• Victoria Tourism Industry Council (VTIC)
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Advancing our industry – we need all hands on deck

26 /02/ 2015 Comments are Closed

By VTIC Chief Executive Dianne Smith

This summer, I went to Sorrento Back Beach. After taking photos of my son in the surf, I sauntered back to my sun shelter to sip a latte on the sand. That evening, I ate Victorian mussels, drank Victorian wine and watched a spectacular sunset, as well as a little tennis on TV. Later that week, I had the ‘real life’ experience at the Australian Open. I questioned: ‘Could I be much more contented?’

I acknowledge that many of you were working furiously while I had this break – rest assured this ends my holiday references – yet I share them with you to highlight the appeal and diversity of our state’s tourism experience.
Just a few highlights of recent and coming weeks include World Cup cricket, the Lion King musical, the Tupperware convention, the 2015 Australian International Airshow at Avalon Airport, Chinese New Year, White Night Melbourne and AIME – and of course, there’s much more…

To quote Deloitte, tourism is a super-growth sector, especially in Victoria.

Despite our ‘liveability’, however, each year since 2011, more Victorians have travelled overseas than holidayed in our own state. The money being lost through our holiday travel trade deficit is more than $7 billion annually – the highest of all states and territories.

You, our members, tell us you want to grow, invest more in products and services, collaborate more and employ more people. At the same time, you tell us about the rising business costs, and in particular that wages are squeezing profits.

Disappointingly, this comes at a time when youth unemployment is 13.1 per cent in Victoria. In the Great Ocean Road region, it’s 18 per cent, the highest of any region in the state.

In this environment – with both unrealised potential and room for improvement in tourism – we need all hands on deck to advance our industry, hence the importance of being a VTIC member.

We can advocate more effectively with your input and, representing a growing and vibrant $20 billion industry employing more than 200,000 people, we have a better chance of being heard and grabbing attention.
If I were a minister, MP or mayor, I would respond better if presented with a clear, unified agenda – which is especially relevant when other sectors are suffering job losses.

Last year, on your behalf we presented a case to the major parties, with a call to action asking them to:

• be more serious about jobs and tourism (tourism jobs are local jobs)
• take a more cohesive ‘whole of government’ policy approach to tourism
• help us realise the growth potential of the tourism industry, in partnership with governments.

What we mean by a partnership approach is industry driving innovation while government provides support through activities like investment facilitation, cooperative marketing, running several attractions (like our museums, zoos, public galleries and parks), and seeding events.

In the past, this approach to tourism has delivered a significant return on investment for the state and it should continue to do so.

In conveying to governments that tourism is a priority for jobs growth, I urge everyone to emphasise these key messages: TOURISM = JOBS and government spending on tourism is an investment, not a subsidy. This is especially important as we head towards the Andrews Government’s first State Budget.

VTIC

About the Author

VTIC

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

Events

february

28feb9:00 am3:00 pm2018 VTIC Visitor Economy Forum & Tourism Australia Industry Briefing9:00 am - 3:00 pm Melbourne Convention and Exhibition Centre

march

07mar5:30 pm7:30 pmVTIC 2018 Mixer Series - March Tourism Networking EventConnect and reconnect at our monthly mixers5:30 pm - 7:30 pm Novotel Melbourne St Kilda

15mar9:30 am5:30 pmTourism Australia's Destination Australia Conference 20189:30 am - 5:30 pm The Glasshouse

15mar5:45 pm7:30 pmVictorian Chamber presents: Business After Dark5:45 pm - 7:30 pm Roc's Bar

19mar9:00 am11:00 amDestination Melbourne presents: Tapping into Tourism9:00 am - 11:00 am Willis Room, Whitehorse Civic Centre

21mar10:30 am11:30 amVTIC Webinar Series: PR for Tourism Businesses - Telling your storiesImproving the world, one webinar at a time!10:30 am - 11:30 am

23mar7:45 am10:00 amVictorian Chamber presents: Grand Prix Breakfast7:45 am - 10:00 am Albert Park

april

04apr5:30 pm7:30 pmVTIC 2018 Mixer Series - April Tourism Networking EventConnect and reconnect at our monthly mixers5:30 pm - 7:30 pm Mercure Melbourne Treasury Gardens

18apr10:30 am11:30 amVTIC Webinar Series - Risk Management 101Improving the world, one webinar at a time!10:30 am - 11:30 am

may

02may5:30 pm7:30 pmVTIC 2018 Mixer Series - May Tourism Networking EventConnect and reconnect at our monthly mixers5:30 pm - 7:30 pm Mercure Melbourne Treasury Gardens

31may9:00 am5:00 pmDestination Melbourne presents: Melbourne LIVE9:00 am - 5:00 pm Arts Centre Melbourne - The Pavilion

july

30jul(jul 30)8:00 am31(jul 31)3:30 pmVictorian Tourism Conference 2018SAVE THE DATE8:00 am - 3:30 pm (31) RACV Cape Schanck Resort

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