• Victoria Tourism Industry Council (VTIC)
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Victoria Tourism Week 2014

29 /08/ 2014 Comments are Closed

Presented by the Victoria Tourism Industry Council (VTIC) and Destination Melbourne.

WHEN 1 – 6 September 2014

WHY An opportunity to raise awareness of the social and economic contribution tourism makes to Victoria and the need to progress initiatives that support further industry growth.



In the lead-up to the 2014 state election, VTIC calls on policy makers to commit to its recommendations to support the tourism and events industry to realise its potential and create nearly 9,000 additional jobs for Victoria over the next two years.

Recommendations include:

  • Increase marketing efforts to attract more Asian visitors: targeted communications campaigns and funding to make Victoria’s key tourist attractions more appealing to this group are needed.
  • Fund the Melbourne Convention and Exhibition Centre (MCEC) expansion: the Centre is currently turning away 17% of booking requests due to capacity constraints, costing the state significantly in lost revenue from the lucrative business events market.
  • Grow intrastate tourism: investment in local council and regional tourism programs is needed to arrest the $7.1 billion annual holiday trade deficit by getting more Victorians holidaying in their home state.
  • Commit $2 million annually to grow the medium-sized event sector throughout regional Victoria.

Minister for Tourism and Major Events, the Hon. Louise Asher, MP:

“Tourism is a vital industry and significant economic driver worth $19.6 billion a year and providing jobs for over 200,000 Victorians.”
“Victoria Tourism Week provides the opportunity for business, community and government to come together and share innovative thinking and celebrate projects which make Victoria’s tourism industry so successful.”
VTIC Chief Executive, Dianne Smith:

“VTIC is delighted to partner once again with Destination Melbourne to present Victoria Tourism Week. This Week is all about highlighting the importance of the sector to the Victorian economy and showcasing the dynamic industry of tourism and events.”

“With employment a serious issue across the state, it is timely to remember that the tourism and events industry means jobs for over 200,000 Victorians. Victoria Tourism Week is a chance to celebrate their fantastic work in promoting Melbourne and Victoria to all visitors, and providing a warm welcome, friendly service and memorable experiences.”


Victoria Tourism Week Leadership Dinner, where the Right Honourable Lord Mayor Robert Doyle will officially launch the week with Ms Smith.

Melbourne Tourism Industry Exchange, presented by Destination Melbourne, the Exchange is the annual opportunity for those in key tourism sector roles to update their product knowledge from peers throughout the state.

Local Council Tourism Breakfast

Themes include leadership in crisis recovery, with former Mayor of Christchurch, Sir Bob Parker, sharing his experiences in response to the Christchurch earthquake.

VTIC will also announce the Local Government and Tourism Organisation Development Award for 2014.

YHA of Australia’s 75th anniversary celebration, marking the organisation’s milestone anniversary of its 1939 establishment in Victoria.


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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