Region’s wine industry to benefit from $460,000 strategy
SOUTH Burnett wineries will be in the spotlight as part of a five-year strategy to attract more tourists to Queensland winery regions.
The strategy, released by the Queensland Wine Industry Association on Thursday, will involve the development of a unique Queensland wine tourism brand, raise awareness in key markets, and foster partnerships to help drive international visitors to experience the state's wine tourism experiences.
It will aim to encourage more visitors to Queensland's five wine regions: the Granit Belt, Scenic Rim, South Burnett, Gold Coast and Sunshine Coast Hinterlands, and the Darling Downs.
Wine tourism visitors spend more than $800 million on average a year across the state, which is three per cent of Queensland's total visitor expenditure according to Tourism Research Australia data.
Wine Australia CEO Andreas Clark said he looked forward to seeing wine businesses embrace this strategy.
"We want people to choose Queensland's wine tourism experiences when they think about what to do when visiting Queensland," Mr Clark said.
QWIA president Mike Hayes said the strategy would ensure the industry remained competitive during the drought.
"The goal is to showcase bespoke winemaking, viticulture and emerging Queensland wine varieties and encourage international and domestic visitors alike to get out of the city and experience the authentic charm our regions have to offer," Mr Hayes said.
"We want to celebrate the best of Queensland wine, leveraging the strengths of existing visitor experiences and famous hospitality alongside culinary and other visitor experiences."
Queensland Government supported the strategy with $220,000, which was matched by the Australian Government to form a total funding package of $460,000.
Tourism Industry Development Minister Kate Jones said the state's wine industry was an example of world-class tourism.
"In-depth culinary experiences are increasingly in demand form the global market and the wine industry is well positioned to capitalise on these emerging opportunities," Ms Jones said.