To the rest of the world Australia has been a destination of ‘shrimp on the barbie’ and frothy beer for a number of decades, but this is all about to change.
A new marketing campaign to be unveiled in Adelaide will rebrand the national experience as one of gourmet foods and fine wines.
Tourism Australia and Wine Australia are partnering up to create a marketing campaign called ‘Restaurant Australia’ that will demonstrate that there is more to Oz than kangaroo meat and burgers.
The initiative comes as the result of research that concluded that good food and fine wine are major factors in determining where people go on holiday.
Australia is not traditionally known for its culinary prowess, but the nation actually has a great deal to offer.
The multicultural makeup means that there is a wide range of cuisines. Cultural hotspots like Melbourne also attract a range of high-profile international chefs.