| The return on investment and potential growth opportunities the tourism industry provides Victoria should warrant further investment in the industry at the upcoming state budget, says the Victoria Tourism Industry Council.
"The tourism industry in Victoria industry is currently worth $10.9 billion to Victoria's economy and employs 159,000 people, approximately 61,000 in regional Victoria", says VTIC Chairman, Jeremy Johnson.
"VTIC's vision complements that of the Victorian Government outlined in their 10 Year Tourism and Events Strategy. It indicates that the Victorian tourism industry is potentially worth $18 billion and could create 66,000 new jobs by 2016.
"To reach this potential, it is vital that the Victorian Government provide ongoing investment in tourism infrastructure to lead the highly competitive tourism market and attract visitors.
"The upcoming budget is the perfect opportunity for the Government to underpin their own plan and ensure that Victoria remains a national tourism leader", says Mr Johnson.
The recommendations made by VTIC in a pre-budget submission to the Victorian Government include:
Increase Tourism Victoria's budget appropriation to at least $80 million per annum as a quantum leap to enable competitive international and domestic marketing and investment in industry development. This is necessary to arrest the decline of domestic tourism markets, ensure international market growth and continue to build Victoria's competitive brand nationally and internationally.
Continue to invest in the attraction and development of major events for which Melbourne leads the world as an events destination. The major events cap should continue and be increased to ensure Victoria's competitiveness is sustained. Investment in existing events to grow yield is vitally important.
- Increase the appropriation to the Melbourne Convention and Visitors Bureau by $5 million per annum. Business tourism is high yield and this increased investment will ensure the capacity to attract business events necessary to capitalise on the capital investment in the new convention facility. This opportunity must not be left to chance – the return on investment in business tourism marketing is outstanding.
- Implement and resource the Nature Based Tourism (NBT) strategy to increase Victoria's competitiveness and yield. Victoria can lead the way globally in NBT to deliver environmental sustainability outcomes as natural attractions are a key motivator for international visitors to travel to Australia, with 56 per cent being influenced to come to Australia based on their intent to visit a natural attraction.
- Increase investment in resources to manage Victoria's natural and cultural tourism attractions managed by Government. Major tourist attractions such as Phillip Island Nature Park, Royal Botanic Gardens, Victoria Zoos, Federation Square and cultural institutions require regular and periodic capital investment to refresh and build new attractions.
- Extend the Melbourne Exhibition Centre (MEC), which is currently operating at full capacity during peak times. It is estimated that the new Melbourne Convention Centre, due to open in 2009, will draw more conferences to Melbourne resulting in a 20 percent increase in demand for exhibition space and the MEC will not be able to accommodate the demand without impacting on current exhibitions.
"An investment in key areas of Victoria's tourism industry in the upcoming budget will deliver jobs, regional development, investment attraction, return on investment to Government, small business growth and brand awareness for Victoria - all positive and significant contributions to Victoria's economic, social and environmental future.
"The 2008/2009 State Budget is a prime opportunity for the Government to realise the growth opportunities in the tourism industry defined in their own 10 year strategy", 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. |
