NSW secures $2 million boost for international wine tourism
The NSW wine sector has received funding for a $2 million marketing campaign aimed at boosting international visits to the state’s wine regions.
The investment comes from the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) and the NSW Government.
The NSW Wine Industry Association (NSWWIA) has secured $1 million in funding through the International Wine Tourism State Grants program and $1 million in matching state funds through the NSW Government to partner with Destination NSW on a targeted international marketing campaign.
The NSWWIA and Destination NSW marketing campaign aims to increase international tourists’ overnight stays in NSW wine regions by 12,000 nights in both 2019 and 2020.
Wine Australia Chief Executive Officer Andreas Clark said the NSW application was approved by the Australian Government following assessment by an independent Expert Assessment Panel.
"The $5 million state grants program is designed to enhance wine tourism experiences and drive collaboration between key sector partners," he said.
"Wine is a key driver of international visitors to Australia but there’s a relatively untapped opportunity for the wine sector to focus on wine tourism product development. To grow the visitor economy, we need compelling experiences that go beyond the cellar door.
"By partnering with Destination NSW on a targeted marketing campaign, the NSWWIA is ensuring the ongoing resilience and competitiveness of the NSW wine tourism sector’, he said.
NSWWIA Executive Officer Angus Barnes added: "The strategy targets the four largest markets for international visitor to NSW: China (16%), South Korea (15%), the United Kingdom (14%) and the US (12%) and it is tailored to individual regional preferences within these markets.
"We’ll be using critical data to understand current drivers and visit trends, so we can reposition NSW wines and regional experiences with a sophisticated and targeted marketing campaign.
"Our campaign has two primary goals – to attract more international visitors to our wine regions and to grow the visitor economy by driving overnight stays and increased spending."