New Strategy to stimulate tourism to Regional Victoria

Published on : Tuesday, December 3, 2013

victoria state governmentMinister for Tourism Louise Asher today announced that a new Regional Tourism Strategy will stimulate tourism in regional areas and ensure that Regional Victoria will share the economic benefits of the growing tourism market.


Victoria’s Regional Tourism Strategy 2013-2016 was released today at the Puffing Billy tourist attraction at Lakeside Railway Station Emerald with Member for Gembrook, Brad Battin.


It will be implemented by Tourism Victoria in partnership with Regional Tourism Boards, Local Government, industry and other stakeholders through five overarching policy areas.


These include Marketing, Digital Excellence, Major Events and Business Events, Investment attraction and infrastructure support, and Industry Development.


Ms Asher said the strategy sets out the Victorian Coalition Government’s vision for Victoria to be a leading tourism and events destination in the Asia Pacific Region and for tourism to be a significant contributor to the Victorian economy.


“The Coalition Government is committed to ensuring that regional Victoria continues to share in the benefits of tourism growth across Victoria,” Ms Asher said.


“Tourism is a major contributor to Victoria’s regional economies, is worth $10.9 billion to regional Victoria and employs almost 110,000 people.”


Up to the year 2020, international tourism is expected to contribute approximately 70 per cent of Victoria’s growth of overnight visitor stays.


However, although domestic tourism will continue to be the lifeblood of local tourism industries Ms Asher said the challenge for regional Victoria is to capture a greater share of the rapidly growing international tourism market.


“This strategy provides the foundation for regional areas to benefit from the growth of tourism into Victoria from overseas and includes a range of experiences that satisfy the aspirations and cultural interests of visitors from growth economies,” Ms Asher said.


Ms Asher said the strategy also has a focus on encouraging Victorians to travel within the state, an increased emphasis on digital marketing and highlights the need to work with Regional Tourism Boards to increase visitor numbers.


Source:- Tourism Victoria

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