Who We Are
The Hunter Valley Wine & Tourism Association (HVWTA) is a not-for-profit, membership-based organisation and the peak industry body for the region’s wine and tourism sector. We represent businesses across the Hunter Valley and work closely with Cessnock City Council, Singleton Council, Destination NSW, NSW Wine, Wine Australia, Tourism Australia and other government and industry partners.
Our membership includes wineries and cellar doors, accommodation providers, restaurants and bars, tours, attractions, events and supporting services. Together, this network helps strengthen the Hunter Valley visitor economy and create a more connected and competitive region.
This collaborative role is especially important as the Hunter Valley prepares for major opportunities including the wine industry’s 2028 Bicentenary and the ongoing protection and promotion of the region’s heritage vineyards, landscapes and wine tourism experiences.
What We Do
HVWTA works across five key areas that support the Hunter Valley wine and tourism industry:
- Destination and wine brand marketing - promoting Hunter Valley Wine Country through digital campaigns, social media, editorial content, consumer events, media engagement and winecountry.com.au.
- Visitor servicing - supporting visitors through the Hunter Valley Visitor Information Centre, regional guides, maps, What’s On information, Bookeasy and Australian Tourism Data Warehouse content.
- Advocacy - representing the region on land use planning, infrastructure, regulation, funding, wine industry policy and other issues that affect local businesses and the visitor economy.
- Industry and people development - delivering member forums, networking, tourism data insights, scholarships, workshops, product development and industry events.
- Business development and trade engagement - connecting Hunter Valley businesses with domestic and international tourism trade, wine trade, business events, export opportunities and major industry marketplaces.
Our Purpose
Our purpose is to champion the ongoing success of the Hunter Valley wine and tourism industry. We bring businesses and stakeholders together to grow visitation, strengthen the region’s reputation, support sustainable economic growth and ensure the Hunter Valley has a strong voice in decisions affecting its future.
In practical terms, that means attracting more visitors, helping businesses connect with new audiences and markets, supporting better visitor experiences, advocating for the region, sharing useful data and insights, and building industry capability for the future.
Our Vision
Our vision is for the Hunter Valley to remain one of Australia’s leading wine and tourism destinations: a region recognised for its wine heritage, quality visitor experiences, distinctive landscapes and strong, resilient local industry.
We want Hunter Valley Wine Country to continue growing in a way that protects what makes the region special while creating new opportunities for visitation, investment, industry development and the next generation.
Our Values
Our work is guided by a collaborative, practical and region-first approach.
- Collaboration - working with members, councils, government, industry bodies and partners to achieve stronger outcomes together.
- Leadership - representing the Hunter Valley with a clear voice and taking an active role in shaping the region’s future.
- Connection - connecting businesses with visitors, trade, information, opportunities and each other.
- Sustainability - supporting the long-term economic, environmental and cultural sustainability of Hunter Valley Wine Country.
- Industry development - investing in people, knowledge, data and opportunities that help local businesses and the wider region thrive.
Why Our Work Matters
Wine and tourism are central to the identity and economy of the Hunter Valley. The region’s visitor economy is worth approximately $641 million and welcomes more than 1.6 million visitors each year, supporting wineries, accommodation, restaurants, attractions, tours, events and many other local businesses.
HVWTA helps connect these businesses under a single destination brand and regional voice. Our work supports visitation and visitor spend, strengthens the Hunter Valley’s national and international profile, helps protect vineyard land and heritage, creates trade and business opportunities, and ensures local industry is represented in important planning, policy and investment decisions.
By working collectively, the Hunter Valley can deliver stronger visitor experiences, a more resilient local economy and a sustainable future for its wine and tourism industries.
