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The Victorian Government is to explore new ways to grow tourism and support regional Victoria through a review into the regional tourism industry.

Introducing the review, Victorian Minister for Tourism, Sport and Major Events Martin Pakula said tourism was one of regional Victoria’s most important industries, with 40% of total tourism employment based outside Melbourne - creating jobs and helping local economies thrive.

He advised “in an increasingly competitive national and international tourism marketplace, it makes sense to routinely review the support we give to regional Victorian tourism operators.”

“Tourism is the backbone of jobs in regional Victoria, accounting for one in every ten jobs. Through this review we will strengthen employment opportunities and open new markets for our thriving sector.”

Currently international visitors make up just 3% of overnight visitors to regional Victoria, compared to 22% in Melbourne while international expenditure and overnight visitation to the regions has also declined by 2.6% and 1.4% respectively over the past 12 months.

In light of this, the Victorian Government has ordered the Regional Tourism Review to ensure our regions are being offered the best support and opportunities to grow visitation and boost local businesses.

There are also many opportunities to boost overnight stays and expenditure from Melbourne visitors to the regions. To do this, the Regional Tourism Review will look at opportunities to better support tourism in the regions, enhance private investment and create more regional jobs.

The Regional Tourism Review will be led by Special Adviser and Member for Macedon Mary-Anne Thomas, who will lead consultation in regional communities and oversee the Department of Jobs, Precincts and Regions’ work in delivering the review.

Commenting on the Review, Thomas stated “we know that regional Victoria has the best of everything, but we also know there is untapped potential.

“This review will address that and find new ways to develop and promote the unique experiences regional Victoria has to offer.”

Image: Ballarat's Kryal Castle.

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16th October 2018 - Visit Victoria releases world’s first dog optimised tourism campaign

7th October 2018 - Victoria benefits from cultural tourism boom

22nd February 2017 - Corporate Leader to head Visit Victoria

24th July 2013 - Victoria’s 2020 Tourism Strategy launched at National Tourism and Events Excellence Conference

16th May 2012 - Kryal Castle begins tourism transformation

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