The Annual Victorian Tourism Industry Performance and Outlook report to tourism operators across the State released by VTIC today revealed that Victoria's tourism industry has been performing relatively well, with growth in capital investment, occupancy rates and international visitor numbers.
While Victorian medium-term tourism results compare well nationally, the tourism market has tightened with international visitation growth slowing and domestic tourism challenged by consumer choices as a result of the relatively high Australian dollar.
"Profitability over the past twelve to eighteen months has been variable", says VTIC Chairman Jeremy Johnson.
"Despite generally solid growth in sales and average selling prices, profitability has been impacted by a tight labour market and upward pressure on wages.
"These results indicate the need for greater access to a suitably qualified and experienced workforce along with ongoing training and development of employees.
"Whilst the industry generally performed well, there are some key areas of improvement, including increasing spending by international visitors in regional Victoria and growing domestic visitor numbers.
"The report tells us that only 8 per cent of all expenditure by international visitors to Victoria was spent in regional areas. This figure indicates a need for greater collaboration within the industry to create common marketing messages and ensure that the benefit of international visitors to Victoria is felt in both metropolitan and regional areas.
"There are significant opportunities to attract international visitors to regional Victoria as the total expenditure by international visitors has increased at an average annual rate of 9.2 per cent over the period of 1999-06.
"Domestic overnight visitors, particularly those travelling for holiday purposes, make the most significant contribution to the total expenditure by visitors to Victoria.
"The report also indicated that respondents are concerned about a number of trends and challenges influencing the industry including environmental issues such as drought.
"The industry needs to continue to develop strategies to identify risks posed by issues, assess potential opportunities arising from these and develop successful mitigation and adaption strategies to ensure risks are minimised and potential benefits are realised", says Mr Johnson.
Background - what is VTIC
The Victoria Tourism Industry Council (VTIC) is the peak policy council for the Victorian tourism industry, which represents key industry associations, operators and government agencies, providing one united industry voice.
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