Regional Tourism Action/Promotion Plan In Victoria

Tourism Victoria’s new Regional Tourism Action Plan 2009-2012 aims to boost the number of visitors to regional Victoria and improve the opportunities for tourism operators across the State. More than $16 million will be spent marketing every region in Victoria.

Key Action

A major advertising campaign to lure more big spending interstate visitors to regional Victoria will be developed next year.

A four-year, $7.3 million advertising campaign highlighting spa and wellness experiences in Daylesford, as well as the tourism strengths of communities right across Victoria, will be the next phase of Tourism Victoria’s successful Jigsaw campaign. Tourism and Major Events Minister Tim Holding says:

“Our research indicates that there is an opportunity for Victoria to capitalise on the increased demand from baby boomers for day spas, boutique accommodation and outstanding food and wine experiences…Daylesford is the perfect vehicle through which to promote the diverse experiences we have in regional Victoria and attract more visitors from around Australia.”

What Will Happen ‘On The Ground’

“The Plan will also see the development of Regional Tourism Boards replacing current Campaign Committees to set each region’s overarching strategic vision and direction…

Following the success of this model in Gippsland, which has now been adopted in the Grampians, we will be working with campaign committees, volunteers, business owners and local government to establish Regional Tourism Boards…

Each action outlined in this strategy was a result of consultation with tourism operators, local councils and regional stakeholders. We also took into consideration recommendations from the recent Parliamentary Inquiry into Rural and Regional Tourism,” says the Minister.

Tourism employs 179,000 people in Victoria and is worth more than $15 billion to the Victorian economy. This Action Plan is part of a 10 Year Tourism and Events Industry Strategy.

Major Initiatives

• $6 million over three years for an enhanced regional marketing program
• $2.1 million over the next three years to promote Victoria’s nature based tourism strengths
• $900,000 marketing regional Victoria’s strength in food and wine
• $650,000 to address skills shortages facing the tourism industry by expanding the successful Tourism Excellence Program

The Plan focuses on four key initiatives and contains statewide initiatives as well as outlining specific priorities for each region.
1. Industry structures
2. Investment attraction
3. Destination marketing
4. Skills and service standards.

The Regional Tourism Action Plan 2009-2012 is available at tourism.vic.gov.au.

We’d love some feedback from regional operators??