Wine and tourism represent two growth industries in the Australian economy. Furthermore, they are complementary in nature and the potential to develop synergistic links between the two industries has been recognised at the regional and national level. Public and private sector organisations have devoted considerable planning and resources to the promotion of visitation to Australian wine regions, and states such as South Australia have worked hard to position themselves in the market as the 'Wine State'. However, although wine tourism in this country and internationally is well established, research efforts have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional and national levels are based on industry estimates and there is no systematic collection of survey data on wine tourism. The management of key strategic issues such as international marketing, export sales, wine and tourism industry integration, taxation and regulation, relies on timely and accurate data on wine tourism trends, yet no data exists at present. This paper discusses the data requirements for the strategic management of wine tourism at the regional and national level, and suggests factors to consider when planning research in wine regions.
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