Western Australia’s wine regions are receiving funding from the Australian government.
A $2-million marketing campaign to boost international visits to Western Australia’s wine regions received support from the Australian Government’s $50 million Export and Regional Wine Support Package, a network of WA Government and sector partners.
Wines of WA has secured $1 million in funding through the International Wine Tourism State Grants program and $1m in matching state funds, through a consortium of state government agencies and tourism, agricultural and regional bodies.
Wine Australia chief executive officer, Andreas Clark, said the Wines of WA application was approved by the Australian Government following assessment by an independent expert assessment panel.
“The $5m 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,” said Clark.
Wines of WA was 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 wine, food and tourism destinations and experiences, he said.
Wines of WA collaborative wine tourism strategy aligns with the existing Western Australian Wine Industry Strategic Plan 2014–2024, which aims to double wine exports to $100m by 2021.
Wines of WA chief executive officer, Larry Jorgensen, said the investment plan was built around four key areas – in-region and inter-region collaboration with key sector partners, wine tourism product development, a comprehensive suite of digital marketing tools and partnerships with tourism operators and agencies.
“The aim is to build on the strong brand 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”, said Jorgensen.
The $5 million International Wine Tourism State Grants program requires applicants to provide matching funding on a dollar-for-dollar basis.