A new report released by Wine Australia shows grape growing, winemaking and wine-related tourism contributes $51.3 billion to the Australian economy and supports more than 200,000 jobs.

The independent report - Economic Contribution of the Australian Wine Sector 2025 - produced by AgEcon Plus and Gillespie Economics highlights the sector’s multiplying effect, where the flow-on from production, experiences and employment contribute significantly higher to the Australian economy than the initial farm gate value.

As a result, for every additional $1 million in gross output from the wine sector, the wider Australian economy gains $2.16 million and for every job gained in the wine sector, the Australian economy gains 1.42 jobs.

Wine grapes are grown and crushed in every Australian state, with NSW the second largest grape producer.

Wine Australia Chief Executive Officer Dr Martin Cole said: “The grape and wine sector is a unique contributor to the Australian economy given its significant multiplier effect and importance to the vitality of regional communities.

“Wine grapes are grown and wine produced in regional communities around Australia. The sector is an ambassador for these regions, attracting people from all around the world back into our regions and businesses for first-hand experiences.

"The sector also indirectly contributes to regional communities through the flow-on effects to supplier industries, as well as the goods and services used locally by employees.”

The report shows the $51.3 billion that the sector contributes to the Australian economy includes $25.4 billion in value-added, which is the difference between the gross value of the business turnover and the costs of raw materials and services to produce the output.

The overall economic contribution also includes $15 billion in wages and salaries for 203,392 direct and indirect employees.

A similar report was produced in 2019, but direct comparison is not possible due to changes in data, refinements in modelling methods and the impact of inflation. However, when looking at the two “snapshots in time”, losses in economic contribution of grape growing and wine making have been offset by growth in wine tourism.

The Australian wine sector defined as wine grape growing, wine making and wine related tourism:

• Supports 203,392 direct and indirect full and part-time jobs, most located in regional Australia, including 5408 directly in grape growing, 15,411 directly in wine making and 69,202 directly associated with wine tourism.

• Generates income from both direct and flow-on employment in the wine sector of $15.0 billion.

• Contributes $51.3 billion to the value of gross output for Australia.

• Adds $25.4 billion in value-added to the Australian economy.

The contribution of wine tourism

Tourism Research Australia estimates there were 7.5 million visits to Australian wineries from both domestic and international travellers in year ending December 2024.

Those travellers who visited a winery spent $11.6 billion during their entire trip and are typically higher spenders with an average spend per trip of $1487.

While domestic travellers made up the majority (89 per cent) of visits to wineries in 2024, internationals contributed 41 per cent of the spend in Australia and on average spent $5758 during their trip.

The United Kingdom was the largest source of international visitors to Australian wineries during the period, followed by Korea, Singapore, the United States and China. Visitors from China spent the most on their trip.

The Hunter Valley's Brokenwood Wines was recently named the 2026 Halliday Wine Companion Winery of the Year, one of the most respected honours in Australian wine.

Selected ahead of 945 wineries from across the country, the award follows Brokenwood being named Hunter Valley Wine & Tourism Association Cellar Door of the Year in 2025.

The full Economic Contribution of the Australian Wine Sector 2025 report is available here.

NSW number one for domestic wine tourism

Tourism Research Australia data shows NSW was the nation's number one destination for domestic overnight wine tourism visitors, nights and expenditure in 2024.

There were 1.7 million domestic overnight visitors during the period, who spent $2.2 billion across their trip.

Additionally, there were 238,700 international wine tourism visitors to NSW in 2024, who spent $1.3 billion across their trip.

The NSW Visitor Economy Strategy 2035 has highlighted culinary and agritourism experiences as playing a key role in achieving its goal of $91 billion in annual visitor expenditure.

Food and drink connect visitors with landscapes, heritage and local communities. Visitors to NSW can immerse themselves in experiences ranging from farm-to-table dining, cellar doors, distilleries, breweries and artisanal markets. Visitors can also enjoy diverse food precincts, events, night markets and international cuisines; and discover native ingredients through tasting tours and cooking classes.

Investing in the future of the wine industry

The Australian Government has announced $30 million worth of new funding for local wine and cider producers.

In recognition of the importance of this industry and its flow on benefits for regional communities, the Government has extended the popular Wine Tourism and Cellar Door Grant Program for another three years, with the first of three new $10 million rounds opening today.

The program encourages agritourism by supporting producers to sell their wine and cider products at cellar doors, attracting visitors to Australia’s premier wine regions and boosting business for rural and regional communities.

Eligible producers can apply for grants of up to $100,000, which can help support upgrading facilities, boosting workforce capability, and business expansion.

Minister for Trade and Tourism Senator Don Farrell said: “With 7.5 million visits to Australian wineries in 2024 alone, the wine sector is a key part of Australia’s attraction as a tourism destination.

“Wine hopping has become a huge fixture of weekend getaways – directly benefiting producers and supporting local economies and creating jobs, particularly in our regions."

Since its inception, the Wine Tourism and Cellar Door Grant Program has provided over $60 million to recipients through more than 1000 grants.

Round seven of the program, which opens today, will close on 31 October 2025. For more information click here.