Tasmania's wine cellar doors buck national trend

Media release
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Views over rows of vines in a Tasmanian vineyard

Views over rows of vines in a Tasmanian vineyard [©Winepros/VisitVineyards.com]

Views over vineyards on the East Coast of Tasmania
Cellar door at Freycinet Vineyard on the east coast of Tasmania


Recent research commissioned by Tourism Tasmania has shown that nearly one in five air and sea visitors to Tasmania include a visit to one of the State’s wine cellar doors.

According to Wine Industry Tasmania Executive Officer, Stuart Nettlefold, the number of visitations can, in part, be attributed to a major increase in marketing and promotion including the industry’s annual publication, Tasmania’s Wine Routes, the latest edition which was launched today.

Speaking at the launch, Mr Nettlefold said the increase in visitor numbers bucked the current national trend.

“Times are very tough at present for our mainland counterparts, with the closure and sale of many vineyards in major winegrowing areas,” he said.

“This means that, while Tasmania has so far been immune to problems facing much of the national industry, we still have to work hard to bring business to our members’ cellar doors and not be complacent with our marketing activities,” he said.

The research, part of Tourism’s Tasmanian Visitor Survey 2008/2009, includes statistics which show that of the 907,200 scheduled air and sea visitors to Tasmania in the last financial year, 150,700 visited wineries.

“These figures also show a steady increase over the past three years, with 126,400 visitors including a cellar door experience in their holiday itinerary in 2005/06, 136,100 in 06/07 and 146,500 in 07/08,” Mr Nettlefold said.

“Importantly, these figures also show that Tasmanian wine continues to be an important component of the overall Tasmanian tourism experience and show the importance of continually improving upon our marketing activities.”

Mr Nettlefold said the 2009/2010 edition of Tasmania’s Wine Routes was bigger and better than previous years and was strongly supported by tourism operators statewide along with some local councils.


The Tasmania's Wine Routes guide is available from most wineries in Tasmania

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November 13th, 2009
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