Tourism Australia and Wine Australia will link up in a partnership to encourage more visitors to Australia, Wine Australia chief executive Andrew Cheesman announced at the organisation's annual general meeting in Sydney on Thursday.

"If the two sectors can work together to close that gap, there will be significant in-market and export benefits to both industries, and in particular our regional communities."

"By partnering with Wine Australia, there is a greater opportunity to highlight Australia's world-class wine experiences as a further motivating factor for people to travel to and through Australia," Tourism Australia director Andrew McEvoy said.

Together, wine and tourism contribute about $140 billion to Australia's economy every year, and it's hoped the new partnership can increase this figure.

The campaign, backed by a $2.1 million federal government grant, will be a wine-themed extension of Tourism Australia's "There's nothing like Australia" marketing drive, highlighting the country's lifestyle, natural beauty and wine. 

Australian wine's popularity has grown in the higher-priced brackets in the United States, and interest has been sparked in Scandinavia, Brazil, Russia, and India.

Tourism Minister Martin Ferguson said the partnership would target the Asian market.

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