Course overview
This course explores the structure of the tourism industry and the role of wineries and wine regions in contributing to a destinations development and ability to attract visitors. Students will study global best practice in wine tourism development and the role of different stakeholders throughout the tourism distribution supply chain in creating and promoting appealing destinations. Key topics will include understanding visitor motivations and factors that influence travel to wine regions, the lifecycle of wine tourism destinations, identification of relevant travel trends, the role of sustainability, how to develop and promote wine tourism experiences for different audiences, and creation of a marketing campaign to increase visitation and improve profitability for wine tourism enterprises.
Course learning outcomes
- Outline the role and structure of tourism organisations and distribution systems at the global, national, and regional levels.
- Describe the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and individual winery/vineyard.
- Identify behaviours and motivations of wine tourists according to their origin, culture, and level of wine involvement.
- Examine the relevant travel trends for domestic and international travellers to wine regions, including the propensity for sustainable travel.
- Design and evaluate a range of wine tourism experiences for different audiences, regions, and winery types.
- Compare and contrast two different wine tourism marketing campaigns and describe the outcomes for participating operators.
Fee calculator
To display course fees, please select your status and program below:
We’re updating this Fee Calculator. It currently shows fees for programs only. Please check the relevant program for full fee details.
Study Abroad student tuition fees are available here.
Only some Postgraduate Coursework programs are available as Commonwealth Supported. Please check your program for specific fee information.
The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.