Promoting Western Australia’s Great Southern region’s premium food, wine, and tourism industries while forging new international partnerships was the focus of a trade mission to Singapore this November 2022.
Great Southern wine producers joined Agriculture and Food Minister Alannah MacTiernan in Singapore to participate in ‘Discover Great Southern – Western Australia’s Hidden Gem’, the inaugural international Great Southern food, wine, and tourism showcase, and meet with international agricultural industry leaders wanting to partner and invest in WA.
More than 50 winemakers, food producers, industry and government officials flew into Singapore for the event from 8-10 November, which comes off the back of the Great Southern Tourism and Trade Partnership launched earlier this year.
The Singapore series of events and activations included Great Southern wine masterclasses at the exclusive wine club 67 Pall Mall, a showcase of Akoya Oysters with matched Great Southern wine, a visit to the The Australian High Commission to discuss exporting conditions and opportunities with Austrade and a high-end cocktail party for all the influencers of Singapore at the Australian High Commission Residence. These events generated strong premium brand awareness and affinity for premium wine of Great Southern provenance, and drove interest in WA and the Great Southern as a tourism destination for Singapore-based travellers.
This new initiative is building the profile and strengthening the value of the Great Southern region. It has been developed by the Great Southern Development Commission, the Australian Trade and Investment Commission (Austrade) and Australia’s South West. It was supported by Wines of Western Australia, Great Southern Wine Producers Association, Department of Primary Industries and Regional Development, and Department of Jobs, Tourism, Science and Innovation.
“The Great Southern region has extraordinary and unparalleled agribusiness opportunities and tourism experiences on offer, and we want to share Western Australia’s hidden jewel with the world” said Agriculture and Food Minister Alannah MacTiernan. “The co-ordinated efforts from this trade mission will help connect our premium businesses with eager buyers and consumers in international markets and increase the profile and prominence of the region’s natural assets.”