Wines of Western Australia is the driving force behind a three-year International Wine Tourism strategy which seeks to increase international visitation to the state’s wine regions, increase visit lengths and spending in the region. The strategy has been endorsed by federal and state governments who, in conjunction with industry, have committed $2 million to the cause under Wine Australia’s Export and Regional Wine Support Package.
WoWA is the lead agency in the implementation of the strategy, supported by the Department of Primary Industries and Regional Development, Tourism Western Australia, and regional wine associations.
The strategy involves four key planks – inter-region collaboration with key sector partners, wine tourism product development, integrated communications and promotions, and regional partnerships and support programs.
WoWA is already working on the introduction of latest technology digital platforms created specifically for wine producers and regions, and assist consumers improve their navigation around wine regions with a full suite of interactive content. This technology, developed by Scoop Digital in Perth, is groundbreaking in its ability to integrate complex information and disseminate it to third party sites as well as providing smart interactive templates for application to wineries and wine regions. All content is being translated into Mandarin.
Gaps and shortcomings in the regional tourism offerings will also be audited as part of the strategy, with workshops, and information seminars planned to address these gaps and support cellar doors to build capacity.
A large part of the success of the strategy will rely on the fostering on inter-regional collaboration and alliances to cross-promote, extend opportunities and avoid duplication of resources. To this end, a Wine Tourism Alliance has been established, consisting of representatives from the wine industry, Tourism WA, DPIRD and regional tourism organisations. The Alliance will provide input to the strategy and ensure that interests of stakeholders are represented and information is dispersed to relevant networks.
The Wine Tourism Strategy is critically aligned with the existing Western Australian Wine Industry Strategic Plan 2014–2024 that aims to double wine exports to $100 million by 2021.
Funding for the initiative was announced today by Assistant Minister for Agriculture and Water Resources Anne Ruston who confirmed the $1 million commitment to support the WA wine industry.
This is matched by a $1 million combined WA Government and WA wine industry investment, announced by WA Minister for Agriculture and Food Alannah MacTiernan, WA Minister for Tourism Paul Papalia and Wines of Western Australia.
WoWA CEO Larry Jorgensen said, “This is the first time that a strategy is in place which is the result of a collaboration with state and national agencies, and wine, food and tourism sectors.
This will provide a legacy for future collaboration long after the funding is depleted in 2020, which in the long-term, augurs well for ongoing efficient and effective implementation of resources.”
CEO@winewa.asn.au 0448 884 161