Our Team

Meet the Team from Wine Tourism Australia

Robin Shaw of Wine Tourism Australia

Robin Shaw


Robin, Founder & Lead Consultant of Wine Tourism Australia, is not just an expert; she’s a recognized global thought leader in wine tourism, with a career spanning over 25 years. Her passion for wine and tourism has led her to be regarded as Australia’s wine tourism expert, a title she has earned through her dedication and expertise.


A Churchill Fellow, Robin excels in crafting unforgettable wine experiences, whether it’s developing wine tourism for regions and enterprises, leading immersive study and trade tours, or creating and implementing innovative direct-to-consumer strategies. With a keen eye for detail and a passion for excellence, Robin also specializes in project management, workshop facilitation, and crafting cellar door experiences that captivate and inspire.


Her dedication to enhancing customer service and sales through training and mentoring, along with her engaging presence as a conference moderator and speaker, make her a driving force in the wine tourism industry.

Traci Ayris

Traci Ayris


Traci is a travel and tourism content creator currently sailing Australia and working remotely. Traci’s career as an award-winning Australian Tourism and Lifestyle Television Producer supported and promoted South Australian tourism industry business development for more than three decades.   In a search for diversification, she navigated her career track towards a career in the Wine Tourism sector in 2017, working with Robin Shaw to plan and deliver national wine industry conferences, online learning programs and industry education and development initiatives.  Her expertise includes tourism and corporate content creation, project management, conference and event management, tourism business and experience development, and video production.


Traci is passionate about helping wine and tourism businesses to develop their tourism experience offerings and improve service delivery.  She also has a strong interest in supporting regenerative and sustainable tourism initiatives.  Traci loves to write, and her latest fascination is to spend hours playing with Canva.  Working with words and pictures has always been her happy place.

Lucy Black, Brand Strategy and Marketing Consulting

Lucy Black


With over 10 years of diverse experience in business management, marketing, and photography, Lucy is a results-driven brand manager with a focus on the wine industry. She is currently located in the Grampians wine region and brings a blend of creativity, strategic thinking, and a solid understanding of consumer behavior to her role within Wine Tourism Australia. Her role in the team is key in developing and executing our brand strategy and driving digital marketing initiatives. Her expertise extends to stakeholder management, team leadership, and creating engaging cellar door experiences. Lucy is a Wine Victoria Next Crop Graduate and Vice Chair of the Grampians Winemakers Association.


Lucy owns and operates a small vineyard, Hounds Run, growing NASAA certified organic Shiraz & Merlot, along with operating a Tiny House bnb. And she is a co-owner of Black & Ginger Wines, a small batch wine business based in the Grampians with a focus on producing wines from alternative varietals. Her passion for the wine industry, from being a grower to a marketer, has only grown stronger over the years, driving her to continuously seek new challenges and opportunities for growth. She is excited about the future of the wine industry and is looking forward to contributing her skills and passion to its continued growth and success.