Latest News

Back to Latest News back

 

Victoria aims for $36.5 billion tourism sector by 2025

Victoria aims for $36.5 billion tourism sector by 2025
July 26, 2016

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

29th May 2016 - VICTORIA’S SHIPWRECK COAST TO GET MULTI-MILLION-DOLLAR TOURISM MAKEOVER

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’

24th July 2013 - VICTORIA’S 2020 TOURISM STRATEGY LAUNCHED AT NATIONAL TOURISM AND EVENTS EXCELLENCE CONFERENCE

 


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 

GLADSTONE MRM

Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues

 
 

The Retention People Australia

TRP help health clubs, leisure centres and gyms across the globe create happy, loyal members through our user-friendly software which enables effective engagement and the delivery exceptional customer…

read more

Fitness / Marketing / Recreation / Technology / Wellness

 
 

AEROBIC MICROPHONES AUSTRALIA

Aerobic Microphones Australia provides audio products for the fitness industry. Products include the sweat resistant Cyclemic and Aeromic headworn microphones and pouchbelts that are made in…

read more

Fitness / Technology

 
 

LINKS MODULAR SOLUTIONS

Links Modular Solutions are a leading provider of high-quality, innovative software solutions for leisure facilities. Our software suite includes modules such as POS, Classes, Members, Facility…

read more

Access / Billing / Finance / Fitness / Technology

 
 

IP HUB

Talk To Us For Independent Advice & Specialised Services We're business people, not sales reps IP HUB is one of Australia’s leading advisors on telecoms for both small businesses and…

read more

Marketing / Technology

 
 

Sportybots

We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…

read more

Fitness / Play / Recreation / Sport / Wellness

 
 

HQH FITNESS

HQH Fitness is an international company that specialises in improving the health, fitness and wellness of people everywhere. We are the South Pacific distributors for Total Gym/GRAVITY Education and…

read more

Fitness / Recreation / Technology / Wellness

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business