Wine tourism is the ''next frontier'' for the Central Otago wine industry.
The findings of a recent Lincoln University survey of wine tourists would be invaluable, Central Otago Winegrowers Association president James Dicey said yesterday.
''Wine tourism is really the next frontier for winegrowers.
''Until now we've been focused as an industry very much on the trade - wine writers, buyers and retailers ... a small number of people with influence.
''The next stage is working more directly with the consumers who drink our wine. It's a big group of people from more diverse backgrounds.''
The Central Otago wine story was a powerful marketing tool and it was far more compelling when people were already in the region ''and have fallen in love with the district, as the rest of us have'', he said.
''Going to a trade event and selling wine overseas at random tastings you're vying with 15,000 other labels, all of which have a story to tell, whereas once the tourists are here, you don't have to convince them of the X factor of this district; they see that for themselves.
''We've found that consumers are loyal to Central Otago once they discover us.''
The survey was carried out in summer with the assistance of the winegrowers association.
A total of 178 people were interviewed at 17 Central Otago wineries.
Mr Dicey said the results would be used to help develop a wine tourism strategy for the Central Otago industry.
''That's already under way, so the dots are ready to be joined.''
The strategy would include a one-stop website for visitors to view and also working with New Zealand Trade and Enterprise on developing an easier way for overseas consumers to buy wine while they are here and send it home.
That process was expensive and relatively complicated at present, he said.
The survey findings covered the characteristics, habit, perceptions and spending power of the wine tourists.
''From a commercial perspective, it shows us some of the opportunities there are and gives us some pointers on how to tap into that.''
The survey threw up a couple of surprises, Mr Dicey said.
''It reinforced for us how important word of mouth advertising is, and how powerful that is.''
It was also surprising how few of the wine tourists found out about the district's wine by using apps on their phones or accessing information on the internet.
The huge investment in Queenstown airport and the predicted significant increase in visitor numbers provided the wine industry with a massive opportunity, he said.
''Knowing and understanding what wine tourists want and like is a key first step. This research is hugely beneficial for providing information to that end.''
Two-thirds of those surveyed were from overseas, with most from Australia, the United Kingdom and the United States.
