Image Tourism WA.
A collaborative effort from stakeholders in the Margaret River region has led to a major win, which is set to boost international wine tourism.
Margaret River Wine Region will receive $250,000 through the International Wine Tourism Competitive Grants Program, as a component of the Australian governments $50 million Export and Regional Wine Support Package.
There were 21 successful wine tourism projects announced through the competitive grant project, with a maximum of $250,000 available per project.
The competitive grants program invited a range of wine and tourism sector bodies to apply for grants for exciting international wine tourism initiatives that attract visitors to their wine regions.
WA wine regions stand to benefit from a $1.7 million investment boost for two international wine tourism projects – one project in Margaret River and Geographe Bay, the other in the Swan Valley.
Margaret River Wine Association chief executive officer Amanda Whiteland said the Margaret River application was a collaboration between the Margaret River Busselton Tourism Association, South West Development Commission, Australias South West, the wine industry and the Wine Association.
“Margaret River wine exports and wine tourism are so strongly linked and it is important for the growth of our region that we work together to attract more international visitors to experience Margaret Rivers diverse wine tourism offering,” she said.
Margaret River Busselton Tourism Association chief executive officer Claire Savage said this was the first time the region had seen this degree of collaboration in its marketing efforts.
“Singapore is one of the regions most important international markets and for the first time we have the key players coming together to target this market with an integrated program of activities – it is a huge step forward and hopefully the beginning of much greater alignment across all our marketing efforts,” she said.
Australias South West chief executive officer Catrin Allsop said the funding was a coup for the region, and they were pleased to support the innovative application.
Building on the success of the First Class in a Glass and 50th Anniversary events held in previous years, the centrepiece of the marketing program will be a week long program of events held in Singapore.
It will also include the development of content marketing assets, a famils program and digital campaign to help grow visitation from Singapore and South East Asia to the region.
Assistant Minister for Agriculture and Water Resources senator Anne Ruston said the response to the competitive grants program had been positive, with regional communities banding together to submit exciting wine tourism projects for their districts.
“Our regions have really embraced the opportunity to expand and enhance Australias diverse and unique wine tourism experiences,” she said.
“Its about growing the reputation of Australias food, wine and tourism experiences.
“Together with targeted marketing campaigns in China and the USA, the grants are creating a platform for the commercial success of our local brands and investing back into local jobs.”
Wine Australia chief executive officer Andreas Clark said the 21 successful wine tourism projects would diversify the wine tourism offering and create a lasting impression of Australian wine, in terms of visitor enjoyment and satisfaction.
“It is important for the growth and success of our wine regions that we deepen engagement with international tourists and these successful projects will help attract more visitors to experience Australias wine offering,” he said.
This story Massive wine win for South West first appeared on Busselton-Dunsborough Mail.
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