SAWIA secures $2 million for state wine tourism

SAWIA successfully secured $2 million of federal and state government funding for promotional activity aligned to the South Australian International Wine Tourism Strategy. This includes $1 million from Wine Australia through the State Grants program of the Federal Government’s $50M Export and Regional Wine Support Package and a matching contribution from the South Australian Government through the Department of Primary Industries and Regions SA.  The program is now well underway, with the activity being overseen by SAWIA and undertaken through the South Australian Tourism Commission.

SAWIA has recently supported the 2020 Tourism Industry Restart Conference which will be held 2 November 2020. In partnership with this SAWIA recorded a presentation which is available below.

The objectives of the promotional campaign are to:

  • Generate awareness of our world class wine tourism experiences, highlighting products such as Ultimate Winery Experiences.
  • Increase visitation to all South Australian wine regions.
  • Increase bookings of our wine tourism experiences.
  • Position South Australia as the must visit destination for unique culinary and wine experiences in Australia.
  • Showcase the ease of travel to South Australia, and encourage visitors to start their Australian vacation in Adelaide. 


Activities focus on China, Hong Kong, USA and the UK. Recent activity in the USA market designed to drive awareness of South Australia as an ideal destination for wine tourism experiences included a pop-up of the revolutionary d’Arenberg Cube, used as a ‘hook’ to cut through the cluttered USA media landscape while drawing attention to South Australia and the state’s wine tourism offerings.

UK activity includes telling South Australia’s wine story through an integrated content driven campaign with The Times via print and digital activations. Activity in China and Hong Kong involves collaborating with key partners and influencers designed to improve awareness, while increasing visitation and bookings.

This grant supports activity aligned to the South Australian International Wine Tourism Strategy supported by the Australian Government’s $50 million Export and Regional Wine Support Package. Funding was also provided by the South Australian Government through Primary Industries and Regions SA. SAWIA was successful in obtaining State grant funding through the International Wine Tourism State or Competitive Grants Program. Additional campaign funding has also been provided by the South Australian Tourism Commission (SATC) for specific markets.