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Victoria aims for $36.5 billion tourism sector by 2025
Maximising the benefits of events and better access and services for the booming Asian tourism market underpin a new plan for Victoria’s visitor economy.
Setting an ambitious target to raise levels of visitor expenditure in Victoria to $36.5 billion by 2024/25, up from $23.1 billion in 2014/15, the Victorian Government’s Victorian Visitor Economy Strategy highlights key areas that will drive tourism growth, including maximising the benefits of events, better tourism infrastructure and improved experiences for visitors from Asia.
Setting out a direction for the new Visit Victoria agency, the Strategy focuses on nine key areas:
• More private sector investment
• Building on the potential of regional and rural campaigns
• Maximising the benefits of events
• Improved branding and marketing
• Improved experiences for visitors from Asia
• Better tourism infrastructure
• Improved access into and around Victoria
• A skilled and capable sector
• More effective coordination
The strategy also highlights how, although tourists are flocking to Melbourne, very few are staying overnight in regional Victoria – just 3% of all overnight visitors to regional Victoria are international guests.
Introducing the Strategy, Victorian Tourism Minister John Eren said more five-star accommodation in regional areas was needed for high-yielding Asian tourists, stating “if every visitor stayed one more night it is worth $2 billion to the economy.”
Currently Victorians make up 81% of all overnight visits to regional Victorian, with another 16% hailing from interstate.
The Strategy highlights many challenges outside of Melbourne including low awareness of regional tourism options in the Australian market, limited transport option for visitors, restricted internet access and limited accommodation options.
It explains “while Victoria has significant natural attractions across the state, these are not as recognised in the domestic market as attractions in other states and territories.
"Many areas of regional Victoria also lack appropriate infrastructure, have difficulties attracting and retaining workers, and miss out on developments due to regulatory and information barriers."
Minister Eren said the Victorian Government was looking at a number of ways to improve the sector including encouraging more private sector investment, improved branding and marketing and building better access into and around the state.
Introducing the strategy at Victorian Tourism Conference in Bendigo, Minister Eren stated “the visitor economy is one of Victoria’s great strengths (and this) is our blueprint to grow the sector over the next decade. We’ve got ambitious goals, and this is how we achieve them.”
“The experience we offer our visitors is the reason we’ve continued to thrive in a challenging economic environment, but we’ll never be complacent.”
The new strategy replaces the former 2020 Tourism Strategy launched in 2013.
Click here to view the strategy.
Images: Chinese visitors at the 12 Apostles (top) and Melbournne by night (below).
21st July 2016 - LABOUR COSTS SET TO SLOW VICTORIA’S TOURISM SECTOR
14th July 2016 - STRONG TOURISM FORECAST WITH UPWARDLY REVISED GROWTH FORECASTS
18th May 2016 - INAUGURAL CHIEF EXECUTIVE APPOINTED TO LEAD VISIT VICTORIA
17th June 2015 - VICTORIAN PREMIER VOWS TO FIGHT FOR EVERY MAJOR EVENT ‘WORTH TAKING’
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