Boosting international wine tourism
4 May 2018
A range of innovative projects designed to highlight the appeal of Australian wine regions to the international market are set to share in a $7.4 million funding pool, which includes $2.8 million in Turnbull Government support.
Assistant Minister for Agriculture and Water Resources Anne Ruston congratulated the 21 successful applicants chosen by Wine Australia to receive grants.
"The winning projects have each demonstrated innovation and creativity in showcasing Australia's diverse and unique wine tourism experiences," Minister Ruston said.
"Australia can boast a sensational wine reputation world-wide, but to maintain that status, we need to keep thinking outside the box to keep the attention of our international markets.
"The best way we can convince the world of our quality wine and make them ambassadors forever is to immerse them in an unforgettable experience in our regions.
"And it won't just be our local wineries that benefit from these new tourism initiatives – so will local businesses and the whole community."
Grant recipients have agreed to match the funding from government on a minimum dollar for dollar basis, doubling the impact for the regions.
The wine industry has set itself ambitious targets to increase wine exports to $3.5 billion and attract an additional 40,000 international tourists to Australian wine regions over the next three years.
"The Turnbull Government is delighted to support Australia's world class wine industry to increase exports and drive international visitors to our interesting and diverse regions through our $50 million Export and Regional Wine Support Package, as announced in last year's Budget." Minister Ruston said.
"This is a package designed to further tourism opportunities and reinvest back into regional jobs."
Successful applicants: the following project descriptions are summaries only and may be subject to change during the grant agreement process.
Canberra District Wine Industry Association
Canberra districts wine tour map: digitisation of the self-drive wine tour map and translation into other languages.
Mudgee Region Tourism
International VFR wine marketing campaign: destination marketing campaign targeting international visiting friends and relatives (VFR).
Orange Region Vignerons Association
Orange flying high: an international tourism marketing campaign focused on Orange region wine and food to be announced at Vinexpo Hong Kong and China Roadshow.
Southern Highlands Food and Wine Inc.
Southern Highlands international digital tourism: development and launch of two regional websites: a consumer-facing and multi-lingual wine tourism website and a corporate wine tourism website for the wine sector and media.
Hunter Valley Wine and Tourism Association
Experience Hunter Valley wine country: development of augmented reality (AR) content to give international visitors tours of the Hunter Valley. The AR content will focus on key themes (wine, dine, stay, explore and events) and elements will ‘come to life’ when clicked.
Australian Tourism Export Council
Wine tourism conference: establish an annual wine tourism conference for the Australian wine sector.
National Wine Centre
The Australian wine culture project: development of a digital gateway at the National Wine Centre for international visitors to engage with Australia’s wine culture through compelling content linking to wineries, regions and tour operators that present genuine, immersive cultural wine and food experiences.
Wine Communicators Australia
Australian wine bloggers conference: launch an Australian Wine Bloggers Conference (WBC) in 2019, based on the existing annual WBC held in North America.
Riverland on the verge: international market research and development of virtual reality (VR) content to give international visitors virtual tours of Riverland wine attractions from local wine centres.
McLaren Vale Grape Wine and Tourism Assoc.
Consumer marketing – McLaren Vale international visitation campaign: development and launch of an integrated consumer awareness and visitation campaign for the China and/or Hong Kong markets which will encompass multiple channels of communication and promotion (digital, print, influencer).
Limestone Coast Grape and Wine Council Inc.
Limestone Coast mixed dozen interactive wine trails: development of a central consumer tool or website (with language translation) that promotes tailored visitation experiences (trails, tours and itineraries) and maximizes tourism expenditure across the Limestone Coast.
Adelaide Hills Wine Region Incorporated
Adelaide Hills Wine Region - growing international markets, destination tourism and wine tourism industry capability: development of virtual reality (VR), video and online marketing content that showcases the Adelaide Hills wine experience and attracts Chinese visitors to Hills wine regions. Project also includes capability development activities and an ‘Immersion program’ (in-market activities and activations in SA and interstate to capture inbound tourists).
Clare Valley Winemakers Incorporated
Driving international tourism for the Clare Valley wine region: production of a ‘Clare Valley Wine Exchange’ series for distribution into Chinese television and digital advertising channels; develop a multi-region Sommelier exchange and Clare Valley Wine Show package in collaboration with China; develop a multi-lingual Clare Valley regional website.
The Barossa Council
Barossa Visitor Centre upgrade: expand and improve the Visitor Centre experience and services to enhance engagement with international visitors and increase visitor spend and length of stay in the Barossa region.
Barossa Grape and Wine Association
Barossa first – The Belonging: development of a comprehensive marketing and communications campaign that targets international wine and food (culinary) tourists, with a focus on Chinese and American high-value, luxury tourists. The campaign will include product development (experiences and services), PR and advertising, as well as development of collateral.
Geelong Winegrowers Association
China ready – developing regional and operator capabilities to attract international tourism and increase average spend: development of regional digital and promotional assets; dedicated content for the Chinese visitor to be used across the digital platforms (including WeChat and website) and China-ready workshops encourage collaboration between wineries and tourism operators.
Tourism North East
Victoria's High Country wine tourism international marketing project: development of a new regional food/wine master brand and website (incorporating a Melbourne-based winery tourism campaign) that targets Chinese visitors.
Yarra Valley Winegrowers Association
Yarra Valley China ready: improve the existing Chinese language websites managed by the YVWGA and YRT and invest in Chinese social media platforms to significantly improve the region’s digital marketing to China. The project includes initiating direct engagement in-market with wine and tourism trade through market visits and events.
Wines of the King Valley
Marketing the King Valley Prosecco Road Prosecco Festival to the Chinese market to increase number and yield of international wine tourists.
Swan Valley and Regional Winemakers Association
Singapore Visitors to Swan Valley: establish a consortium of industry, government and academia to work collaboratively on: an audit of existing services/products, up-skilling of tourism operators and development of tourism products, with a strong focus on the Singapore market.
Margaret River Wine Association Inc
Driving visitation to Margaret River wine paradise: delivery of an integrated marketing campaign, including product development workshops, an inbound familiarisation program, a digital and public relations campaign and Singapore in-market events.