Australia saw an influx of 6.36 million tourists in 2013, a 5.2% increase from the year before. It continues to rate among the top tourist destinations, with travel magazine Conde Nast including it in its top three since 2010.
But Tourism Australia has no intention of resting on its laurels. Chinese tourists form a significant portion of its market, with 2013 seeing a 20% increase in that particular demographic; but a 9% drop in November served as a reminder that such numbers cannot be depended upon to remain consistent.
Efforts are under way to promote elements of the Australian tourism experience that may not be getting the attention they deserve. One such element is Australian cuisine.
Studies show that a country’s food and wine industry is one of the strongest draw factors for tourists; ranked as a higher motivator than scenic beauty, and superseded only by safety and value for money. But in Australia’s case, only 26% of incoming tourists cite its food and wine industry as a significant motivator behind their visit.
Interestingly however, 60% of outgoing tourists claim that their perception of Australian cuisine was improved by their experience; making it the second highest ranked among the 15 major markets, behind France and ahead of third-placed Italy.
This is seen as a clear indicator that Australia’s food and wine industry has more to offer than is being let on, making it a valuable yet untapped resource for promoters of Australian tourism.
It’s Not All About Beer
As a former British colony, Australia’s cuisine originally displayed a distinct Anglo-Saxon influence, with meat pies and fish and chips being the order of the day.
But over time, the rise in immigration has lent greater diversity to the Aussie dining experience. Greek and Italian influence has contributed to a flourishing coffee culture, where once there was only beer. Its seafood has benefited from the influence of Asian cuisine, combined with its close proximity to one of the world’s largest fishing zones.
Australia’s ethnic diversity, and the freshness of many of its ingredients, ensures that its hospitality industry has much to offer where food is concerned. Furthermore, it remains the world’s fourth largest exporter of wine.
These are the kind of things that promoters of Australian tourism will be looking to bring to the attention of prospective travellers. The launch of Restaurant Australia – an organization specifically geared towards promoting Australia’s food and wine industry, is an example of measures being undertaken to achieve that end.
More Hospitality Workers Needed
Efforts to promote Australia’s food and wine industry, together with the rising influx of tourists, has drawn attention to the severe skill shortages in this area. Australia’s hospitality industry is one of many such industries looking to skilled migration to supply the necessary manpower.
At least 36,000 cooks, waiters and bartenders are needed by 2015, with chefs being in especially high demand. According to the Australian Bureau of Statistics, the number of chefs has to increase by at least 14% over the next 5 years, if the hospitality industry is to meet rising demand.
China’s middle class continues to grow, and with their increasing spending power comes an increasing interest in holiday-making. So tourist numbers don’t look like they will slow down any time soon. All the more incentive for the Australian tourism industry to take the necessary measures to maintain its current momentum, so as to ensure it doesn’t miss out on this valuable opportunity.
About the Author
Matthew Flax is a freelance writer who writes about Australia’s need for cooks; because the less people who go there just for the beer, the more beer there is for him.
