crabs, Bush tucker
Work is continuing to develop regional promoting the Gascoyne Food brand
and damper, Chia
marketing and key infrastructure through events, festivals and food trails.
Development Opportunities required for culinary trails. With the significance of prawns to
With impressive backdrops supplied A range of projects are being the region, and the Gascoyne Prawn
by extraordinary landscapes, the supported in relation to agricultural Fisheries currently undergoing
development of more casual outdoor diversification, which will support future assessment by the Marine Stewardship
experiences has strong potential in food and cropping trails. Aquaculture Council, there is potential for the
this region. is also recognised as having enormous development of a Lobster Shack style
Culinary elements have been added to potential in the Pilbara. tourism experience that features how
current events to showcase the regions prawns are processed in the factory
product in a broader cultural context. and allows visitors to sample a fresh,
Bush tucker has the potential to local catch.
play a significant role in the growing
Aboriginal tourism industry.

MID WEST WHEATBELT PEEL

Farmers Markets, Fishing, Lobster Shack, Cambinata Yabbies, Fishing, Waterfront Dining,
Fish and Chips on the Beach, Outback pub dining, Community markets, Crabbing, Wineries
Live Lobster Tours, Abrolhos Island Tours Bakeries (Bindoon, New Norcia)
Culinary Events
Culinary Events Culinary Events
Mandurah Crab Fest
G-Feast Family Fare Day Avon Valley Gourmet Food and
Waroona Show
Wine Festival, Northam
(part of G-Fest), Geraldton
QUAFF, Geraldton
Indian Ocean Festival, Jurien Bay Must Try Products
Cambinata Extravaganza, Kukerin Crabs, Finfish, Wine, Craft Beer,
Zest Festival, Kalbarri
Toodyay International Food Festival Macadamias
Must Try Products (during the Avon Descent)
Dryandra Country Art, Food and Wine Development Opportunities
Rock lobster, Finfish (Bald Chin
Trail (Mothers Day weekend), Narrogin A food and wine map is currently being
Groper, Dhufish, Spanish Mackerel),
developed by the Mandurah and Peel
Olives and tomatoes, Award winning pies Must Try Products
and steak sandwiches, Goats cheese Tourism Organisation.
Rock lobsters, Yabbies, Citrus fruit, olives
Develop the Mandurah Crab Fest as the
and olive oil, New Norcia baked goods,
Development Opportunities regions premier culinary event.
Facey Country lamb
Promotion of culinary experiences Industry training will bolster customer
and produce for the region can be Development Opportunities service standards and encourage the
increased. There is potential for existing The development of a food and wine trail development of new experiences.
experiences to add value with a incorporating the heritage, artworks and Continue to promote the region as a
culinary element enhance the culinary artists of the region.
worthwhile destination that is just 45
experiences they do offer. Further development and marketing of
minutes south of Perth.
Development of a number of iconic Heartlands Hampers showcasing unique
food products made in the Wheatbelt.
events for the region, particularly
The Wheatbelt Development
around food.
Commission has also identified
Facilitation of a greater focus on the following tourism development
regional produce in hospitality venues. priorities, which can involve culinary
elements: increase accommodation
offerings; develop more structured
experiential tourism activities;
develop trails (walk, cycle and drive);
collaborative marketing at enterprise,
sub-regional and regional levels; and
targeted marketing campaigns to
attract international visitors.

