Sustained, four-year funding commitments for the industry’s primary marketing and events attraction bodies
– $160 million over 4 years to equip Visit Victoria to deliver wins for the state
While Victoria is experiencing solid growth in both domestic and international visitation numbers, it is being outperformed by several other states. Victoria’s success is by no means a foregone conclusion as other states make unprecedented investments in attracting new visitors.
International, interstate and intrastate visitor markets each contribute approximately one-third of economic value to Victoria’s visitor economy. Short term funding arrangements for Visit Victoria have created long delays between advertising campaigns to these markets, and have been an inhibitor to growth – preventing Victoria from fulfilling its full tourism potential.
Given the shared importance of each market to the visitor economy, VTIC is calling for Visit Victoria to be allocated $160 million over four years to provide funding certainty and allow for longer term strategic planning and marketing activity. It will allow Visit Victoria to deliver strategic marketing and promotional campaigns that target international, interstate and intrastate visitors, while providing continued support for Regional Tourism Boards and Destination Melbourne.
– Melbourne Convention Bureau’s core operating budget returned, plus a separate bid fund of $12-15 million per annum over four years
– $3 million over four years for Business Events Victoria
Melbourne Convention Bureau (MCB) must be properly resourced to effectively and competitively engage on a global stage for major business events. A reduction in its core operating budget has hampered its ability to compete, and VTIC wants to see MCB’s core budget returned to levels pre-2013.
Internationally, bidding for business events is a hugely competitive arena. A separate bid fund of $12-15 million per annum over 4 years is required to avoid risking under-utilisation of the $205 million invested in the expansion of the Melbourne Convention and Exhibition Centre.
Business Events Victoria (BEV) is an industry-led membership-based organisation that delivers $475 million to regional economies across Victoria. The BEV model is being closely considered by other states and funding certainty is required to ensure this specialist body can continue its excellent track record in delivering these important events to regional Victoria.