Australian wine tourism businesses set to amplify online presence

Wine Australia has invested $900,000 in the Australian Tourism Data Warehouse (ATDW), to make it easier for wine businesses to market wine tourism experiences online and expand customer reach. 

The investment, funded by the Australian Government’s $50 million Export and Regional Wine Support Package, has enabled upgrades in ATDW which allow Australian wine businesses to update their business profiles to better promote cellar door experiences, wine varieties, cuisine types, accreditations and wine-making practices.

As Australia’s national platform for digital tourism information, ATDW is the most powerful source of product information for the Australian travel industry. The platform allows wineries and wine tourism operators to manage their details across an extensive network of government, regional tourism travel booking websites, through one single listing.

Wine businesses will soon be able to improve user experience and drive online exposure with the integration of Google My Business functionality to all wine tourism ATDW listings.  The feature provides wineries with an option for ATDW to automatically update their Google My Business account with details that exist in both platforms such as opening hours and contact details.

Wine businesses will also be able to access enhanced analytics within the ATDW platform to better understand their digital reach, with access to information about what tourism websites their businesses appear on and associated performance data.

Wine Australia Chief Executive Officer Andreas Clark said that since the first round of enhancements were delivered in May 2020, Australian wine tourism listings in ATDW have increased by 40 per cent, to over 1400.

‘It’s encouraging that within the first few months of going live, over half of the wineries listed have taken advantage of the new wine-related features to promote their wine tourism experiences. We encourage wine producers to take advantage of the additional promotional opportunities available to them.’

‘The additional investment in Google functionality will amplify the online presence of Australian wine businesses and allow wine businesses to simplify their marketing efforts, with the ability to link to a free Google My Business account.  They can also access a comprehensive suite of analytics to better understand their online performance.’ Mr Clark said.

ATDW Chief Executive Officer Jan Hutton said ‘We’re excited to support the Australian wine sector in its tourism efforts with this partnership with Google.  ATDW will make it easier for wineries to showcase their offering and provide up-to-date information across all tourism sites that their business appears on, in addition to their Google listing.’

‘By managing one listing, businesses not only minimise the effort spent in maintaining their details across many online tourism websites, they also increase their exposure to important audiences, and extend their online reach through all Google platforms, making them more discoverable online.’

The ATDW was created in 2001 as a joint initiative of Tourism Australia and the Australian, State and Territory Government Tourism Organisations. ATDW is the only Australian-owned and managed tourism marketplace promoting a comprehensive range of Australian tourism products through a domestic and global distribution network to maximise exposure and optimise bookings. For more information about the Australian Tourism Data Warehouse, visit https://atdw.com.au.

For more information about Wine Australia’s investment in Australian wine tourism, visit https://www.wineaustralia.com/whats-happening/australian-wine-tourism.

For more information about establishing or claiming a free Google My Business account, click here.

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