Review to Keep Victoria the Major Events Capital

10 March 2015

The Andrews Labor Government is taking action to ensure the state maintains its status as the major events capital of Australia.

Sir Rod Eddington will chair a reference group, while KPMG, together with the Department of Economic Development, Jobs, Transport and Resources, will review the current government bodies responsible for tourism and major events. The Victorian Visitor Economy Review is the first of its kind in nearly two decades.

Victoria attracts 2.3 million international tourists each year – as many as Queensland – and thousands come to attend the many major events on the state’s calendar in Melbourne and throughout regional Victoria.

But we have to work hard to retain our status as the events capital, particularly as New South Wales embarks on a major push of its own – it has added 110 sporting, cultural and lifestyle events to its calendar since 2011.

The review will study the major events of cities in Australia and around the world and will be completed by the end of April. It will explore major events, tourism, the Melbourne Convention Bureau and regional Victoria. The Labor Government will use the review to map out a plan for the next decade to help Victoria grow.

Quotes attributable to Premier of Victoria, Daniel Andrews

“We’ve got to keep our edge, retain our strength and get more tourists through the gate – because it means more jobs and a stronger state.”

“Our calendar of events is the envy of the rest of the world, but we should never become complacent. If we lose our edge, we lose tourists, and, eventually, we lose jobs.”

“This review will be fast, thorough, wide-ranging, and will help us make plans to cement Victoria’s status as the events capital of Australia for years to come.”

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

“No one does events quite like Victoria, however we recognise our interstate counterparts are hot on our heels. The industry is competitive, and we need to ensure our strategy keeps us ahead of the pack.”

“Organisers from all around the world bring their events to Victoria for a reason, but we should always be working on our reputation as the ideal place to stage a major event.”

“Tourism drives the Victorian economy. It creates thousands of jobs for Victorians, both in Melbourne and regional Victoria.”

Key Facts

  • Tourism is Victoria’s second largest export, exceeded only by education. It generates 205,000 jobs and delivers more than $19 billion to the economy annually. The broader events industry provides around 4,700 full time equivalent jobs.

Reviewed 19 August 2020

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