Wine and tourism go hand in hand
Australia’s tourism sector will be bolstered by a new three-year Memorandum of Understanding (MoU) between Tourism Australia and Wine Australia.
The agreement will see the two Australian Government agencies partner to promote wine and tourism in key international markets such as China, the USA, UK, and Canada as well as Australia from 1 January 2013. As part of the MoU, Wine Australia and Tourism Australia will cooperate on a range of marketing activities such as advertising and consumer promotions, digital marketing, public relations, and special events.
“By partnering with Wine Australia there is a greater opportunity to highlight Australia’s world-class wine experiences as a further motivating factor for people to travel to and through Australia,” said Andrew McEvoy, Managing Director, Tourism Australia.
“[Furthermore] Regional areas can especially benefit from the tourism opportunities offered by Australia’s wine experiences, especially when matched with our fine food offering.”
The announcement comes at a time when Australia has attracted a record six million international visitors in the past year, domestic travel has seen five consecutive months of growth, and Australian wine exports have increased at higher price points, with a 4% per litre increase in the average value. Together, wine and tourism contribute around AU$140 billion (US$146 billion) annually in economic value.