Innovative tourism campaigns debut by European wine traders

Published on : Monday, September 14, 2020

Innovative stay-cations are a ‘new normal’ way to attract tourists to the vineyards and wineries to revive business and improve economy and is the way to overcome pandemic loss and business threats according to the European local drink traders and they now focus on local tourism campaigns. An Austrian Wine firm has launched a new website, that has the list of prominent wineries and they offer stay-cations to attract tourists.

The UK’s Foreign and Commonwealth Office (FCO) currently advises against all but essential travel to Austria, people returning from the country after 22 August are being asked to self-isolate.

Such rules and regulations related to COVID safety, have affected tourism and the board now encourages innovative measures to boost local tourism. Local tourism is attracted to areas such as natural beauty and amazing locals. The Local drinks company has also come forward and organised innovative touring options to boost the industry’s own tourism sector.

The Austrian Tourism Office noted that since people are interested in food and drink, offering unique scopes to enjoy amidst health safety and social distancing, could redirect revenue generation and attract economy. It has been studied that 30% of Austrian tourists are interested in food and drink, while 4-5% may be termed as “epicurean” ( who enjoys taking off-beat ways to enjoy and spend holiday around local cuisine and wine). Despite being just a small proportion of tourists as a whole, so-called epicureans apparently spend 50% more on holiday than any other group, making them a very valuable target audience.

Hence, the new ways to attract tourists have been initiated including activities ranging from open cellars to vineyard hikes, cycle trails and picnics, to cultural events such as open air concerts. Winery operators are being encouraged to list whatever plans they have for the summer on the website themselves.


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