In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

Minister Launches Victoria’s Tourism Plan To Tap Into Daylesford Spa Power

Victor P Taffa

Minister for Tourism and Major Events, Louise Asher today launched Victoria’s Spa and Wellbeing Tourism Action Plan 2011-2015 to position and strengthen Victoria as the leading spa and wellbeing tourism destination in Australia.

“The Victoria’s Spa and Wellbeing Tourism Action Plan has a clear goal to help the state’s spa and wellbeing industry grows, employ, innovate and invest.” Ms. Asher said.

“The Plan will leverage opportunities generated through the Tourism Victoria Daylesford. Lead a double life campaign including facilitating investment, strengthening skills in the industry and increasing consumer demand for spa and wellbeing experiences.” Ms. Asher said.

“According to the most recent Brand Health Survey, Victoria has established a national leadership position for both spa and wellbeing experiences and villages. The whole state can leverage from this, particularly regional Victoria, which is important if Victoria is to retain its competitive advantage as a tourist destination.”

The latest National Visitor Survey results show the Spa Country region has experienced an increase of 17.9 % in domestic overnight visitors for the year ending June 2011.

“It is only fitting that the launch of the government’s blueprint for spa investment takes place here today at Daylesford. There are over 100 natural mineral springs across Victoria, by far the highest number of mineral springs in Australia. The majority are found in the Hepburn and Daylesford area, acknowledged as the nation’s spa centre.” Ms. Asher said.

“With untapped geothermal water resources across the state, there is strong potential for the industry to grow further. That is why today I am also launching the updated Geothermal and Natural Mineral Water Tourism Investment Opportunities Guide.”

The Minister said the next phase of the Daylesford. Lead a double life campaign targets influential women in Sydney who have strong peer networks to generate awareness of the Daylesford campaign.

“I encourage all spa-goers to come and experience the rejuvenating and replenishing properties of this natural asset, which offers not only therapeutic and wellbeing benefits, but the perfect indulgent escape.” Ms. Asher said.

Key campaign partner Pacific Magazines said it was delighted to be part of an innovative co-operate marketing program with Tourism Victoria.

“Whether it is spa, food or wine, unique villages or the magnificent Macedon Ranges, the Daylesford experience is about holistic wellbeing and lifestyle and appeals to our readership which includes publications such as Marie Claire and InStyle.” Pacific Magazines Business Development Manager, Ms. Sarah Khal said.


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