• Victoria Tourism Industry Council (VTIC)
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2020 Tourism Strategy will help unlock the potential of Victoria’s visitor economy

23 /07/ 2013 Comments are Closed

The Victoria Tourism Industry Council (VTIC) has welcomed today’s launch of Victoria’s 2020 Tourism Strategy by the State Government.

The strategy, launched at the third annual National Tourism and Events Excellence Conference, sets the vision for Victoria’s tourism and events industry out to 2020.

“This strategy addresses some key challenges to Victoria achieving its potential of $24.7 billion in overnight expenditure and creating an additional 110,000 jobs by 2020,” says VTIC Chief Executive Dianne Smith.

“We applaud the State Government for setting this vision and keenly await the announcement of any funding commitments that will help ensure our important industry can thrive. The extension of the Melbourne Convention and Exhibition Centre would be a great place to start, aligning with the strategy’s focus on business events and generating flow-on benefits for the entire state.

“There is great untapped potential for further tourism activity in regional Victoria. Tourism and events have major social and economic benefits in regional areas, but results have been patchy. We look forward to working with the State Government to think more innovatively about ways to stimulate visitation beyond Melbourne and are pleased to see this challenge acknowledged in the strategy.

“Tourism and events employ more than 200,000 people (directly and indirectly) in Victoria. Every part of our industry must work hard to ensure it remains a major economic contributor and our state continues to be a premier visitor destination. Through this strategy, the Government has shown that it understands the challenges facing our industry and we look forward to working with it on solutions in the near future.”

Victoria’s 2020 Tourism Strategy describes how the Victorian Government will set the policy framework in key areas including digital excellence, international marketing, domestic marketing, events, aviation access, investment attraction and skills and service standards.

Victoria’s 2020 Tourism Strategy is available here.


About the Author


The voice of the Victorian tourism industry, representing key industry associations, operators and government agencies.

Media Manager:

Media enquiries: media@victorianchamber.com.au,

Anne Wright, Media and Communications Manager, (03) 8662 5310 / 0423 883 945

Ellana Katos, Social Media and Communications Advisor, (03) 8662 5205 / 0400 976 889



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