GOLDFIELDS
SOUTH WEST GREAT SOUTHERN ESPERANCE

Winery Experiences, Restaurants, Food and Wine Trail, Farmers/Boatshed Esperance Local Growers Market,
Food and Wine Trails, Events Markets, Wineries, Events, Fishing, Outback pub dining, Seafood by the beach,
Waterfront Dining Bush tucker under the stars
Culinary Events
Margaret River Gourmet Escape Culinary Events Culinary Events
Truffle Kerfuffle Southern Forest Taste Great Southern (including Leonoras Golden Gift
Food Festival, Manjimup Porongurup Wine Festival, Mount Kalgoorlie Race Round
Geographe Crush Food and Barker Graze and Albany Oyster and Festival of the Wind, Esperance
Wine Festival Sardine Festival).
Manjimup Cherry Harmony Festival Mount Barker Grapes and Gallops Must Try Products
Katanning Multicultural Festival Southern wild abalone, Southern rock,
Must Try Products lobster, Patroni olives, Esperance finfish,
Wine, Truffles, Fresh fruit and vegetables,
Must Try Products Esperance scallops
Beef and exotic meats (such as venison, Oysters, Pork, Lamb, Wine Riesling and
ostrich, goats), Marron, Chocolate, Cheese Shiraz, Spirits, Asparagus, Berries Development Opportunities
A local, national and international fresh
Development Opportunities Development Opportunities food collaborative branding campaign
Highlighting the regions diverse The Great Southern has the capacity is being developed for the region.
culinary credentials through destination to produce an amazing variety of Another priority project is the
marketing and events will improve quality food, wine and other beverages, development of a seafood hub
the overall positioning for the State by and there are a number of projects in Esperance.
delivering an iconic hero region for the earmarked for development to help
States tourism brand. maximise the regions food and wine
Developing the Margaret River Gourmet tourism potential. This includes the
Escape as an event which showcases completion, branding and marketing
the whole States food and wine of a Great Southern Regional Wine
offering, incorporating trade show Trail incorporating Albany, Porongurup,
opportunities, is a priority for this region. Mount Barker, Frankland River and
Denmark. The project will connect
The Development Commission has
wineries with other boutique food and
also identified the following priorities:
beverage producers across the region.
support infrastructure, events and
packaging including Aboriginal Develop iconic regional festivals and
experiences; support the Southern events through an annual calendar of
Forests Food initiative; target overseas coordinated, sustainable events which
restaurant and hotel chains in the will complement the regions natural
Asia Pacific region and establish and man-made attractions.
collaborative business networks to Develop and expand Taste Great
support recognition of South West Southern as the regions premier
wine and food; develop wine education culinary event.
centres in key emerging markets within There is potential for growth in commercial
South East Asia, China and India; fisheries, including unique opportunities in
conduct major inbound buyer events to abalone, finfish and oysters.
the region focused on wine and food. There is a regional focus on connecting
Develop farmers markets that provide with emerging Asian markets.
tourism and commercial opportunities.

PERTH
FREMANTLE AND
PERTH AND SWAN VALLEY WATERFRONT
URBAN DISTRICTS AND PERTH HILLS DESTINATIONS
Overview Overview Overview
Perth citys food scene continues to Swan Valley continues to build on its range of culinary Waterfront destinations such as Hillarys
explode with new bars, cafs and products on offer and is home to more than 150 Boat Harbour, Scarborough, Mindarie
restaurants opening on a regular basis. attractions including wineries, restaurants and cafs, Marina, City Beach, Rockingham
It is home to award-winning restaurants breweries and distilleries, and roadside stalls and and Cottesloe offer seaside dining
and top chefs with personalities markets selling just-picked local produce. In 2014 it was experiences that appeal to the
such as Jamie Oliver and Matt Stone crowned the first Humane Food Region in Australia. majority of tourists. These precincts
opening establishments that have Perth Hills is renowned for its national parks and some should continue to develop and
placed Western Australias food and of the States top walk and cycle trails. These natural offer venues that will provide visitors
drink scene on the international radar. assets are complemented by a range of wineries; with the opportunity to sample local
Urban hotspots such as Northbridge, organic produce from the orchards; and many country seafood with impressive views of a
Mount Lawley, Subiaco, Leederville inns, tearooms and cafs. major attraction the sun setting over
and Victoria Park continue to grow as As areas that meet many of the demands of a food Western Australias pristine beaches.
culinary destinations in their own right. and wine tourist, building on the awareness of these As well as offering this, Fremantle has
The city link project offers greater destinations will be the key to their continued success. al fresco dining along its Cappuccino
synergy between Perth City and There is opportunity to develop more farm gate Strip, South Terrace and Wray Avenue.
Northbridge, and the Elizabeth Quay experiences, and packaged wholesale product would It is regarded as the birthplace of
development will provide more dining assist in the marketing of the region internationally. craft brewing in WA, and is home to a
options overlooking the Swan River. A major food and wine event, with a trade element, number of pubs and breweries.
Marketing this appropriately will would assist in the promotion of the Swan Valley
highlight the diversity of venues and Region in particular and build on the regions prestige Culinary Events
experiences on offer for visitors. as the States oldest wine region. LiveLighter Araluens
Fremantle Chilli Festival
Culinary Events Culinary Events Fremantle Seafood Festival
WAs Signature Dish Entwined in the Valley Sunset Wine, Scarborough
Taste of Perth Swan Valley Wine Show Fremantle BeerFest
Eat Drink Perth Throwing of the Grape, Swan Valley Cider Festival
Good Food and Wine Show A Vintage Weekend in the Swan Valley
UnWined and City Wine Perth Hills Wine Show Must Try Experiences
Street Festivals (Beaufort, William, Bickley Carmel Harvest Festival Eat fresh, local seafood at a
Angove Street, Leederville restaurant overlooking the sea.
Carnival etc) Must Try Experiences Crowd watch at an al fresco
Twilight Hawkers Market Drive, cycle or cruise to one of the many culinary dining venue on Fremantles
The Butchers Picnic destinations. Cappuccino Strip or trendy Wray
Visit a winery, brewery, or cidery for lunch, and try Avenue and South Terrace.
Must Try Experiences out a tour experience. Sample boutique beer at one of
Buy fresh produce at a food Sample local produce, such as gourmet nuts, the great micro-breweries or
market. chocolate, honey, coffee, spirits, wine and beer. local pubs.
Enjoy a degustation experience at Join a masterclass options include winemaker Tuck in to fish and chips
one of the citys top restaurants. for the day, asparagus masterclass, cheese maker on the beach.
Attend one of the many culinary for the day, chocolate and wine masterclass, and Visit the re-developed
events or street festivals. barista courses. Scarborough Esplanade.
Sample some quality street food Have a gourmet picnic at a national park with
at the Twilight Hawkers Market. produce bought from a local market.
Relax at a caf, rooftop bar or the Afternoon tea at one of the States oldest inns/pubs.
locals favourite pub. Follow the Bickley Carmel Wine Trail.

