Tourism is Victoria’s Business

Tourism is Victoria’s Business is an industry-led campaign designed to raise awareness of the value and impact of tourism and events to Victoria.

The visitor economy is worth over $25 billion to Victoria, employing over 214,500 people across the state. However, to address pressing challenges and maximise the potential of the industry, government must invest in growing tourism and the visitor economy across Victoria.

This year’s state election is a critical opportunity for all sides of politics to commit to policies that capitalise on the success of tourism and events in Victoria. Our campaign provides a blueprint to grow the visitor economy, create jobs and support business into the future.

Tourism is Victoria’s Business is managed by the Victoria Tourism Industry Council (VTIC) on behalf of Victoria’s tourism and events industry.

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A message from the
VTIC Chief Executive

Last year, Victoria experienced double digit growth in international and domestic overnight expenditure, growing at a rate above the national average.

Record numbers of visitors are choosing to experience our state’s unique and diverse blend of arts and culture, nature-based attractions, food and wine, and our spectacular line-up of major events.

Put simply, Tourism is Victoria’s business. We are an industry making a significant economic impact by supporting businesses and creating jobs in Melbourne and right across Victoria.

Now is the time to capitalise on the success of tourism in Victoria, harness the state’s natural amenities and attractions, and accelerate the next wave of economic growth.

By making these choices, Government will be choosing to create jobs and support business – not just in Melbourne, but throughout regional Victoria. Together, Government and industry can position the visitor economy to become Victoria’s most important and profitable sector.

Felicia Mariani
Chief Executive
Victoria Tourism Industry Council

VTIC’s Election Platform

Our Five Point Plan for creating jobs and supporting business in Victoria’s visitor economy

  1. Secure funding for marketing and events
  2. Expand the Regional Tourism Infrastructure Fund
  3. Invest in our natural assets and regions
  4. Deliver tourism transport solutions and connectivity
  5. Enhance workforce training and skills
Learn more

Latest News

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Victoria in the race to be the top destination for international visitors

19 Jul 2018

Victoria is catching up with New South Wales when it comes to attracting international tourist dollars. The figures, released...

The visitor economy is Victoria’s job solution

06 Jul 2018

Tourism continues to make a huge contribution to Victoria’s economy, latest figures released by Tourism Research Australia (TRA) shows....

Investment urgent if Victoria is to become Number One

21 Jun 2018

The latest results of the National Visitor Survey highlights the need for significant State Government investment to maximise the...