Toast of the town – 2017 Tasting Australia a record-breaker
19 May 2017
Hon Leon Bignell MP
Minister for Tourism
It’s official: the first annual Tasting Australia was the biggest ever with 52,010 people visiting the Town Square during the eight day festival – about 12,000 more than last year – further cementing South Australia’s reputation as the nation’s food and wine capital.
The PR value of the 2017 Tasting Australia event is estimated at $20.4 million with a total media item count of 1,400 with a potential reach of 88.93 million.
The dates for next year's event have been set for April 15-22, 2018, with world-renowned chef and food pioneer Cheong Liew taking over from Maggie Beer as patron of the event.
Backed by the State Government, Tasting Australia welcomed 18 visiting chefs from across the globe, and along with attendance by international media, put South Australia firmly in the international spotlight as a go to destination for world-class culinary experiences.
Of the 131 ticketed events held during Tasting Australia, more than half were a sell out – and huge crowds flocked to the Town Square – it reached capacity with 3000 people on the Friday evening.
South Australia has been awarded the best event state for the past two consecutive years and the State Government has invested an additional $70 million in marketing the state nationally and internationally, creating an extra 4000 jobs in tourism.
52,010 people visited Victoria Square this year and of the program’s 131 ticketed events, 75 sold out.
Peak visitation at 2017 Tasting Australia was on Friday evening when the ‘Town Square’ reached capacity with 3000 people on site at once.
Thousands of people enjoyed events in the regions, which included:
Quotes Attributable to Minister for Tourism Leon Bignell
- FINO Italian Feast with Marco Pierre White at Seppeltsfiend
- Fresh Wine Disco at Uraidla
- Vale to Sea experience on the Fleurieu Peninsula including a helicopter ride to visit local producers
- Taste the Murraylands degustation at Monarto Zoo
- Fleurieu Olive Harvest Open Day
- East End Cellars Masterclass Series
Tasting Australia is a fantastic event which showcases the best our State has to offer in food, wine and culinary tourism, and the event gets bigger and better every year.
It’s no fluke that South Australia has been named best event state for the past two consecutive years.
Tasting Australia, which we've now made an annual event, is drawing in visitors from interstate and overseas – to experience our amazing fresh food and beverages.
The State Government is absolutely committed to supporting events in South Australia – our additional $70 million funding to market this state nationally and internationally is paying off – our visitor economy reaching a record $6.3 billion a year.
We have also created an extra 4000 tourism jobs - the biggest growth of any state or territory.
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