Airbnb has released a Hidden Vines list, unveiling undiscovered gems in the Australian wine industry. The spotlighting of these lesser-known vineyards reflects a change in consumer trends, with recent research finding that 88 per cent of Australians are open to the idea of trying new wine regions, with many planning to do so within the next year.
Margy Osmond, CEO of the Tourism & Transport Forum Australia, describes the Airbnb Hidden Vines guide as ‘a fantastic initiative to support smaller regions’, with Airbnb’s Country Manager for Australia and New Zealand, Susan Wheeldon agreeing in her eagerness to see Australians ‘explore Australia’s beautiful, lesser-known wine regions providing a much-needed boost to local economies’.
International tourism on the rise
It’s not just locals who are enjoying Australian vineyard offerings, with tourism in these regions up 82% for guests from China, and having nearly doubled for travellers from India. Currently, the five largest groups of autumnal visitors to Australian wine regions hail from Singapore, the United Kingdom, the United States, New Zealand and China.
Shifts in consumer demographics, habits and values
Changing attitudes between various demographics of travellers have considerably shifted industry dynamics, with 44% of millennials and 42% of Generation Z visitors considering wine quality to be ‘of critical importance’ and accordingly allotting a larger budget to their winery experiences. Along with an elevated average spend from younger travellers, group bookings of three or more people have increased by almost 30% since last year.
Travellers are also prioritising more than simply the wine in their chosen destinations, with 29% eager to explore local history and culture, 26% keen to attend foodie events or festivals, and almost half valuing stunning scenery.
Accommodation is a major consideration in travel decisions, with 70% of Australians citing access to quality accommodation within a particular region as a deciding factor in event and festival attendance, and 42% considering this as a ‘must-have’ for their visit.
Airbnb’s Hidden Vines guide
The Hidden Vines guide, developed by Airbnb and wine expert Mike Bennie, highlights 12 Australian wine regions and suggests Airbnb accommodation options perfect for anyone wanting to pay them a visit. The regions chosen by Airbnb and Mike Bennie are:
- Southern Highlands, NSW
- Canberra District, NSW
- South Gippsland, VIC
- Macedon Ranges, VIC
- Granite Belt, QLD
- Coonawarra, SA
- Riverland, SA
- Mount Gambier, SA
- Great Southern Region, WA
- Southern Forests (Manjimup and Pemberton), WA
- Swan Valley, WA
- East Coast, TAS.
