AN Australia-first virtual reality experience that showcases the Riverland’s spectacular scenery and high-quality food and wine offerings aims to attract post-lockdown visitors back to the region.
Harnessing new interactive technology, Riverland on the Verge is a wine tourism project that takes users on “an unforgettable journey” – and hopefully convinces them to visit and spend money.
An app – in English and simplified Chinese versions – was launched last week, with 3D viewing goggles available to enhance the experience.
“Riverland on the Verge is an exciting wine tourism project like no other…” said Chris Byrne, of Riverland Wine, a key stakeholder in the initiative, which is jointly funded by the federal and SA governments.
“With the ultimate aim of stimulating both international and national visitors to physically visit, it provides a remarkable insight into the wine, food, ecology, tourism opportunities and other experiences this diverse and unique Australian wine region has to offer.”
Mr Byrne said the virtual reality experience allows each user to “feel as if they are in the Riverland, eating local produce and tasting wine”.
“Each virtual traveller can drive their own journey depending on their preference and interests,” he said.
Riverland on the Verge will be featured as part of the Australian Wine Journey at the National Wine Centre in Adelaide in early 2021 to allow users to undertake the experience through state-of-the-art Occulus virtual reality goggles.
Federal Minister for Agriculture, David Littleproud, congratulated Riverland Wine for the innovation, noting that COVID-19 had pushed people to think outside the box.
“Many tourists can’t get to the wineries right now,” Mr Littleproud said.
“So, it’s pleasing to see that Riverland Wine has embraced interactive technology to bring wineries to tourists in 3D, and cellar sales back to our wine producers.”
Member for Barker, Tony Pasin, said the initiative was another example of Riverland Wine pushing the boundaries to support its industry.
“Riverland Wine has for a long time been at the cutting edge of technology advancement in the wine industry,” Mr Pasin said. “This is an excellent example of innovation in regional Australia.”
The initiative’s launch is particularly timely, according to Wine Australia CEO Andreas Clark.
“With travel restrictions within Australia gradually lifting, this timely virtual reality escape into the Riverland will excite people to plan their own visit to experience the food, wine and the Riverland’s stunning landscapes,” she said.
“Riverland wine producers (are) at the forefront of winemaking experimentation and innovation with over 85 varieties grown in the region, and a focus on employing organic and biodynamic wine growing and production processes.
“With 10 cellar doors, the region offers a less travelled but unique and significant wine trail that includes quintessentially Australian townships and diverse flora and fauna with a backdrop of the spectacular Murray River.”
The ‘Riverland on the Verge’ virtual initiative has been funded by the Australian Government’s $50 million Export and Regional Wine Support Package and the South Australian Government’s Department of Primary Industries and Regions, with support from key stakeholders such as Riverland Wine, Wine Australia, the University of Adelaide, Martins Brand House and 57 Films.
To receive a pair of specially designed virtual reality goggles, visit: https://www.riverlandwine.com.au/explore/riverland-on-the-verge/
The app is available for download either via Apple (App Store) or Android (Google Play), by searching for ‘Riverland on the Verge’.