Air New Zealand and New Zealand Winegrowers to invest in wine tourism growth
Air New Zealand and New Zealand Winegrowers have today announced a Memorandum of Understanding (MoU) which will see them
work together to actively promote New Zealand as a destination for wine tourism.
Air New Zealand has worked closely with New Zealand Winegrowers for almost three decades as the naming rights sponsor of
the country’s premium wine competition the Air New Zealand Wine Awards.
Today’s announcement signifies a further strengthening of this partnership, with the organisations committing to work
together on a range of initiatives to promote New Zealand wine in both North America and Asia including a nationwide
promotion with a top US retail brand, and a series of consumer and trade events in the US, Canada and China.
The agreement will also see Air New Zealand and New Zealand Winegrowers work together to host international food and
wine media on familiarisation tours to New Zealand.
Air New Zealand Chief Executive Officer Christopher Luxon says wine tourism is still an emerging market and presents an
area of tremendous opportunity for both New Zealand and Air New Zealand as the country’s wine is increasingly recognised
around the world.
“Over the past five years more than a million international visitors have experienced New Zealand’s stunning vineyards
and wineries and many, many more people around the world have sampled our world class wines.
“The opportunity to team up with New Zealand Winegrowers to further grow visitation from offshore regions is one that
will no doubt bring further economic benefit to New Zealand.”
Philip Gregan, Chief Executive of New Zealand Winegrowers is delighted to strengthen the relationship with Air New
Zealand.
“Wine tourists spend 30 percent more than average tourists in New Zealand and stay for longer reflecting the premium
nature of New Zealand wine in our overseas markets.
“This partnership with Air New Zealand will allow us to jointly reach these important customers to increase wine exports
and tourism to New Zealand. We believe this will benefit Air New Zealand and the wine industry as well as enhance the
overall brand of our country.”
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