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Getting tourism ready
Build visitor experiences that grow your business
Wine tourism can create new revenue streams, strengthen direct-to-consumer relationships and connect visitors with your wines, people and region.
Whether you are developing a tourism experience, reviewing an existing offering or looking for ways to reach more visitors, these resources can help you plan, develop and promote your visitor experiences.
Develop your wine tourism offering
Wine Australia’s Wine Tourism Ready online learning course has been updated in 2026 to reflect the current visitor economy and the needs of Australian wine businesses.
Work through the lessons, activities and practical templates to develop your own wine tourism plan.
The course will help you:
- identify your target markets and visitor segments
- design distinctive, bookable tourism experiences
- work with tourism distribution partners
- improve consumer marketing and digital discovery
- set prices and understand tourism commissions
- develop a practical growth strategy.
The course contains six modules covering the visitor economy, tourism experience design, business-to-business channels, consumer marketing, pricing and tourism growth planning. You can complete the course in sequence or go directly to the topics most relevant to your business.
Help visitors find your tourism offering
Once you have a visitor experience ready to promote, the Australian Tourism Data Warehouse (ATDW) can help make it easier for travellers to discover it.
ATDW is Australia’s central platform for tourism information. Tourism businesses can manage their information in one place and distribute it across participating tourism and travel websites, distributors and booking channels.
For wine businesses, this can include cellar doors, wine tasting experiences, winery tours, accommodation, dining experiences and events.
An ATDW listing can help you:
- increase the visibility of your tourism experiences
- keep business information accurate and consistent across participating tourism channels
- appear through national, state and regional tourism websites
- make it easier for visitors to discover and plan their trip.