Australia's bid to become the world's greatest restaurant
Watch Tourism Australia's new campaign, set to raise the profile of food and wine in the country.PT3M0S http://www.goodfood.com.au/action/externalEmbeddedPlayer?id=d-37uk0 620 349 May 6, 2014
International tourists do not view Australia as a culinary hot spot, something Tourism Australia will set about changing as part of a campaign it launches on Wednesday.
Restaurant Australia is a $10 million initiative to promote the country as ''the world's greatest restaurant''.
Research by Tourism Australia last year indicates only 26 per cent of prospective travellers perceive us as a culinary destination. But 60 per cent of international guests who have been here think the food and wine experience is a highlight.
Restaurant Australia will herald Australia as a top foodie destination through print, television and online advertising.
Tourism Australia managing director John O'Sullivan said the initiative will go well beyond metropolitan experiences. ''Many of the experiences, the produce particularly, and the people, come out of regional areas,'' he said.
Although high-end travellers are a target of the campaign, Mr Sullivan said Restaurant Australia did not have to be high-end.
''You don't have to go to Rockpool to get your food and wine experience; it can be going out to Poacher's Pantry in the ACT or having fish and chips on Balmoral Beach.''
Those in the industry are asked to come forward with stories and share them at www.australia.com/ restaurantaustralia.