ICC Sydney chief executive officer Geoff Donaghy made the comments during a two-day visit during the recent Hunter Valley Wine Show.

The Hunter is a major wine supplier to the Darling Harbour-based ICC Sydney, representing 22 per cent of its annual wine expenditure from wineries including Margan, De Iuliis, Tyrrell's and Brokenwood.

"Profiling Hunter wine products at [ICC Sydney] we would envisage would lead to interest, and although anecdotal we are seeing evidence of it in visits to the region and there will be tourism spinoffs," Mr Donaghy said.

Mr Donaghy said ICC Sydney was in preliminary talks with Destination NSW about working with the Hunter on such activities, expected to include satellite meetings for the Sydney organisation.

Visiting the Hunter for the first time in the role and with ICC Sydney's beverage operations and cellar manager William Wilson, Mr Donaghy said engagement with Hunter producers was important as ICC Sydney began its annual review of stock in its three Darling Harbour venues, including the Convention Centre.

"We see opportunity to grow not just the amount of product and what we sell - and we have consumed more than 70,000 Hunter products since we opened in 2016 - but it also showcases regions because we believe very strongly that Hunter products are as good as any in Australia," he said.

In 2018, ICC Sydney had 1.4 million visitors through its venues, a large chunk from global destinations.

Mr Donaghy said there was "intense interest and demand" to be included at ICC Sydney and the Hunter trip was a part of its ongoing efforts to examine other emerging products that may be invited into the fold.

"When we initially called for proposals to wineries to send us products and samples, we had over 1000 bottles that were provided and William and his panel undertook blind tastings over many many days that resulted in the original programs that we put together," he said.

He believed the Hunter brand was well-known because of the quality of product and the professionalism of its industry, which he said would ensure its ongoing inclusion.

"This has enabled it to be the biggest selling region in our centre," he said.