Key takeaways
Vineyard getaways are proving popular for family and friends throughout autumn with Airbnb data revealing group bookings for three or more people, saw a year-on-year increase of almost 30 percent in 2024
Research shows 88 percent of Aussies are open to branching out from major wine regions to uncork something new
44 percent of Millennials and 42 percent of Gen Z consider high quality wine a key factor when visiting wine regions compared with Gen X and Baby Boomers who are less discerning
Travellers from Asia are falling in love with Aussie wine regions with guests from China surging by 82 percent and visitors from India more than doubling in the last year
March 19, 2025: Just in time for Easter, Airbnb’s Hidden Vines is the ultimate grape escape guide as new data reveals travellers are keen to branch out and uncover lesser-known regions and rediscover old favourites.
Research conducted by YouGov revealed 88 percent of Aussies want to explore new wine regions, with half eager to pack their bags and explore these hidden gems this year.
The research also revealed Aussies’ changing attitudes towards these wine regions - it’s not just about the wine - with 29 percent wanting to dive into an area’s rich local history and culture, while 26 percent want to hit up local food and wine festivals or events.
The top five places international visitors are coming from to explore our wine regions over autumn are:
Singapore
United Kingdom
United States
New Zealand
China
Asia is starting to emerge as the biggest driver of overseas visitors to our wine regions as the weather cools with a more than 82 percent increase in Chinese visitors. There has also been a 55 percent increase in nights booked by guests from India and 40 percent increase from Japanese travellers.
To point wannabe wine buffs in the right direction ahead of the Easter break, Airbnb has partnered with renowned wine expert Mike Bennie to unveil its Hidden Vines guide, spotlighting 12 must-visit regions paired with listings across Australia. Packed with undiscovered vineyards and insider tips, the guide is a toast to the next wine adventure.
Airbnb’s Hidden Vines includes wineries located in:
Southern Highlands, New South Wales
Canberra District, New South Wales
South Gippsland, Victoria
Macedon Ranges, Victoria
Granite Belt, Queensland
Coonawarra, South Australia
Riverland, South Australia
Mount Gambier, South Australia
Great Southern Region, Western Australia
Southern Forests (Manjimup and Pemberton), Western Australia
Swan Valley, Western Australia
East Coast, Tasmania
The regions in Airbnb’s Hidden Vines guide, many within driving distance of a major city or town, have largely gone unnoticed making them the perfect destination for the 40 percent of Aussies who are eager to discover unique experiences.
Susan Wheeldon, Airbnb Country Manager for Australia and New Zealand, said, “Our wine regions have so much to offer for families and friends alike.
"It's fantastic to see that nearly 90 percent 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 on their weekend getaway.
“Now is a great time to list your home on Airbnb ahead of the Easter long weekend and school holidays so visitors can soak up everything a town has to offer, especially local wine and produce.”
Wine expert and Airbnb Hidden Vines contributor, Mike Bennie, said, “Some of the wine regions chosen have been in the spotlight and perhaps fallen off the radar, while others highlight an insider’s knowledge of exciting places that come with a sense of discovery and grassroots connection to wine producers of a boutique nature.
“The regions chosen come with stunning vistas, great eating and drinking opportunities and additional places of interest outside of the wonderful cellar doors and winemakers.
“The collection showcases winemakers keenly invested in their regional staple grape varieties while also having points of difference, with quality as paramount.”
Margy Osmond, Chief Executive Officer of the Tourism & Transport Forum Australia (TTF) 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.”
Lee McLean, Chief Executive Officer of Australian Grape and Wine said, “Australia’s wine regions are special places and initiatives like this will help more people uncover the true essence of Australian wine country. Whether it’s a small family-run winery or a unique tasting experience, there’s something special waiting to be discovered.
“We want more people to get out there and explore the unique cellar doors, family-run vineyards and wineries so they can experience the incredible diversity of our wine regions and regional communities throughout Australia.”
More information on Airbnb’s Hidden Vines and tools to help you plan your visit and where to stay can be found here.
ENDS
Key Facts:
Key takeaways
Vineyard getaways are proving popular for family and friends throughout autumn with Airbnb data revealing group bookings for three or more people, saw a year-on-year increase of almost 30 percent in 2024
Research shows 88 percent of Aussies are open to branching out from major wine regions to uncork something new
44 percent of Millennials and 42 percent of Gen Z consider high quality wine a key factor when visiting wine regions compared with Gen X and Baby Boomers who are less discerning
Travellers from Asia are falling in love with Aussie wine regions with guests from China surging by 82 percent and visitors from India more than doubling in the last year
About us:
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Contact details:
dounya.starenko@herdmsl.com.au
