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Visit Victoria – A New Era For Tourism And Major Events

13 August 2015

The Andrews Labor Government is getting on with a once-in-a-generation shake up of Victoria’s tourism and major events sector to keep us number one.

Today, Premier Daniel Andrews joined Minister for Tourism and Major Events John Eren to unveil Visit Victoria, the new entity bringing tourism and major events under one roof, charged with ensuring Victoria remains the envy of the world.

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.

Quotes attributable to Premier Daniel Andrews

“Visit Victoria will sell our State’s great strengths like never before. It’s our clear vision for a bold and bright future for our State, our economy and our people.”

“Tourism is what gives us our edge, but the world’s changing, and what worked many years ago is outdated. We need to refresh our approach so we remain number one.”

“We’re bringing the best and brightest experts under one roof. Visit Victoria will spearhead our plans to stay ahead of the pack.”

Quotes attributable to Minister for Tourism and Major Events John Eren

“Visit Victoria is a game changer. This world-leading entity will fundamentally reshape the way we work with industry experts to market Victoria nationally and internationally to keep our State strong.”

Reviewed 19 August 2020

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