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Agent Selling Tips: Food & Wine Holidays

04-Sep-2025

Category: News Stories

We sat down with Janice Kurrle, Vice Chair of PATA UK & Ireland and Regional Manager (UK & Europe) at South Australia Tourism Commission, to incover how food and wine holidays in South Australia can inspire unforgettable itineraries for your clients. In this interview, Janice shares insider tips, regional higlights and trends shaping the appetite for gourmet travel experiences.

Why would you recommend South Australia for foodies & wine lovers?

In South Australia, food and wine experiences are embedded in the state’s DNA. The rise of Social media and Influencers has fuelled people’s love of food and drink and the high importance that is placed on dining experiences when travelling.

South Australia is home to more than 600 wineries and produces more than 50% of Australia’s wine – that includes 80% of Australia’s premium wine. More than 200 cellar doors are within an hour’s drive from Adelaide. There are 18 wine regions within the state including Australia’s oldest family-owned winery, and an abundance of experiences that go way beyond visiting a cellar door. .

When it comes to food, South Australia embraces low food miles, seasonal produce and sustainability. The annual food and drink event of Tasting Australia held in May, is a celebration and collaboration of people, produce and place where local food legends are joined by top chefs from around the world to feast in South Australia’s fresh and sustainable produce.

What are you top tips for travel agents selling SA to their clients?
Book clients on a food and wine safari with local operators who know the wine makers and will take guests behind the cellar door. Tours can be tailored to those who just like to taste wine to those who have a high interest in either collecting wine or understanding more about the different varietals.

And then there’s the experiences themselves which are specially curated to suit anyone, whether travelling solo or as a couple, travelling with friends or family. The dining experiences are equally impressive with long lunches at the heart. From Golding Wines, The Lane and Bird in Hand in the Adelaide Hills to Skilloglee in the Clare Valley and Maxwell Wines in McLaren Vale. At the end of the day, there’s lots of options available for a winery sleepover. Check out Beresford Estate, Kingsford the Barossa, Barossa Shiraz Estate and CABN as some options.

What forward booking trends are you seeing in the region?

Forward booking trends for food and drink experiences show the sector not slowing down, with demand increasing more than ever for those wanting local gourmet experiences to those who want the Insta photos to match.

Trends for 2026

- Increase in travellers wanting local and regional flavours on their holidays opposed to food they can have at home.

- Sustainability and authenticity - eco-conscious holiday makers are increasingly seeking out farm to plate and ocean to plate dining experiences as well as wineries with organic and biodynamic practices.

- Wellness - Wineries are evolving beyond tastings at the cellar door and incorporating elements such as cooking classes, yoga, gourmet picnics among the vines and cycling which blend relaxation and connection to nature.

- Unique experiences for Insta worthy and creating memories - wineries are opening their doors to share their behind the scenes operations. Visitors can now watch barrel making for example at Yalumba’s cooperage in the Barossa. There’s also an appetite for immersive experiences such as picnicking in a large woven Nest egg, e-bike tours through the vines, blending your own wine in a grande Rubiks Cube and tasting 100 year old tawny. The list is endless as is the diversity of experiences.