Wine Australia has partnered with the Australian Tourism Data Warehouse (ATDW) to overhaul the country’s online wine tourism marketing.

As part of the initiative, Wine Australia has announced an investment of A$750,000 ($495,600) in ATDW to improve its platform capabilities.

The investment aims to facilitate better online marketing for wine businesses and reach out to a more extensive set of audiences.

Created in 2001 as a joint initiative by Tourism Australia and the Australian, State and Territory Government Tourism Organisations (STOs), ATDW focuses on marketing a wide range of Australian tourism products, as well as country’s tourism sector.

ATDW CEO Mark Williams said: “This collaboration is a fantastic opportunity to leverage ATDW’s existing assets, introduce new features and support the Australian wine sector in its wine tourism efforts.”

Wine Australia notes that the investment had support from the Australian Government’s A$50m Export and Regional Wine Support Package.

The package focuses on increasing Australian wine exports, as well as attracting more international tourists to Australia’s wine regions.

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The enhanced platform will enable wineries to include providers, as well as wine tourism operators to manage their listing details across a multitude of booking sites.

In addition, wineries will have the option to draw content from booking platforms to integrate into their websites.

Wine Australia CEO Andreas Clark said: “Australian wine businesses have been actively promoting their wine tourism experiences to increase tourists’ spend and length of stay in our spectacular wine regions.

“By listing on the ATDW once, businesses can extend their online reach and give travellers more reasons to plan a visit.”

Furthermore, last September, Wine Australia partnered with Hydra Consulting to support wine businesses in Tasmania, Australia, looking to increase their exports by offering tools, insights and strategies.