$2 million investment boost for SA’s international wine tourism

Friday, May 18, 2018

The South Australian wine sector will benefit from a $2 million marketing campaign aimed at attracting more international visitors to the state’s wine regions, supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) and the South Australian Government.

The South Australian Wine Industry Association (SAWIA) has secured $1 million in funding through the International Wine Tourism State Grants program and $1 million in matching state funds through the Department of Primary Industries and Regions, South Australia (PIRSA) to partner with the South Australian Tourism Commission (SATC) on a targeted international marketing campaign.

The SAWIA and SATC marketing campaign is designed to attract 10,000 more international tourists to South Australia’s wine regions by 2020.

Wine Australia Chief Executive Officer Andreas Clark said the South Australian application was the first state-based proposal approved by the Australian Government following assessment by an independent Expert Assessment Panel, with other state strategies expected to be finalised in the coming months.

‘This sophisticated and targeted digital marketing campaign is an important development for all wine regions in South Australia.

‘The strategy targets China, USA and the UK, the three markets with the largest wine tourism growth potential, and it will be rolled out over the next few years’, he said.

SAWIA Chief Executive, Brian Smedley said this grant is an incredible opportunity for the South Australian wine industry to grow our international tourism capability in markets that are of high importance to our State.

‘With South Australia’s strong reputation for quality wine and easily accessible wine regions from Adelaide, we know that wine is a key activity for international tourists.

‘This grant invests in the future, supporting a project to increase the numbers visiting South Australian wine regions and their spend while in region, including experiencing exceptional wine-related activity.

‘South Australia is well known for its wine industry, which accounts for 60 per cent of the value of Australian wine exports’, he said.


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 Hon Anne Ruston, the Assistant Minister for Agriculture and Water Resources.

For media enquiries please contact

Hannah Bentley
Communications Manager, Wine Australia
Phone: +61 428 930 465
Email: Hannah.bentley@wineaustralia.com