• Victoria Tourism Industry Council (VTIC)
  • fb_icon
  • li_icon
  • tw_icon
  • yt_icon

Our core policy priorities explained

30 /07/ 2015 Comments are Closed

A message from VTIC Chief Executive, Dianne Smith

What a month it has been!

The VTIC team was proud to present the second Victorian Tourism Conference (VTC), in partnership with Tourism Victoria, to more than 430 delegates at Melbourne Convention and Exhibition Centre from 20-21 July. You can access the presentations here.

Themed The Next Chapter, the conference was an opportunity to unite Victoria’s tourism leaders with policy makers and identify growth opportunities for operators in our ever-changing sector.

In my introductory presentation, I reinforced the need for industry and governments to collaborate more to ensure we can reach Victoria’s potential in 2015 and beyond.

I was very pleased to present VTIC’s core policy priorities, which we plan to bring to life using the following insights and experiences from the conference:

Improved ‘hero’ products and attractions – Product and event operators, regional tourism boards and local governments must work together to provide innovative, bespoke experiences.

Competitive positioning and smart marketing – The retelling of experiences that highlight unique and emotive aspects of Victoria’s attractions must be encouraged. We must trigger story-telling experiences for customers.

Focus on the visitor ‘experience’ – The focus on the old ‘4 Ps’ (product, price, place and promotion) has shifted – it’s now about focussing on the ‘4 Es’ (experience, exchange, ‘everyplace’ and evangelism).

Greater accessibility and visitability – As Destination Melbourne’s Laura Cavallo emphasised, a disability does not mean an inability to travel. A seamless journey for all in terms of getting around and accessing visitor information and communication channels will encourage people to stay longer and spend more in our destinations.

Support for innovative businesses – We need to be very fast, consistent and personal in our responses to customers in this new technological landscape where customers are empowered and expectations are high.

These sorts of themes and discussion points, highlighted throughout the conference, were a promising indication of our passion and potential as an industry to work together to embrace tourism growth opportunities.

Collaboration was aptly demonstrated in what was a really encouraging moment: company director and corporate advisor Laura Anderson was facilitating a Q&A panel with John Stafford of the RACV Energy Breakthrough program, and proposed that John’s Maryborough-based event be showcased at the Australian Formula One Grand Prix as a means to expand its profile and provide an opportunity for further growth.

It was moments such as these that really embodied the spirit of what VTIC hopes to achieve through our policy priorities.

I would like to thank all the 2015 Victorian Tourism Conference attendees, speakers and partners, and all those who assisted in bringing this amazing event to life. We look forward to advancing our core policy priorities and creating our industry’s next chapter together!

Yours sincerely,
Dianne Smith

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.



26mar9:00 am5:00 pmDestination Melbourne presents: Aboriginal Tourism Workshop9:00 am - 5:00 pm Holiday Inn Melbourne on Flinders

28mar12:00 pm4:00 pmVictorian Chamber Presents: AFLW Grand Final Lunch12:00 pm - 4:00 pm Marvel Stadium


03apr6:00 pm8:00 pmVTIC Spotlight on a Member at Melbourne Sealife Aquarium with Party Higher6:00 pm - 8:00 pm SEA LIFE Melbourne Aquarium

17apr10:30 am11:30 amVTIC Webinar Series - Skills of the Visitor Economy10:30 am - 11:30 am Online


01may12:00 pm2:30 pmVictorian Chamber and Melbourne Press Club present: Post-budget lunch with Tim Pallas MP12:00 pm - 2:30 pm The Grand Ballroom, Sofitel Melbourne on Collins

08may6:00 pm8:00 pmSpotlight on a Member- Save the Date - Melbourne Cricket Ground6:00 pm - 8:00 pm

22may10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

30may9:00 am5:00 pmDestination Melbourne presents: Destination Melbourne LIVE9:00 am - 5:00 pm Arts Centre Melbourne - The Pavilion


05jun5:30 pm7:30 pmSpotlight on a Member- Floyd’s Aperitivo Bar5:30 pm - 7:30 pm

19jun10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online


17julallday18allday2019 Vic Tourism Conference(All Day) GMHBA Stadium


21augallday23allday2019 Victorian Visitor Information Services Summit(All Day) Holmesglen at Eildon