• Victoria Tourism Industry Council (VTIC)
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‘Moooving’ and shaking

25 /08/ 2016 Comments are Closed

A message from VTIC Chief Executive, Dianne Smith

What a busy and exciting time it has been for industry. VTIC has been out and about the past couple of months, delivering the Visitor Information Centre Summit (VIC Summit) in Shepparton, and hosting the 2016 Victorian Tourism Conference at the amazing Ulumbarra Theatre in Bendigo.

On both occasions, we were overwhelmed with the positive response from industry, and by the willingness to share, learn and collaborate. We were encouraged by Minister for Tourism and Major Events, The Hon. John Eren MP’s launch of the Visitor Economy Strategy on day two of the conference, which not only embraces growth for the sector, but also recognises areas for improvement. VTIC also launched our 2016-17 Policy Agenda, which highlights the issues we face as an industry and showcases the value of our sector as an economic pillar and major contributor of jobs to the state (7%). This year’s agenda has 5 key priority areas (view here); it addresses topics such as visitor dispersal, access, product investment, addressing skills shortages, and industry standards and satisfaction.

This agenda will underpin VTIC’s message at our forthcoming MPs4Tourism breakfast. We strongly urge you to attend this function, as it provides the opportunity to discuss the future of tourism and events in Victoria with State Government MPs, fellow members, industry stakeholders and local government representatives.

I was honoured to present our Policy Agenda and an update on tourism industry trends, roles and partnerships at the Regional Cities Victoria (RCV) annual forum earlier this month. RCV represents local government leadership, and is a crucial group with which we must work in partnership on key strategic priorities deemed beneficial to the future of regional Victoria. This work complements VTIC’s priority to ensure regional Victoria has a compelling tourism and events offering that attracts more visitors to stay longer and travel further.

I also had the privilege of speaking at the Casey Cardinia Tourism Conference on the topic, Tourism Is a Good News Story. I was impressed by the potential of the diverse new experiences emerging here, in this rapidly growing area, just outside Melbourne.

As we continue on this journey to grow our sector, we must ensure that we work together as an industry to achieve positive results surrounding our industry’s key priorities. I leave you with the request to continue to support us as members, participate in events – forthcoming dates such as VTIC’s MPs4Tourism breakfast, or the Victorian Tourism Awards, at which we can all present as a united front for a good news story, the wonderful Victorian Visitor Economy.



About the Author


The peak body for Victoria's tourism and events industry, VTIC represents key industry associations and operators, with over 2,000 members.


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