Weekend Argus (Saturday Edition)
DOWN UNDER |
REMOTE AUSTRALIA
THE late afternoon sunlight in Western Australia’s Margaret River region is deeply golden, casting its buttery hue across vineyards and filtering through the forests of giant karri trees.
Sometimes the landscape looks almost European, with roads tunnelled by groves of old trees next to fields of baled hay. Then you spot a herd of Western Gray kangaroos lounging beneath the trees, or turn a bend in the road and there it is: the shocking aqua blue of the Indian Ocean.
It is not hard to see the appeal. But given its remoteness, it is somewhat surprising that the area to the South of Perth, Western Australia’s capital city, has become a popular destination for food and wine tourists.
There is no doubt that the region has all the elements needed to draw hungry (and thirsty) tourists. It is stunningly beautiful, and while it is one of the youngest established wine regions in the world (at around 50-years-old) it is quite robust, with close to 100 wineries. But it is hardly the only naturally stunning wine-producing region in Australia, and many are older and easier to access. And yet tourism to Margaret River and the surrounding area has exploded, with the number of international visitors up by 37% in just the last three years.
How did they do it?
Australia has tilted its tourism strategy toward culinary offerings, not just its cute and fuzzy animal population. Central to the tourist boom in Western Australia is the Margaret River Gourmet Escape, a major food and wine festival.
How Did the Festival End Up There?
A decade ago, Perth was in the midst of a mining boom, and its hotel rooms were filled almost to capacity. State tourism officials were looking for a way to get visitors to travel beyond the capital city. At the same time, Brand Events – best known for its “Taste of” festivals in various cities – was searching globally for a location for its next big food festival. (Brand Events has since been acquired by IMG, a worldwide sports, fashion and events company.)
The Margaret River Gourmet Escape was launched in 2011 and has returned to the region every November since, drawing more that 20000 attendees in 2018.
One of the festival’s keys to success has been its ability to draw top-tier talent, and chefs come from around the world to participate. In 2018, Nigella Lawson was the headliner of the Gourmet Escape, all the while sharing dreamy photos of the event with her 1.4 million Instagram followers.
The 2018 festival pretty much looked like this: Lawson in a long flowing dress on a beach at sunset, toasting a crowd of tipsy revellers. The water was calm and almost electric blue, the beach was adorned with huge canvas tents with lounging areas, waiters carried platters of grilled prawns and pretty cocktails, and strings of twinkling lights made everyone seem a little more attractive than they really are.
The yearly gathering of media, chefs and moneyed food obsessives has helped to boost the profile of Margaret River exponentially.
What Is There Besides the Festival?
The Margaret River winegrowing region is surrounded by state forests and national parks, and outdoor activities are practically limitless. Along the coastline, the Leeuwin-Naturaliste National Park stretches from Cape Naturaliste to Cape Leeuwin, and the 122km Cape to Cape Track is a bucket-list trail for many Australian hikers.
Most hikers go old-school, packing their own food and stopping to camp wherever they find space. But there are companies that will guide you and arrange transportation, accommodation and food, and highend hotels, spas and restaurants are just off the track. | New York Times