The Australian government has agreed to support the promotion of Barossa wine in both domestic and overseas markets.

As part of the initiative, the government will provide more than A$470,000 ($317,908) in grants to promote Barossa wine in the US and China.

Wine Australia CEO Andreas Clark said: “Wine and tourism make a significant contribution to the Barossa economy.

“These grants are about expanding the promotion of Barossa wine abroad and enhancing the experience of tourists when they arrive, so they spend more, stay longer and return a second or third time.”

Through the initiative, the government aims to attract more international tourists to its wine region.

The Australian government’s A$50m ($33m) Export and Regional Wine Support Package are supporting the grants.

The grants include A$250,000 ($169,091) to support the Barossa Grape and Wine Association, as well as A$173,000 ($117,011) to support 14 Barossa wine producers to market their wines in the global market.

Additionally, the approval of A$54,000 ($36,521) International Wine Tourism Grant will support the Barossa Council, to upgrade its Visitor Information Centre and other activities, to attract international tourists.

Wine Australia has partnered with the Australian Tourism Export Council (ATEC) as part of the package.

Food and wine have become motivators for global travel, according to ATEC managing director Peter Shelley.

Shelley added: “Australia has some of the best wine experiences on offer, so it’s the perfect time to build the capacity of our wineries to engage with international visitors.”