Now, a nuanced strategic shift is underway – and the whole state is on board – that’s shaping exciting new and evolving tourism experiences for visitors where an exceptional drop of South Australian wine is only ever at arms-length.
At the beating heart of South Australia’s 2030 Tourism Plan is an undeniable reality – wine and wine-focussed experiences, especially in our regions, have an important role to play in achieving the state’s 2030 vision for tourism: boosting SA’s appeal as a destination from 6th to 3rd with a total target of AU$12.8 billion, up from AU$9.8 billion.
Playing to the state’s natural strengths which include (wine aside) events and festivals, the revolution is already underway, according to David Koch, Chair of the South Australian Tourism Commission.
“Importantly, we are inviting our entire industry to help us tell this unique South Australian story,” he said.
With 80 per cent of Australia’s premium wine produced in SA, one of the country’s biggest sporting codes, the Australian Football League (AFL), is backing the call.
Since 2023, South Australia has hosted the Gather Round spectacular, bringing all 18 Australian teams to the state to play nine matches over an unforgettable four-day festival of footy with visitor experiences abound. This year’s event in April attracted a record 270,000 fans.
Headlined by two games in the stunning Barossa Valley, an easy 60-minute drive from the city’s iconic Adelaide Oval, Gather Round set top-tier footy amid the rolling vineyards, more than 100 cellar doors, live music, and a host of Great Wine Capitals 2026 Best of Wine Tourism Award winners including Mount Lofty House and Estate (Accommodation), Wonderground Barossa (Art and Culture), and Bottle Shock (Innovative Wine Tourism Experiences, Sustainable Wine Tourism Experiences).
Capitalising on the Gather Round opportunity closer to the city, more than 90,000 people were swept up in the emblematic atmosphere of the Norwood Food and Wine Festival.
The inner-city suburb of Norwood, whose bustling main street is called The Parade, knows how to throw a party. Locals welcomed thousands of interstate and overseas visitors alike to watch the sporting action live on the big screens while sipping on a stellar line up of wines from across the state’s 18 picturesque wine regions including Bremerton Wines (Fleurieu Peninsula), Mr Mick (Clare Valley), The Islander Estate (Kangaroo Island), and Wangolina (Limestone Coast).
South Australia, by bringing together Australia’s global reputation as a sporting nation that punches above its weight with the well-known tourism drawcard of premium food and wine, is in pole position to attract visitors searching for unique yet authentic Australian experiences.
However, as a relatively new and lucrative offering in a state with 680 wineries, 340 cellar doors, 20,000 tourism operators, and an award-winning festival and events’ culture, sport isn’t the only combination hitting high notes with the visitor economy in the Festival State, South Australia.
Conceived from the simple idea of pairing wine and comedy, Great Wine Capitals 2024 Regional Winner for Art and Culture, Grapes of Mirth has grown to become Australia’s premier festival of its kind. Since its inception in 2017, more than 15 events have stirred belly laughs throughout the Adelaide Hills, Barossa, Coonawarra and McLaren Vale wine regions.
Collectively, the Adelaide Hills Wine Region is finding success by matching wine with seasonal sensations. The hugely popular Winter Reds festival in July celebrates the best of the region’s cool-climate red wines, offering upwards of 40 events centred around fine food, toasty fire pits, mouthwatering culinary experiences, exclusive tours, and breathtaking natural landscapes.
In October, the Coonawarra Wine Region’s Cabernet Celebrations guides visitors from chilly winter into sunny spring with more than 50 events featuring winemaker dinners and Sunday sessions.
A comfortable half-day drive from two capital cities (Adelaide and Melbourne, Victoria), this month-long homage to the Limestone Coast’s iconic Cabernet Sauvignon draws visitors from near and far who head for home having experienced a unique taste of local history.
With all these different ingredients, South Australia’s recipe for success for wine, events and festivals lies in spoiling its guests with choice, whether it’s time in the hustle and bustle of the city or stretching out into the regions. Why not both?
Photo credit: Norwood Food + Wine Festival, Adelaide, South Australian Tourism Commission