Media release

Million dollar welcome for Victoria's wine tourists

Victorian Minister for Agriculture, the Hon. Jaala Pulford MLC


25 September 2018

Victorian wine regions will roll out the red carpet for more tourists with a $1 million Commonwealth grant to increase the number of international visitors to the state's vineyards.

Minister for Agriculture and Water Resources David Littleproud said the Five Wine Pillars Strategy will bring Victoria's best food and wine together with attractions Chinese and US visitors want.

"It'll make sure international visitors taste and see the best of Victoria," Minister Littleproud said.

"I want them to have the best time possible and make sure they don't miss any hidden gems.

"China and the US are our top markets and worth more than $1.4 billion to Australia.

"Let's give their visitors an experience of a lifetime by rolling out the red carpet for them."

The Victorian Government also contributed $750,000 and industry $250,000 to the $2 million program.

Victorian Minister for Agriculture Jaala Pulford said wine was one of Victoria's major agricultural industries, backed by its excellent global reputation for making a variety of superior wines.

"We want to see more international visitors experiencing what we have known for years, that Victoria's wines are superior and has some the best wine regions to visit," Minister Pulford said.

"Our message to the world is that Victoria is open for business and our cellar door is always open.

"The grant funding will give a boost to the five wine pillar regions of King Valley Prosecco Road, Pinot Coast, Yarra Valley Culinary Tourism Destination, Fortified Resurgence and Central Victoria Offering."

The $5 million International Wine Tourism State Grants provide state wine associations with funding for international wine tourism research, planning and implementation activities.

The $5 million grant program is part of the Coalition Government's $50 million Export and Regional Wine Support Package, which is being run by Wine Australia.

Wine Australia Export Report highlights for the 12 months ending 30 June 2018

  • The highest export growth in 15 years: wine exports grew by 20% to $2.76 billion
  • Record export volume: 10% growth to 852 million litres, or 95 million 9 litre cases
  • The average value of exported wine increased by 9% to $3.24/litre
  • The average value of bottled wine increased by 19% to $2.2 billion