Air New Zealand and New Zealand Winegrowers have 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".
