Australia-first Initiative to Support Regional Victoria Said to 'Undoubtedly' Grow Tourism in Regional Victoria

Tourism officials say an Australia-first initiative just launched by RACV and VisitVineyards.com will undoubtedly grow tourism in regional Victoria. The partnership between VisitVineyards.com - Australia's largest online culinary travel guide - and RACV, will see RACV members offered unprecedented access to vineyards and wineries, winery restaurants, food producers, microbreweries and related experiences in regional Victoria. Dubbed the RACV Regional Wine and Food Program, it is an extension of the Show Your Card and Save Program, and the first time in the history of the program this extent of wine and food products has been offered. More than two million members will be able to enjoy some of Victoria's best winery experiences in more than 10 regions of Victoria - including the Mornington Peninsula, Gippsland, Yarra Valley, Geelong, Goldfields, Grampians, Great Westerns, Otways, Pyrenees, Strathbogie Ranges and North East Victoria - and it's growing. With more than 37 years tourism industry related experience, Australian Tourism Export Council Chairman and global tourism advisor John King, says there is no doubt of its benefits. King who is also Managing Director of Sydney-based tourism marketing and development consultancy Global Tourism & Leisure says it will not only drive tourism and increase spend in regional Victoria, but will grow knowledge of the producers, growers and farmers involved in the program. "More and more people are saying they'd like to find boutique producers and wineries which are off the beaten track; with the journey as important as actually finding a little hidden gem - whether it's a gourmet cheese, or an undiscovered vineyard. "VisitVineyards.com and RACV have now given an added incentive to drive an untapped tourism market to regional Victoria, providing a win-win for everyone. "It is a sound initiative with direct benefits for the producer, the regions and the economy." Chair of the Victorian Food and Wine Tourism Council, Tourism Victoria Board member and co-owner of her own winery, Janelle Boynton, says there is no doubt in her mind the initiative will provide economic benefits to regional producers. "One extra visit to a cellar door, of a valuable interested client wanting to purchase, could sometimes double a small cellar door sales for the week. I know of customers making a visit to a cellar door as part of a planned trip and hoping to pick up some regional product - items that are not in the chains, and thus providing them a take home souvenir that they can share with friends." She says with great discounts providing customers with an extra incentive, people will travel to take up the opportunities and spend more in the regions, helping to grow our State economy. VisitVineyards.com CEO and founder Robyn Lewis says RACV members will also get the benefits of added information and itineraries for planning their Victorian regional food and wine and travel experiences. "As Australia's leading online wine and food travel guide, with more than 30,000 wine, food and travel providers across every Australian region listed, visitors to the new RACV Regional Wine and Food Program website can also access our insights and knowledge of the best of wine, food and travel experiences." She says for wineries it exposes them directly to a large new market. "Our latest research of 1700 people interested in culinary travel shows that 70 percent take trips to wine regions up to four times a year - mostly by car. They want to travel to the regions, and this initiative will give them even more of an incentive to do that, as well as provide options and opportunities for those who don't know where to start." "It's a way to get back to the days when wines were cheaper at the cellar door, not more expensive - and the program also includes food producers, so both wine and food travellers and producers can benefit directly." The benefits also apply to members of interstate and international automotive organisations visiting Victoria. About VisitVineyards.com VisitVineyards.com is Australia's first and largest comprehensive online guide for wine and food travellers, providing up-to-date information, recommendations and reviews of the best regional culinary travel experiences in the country. In two years it has attracted more than 27,000 subscribers and is building its brand amongst culinary travellers. VisitVineyards.com brings together more than 30,000 wine, food and travel providers across every Australian region to enable wine and food travellers to find out what's going on, the places not to be missed and information about their next destination. It features a range of current itineraries and Australia's largest wine and food events calendar. Up to 20 wine, food and travel writers nationwide have contributed to the site, and VisitVineyards.com has also developed international alliances, including world-renowned wine writer Jancis Robinson MBE. www.VisitVineyards.com