Jacob’s Creek Visitor Centre will soon introduce daily Mandarin interpretive tours to enhancethe Barossa winery experience for the growing number of Chinese visitors.
The South Australian Tourism Commission (SATC) has provided the Jacob’s Creek Visitor Centre with $31,000 towards the development of its Mandarin walking trails and display vineyard, as part of its New Product Support Program.
Minister for Tourism Leon Bignell said the project was in line with SATC’s strategy to boost South Australia’s capacity to capitalise on the growing Chinese tourism market.
“This will enhance visitor enjoyment for the thousands of international tourists who visit the Jacob’s Creek Visitor Centre each year and will encourage engagement in the tour experiences,” Minister Bignell said.
“We have also been working with a number of operators to help them cater for the Chinese market – for example the development of the Adelaide Central Market Mandarin tours – and we encourage people to look at ways they can adapt to embrace this market.
“The project also supports the region’s Destination Action Plan which was developed to increase tourism expenditure in the Barossa by 77 per cent by 2020.”
A daily vineyard tour in Mandarin will start in March, while Mandarin walking trails highlighting flora and fauna will begin in the 2013/14 financial year.
Jacob’s Creek Visitor Centre Manager Elaine Ratcliffe said the Chinese tourism market was a key growth market for the award-winning destination.
“Currently five per cent of our annual visitors are from China and we are experiencing steady increases on these numbers year-on-year,” Ms Ratcliffe said.
“Along with our Mandarin vineyard tour, we have hired two Mandarin-speaking staff members and translated our restaurant menu to help provide an even more enjoyable experience for our Chinese visitors.”
Barossa Tourism Chair Chris Pfeiffer said it was great to see the Jacob’s Creek Visitor Centre leading the way in adapting an experience to meet the increase in visitor numbers from the Chinese market.
“China offers great potential to Barossa wine and tourism operators and it will be initiatives like these that help to attract more Chinese visitors to the region,” Mr Pfeiffer said.
“While the Jacob’s Creek brand is a modern-day success story of the Australian wine industry, it’s nice to know that when visitors arrive at the cellar door they can find it is located next to the actual Jacob’s Creek and the site of the Barossa’s first commercial vineyard, planted in 1847.”