The two-year MOU will see the organisations formalise their activity to enhance both brands, ultimately driving more visitors to New Zealand and increasing the sales of New Zealand wine in key markets.
The MOU was jointly signed by Tourism New Zealand Chief Executive Kevin Bowler and Phillip Gregan Chief Executive Officer for New Zealand Winegrowers, at the wine organisation's annual conference in Blenheim.
Tourism New Zealand Chief Executive Kevin Bowler says that the MOU will see both parties work together to leverage and enhance each other's international profiles.
"There is no doubt that wine is a natural fit within New Zealand's offering for international visitors so it is great that we've been able to secure a partnership with New Zealand Winegrowers to maximise our activity offshore.
Phillip Gregan, Chief Executive of New Zealand Winegrowers says visitors that have a winery experience while in New Zealand spend more than $814 million annually, exploring the diverse regions and enjoying the world class wine New Zealand offers.
"This partnership with Tourism New Zealand will allow us to jointly reach important customers in our key markets to increase wine exports and tourism to New Zealand."
The MOU aligns with Tourism New Zealand's work to market special interests - with wine tourism having been identified as a growth sector which the organisation will increase efforts and focus, driving effective and relevant promotion within its key markets offshore.
Kevin says, "Wine tourists are typically higher value travellers taking part in premium leisure and wine and food activities whilst on a holiday. As their awareness of New Zealand wine increases, their preference for visiting New Zealand's wine regions and wish to source New Zealand wine in their home country will too.
The activity is focussed in the markets of North America, Australia, United Kingdom and China. It will be aligned with Tourism New Zealand's sectors of premium travel, business events and special interests, including offshore trade and consumer events, Tourism New Zealand's international media programme, social and PR content and trade and marketing collateral.
Earlier in the year New Zealand Winegrowers and Air New Zealand signed a MOU to work together to actively promote New Zealand as a destination for wine tourism.
"Air New Zealand is a key partner for both organisations and that MOU work will only be enhanced with the increased focus resulting from this agreement," says Kevin.
Contact Emma Carter, Senior Communications Advisor, Tourism New Zealand | firstname.lastname@example.org | +64 21 243 0386