In its fifth year, organisers hope the summer Food and Wine Classic! Summer will continue to bring tourists, and revenue to the region.
An increase in events each year -from 55 in 2012, to 70 on offer this year - coupled with a growing awareness of the event means ticket sales, sold out events, and revenue have risen year on year.
Last year, 80 per cent of tickets sold out in advance, with the event making $250,000 in ticket sales alone. The year before, 40 of 61 events sold out, and in 2013 ticket sales were $100,000 over budget.
It is looking as though this year's festival will continue the trend - less than a week from the start of F.A.W.C! 2016, 80 per cent of ticketed events have been sold, with over half the events completely sold out.
When asked if they were hoping to continue to beat the previous year's record, Tourism Hawke's Bay general manager Annie Dundas said "that's the plan".