Victoria is renowned for its scenic beauty, fascinating multicultural heritage, unique sporting events and enviable cosmopolitan lifestyle. We want to share these gifts with the people of the world by further developing our vibrant tourism and events industry.
That Industry has grown and flourished in recent years and now provides a set of world class experiences to local holiday makers, business travellers, overseas tourists, international students and many others.
Victoria's strengths are our sophistication, diversity and reputation for cosmopolitan and cultural experiences, combined with careful product marketing. To sustain this, our tourism operators have to remain aware of short and long-term opportunities and challenges. Good marketing strategies alone are no longer enough, they must be complemented by a new focus on investment.
This 10 Year Tourism and Events Industry Strategy has been developed in partnership with the tourism industry to create a vision, set a new direction and guide marketing and investment decisions to help the Industry grow.
These are exciting times for Victoria's tourism and events industry and I look forward to working in a long-term strategic partnership with all parts of the Industry to develop and preserve our tourism assets for the benefit of Victorians and the enjoyment of people from across the world.
Steve Bracks
Premier of Victoria
