Tourism Australia sign MoU with Wine Australia to bolster export sectors.
	Coriole Cellars in McLaren Vale, South Australia.

Tourism Australia and Wine Australia will partner in an effort to better educate and excite international visitors about Australian wine and the experiences associated with the industry.

The two governing bodies signed a three-year Memorandum of Understanding (MoU), promoting wine and tourism domestically and in major international markets including the USA, UK, China and Canada from the beginning of next year.

The agreement will oversee the development of a variety of marketing enterprises such as advertising and consumer promotions, digital marketing, public relations, and organised events.

“Ultimately, our aim is to excite consumers about Australian wine, activate the trade and see more quality Australian wines on wine lists and retail shelves around the world,” Wine Australia’s chief executive Andrew Cheesman said.

“Our partnership with Tourism Australia will play a major role in bringing this campaign to life.”

The partnership was encouraged by new research that highlights the fact that Australia’s high quality wine and food offerings are burgeoning selling points for international visitors.

“Recent findings from our Consumer Demand Research in 11 key tourism markets indicate that Australia’s food and wine are an important part of the visitor experience but are not necessarily something that visitors know a lot about before they arrive here,” Tourism Australia managing director Andrew McEvoy said.

“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.”

Regional Australia is also set to benefit generously from this new memorandum as some of Australia’s finest wineries are located in provincial areas.