Griffith’s wine industry will be sharing in a $2 million state and federal marketing campaign.
The unnamed campaign was announced by Minister for Tourism Adam Marshall on Monday, and comes following the launch of the state gov’s Food and Wine Tourism Strategy And Action Plan at the Piccolo Farm last Friday.
Mr Marshall said Griffith will be among 14 NSW wine regions in the state that will be showcased to high-growth international markets such as China and the USA.
“Regional communities will benefit from more visitors spending money in local cafes, restaurants, retail stores and hotels,” Mr Marshall said.
The campaign will include funding for marketing projects such as social media, advertisement, traditional print, TV advertisement and tourism reportage.
At the launch on Friday Griffith City Council tourism manager Mirella Guidolin said council will be working with local growers and producers in 2019 encouraging them towards agri-tourism.
According to Mrs Guidolin the difficult challenge of making Griffith a more competitive region for agri-tourism will be in appealing to travellers who plan their own travel.
“We’ve got to be marketing for everyone and we can never have enough experiences for the coach groups, but for the independent traveller we really need more product and more experiences to get people here, experiences like (The Piccolo Farm),” Mrs Guidolin said.
“Having more product on offer is certainly going to give the independent traveller a lot more to see and do.”
Mrs Guidolin says in 2019 the council will also be focusing much of their own marketing on targeting consumer shows in “Sydney and Melbourne, tapping into that (domestic) market, getting into their faces before they plan their holiday.”
Mrs Guidolin said the council’s marketing in Sydney and Melbourne will focus on getting travellers off the Kidman Way and Burley Griffin Way.
Cassandra Smeeth from Bella Vita Tours said that in turning local businesses towards agri-tourism she will “ not change too much to make it commercialized, it’s about talking to the farmer about how to make an experience.”
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