In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

Minister launches Victoria’s 2020 Tourism Strategy

Victor P Taffa

Minister for Tourism and Major Events Louise Asher today launched Victoria’s 2020 Tourism Strategy at the 2013 National Tourism and Events Excellence Conference in Melbourne.

Ms. Asher said the Strategy outlines the Victorian Coalition Government’s plan to grow the state’s overnight tourism expenditure to $24.7 Billion by 2020. This represents an annual growth of 6.6 % in line with the long term national tourism strategy.

“The Strategy aims to grow the industry so that it contributes a total of $34 Billion to Victoria’s Gross State Product and generates an additional 109,000 jobs.” Ms. Asher said.


Victoria’s 2020 Tourism Strategy, which was developed in consultation with industry and other stakeholders, identifies the following seven priority action areas:

  •  Digital Excellence – improving the state’s capabilities across all digital platforms and encouraging local tourism operators to adopt capabilities such as online bookings.
  •  International Marketing – investing in activities that raise brand awareness in key growth markets, including marketing campaigns in China, India and South East Asia, as well as direct engagement through Government-led trade missions.
  •  Domestic Marketing – continuing to position Melbourne as a creative and authentic destination, and developing and implementing campaigns that promote regional Victoria to interstate and intrastate visitors.
  • Major Events and Business Events – continuing to attract major events and business events.
  • Air Services Attraction – increasing direct air services from key growth markets, particularly China, India and South East Asia.
  • Investment Attraction and Infrastructure Support – supporting investment, services and products that align with the needs and aspirations of consumers in key markets, including Asia.
  • Skills and Workforce Development – attracting more people to the industry in occupations that have historically had persistent shortfalls, such as chefs, housekeeping and front office staff.

 “The Coalition Government is committed to growing the economic and social contribution of tourism to regional Victoria and has made this a major priority of our long term tourism strategy.” Ms. Asher said.

 Victoria’s 2020 Tourism Strategy has been developed to ensure Victoria realises its full potential as a tourism destination of choice for travellers from fast growing Asian economies and across Australia.”


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