In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

Kiwis Set To Steam Down The Murray Following International Visit

Victor P Taffa

The Murray Region is set to be profiled by leading New Zealand media publications to highlight that the region is open for business.

Tourism and Major Events Minister Louise Asher said New Zealand media representatives of leading newspapers the Otago Daily Times, Hawke’s Bay Today and Herald on Sunday have begun a four-day tour of the region.

“The visit will raise the profile of townships such as Echuca, Swan Hill and Mildura for the 500,000 readers of the New Zealand publications.” Ms. Asher said.

“International media familiarisations are a strategic marketing tool to generate publicity, support tourism operators and attract Victoria’s key markets such as New Zealand.”

The Member for Rodney, Paul Weller, Member for Swan Hill Mr. Peter Walsh and Member for Mildura Mr. Peter Crisp all welcomed the visit which is part of the Victorian Coalition Government’s $2.5 Million Tourism Flood Recovery Program designed to encourage visitation to flood-affected regions.

“These measures are all part of a holistic strategic marketing approach to support Victoria’s $15 Billion tourism industry. The focus of this part of the campaign is to ensure regional Victoria gets a better share of tourist traffic.” Ms. Asher said.

New Zealand is the largest single source market for international visitors to Victoria and the second in terms of expenditure behind China. For the year ending March 2011, New Zealand overnight visitors reached expenditure of $333 Million, representing year-on-year growth of 22 %.

“With the boutique wineries, golf courses and renowned food, it’s no wonder that New Zealanders seek to explore Victoria’s idyllic Murray Region.” Ms. Asher said.

“The Coalition Government understands the significant impact the floods have had on the regional tourism industry, both in terms of infrastructure and visitation. That is why an additional $1.5 Million of tourism flood relief funding was recently announced through the 2011-12 State Budget.” Ms. Asher said.


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