Labor Government Will Keep Victoria Number One

The Andrews Labor Government will ensure Victoria’s tourism and major events industry remains the envy of the world.

In March, Premier Daniel Andrews announced the Labor Government had commissioned the Victorian Visitor Economy Review – the first of its kind in nearly 20 years – to safeguard the state’s strengths as the events and sporting capital of the world.

Today, Mr Andrews told the Melbourne Press Club the Labor Government will embark on a once-in-a-generation shakeup of the sector to keep us ahead of the pack.

The Labor Government will bring our tourism and major events sector under one roof, responsible for safeguarding and growing tourism in Victoria.

It will end inefficiencies and duplication, better coordinate our major events and tourism efforts, and embark on the most aggressive tourism and major events campaign this state has ever seen. This will attract more visitors, secure more events and create more jobs in Melbourne and regional Victoria.

It will be a single, unified voice, selling our state’s great strengths.

Tourism generates 205,000 jobs and delivers more than $20 billion to the economy annually, but our interstate counterparts are catching up, and the strategy developed in the 90s and 2000s needs a refresh if we are to keep our edge. The $80 million Budget boost to major events will give this body the arsenal it needs to take on and beat our competitors.

We want to attract more and bigger cultural and sporting events, and for more business visitors from around the world to attend our conferences and visit our regions – it means jobs in Melbourne and regional Victoria, and a stronger state.

Digital advances, emerging markets and the changing nature of our state means we’ve never faced a more competitive tourism market. We need to reinvigorate our approach and revisit our strategy if we want to keep Victoria number one.

Quotes attributable to Premier of Victoria, Daniel Andrews

“No one does major events like we do. That’s what gives our state the edge and gives us all a sense of pride.”

“Under the Liberals, Victoria became the sleeping giant, but we’ve woken up. Our once-in-a-generation sector shakeup will keep Victoria Number One.”

“We want to bring every aspect of tourism, marketing and major events under one roof, and get the cogs working together. One body, one voice and one clear plan.”

Quotes attributable to Minister for Tourism and Major Events, John Eren

“From Melbourne’s hidden treasures to regional Victoria’s renowned hot spots, our state leads the way. Melbourne and regional Victoria pull together to make our visitor economy even stronger.”