The Chefs { I M P L E M E N T A T I O N }

The Chefs
{IMPLEMENTATION}
State Government Tourism WA

To achieve the strategic
Government is responsible for creating Tourism WA already undertakes the following
priority initiatives and a favourable environment for tourism to support the development of food and
facilitate the development infrastructure investment through policy wine tourism:
of regional food and creation. Regulatory bodies are to consider
Destination marketing
wine opportunities and the tourism implications of government
policy and regulations for which they are
objectives, a partnership responsible (e.g. Department of Health,
Provides financial support to five regional
tourism organisations that focus on regional
model that fosters Department of Fisheries, Department of marketing
collaboration between Racing, Gaming and Liquor).
industry and Sponsors food and wine tourism events
Following the launch of Taste 2020, Tourism that generate tourism benefit and media
government is critical. WA will chair an inter-government working coverage for the State
group, which will meet on a six-monthly basis
This will enable initiatives to be progressed Contributes to policy discussions on
to drive the implementation of the strategy.
within existing and identified programs matters impacting food and wine tourism
The working group will:
providing a comprehensive approach to development in the State
food and wine tourism in Western Australia. Confirm the relevant areas of involvement for
Supports tourism industry bodies to
each stakeholder
undertake capacity building initiatives.
Develop a specific and measurable action
To deliver this strategy, Tourism WA will
plan based on the strategic priorities
continue to do all of the above, and chair the
Set detailed performance measures linked Inter-Government Working Group. It will also:
to these actions Collaborate with relevant State
Government agencies and industry
Use each agencys respective governance
associations on strategic priority initiatives
structure to monitor progress against these
to ensure alignment
reporting requirements.
Provide information and input to other State
Government agencies involved in industry
development
Link businesses looking to diversify into

