Air New Zealand to help New Zealand Winegrowers promote wine tourism

By Richard Siddle

Published: 28 May, 2014

New Zealand Winegrowers has linked up with Air New Zealand in the hope of raising its profile as a key destination for wine tourism

New Zealand Winegrowers has linked up with Air New Zealand in the hope of raising its profile as a key destination for wine tourism.

The two have agreed, in a Memorandum of Understanding, that they will work together on a series of joint consumer initiatives, particularly in North America and Asia.

Air New Zealand already has a long standing relationship with New Zealand Winegrowers and has been the naming rights sponsor of the Air New Zealand Wine Awards for over 30 years.

The partnership will see Air New Zealand and New Zealand Winegrowers host international food and wine media on familiarisation tours to New Zealand.

Philip Gregan, chief executive of New Zealand Winegrowers, said of the link up: "Wine tourists spend 30% 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".

Christopher Luxon, Air New Zealand's chief executive officer, added: "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."

Air New Zealand has also this week announced a NZ$20 million extension of its support to Tourism New Zealand to help promote the country as a holiday destination around the world.

International visitors to New Zealand to April 2014 was over 2.78 million, up 6.1% year-on-year. UK visitors increased by 2.8% over the last year with Germany showing the highest growth at 16.3%, followed by the US at 11.3%.

A recent major Tripadvisor survey revealed New Zealand was the country British travellers would most want to visit if money were no object.

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