A major marketing campaign that aims to boost international visits to Western Australia’s wine regions has received funding support from the Australian Government.
Wines of WA (WoWA) will receive a portion of the government's $50 million Export and Regional Wine Support Package, and a network of WA government and sector partners will support its campaign as well.
$1 million in funding came from the International Wine Tourism State Grants program, and $1 million in matching state funds was given as the result of a consortium of state government agencies and tourism, agricultural, and regional bodies.
WoWA’s collaborative wine tourism strategy aligns with the existing Western Australian Wine Industry Strategic Plan 2014–2024, which aims to double wine exports to $100 million by 2021.
Wine Australia CEO Andreas Clark said the WoWA application was approved by the government following assessment by an independent Expert Assessment Panel.
‘The $5 million state grants program aims to maximise the wine sector’s impact on state economies – it’s about driving collaborative, strategic wine tourism initiatives that attract international visitors to our wine regions,” he said.
“WoWA is working with the Western Australian Department of Primary Industries and Regional Development, Tourism WA, and their counterparts in the wine, trade and agriculture sectors to cross-promote WA’s fine wine, food and tourism destinations and experiences.”
WoWA CEO Larry Jorgensen said the investment plan was built around in-region and inter-region collaboration with key sector partners, wine tourism product development, a suite of digital marketing tools, and partnerships with tourism operators and agencies.
The aim is to build on the image of regional hotspots like Margaret River, and create new wine tourism experiences in other regions to extend tourists’ spend and length of stay in WA, he said.