New strategy to stimulate tourism to Regional Victoria

A new Regional Tourism Strategy aims to stimulate tourism in regional areas in Victoria and ensure that regional Victoria will share the economic benefits of the growing tourism market.

Released by Victorian Minister for Tourism Louise Asher, Victoria's Regional Tourism Strategy 2013/2016 will be implemented by Tourism Victoria in partnership with Regional Tourism Boards, Local Government, industry and other stakeholders.

The strategy has five overarching policy areas: marketing, digital excellence, major events and business events, investment attraction and infrastructure support, and industry development.

Launching the strategy, Minister Asher said that it sets out the Victorian 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.

Minister Asher stated "the ... Government is committed to ensuring that regional Victoria continues to share in the benefits of tourism growth across Victoria.

"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% of Victoria's growth of overnight visitor stays.

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

She added "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."

The Minister 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.

The strategy has been welcomed for providing a framework for industry development by the Tourism & Transport Forum (TTF), whose Chief Executive Ken Morrison stated "tourism is a major economic driver in regional areas, delivering job and business opportunities in every part of Victoria.

"We are pleased to note that identifying investment priorities is also part of the strategy, as improving existing destinations and building new tourism infrastructure is critically important to driving regional tourism and growing the visitor economy and we look forward to commitments from the Victorian government on funding for tourism investment in the 2014/15 Budget.

"It's critical that the strategy also addresses regional Victoria's dependence on traditional markets and the challenges of growing international dispersal by making destinations outside Melbourne more accessible, attractive and relevant for Asian visitors."

Details of Victoria's Regional Tourism Strategy 2013-2016 are available at www.tourism.vic.gov.au/about/strategies-and-publications.html

Images: Lakes Entrance (top) and Kryal Castle, Ballarat (below).

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