Australian cuisine might be hard to define, but tourism officials are banking on our multicultural offerings to increase traveller numbers.
Tourism Australia was due to launch ''Restaurant Australia'' at a wine conference in Adelaide on Monday, which will give a stronger focus to food and wine experiences across its marketing efforts.
''There is a growing appetite globally for food and wine as part of travel and Australia has all the right ingredients to capitalise on this,'' said managing director Andrew McEvoy. ''To me the world came to Australia and created its own flavours and we're a fusion country, literally a melting pot.''
After ''safety and security'' and ''value for money'', Australia's top 15 tourism markets ranked ''good food, wine, local cuisine and produce'' as the third most important factor when choosing holiday destinations, research showed. For the first time, tourists prioritised food and wine experiences over ''world-class beauty and natural environments''.
Tourism Australia was spurred into action when more research showed only 26 per cent of people who never travelled to Australia linked it with good food and wine. For those who have visited, they ranked Australia second for its gastronomic offerings after France and ahead of Italy.
''So that was the trigger. Often marketers over-promise and products under-deliver. But in this case we're absolutely under-promising and the product is over-delivering,'' Mr McEvoy said.
Chefs such as Michael Moore and Kylie Kwong are working with Tourism Australia to develop the program.