Getting tourism ready

Build visitor experiences that grow your business

Wine tourism can create new revenue streams, strengthen direct-to-consumer relationships and connect visitors with your wines, people and region.

Wine Australia’s Wine Tourism Ready online learning course has been updated in 2026 to reflect the current visitor economy and the needs of Australian wine businesses. Work through the lessons, activities and practical templates to develop your own wine tourism plan. 

The course will help you:

• identify your target markets and visitor segments
• design distinctive, bookable tourism experiences
• work with tourism distribution partners
• improve consumer marketing and digital discovery
• set prices and understand tourism commissions
• develop a practical growth strategy.

The course contains six modules covering the visitor economy, tourism experience design, business-to-business channels, consumer marketing, pricing and tourism growth planning. You can complete the course in sequence or go directly to the topics most relevant to your business