• Victoria Tourism Industry Council (VTIC)
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Gathering pace, Gaining momentum

20 /08/ 2015 Comments are Closed

In our submission to the Victorian Visitor Economy Review, Victoria Tourism Industry Council (VTIC) proposed the establishment of a unified government structure that is nimble and can efficiently support business to capitalise on the significant opportunities to grow our industry.

Therefore, last week, VTIC welcomed the State Government’s announced merger of Tourism Victoria and the Victorian Major Events Company into one independent marketing organisation, Visit Victoria.

We also called for previously pledged funding for regional marketing to be confirmed. And on Friday we were pleased with the State Government’s announcement of $3 million for the next phase in a regional tourism marketing campaign.

Now, we are imploring the government to operationalise the new entity with focus and urgency; in particular continuing ‘business as planned’ marketing, as well as important industry development programs, in the coming months.

In such a competitive environment, a loss of momentum would spell disappointment and missed opportunity for our industry.

VTIC looks forward to details of how the coordination and division of responsibilities between Visit Victoria and the existing tourism government department will work, to provide clarity to regional tourism boards, operators, local councils and strategic partners.

Victoria is proud of the successful establishment of 12 professional regional tourism organisations, which have a remit broader than marketing alone. Ensuring that marketing (demand) and investment attraction and product development (supply) are aligned and coordinated is critical for Melbourne and all regional areas. Therefore clarity regarding how the marketing and development programs will work with the new entity, in collaboration with the government, is pivotal to their success. Such clarity will also give industry confidence to further invest in the sector.

The introduction of a Ministerial Advisory Committee should facilitate closer partnerships with sectors that link closely with tourism, such as transport, international education and infrastructure.
VTIC also highlighted this in our Victorian Visitor Economy submission, stating that improving coordination of government and industry across the different segments which comprise the visitor economy, will create better leverage of branding and economic benefits.

VTIC looks forward to working on behalf of its membership with the government and Visit Victoria to continue to accelerate growth in our sector. The engine is tuned to gather some pace, now let’s gain momentum.

Dianne Smith.
Chief Executive.

Dianne Smith

About the Author

Dianne Smith

Dianne Smith has enjoyed being Chief Executive of Victoria Tourism Industry Council (VTIC) since January 2012. In this role, Dianne draws on her vast knowledge and experience gained from over 20 years in the industry which has included marketing, visitor services, policy and strategy roles in regional Victoria and Melbourne.



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