New Zealand Winegrowers and Air New Zealand have signed a deal which will see them jointly promote the country as a destination for wine tourists.
They believe that more than a million visitors have toured the country's vineyards and wineries over the last five years and the sector has tremendous opportunity for future growth.
Winegrowers chief executive Philip Gregan said the North American and Asian markets will be targetted in the promotion.
"People who come to New Zealand to visit wineries tend to be high income earners so we need to target those, we can target the wine business people themselves, so there is a number of different things that we can do to develop the programme."
Winegrowers and Air New Zealand plan to hold familiarisation tours for international food and wine media as well as targetting consumer and trade events in the United States, Canada and China.