A $460,000 marketing campaign to boost international visits to Queensland wine regions has received funding support from the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) and the Queensland Government.
The Queensland Wine Industry Association (QWIA) has secured $230,000 in funding through the International Wine Tourism State Grants program and $230,000 in matching state funds through the Queensland Government and the Queensland wine sector.
Wine Australia Chief Executive Officer Andreas Clark said the QWIA application was approved by the Australian 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.
‘QWIA is working with Tourism and Events Queensland, Queensland Hotels Association, Griffith University and key Queensland-based wine enterprises to cross promote Queensland’s fine wine, food and tourism destinations and experiences’, he said.
QWIA President Mike Hayes said ‘we’re developing a strategic plan to leverage Queensland’s existing attractions and its significance as a key destination for international visitors.
‘Our collaboration with Tourism and Events Queensland and the Queensland Hotels Association will raise awareness of Queensland wine and leverage some of the existing activities, such as the successful “Strange Birds” wine trail in the Granite Belt’, he said.
The key outcome of the project is an International Wine Tourism Strategy that sector partners can implement, with key activities in place and showing measurable results before April 2020.
The $5 million International Wine Tourism State Grants program requires applicants to provide matching funding on a dollar-for-dollar basis. Applications under the program are assessed by an independent Expert Assessment Panel, in accordance with the grant guidelines. Grants are approved by the Minister for Agriculture and Water Resources.
More information about the $50m Package is available at erwsp.wineaustralia.com