The Henschke family has been making wine in the Barossa’s Eden Valley since 1868. Today, fifth-generation winemaker Stephen Henschke and his viticulturist wife Prue are recognised around the world for their exceptional quality wines, innovation and sustainability in the vineyard. The Henschke winemaking tradition spans six generations, from vineyards in the Eden Valley, Barossa Valley and Adelaide Hills.

Experiences & Tourism Manager

Create Exceptional Experiences. Build Lasting Connections.

The Experiences & Tourism Manager is a strategic leadership role responsible for shaping and overseeing premium visitor experiences, tourism partnerships and hospitality offerings. Leading the Experiences team across cellar door, tours, hospitality and events, you will establish the vision, service standards and operational frameworks that ensure every guest interaction reflects the quality, authenticity and professionalism of the Henschke brand.

Combining strategic vision, experience innovation and business leadership with strong commercial acumen, you will drive tourism growth, high-value visitation, industry partnerships and direct-to-consumer engagement. As a commercially minded and inspirational leader, you will develop a high-performing team culture, foster influential industry relationships and continually enhance visitor experiences that deepen customer loyalty, elevate our brand reputation and contribute to sustainable business growth.

Key responsibilities include:

• Lead the strategic direction of Henschke's tourism, hospitality and visitor experience offerings, ensuring every guest interaction reflects the quality, heritage and values of the Henschke brand.
• Driving service excellence across Cellar Door, tours, events and hospitality experiences, establishing premium service standards and creating memorable experiences that exceed guest expectations.
• Developing and enhancing premium tourism experiences, events and hospitality offerings that increase visitation, strengthen customer engagement and support direct-to-consumer growth.
• Building and leveraging strategic partnerships with tourism bodies, luxury travel providers, accommodation partners and industry stakeholders to position Henschke as a leading luxury wine tourism destination.
• Grow customer acquisition, membership and direct-to-consumer engagement, converting visitors into loyal customers, Wine Club members, advocates and collectors.
• Providing hands-on leadership, coaching and development of a high-performing team, fostering a culture of service excellence, accountability, continuous improvement and commercial awareness.
• Monitoring and driving commercial performance, using customer insights, visitation trends and operational data to improve the customer journey, increase conversion and support sustainable growth.
• Collaborating across the business to identify opportunities, enhance the visitor experience and deliver initiatives that strengthen brand reputation and business performance.

About You

You are a passionate hospitality and tourism leader who understands that exceptional experiences create lasting customer relationships. Combining strategic thinking with a hands-on approach, you thrive on creating memorable guest experiences while driving commercial outcomes and business growth. A natural people leader, you inspire and develop high-performing teams, setting clear expectations and fostering a culture of service excellence, accountability and continuous improvement. You are equally comfortable building relationships with guests, team members, industry partners and stakeholders, and are known for your professionalism, warmth and ability to create meaningful connections.

Commercially astute you recognise opportunities to grow visitation and direct-to-consumer engagement. While you must lead by example, making every customer interaction special and memorable, you equally enjoy analysing performance and identifying opportunities for improvement and implementing initiatives that deliver measurable results. 

Skills, Experience & Qualifications

• Tertiary qualifications in Tourism, Hospitality Management, Business, Marketing, Event Management or a related discipline.
• Demonstrated leadership experience in tourism, hospitality, ideally within a premium food, wine, tourism or luxury brand environment.
• Proven success leading and developing high-performing teams.
• Strong knowledge of wine, food and hospitality, with the ability to confidently communicate brand stories, products and experiences to a range of audiences.
• Commercially minded, with the ability to analyse visitation, sales and customer performance data and use insights to inform decision-making and continuous improvement.
• Exceptional relationship-building and customer engagement skills, with the ability to connect authentically with guests, industry partners and stakeholders.
• Well-developed verbal and written communication skills, with confidence representing a premium brand in a professional and engaging manner.

To apply, please forward your cover letter and resume to ••••@henschke.com.au – please include the position title in the subject line of your email. Applications will be treated confidentially.

This position is based just outside of Keyneton, in the beautiful Eden Valley wine region, approximately one hour from the Adelaide CBD.