Insight into the benefits of hosting the World’s 50 Best

15 May, 2017 by
Danielle Bowling

The impact of hosting the World’s 50 Best Restaurants campaign is starting to be realised, with data from Tourism Australia showing coverage of the event has reached almost 4 billion people.

Australia was only the second destination outside of London to host The World’s 50 Best Restaurants, which last year was hosted in New York. Melbourne was the host city in 2017 and the official program comprises 11 events, running from 1-8 April. The event was complemented by a hosted national famil program for the world’s media and leading foodservice professionals, including chefs, restaurateurs, winemakers and sommeliers.

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According to Tourism Australia, some positive results for tourism include:

  • The project has already generated over 4,000 media articles with an audience reach of 3.9 billion and an Equivalent Advertising Value of over $42 million.
  • Victorian restaurants saw immediate and significant results, with a 50 percent spike in restaurant bookings for the week of the event program (according to Dimmi).
  • Brae Restaurant who entered The World’s 50 Best Restaurants list at  number 44 received over 16,000 website views in the hours after the awards, marking an increase of 3,900 percent from a daily average of 400 views.
  • More than 679 flights and 1,162 rooms were booked across the 250 itineraries organised by Tourism Australia.
  • Over 2,600 bottles of wine from 42 Australian regions were tasted by the international sommeliers, chefs and media throughout the event program.

Federal Minister for Trade, Tourism and Investment, Steven Ciobo said “The strong results and incredible industry feedback being received following The World’s 50 Best Restaurants awards is proof as to why events like these are so crucial to promoting our world-class food and wine offerings on an international stage.”

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“Australia is witnessing record international arrival and spend figures but it is vital that we continue to put a spotlight on our exceptional tourism assets to ensure we achieve our Tourism 2020 goals,” Ciobo said.

The World’s 50 Best Restaurants awards ceremony, the pinnacle event of the program, was held at Melbourne’s historic Royal Exhibition Building and was the biggest ever with a record 958 guests in attendance.

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Tourism Australia hosted representatives from 48 restaurants, plus four special award winners, with over 250 media in attendance, including 130 from international outlets.

William Drew, group editor of The World’s 50 Best Restaurants said “Australia was an incredible host for The World’s 50 Best Restaurants 2017. The events were a perfect representation of what Australia does so well – amazing food, in one of the world’s best locations.”

Wine Australia, official wine partner of The World’s 50 Best Restaurants, invited a group of 50 sommeliers from some of the world’s best restaurants and bars to take part in the Somms of the World program, many of whom hadn’t been to Australia before. This was the first time a wine program has been run in conjunction with The World’s 50 Best Restaurants, with 650 individual Australian wines showcased during the 10 day program.

Peter Bingeman, chief executive officer, Visit Victoria said, “In a marketing landscape that is dictated by influencers, authenticity and passions, there are few opportunities as impactful for a city as hosting The World’s 50 Best Restaurants awards has been for Melbourne.

“It’s been coined the culinary Olympics and we know already from anecdotal feedback that the legacy for Victoria’s food and beverage industry will be reaped for many years to come,” Bingeman said.