For immediate release
Friday, 29 August 2014
TNZ and NZ Winegrowers sign MOU
Tourism New Zealand and New Zealand Winegrowers have today announced a Memorandum of Understanding (MOU) to jointly
promote New Zealand as a visitor destination and premium wine producer internationally.
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.
ENDS