International marketing of two of Australia's biggest export sectors - wine and tourism - is about to be bolstered following an agreement between Tourism Australia and Wine Australia.

Under the three-year Memorandum of Understanding the two government agencies will partner on advertising and consumer promotions, digital marketing, public relations and special events.

There will be a focus on key markets such as China, the US, UK and Canada, as well as the domestic market from 1 January 2013.

Tourism Australia managing director Andrew McEvoy said research shows that inbound tourists know little of Australian food and wine before arrival but leave feeling it was an important part of their trip.

Wine Australia chief executive Andrew Cheesman added: "Our aim is to excite consumers about Australian wine, activate the trade and see more quality Australian wines on wine lists and retails shelves around the world."

The Australian wine industry contributes AU$43bn (US$45.10bn, 34.92bn euro, £28.14bn) to the economy and creates 52,000 jobs.

Tourism generates AU$96bn (US$100.69bn, 77.96bn euro, £62.83bn) in spending annually, employing around one million Australians directly and indirectly.