State wine associations, eligible consortia and entities can now apply for funding through the Australian Government’s International Wine Tourism State Grants (state grants) and International Wine Tourism Competitive Grants (competitive grants).
There is $5 million available under each grant to support exciting tourism initiatives that will grow the number of and/or spend by international tourists visiting a wine region of Australia.
Eligible state wine associations, consortia and entities must submit an application using the Wine Australia grant instructions by 5pm, Friday 2 March ACDT. This is the final closing date.
What is eligible?
Under the state grants, state wine industry associations can apply for pre-determined funding allocations to support:
- research to inform the development of wine tourism strategies within the state directed at growing international wine tourism
- facilitation of collaborative planning processes to develop wine tourism strategies within the state directed at growing international wine tourism
- implementation of international wine tourism activities identified in a strategy developed by an Australian state wine association of an Australian state government,
- trialling new initiatives specifically aimed at growing international wine tourism.
Under the competitive grants, a broad range of stakeholders can apply for small grants (up to $50,000) and medium grants ($50,001 to $250,000) for:
- wine tourism marketing targeted at attracting international tourists
- wine marketing campaigns targeted at attracting international tourists to a particular region
- wine events that aim to increase international wine tourism and visitor spend
- infrastructure (hard or soft) which aims to build international wine tourism, and/or
innovative products or services which enable or complement international wine tourism and benefit multiple businesses in a particular region.
What resources are available to help?
Wine Australia has prepared online resources to help you with your grant applications. These include:
- Information about grant opportunities
- Frequently asked questions
- Consumer insights
- Market insights
- Market bulletin – key trends in the evolving Chinese market
- Seminars from Wine Australia’s annual Exporter Update
Why international wine tourism?
Australia needs to do more than sell one bottle of Pinot or one bottle of Shiraz to an international tourist.
International wine tourism is about selling our quality food and wine experience, the contemporary Australian lifestyle and our clean, green image. It’s about creating a physical experience with which international visitors can reconnect when they get home.
With 1.2 million Chinese tourists visiting Australia last year – and just 128,000 visiting cellar doors – there are loads of opportunities to work with the so-called ‘honeypot’ attractions of Australia to increase our wine presence and give people a reason to spend their tourism dollars in our regions.
As former Tourism Australia boss, Andrew McEvoy puts it…’every bottle of wine that goes overseas is like a liquid postcard for Australia.’