Australia's lesser known wine regions in New South Wales will strengthen wine tourism promotions in countries like China and South Korea after having secured a state grant of AUD 2m (USD 1.4m).
Among these wine regions are Hunter Valley, Orange, Mudgee and the bulk production regions of Riverina and Murray-Darling.
Of the AUD 2m total, half was provided through Australia’s International Wine Tourism State Grants programme and the other half was granted by the New South Wales (NSW) Government.
According to Angus Barnes, Executive Officer of New South Wales Wine Industry Association (NSWWIA), the marketing campaign will target visitors from China, South Korea, UK and the USA.
Barnes said: “The strategy targets the four largest markets for international visitors to NSW: China (16%), South Korea (15%), the UK (14%) and the US (12%). It will be 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.”
The Wine Tourism State Grants programme is an AUD 5m initiative that requires applicants to provide matching funding on a dollar-for-dollar basis. An independent expert assessment panel reviews the application before being approved by the Government of Australia.
NSWWIA will use the NSW Government fund to collaborate with Destination NSW on a global marketing campaign to increase the number of overnight stays made by international tourists in NSW wine regions by 12,000 over the next two years.
Wine Australia’s CEO Andreas Clark said: “The AUD 5m state grants programme is designed to enhance wine tourism experiences and drive collaboration between key sector partners.
“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.”
The campaign is expected to attract more international visitors to wine regions in NSW and to increase the visitor economy.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)