• Victoria Tourism Industry Council (VTIC)
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Tourism industry showcases its value during Victoria Tourism Week

31 /08/ 2012 Comments are Closed

The Victorian tourism industry is preparing to celebrate the benefits tourism creates for all Victorians in a series of events throughout the state to mark Victoria Tourism Week.

Victoria Tourism Week, from 3 to 8 September, aims to demonstrate the social and economic contribution visitors from interstate and overseas make to the Victorian economy and community in general.

“The Victoria Tourism Industry Council (VTIC) and Destination Melbourne understand that tourism touches everyone. We want all Victorians to get a closer understanding of how tourism works and have the opportunity to participate in this growing industry that is so integral to our state,” says VTIC Chief Executive Dianne Smith.

The industry generates annual economic benefits for Victoria of $15.9 billion, and is responsible for the creation of more than 200,000 jobs. As well as this significant contribution to Victoria’s continued economic growth, the industry provides a host of social benefits while being the key promoter of the state’s natural and cultural icons.

“Victoria Tourism Week is an opportunity to bring the visitor industry together in a positive and inclusive way and identify methods to improve the quality of the visitor experience. We also want to develop a greater understanding of the value of visitors to our state, while encouraging Victorians to get out and about in their own backyard,” says Ms Smith.

Chris Buckingham, CEO Destination Melbourne, says, “Melbourne itself has never been more prominent globally than it is now, after The Economist ranked Melbourne the world’s most liveable city. It has never been more important for us as an industry to ensure that this liveability translates into ‘visitability’.

“The real value of tourism is that it creates jobs close to communities and encourages investment in community-based infrastructure.

“We encourage all Victorians to use this week to connect, identify opportunities and celebrate the unique and rewarding attributes of the visitor industry.”

Events throughout the week include a tourism industry exchange at which the Minister for Tourism and Major Events, the Hon. Louise Asher MP, will officially open Victoria Tourism Week and Melbourne’s first official visitor iPhone App will be launched.

A Tourism Industry Amazing Race will also see industry participants explore Melbourne with limited clues, while visitor centres throughout the state will join in the celebrations to showcase their work too.

Victoria Tourism Week events:

Regional activities include:

  • Wangaratta local wine pour, taste of the region, Bach to Brazil, and photographic exhibition of Ewen Bell
  • Myrtleford Amazing Race
  • Bright early bird rail trail
  • Shepparton free guided walks
  • Bass Coast business and tourism conference

Melbourne activities include:

  • Masala trails
  • Calling Australia Home and Epic! 100 years of film & the Bible exhibition
  • Melbourne evening lights tour
  • Docklands walking tour
  • The Koorie Heritage Trust Inc Cultural Centre
  • Chocolate exploring of Melbourne lanes and arcades
  • City bar tour

Did you know?

  • Victoria has 2000km of coastline and the tallest building in the Southern hemisphere
  • Visitor experiences in Victoria can range from surfing at Bells Beach, exploring our laneways, or plane spotting at Melbourne Airport
  • More than 22.5 million passengers arrive into the Melbourne Airport annually
  • Melbourne represents 140 nationalities, 180 languages and 100 religions
  • Melbourne has the highest Greek and Italian populations outside of Greece and Italy
  • There are 480 hectares of parks and gardens in Melbourne
  • Melbourne is the only city to have five international standard sport venues within the city limits
  • Melbourne has the 3rd largest tram network; over 245km of track, 1770 stops, over 500 trams running 29 routes

Media contact: Melina Walton, Senior Communications Adviser mwalton@vecci.org.au, 03 8662 5310, 0423 883 945

Join the conversation on Twitter: #tourismwk


About the Author


The peak body for Victoria's tourism and events industry, VTIC represents key industry associations and operators, with over 1400 members.

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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