Our Campaign:

The 2018 Victorian Election is a critical opportunity to grow the tourism industry and the visitor economy.

While Victorian tourism in on the right track, more can be done to address pressing challenges:

  • We continue to operate in a highly competitive domestic and international environment
  • We are not growing fast enough to meet the Government’s target of 320,000 tourism jobs by 2024/25.
  • Only seven cents of every international dollar spent in Victoria is spent in our regional areas
  • Victoria ranks 4th with a 14% share of the nation’s $38 billion tourism infrastructure development pipeline behind WA with 17%; QLD with 20% and NSW with 36%.
  • The ‘jewel in the crown’ of our natural assets, the Great Ocean Road, is operating at the edge of capacity
  • Our international success is highly dependent on the performance of China, lack of diversification is a key risk
  • A lack of sustained marketing funding has hampered long-term planning and brand building and can lead to missed opportunities in harnessing the full potential of our international, interstate and intrastate markets.
  • The cost of bidding for lucrative international business events will rise as we seek to fill the new capacity of the Melbourne Convention and Exhibition Centre
  • Our performance in delivering significant business events to regional Victoria is under threat as other states look to emulate our model

Tourism is Victoria’s Business is a campaign designed to address these challenges and raise awareness of the value and impact of tourism and events to Victoria.

It provides Government with a Five Point Plan to grow the visitor economy, create jobs and support business into the future.

While Government decision-makers are the key focus, the campaign also aims to engage VTIC members and the wider tourism and events industry to demonstrate the value and impact of tourism across Victoria.

Our Campaign Brochure
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