In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

Melbourne Festival Receives Tourism Funding Boost

Victor P Taffa

The Victorian Coalition Government today announced $75,000 in tourism marketing funding for this year’s Melbourne Festival.

Minister for Tourism and Major Events Louise Asher said the funding was provided through the Coalition Government’s Tourism Victoria Events Program following last year’s record attendance at the Melbourne Festival.

“The Melbourne Festival successfully showcases Melbourne’s broad arts and cultural tourism appeal. It also closely aligns with the Government’s highly successful Play Melbourne tourism campaign which encourages people to awaken their curiosity and explore ever-changing Melbourne on a whim.” Ms. Asher said.

Last year’s Angels and Demons Parade brought the festival to Melbourne’s streets for the very first time with giant devilish cherubs positioned around Melbourne icons including the Melbourne Town Hall and Federation Square.

“The spectacular sculptures, along with a host of international and local acts, brought a record attendance of 925,000 which represents significant growth when compared to the 2010 attendance of just over 500,000.” Ms. Asher said.

The Melbourne Festival says the 2011 program also generated an increased economic impact of $83 Million which represents more than 50 % growth when compared to the $39.5 Million generated in 2010.

The $75,000 government funding will be used to support a range of tourism marketing activities including national and international advertising, social media and iPhone app development, as well as distribution of festival guides to key tourism outlets.

Member for Caulfield David Southwick said the Melbourne Festival was one of the country’s flagship arts festivals, strengthening Melbourne’s position as the cultural capital of Australia.

“The Coalition Government is proud to support this world-class arts and cultural event that continues to grow and bring more national and international visitors to Melbourne.” Mr. Southwick said.

“The flow-on effects of an event like the Melbourne Festival benefit the wider Melbourne community, including businesses and restaurants in my own electorate.”

The 2012 Festival has also received more than $6.4 Million in funding from Arts Victoria as part of a triennial agreement.

The 2012 Melbourne International Festival will be held from 11 to 27 October at various venues throughout Melbourne. The program will be announced later this year.


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