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
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.
Victoria Tourism Industry Council
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