Every dollar spent in these remarkable destinations will make a difference, says AAT Kings and Inspiring Journeys senior sales manager Joanna Guest
Shopping at your local Tesco or Waitrose, you’re bound to recognise wine regions like McLaren Vale, the Barossa or Clare Valley on the labels of your favourite tipples. From Jacob’s Creek to Penfolds – whose vintages are sold in Harrods – South Australia is home to some of the nation’s top wineries, and the state is aptly considered one of the nine Great Wine Capitals of the World.
At a time when good food and wine is such an important consideration for clients choosing their next holiday destination, operators are increasingly adapting their product and marketing efforts to focus on a destination’s culinary expertise, and its top foodie experiences. The South Australian Tourism Commission is currently promoting The Epicurean Way, a driving route connecting the four iconic wine regions of McLaren Vale, Adelaide Hills, Barossa and Clare Valley.
Visitors can download a map and take themselves on a delicious journey calling in at cellar doors, microbreweries, gourmet restaurants and chocolate factories. There are also a number of cycling tours through the wine regions; the Riesling Rail Trail in the Clare Valley, and the Coast to Vines Rail Trail in McLaren Vale. But for clients who want to truly embrace Australia’s foodie scene, plus kick-back, relax, and have everything taken care of, a guided journey is the perfect choice.
At AAT Kings we connect three states on Tastes of Southern Australia, an 11 day adventure from Sydney to Adelaide which takes in some of the country’s most scenic drives, charming towns and culinary hotspots. While our small group specialist, Inspiring Journeys, invites food and wine lovers to connect with the makers, growers and passionate owners of South Australia’s food scene on a special five day Flavours of South Australia gastronomic journey. The special one-off departure takes place during one of Australia’s longest-running food and wine festivals, Tasting Australia.
Meeting the passionate locals behind a destination’s gastronomic scene, and hearing their stories about humble beginnings to global success, can be just as special for clients as tasting the culinary delights for themselves, and this is something that’s at the core of our brand. Tourism remains one of the most important sectors of Australia’s economy, and in light of the most recent devastating bushfires, the travel industry plays a vital role in providing immediate support to regional businesses, such as those in the beautiful Adelaide Hills and Kangaroo Island regions, to rebuild and get back on track. So the simplest and most effective way for us as an industry to help is spread the message that Australia is open, and get Brits back to Australia.
As part of our new Bushfire Relief Giveback programme, guests travelling on Inspiring Journey’s Flavours of South Australia departure are encouraged to purchase locally made goods to take home with them. For example, the group will visit Barristers Block Winery in the Adelaide Hills to sample delicious wines and purchase locally sourced produce for a picnic that evening – this family run winery lost 100% of its vineyards in the recent bushfires.
Every trip secured, and every Australian dollar spent in bushfire affected communities will make more of a difference to these remarkable destinations than we’re ever likely to know.