New research has revealed that 88 per cent of Australians want to explore 'hidden gem' wine regions such as the Southern Highlands and Canberra District, with half of them planning to pack their bags this year.

The survey conducted by YouGov for Airbnb found that 40 per cent of respondents regard experiencing quality food and wine as one of their primary motivations for travel.

Additionally, 29 per cent of people want to experience an area’s history and culture, while 26 per cent want to attend local food and wine festivals or events.

Airbnb data found vineyard getaways were proving popular for family and friends throughout autumn, with group bookings for three or more people seeing a year-on-year increase of almost 30 per cent in 2024.

Gen Z and Millennials are leading the wine tourism boom, with 44 per cent of Millennials and 42 per cent of Gen Z citing high-quality wine being critically importance when visiting wine regions, compared to 29 per cent for Gen X and 26 per cent for Baby Boomers

Younger generations, on average, are also willing to spend more per person, including accommodation, when visiting wine regions than older generations:

  • Millennials – $811
  • Gen Z – $764
  • Gen X – $631
  • Baby Boomers – $532

Airbnb Country Manager for Australia and New Zealand Susan Wheeldon said: "Our wine regions have so much to offer for families and friends alike.

”It's fantastic to see that nearly 90 per cent of Aussies are keen to explore our beautiful, lesser-known wine regions providing a much-needed boost to local economies with research revealing guests, on average, are willing to spend almost $700 per person during a weekend getaway.”

Growing international interest in cellar doors

International visitors are also increasingly seeking unique experiences in wine regions.

Asia is emerging as the biggest driver of overseas visitors to wine regions as the weather cools, with a more than 82 per cent increase in Chinese visitors.

There has also been a 55 per cent increase in nights booked by guests from India and 40 per cent increase from Japanese travellers.

Airbnb’s top five international source markets for wine region visitors over the autumn travel period are:

  • Singapore
  • United Kingdom
  • United States
  • New Zealand
  • China

Airbnb releases wine guide

Airbnb has partnered with wine expert Mike Bennie on a Hidden Vines guide, which spotlights wine regions paired with listings across Australia.

Two NSW wine regions have been included in the guide, Southern Highlands and Canberra District.

Tourism & Transport Forum Australia (TTF) Chief Executive Officer Margy Osmond said: “Aussies love getting off the beaten track and making new discoveries.

“This guide from Airbnb is a fantastic initiative to promote smaller regions, while also giving travellers a new wine experience that won’t break the bank.

“These places will no doubt benefit from an increase in visitors who will stay for the Easter long weekend or school holidays.”

Learn more here.