Chinese toast wine tourism

"My program has many different levels for the Chinese," Burch says.

"We feel and we recognize that there is a need to create something so that any Chinese person who walks into my cellar door is surrounded by things that are actually familiar to him."

Burch also plans to develop a food and wine-pairing experience that will offer an option of Chinese or Western fare.

"The visitor from overseas will have money and want to be looked after properly, and so we will make sure we deliver that," Burch says.

Australia is not the only wine-growing region looking to lure the growing number of Chinese wine tourists. The French tourism agency Atout France has worked with Chinese tour operators to create tours of the wine regions that will cater to Chinese visitors. And French travel publisher Michelin has released a guide to the country's wine regions in Chinese.

Spain is working to not only get more of its wines on dining tables in China but also to lure more Chinese tourists to its production sites. It's now the third-biggest wine exporter to China, behind France and Australia.