tourism with tourism industry bodies capable
of assisting in these areas

Department of Agriculture Department of Regional Tourism Industry

and Food Development Achievement of the strategic priorities and
The Department of Agriculture and Food The Department of Regional Development regional objectives as part of this strategy
drives the economic development of Western manages the Royalties for Regions funding requires that the tourism industry in WA
Australias agriculture and food sector, with and invests in events such as the Margaret supports and participates in the overall food
a focus on export-led growth. It will continue River Gourmet Escape, Taste Great Southern and wine tourism vision for the State.
to play a pivotal role in helping to protect and Taste of Broome through the Regional Industrys role is to:
and enhance the States precious natural Events Scheme and Regional Events Program.
resources and valuable biosecurity status. It also supports agribusiness development Deliver on the food and wine tourism
and other initiatives relating to food and wine destination marketing promise through
The Department will continue to foster the tourism as part of its remit to develop thriving product development and service delivery
ability for WA food producers to jointly market towns, industries and communities in regional Integrate food and wine tourism objectives
their product, through the WA food branding Western Australia (eg. the Southern Forests into ongoing strategic, tactical and
program Buy West Eat Best and using Food Council and projects as part of the operational decisions and initiatives.
innovative community engagement activities Manjimup Supertowns initiative).
such as the WAs Signature Dish competition. In addition to the Inter-Government Working
The Department of Regional Development Group, Tourism WA will convene an industry
The Department will work with Tourism WA supports the underlying objective and intent advisory panel which will include the regional
on including tourism initiatives in Seizing of the Strategy. The identification of regional food councils; Tourism Council Western
the Opportunity programs. The Seizing objectives and development opportunities will Australia; Australian Hotels Association
the Opportunity funding is a $300 million contribute to regional growth, capacity and WA; Restaurant and Catering WA; and key
commitment from State Government, sustainability, and provide a basis to inform food and wine tourism stakeholders. Annual
through Royalties for Regions, to support future business cases and applications for meetings will take place to update industry on
the development of the Western Australian Royalties for Regions funding to support key strategies and action plan items arising
agriculture sector. In the business cases for their implementation. from the Inter-Government Working Group,
this funding, the Department of Agriculture and provide an opportunity for industry to
and Food is to consider tourism outcomes represent the market perspective and feed
where appropriate.
Regional Development into critical decisions.
Commissions
Regional Development Commissions have a
Department of Fisheries
key role in identifying economic development
The Department of Fisheries primary opportunities in their regions and working
responsibility is to conserve, develop and with Local Government and other partners
manage the fish and aquatic resources on creating iconic attractions, enabling
of Western Australia. It does this through infrastructure, industry capacity building, and
managing and licensing commercial and festivals and events.
recreational fishing activities, and protecting
the aquatic environment and ecosystems on This supports the implementation of Taste
which fish depend. 2020, which identifies regional objectives
and opportunities for food and wine tourism
The Department will continue working with in each of the nine regions. Culinary tourism
the fishing industry to ensure the States is also to be considered as part of the
fisheries are sustainably managed, and local respective Regional Blueprints, highlighting
seafood for visitors in key tourism locations is areas of synergy between agriculture,
responsibly sourced. This includes assessing fisheries and tourism and opportunities
fisheries against the Marine Stewardship for growth.
Council standard for fisheries sustainability.
Through its involvement in trade visits and

work with the States overseas offices, the
Department will also help educate key
international markets on the availability of
premium quality Western Australian seafood.

Black truffle hunting in the South West TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 57
Nutritional Information { A P P E N D I X }
The Stakeholder Reference Group comprises:
REBECCA BALL State Director - WA/SA/NT Austrade
GRANT BRINKLOW Chief Executive Officer Sandalford Wines
ALLEN BURTENSHAW Executive Officer Southern Forests Food Council
RICHARD CAMPBELL Director CMS Events
Director - Food and Agribusiness

STUART CLARKE Department of Agriculture and Food
Development Branch
Project Manager Food and Wine

MICHAEL CRADDOCK Tourism WA
Tourism Strategy
EVAN HALL Chief Executive Officer Tourism Council WA
DON HANCEY WA Food Ambassador
JOHN HART Chief Executive Officer Restaurant and Catering Australia
LARRY JORGENSEN Chief Executive Officer Wines of Western Australia
JIM PAPARO Trade & International Relations Manager Department of Fisheries
NICOLA PERRY Director Liquor Regulation Department of Racing Gaming and Liquor
NICK POWER Chief Executive Officer Margaret River Wine Industry Association
Business Development Manager

MARIE REDMAN Curtin University
International Institute of Agri-food security
CLAIRE SAVAGE Managing Director SavagelyCreative
JAY SHOESMITH Resource Access Officer Western Australian Fishing Industry Council
DIANE
Board Member Tourism WA
SMITH-GANDER
Director Ord-East Kimberley

PETER STUBBS Department of Regional Development
Expansion Project
CHRIS TAYLOR Executive Chef Frasers Group
NIKKI THOMPSON Manager Lobster Shack
JUSTIN VAUGHAN Director Executive and Strategic Services Tourism WA
Chief Executive Officer and

BRADLEY WOODS Australian Hotels Association WA
Executive Director

Nutritional
Information {APPENDIX}
METHODOLOGY
Research Stakeholder Consultation As well as informing the key outcomes of

