The Hunter Valley Wine and Tourism Alliance combines stakeholders from Cessnock and Singleton councils and the Hunter Valley Wine and Tourism Association in a bid to increase tourism to the region and double overnight visitor expenditure by 2020.

The alliance, which is chaired by former NSW tourism minister George Souris, plans to partner on critical projects and achieve a common platform for booking accommodation, events and operations. 

Its funding opportunities and planning will link in with the NSW Government’s Visitor Economy Taskforce Report and Action Plan.

Mr Souris said that although 5.5 million domestic people live within an hour of a half of the Hunter Valley and 83.5 million people arrive into the NSW gateway each year, the Hunter Valley only received 1.4 million visitors last year.

“With those advantages at our doorstep, we in the Hunter have lagged behind the average growth rate of tourism of regional NSW,” he said.

The NSW Government set the goal in 2011 of doubling overnight visitation to the state by 2020, and Mr Souris said the Hunter Valley must mirror that target.

“If NSW has any hope of achieving that, then the Hunter has to absolutely achieve that,” he said.

“Unless the leading wine district of NSW is achieving that sort of statistic, we’ll be letting the state down.”

To do so, Mr Souris believes the alliance needs to increase trade visits and tap into the increasing Newcastle cruise market.

“We know we have a task ahead of us,” he said.

Minister for Regional Development, Skills, and Small Business John Barilaro launched the alliance on Thursday at Sebel Kirkton Park, Pokolbin.

Mr Barilaro said the government needs to support the growing industries that are contributing to job growth and the economy.

“We need to make sure that we are working closely with the industries where we see potential, where there is opportunity and we’re going to do that in a number of different ways than we probably previously have done,” he said.

“We’ve got to come together as a collective and have a strong voice.”

Cessnock Mayor Bob Pynsent said the alliance amplifies the relationship between Cessnock and Singleton councils.

“As the mayor of Cessnock, I see today’s launch as a firm commitment by those two councils along with representatives from the Hunter wine and tourism industries to work together for the betterment of the region,” he said.

“It’s about having no borders when it comes to promoting the visitor experience.”

Cr Pynsent said that although the area has seen a mining downturn as well as the shutdown of both Hydro Aluminium and Cessnock Bonds factory in recent years, the hospitality and tourism sector continues to grow. 

“Our visitor economy is vital for providing important investment and employment opportunities in both Singleton and Cessnock,” he said.

“I look forward to working together to grow this vital tourism industry while acting as one voice to promote this unique region.”

The alliance meets monthly and will aim to attract appropriate levels of funding, develop critical industry offerings and facilitate strategic alliances.