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.

Learn more

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. Activate Melbourne’s Landmark Precincts
  3. Invest in our natural assets and regions
  4. Deliver tourism transport solutions and connectivity
  5. Enhance workforce training and skills
Learn more

Tourism Means Jobs

Tourism creates over 214,500 jobs in communities across Victoria, Tourism is Victoria’s Business, let’s get behind it.

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