Consultations and workshops with food and the Strategy, the group will continue as
A number of key research projects have wine industry stakeholders took place from advocates for food and wine tourism after its
informed this Strategy, including: October to November 2013 in the following release. Meetings will be scheduled following
locations: Perth, Fremantle, Swan Valley, the launch of the strategy to encourage
Desktop Research Margaret River, Bunbury, Nannup, Albany, cooperation between all stakeholders and
Global market research company, TNS, Denmark, Esperance, Narrogin, Geraldton, facilitate completion of the goals identified in
analysed existing research, as well as Carnarvon, Kalgoorlie, Kununurra and the Strategy.
food and wine tourism trends locally, Broome. Participants were asked to identify
nationally and internationally. strengths, weaknesses, opportunities and Images
threats (SWOT) for their region. Key ideas
Tourism Australia from this initial SWOT analysis were then Thanks to the following for assisting with the
The Consumer Demand Project Conducted brainstormed and discussed by the groups imagery in this document:
across 15 of Australias key tourism markets. and regional opportunities were identified. Ultimate Winery Experiences
This major international tourism research (pp 2-3, 27, 32-33, 36, 48)
project looked into how consumers view Reference Group Southern Forest Food Council and
Australia as a food and wine destination and Craig Kinder of f22 Photography
what most motivates them to visit. Chaired by Tourism WA Board Member Diane
(pp 4, 12, 25,57)
Smith-Gander, a Stakeholder Reference
Cape Mentelle (p 37)
TNS Domesticate Group was established to provide strategic
Regional Development Commissions
Developed to provide a rich understanding input and advice to guide the development
(pp 50-53)
of the motivations and behaviour of travellers of the Strategy. It comprises representatives
both domestically and overseas. The 2013 from key Government agencies, industry
research included a deep dive into food and bodies, food and wine industry professionals,
wine experiences. The research process and tourism industry stakeholders.
involved focus groups and bulletin boards
in a mix of states around Australia, and an
online survey conducted by a large sample of
domestic and international Australian travellers.
Final
TNS Destination Visitor Survey
Strategies
An online survey with Australian and Proposed
Singaporean residents who have holidayed /Projects
Strategies
in Western Australia in the last two years Research
with a focus was on food and wine. Those
who showed no interest in culinary tourism
experiences beyond the basic necessities Desktop Research Government Launch of strategy
of eating and drinking were screened from and Stakeholder
Stakeholder Ongoing support
the survey. Reference Group
Consultation from Stakeholder
Consultation
Reference Group
Visitor Satisfaction
Research

Level 9
2 Mill Street
PERTH WA 6000
GPO Box X2261
PERTH WA 6847
Tel: 08 9262 1700

Fax: 08 9262 1787
info@westernaustralia.com
westernaustralia.com
tourism.wa.gov.au
Cover image: Cockburn Range, Kimberley Region

Lva1 App6891

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lva1 App6891

Uploaded by

Copyright:

Available Formats

TASTE 2020

A strategy for food and wine

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 3

wine tourism in For Taste 2020 to be a success, it will

With this ongoing support, the strategy

KEN BASTON MLC Extensive market research and a significant

TERRY REDMAN MLA

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 5

Food and Wine Tourism Market - 15

Appropriate Regulatory Settings - 23 Wineries - 36

Improving Standards and Quality - 26

Developing New Tourism Experiences - 30

Festivals and Events - 34

Promotion and Marketing - 40

Strategic Priorities Overview - 47

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 7

OMG I LOVE WA...

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 9

10 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 11

Western Australia has

1999 2001 2000 to 2015

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 13

ALMOST to be able to eat or drink

WANTS surroundings, such as a

FOOD AND WINE TOURISM MARKET

ACCIDENTAL INTERESTED DEDICATED

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 15

FOOD AND WINE TOURISM MARKET (continued)

Visitor interest in different types of culinary

16 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM

WESTERN AUSTRALIAS CULINARY OFFERING

The findings from the consultations are summarised as follows:

Authenticity Remoteness and large distances between

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 17

For many visitors, restaurants are the first

Restaurants should not be undervalued as a

Most tourists want Makes use of locally-sourced,

It is considered nice Specialises in fresh local

Dedicated food and A good wine/drinks list

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 19

Recent research Casual Dining Accessibility

A destination that offers value for money

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 21

Promotion & Strategic Improving

From an analysis of Western Australias

APPROPRIATE REGULATORY SETTINGS (continued)

24 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM

Create the right regulatory

Facilitate visitor access to

Maintain biosecurity and

Explore ways of branding

IMPROVING STANDARDS AND QUALITY

26 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM

An Aboriginal culinary experience is also an

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 29

DEVELOPING NEW TOURISM EXPERIENCES

they are staying. to increase critical mass in certain regions,

30 TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM

MARKET READY PRODUCTS

TASTE 2020 | A STRATEGY FOR FOOD AND WINE TOURISM 31

Meet the winery

Catch and eat your Locally-caught