ABSTRACT
This chapter examines the emergence and growth of wine tourism in the developing cool climate Canberra District wine industry, surrounding Australia's national capital. It discusses issues and challenges encountered in a developing wine region; examines the region's wine tourism market and their motivations. The chapter describes the wine tourism product development and marketing activities employed in the region, including the establishment of guided tours and special events, as well as the role of tourism organizations in the development and promotion of wine tourism in the Canberra region. A number of researchers have attempted to categorize or segment winery visitors based upon a number of demographic or behavioural characteristics. However, such categorizations have often resulted in very narrowly-defined wine tourism target markets. The Winemakers' Federation of Australia Strategy 2025 states that 'For many small wineries, especially those with a strong lifestyle business motivation, wine tourism can be the core business function'.
