The federal government has released the guidelines for the $10 million Wine Tourism and Cellar Door Grant program, before applications open on 1 July 2019.
Eligible wine producers will be able to optimise visitors’ experiences at their cellar doors with an annual grant of up to $100,000, aimed at boosting the wine and tourism sectors.
The funding opportunity comes in addition to the $10 million of International Wine Tourism State and Competitive Grants, which were made available through the $50 million Export and Regional Wine Support Package (the $50m Package) and closed on 2 March 2018.
Total funding under the cellar door grant program will be capped at $10 million each financial year.
“Research by Wine Intelligence indicates a shift among winery visitors from only tasting wines to wanting to participate in an overall experience”
Assistant Minister for Agriculture and Water Resources Anne Ruston said the program recognises the investments wine businesses make in local communities, and the boost in tourism.
“With the growing demand for outstanding food and wine as part of the travel experience, it’s important that our wine regions maintain their competitive edge.”
Wine Australia Chief Executive Officer Andreas Clark said the boost to international wine tourism experiences is important for the regions.
“Research by Wine Intelligence indicates a shift among winery visitors from only tasting wines to wanting to participate in an overall experience.”
“Between the $50m Package activities and the cellar door grants program, we’ll be seeing some exciting wine tourism initiatives rolled out over the next few years as regions maintain their competitive edge.”
“And with Tourism Research Australia figures indicating that wine-related tourism has increased by 12.5 per cent in the two years from 2014–15 to 2016–17, the time is ripe to invest in our wine tourism services and experiences,” he said.
The cellar door grant is part of a coordinated suite of measures developed with the Australian wine sector after extensive consultation on reforms to the Wine Equalisation Tax (WET) rebate arrangements.
It complements the components of the $50 million Export and Regional Wine Support Package, which are being delivered from 2017–18 to 2019–20.