The Hunter Valley Wine and Tourism Association would need triple the amount of money earmarked by the state government to run an effective tourism campaign.
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The state government this week announced $1 million for new marketing campaigns to bring tourists back to the Hunter’s wine region after the superstorm.
A local hotel mogul, Jerry Schwartz, questioned the usefulness of the money and the HVWTA has since confirmed the amount is not enough.
“While I was pleased to hear of the government’s initiative, I was appalled when I read about the size of the fund,” Jerry Schwartz said.
“It endorses tourism to the region, not much else.”
HVWTA vice-president Andrew Margan agreed that the amount of money would not fund any campaign in its entirety.
“Without wanting to appear ungrateful, clearly we are a huge tourism area for the state,” he said.
“You will get a greater return on a bigger investment.”
Mr Margan said the ideal amount would be $3 million for an effective three-year marketing campaign.
“Having an organised marketing program implemented over three years would be the aim,” he said.
“To do it properly you would need a million per year.”
In 2013 the South Australian government funded a $6 million tourism campaign for the Barossa Valley. Mr Margan believes it is time for the NSW government to step up and do something similar.
The HVWTA has been lobbying the government to invest in the Hunter Valley’s 2016 Wine and Food month.
“Wine and Food month in June should be a significant event for the state,” he said.
“We are a premium tourism location and so close to Sydney.
“We want to work more closely with the NSW government.”
The HVWTA is an independent organisation backed by both Cessnock and Singleton councils.
The association relies on one-off grants and and membership fees to run tourism campaigns and events for the area.
