Minister Launches Tourism Initiative For The Middle East

Minister Launches Tourism Initiative For The Middle East

Victoria Minister for Tourism and Major Events Louise Asher

Victorian Coalition Government Launches New Tourism Marketing Initiatives In Middle East

Victor P Taffa

Victoria is set to gain further momentum as a leading international tourism destination with the launch today of two new tourism marketing initiatives for the United Arab Emirates (UAE) and other Gulf countries.

Minister for Tourism and Major Events Louise Asher made the announcement in Dubai, United Arab Emirates while leading Australia’s largest ever trade mission to the Middle East comprising more than 100 Victorian exporters.


Ms. Asher said the Victorian Coalition Government was delivering on its commitment to increase linkages with international markets and grow the state’s $15.2 Billion tourism industry.

“I am pleased to announce a new digital marketing campaign which leverages the Coalition Government’s partnership with Emirates airline to promote Melbourne as a must visit destination for visitors from the Gulf.” Ms. Asher said.

The digital marketing campaign with Emirates will target honeymooners and couples, and features online advertisements and competitions to encourage visitation to Melbourne.

“I am also pleased to launch the first Arabic/English Melbourne visitor guide, developed by Tourism Victoria in conjunction with the Victorian Government Business Office in Dubai. It will be available to travel agents in the Gulf and online for consumers. The guide provides information on halal restaurants, mosques, major tourist attractions and visitor services.” Ms. Asher said.

Ms. Asher said the visitor guide recognised the importance of the Gulf Cooperation Council (GCC) market, one of Victoria’s fastest growing sources of tourist arrivals.

Tourism arrivals for the year ending June 2011 show an estimated 23,500 visitors to Victoria were from the Gulf countries. The Tourism Forecasting Council estimates a growth of 6.6 % p.a. across the broader region, and this forecast growth would result in an estimated 48,900 overnight visitors to Victoria from the Gulf region by 2020.

“Tourism is one of Victoria’s largest exports, which is why the Coalition Government will continue to leverage the strong direct air links in this market. With five flights a day from the Gulf to Melbourne by our partners Emirates, Etihad Airways and Qatar Airways, Melbourne really is the Gulf’s gateway to Australia.” Ms. Asher said.

Ms. Asher said the Coalition Government’s trade mission to the Middle East and the upcoming super trade mission to India were vital in attracting international tourists, and increasing international investment and trade links with Victoria.