Visit Victoria will bring Tourism Victoria and the Victorian Major Events Company together, with a new conventions division that will keep Victoria a leading destination for business events and conventions. Visit Victoria will be a single, unified voice, working together to sell our State’s great strengths.
The new entity will be a world-leading body responsible for growing Victoria’s $21 billion tourism and events industry. Bringing the key entities together will end inefficiencies and duplication – one body, one clear plan.
Visit Victoria will embark on the most ambitious marketing campaign in our State’s history, and ensure we continue to grow our impressive calendar of major events. It means a more resilient tourism industry – and that means a stronger State.
Sir Rod Eddington AO will lead the establishment of Visit Victoria as Interim Chair, with the new body set to be fully operational in 2016.
Victoria’s tourism and events industry generates more than 206,000 jobs annually, but our interstate counterparts are cottoning on to our success, so we need to refresh our approach to maintain our edge. The new entity will target new streams of visitors from Australia and all over the world, and vigorously pursue the most lucrative events.
Mr Andrews also announced a Ministerial Advisory Committee would work closely with industry experts in fields such as international education, arts and culture, and sport to develop an action plan to attract investment and visitors to Victoria.
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