A new Tourism Victoria ad campaign is visually transporting Tiger Airways passengers into some of Melbourne’s famous entertainment venues, highlighting Melbourne’s reputation as Australia’s events capital.

Advertisements have been placed on overhead lockers on one of Tiger’s planes, featuring images photographed from the seats at Melbourne’s Regent Theatre, Federation Square’s BMW Edge and the Melbourne Cricket Ground (MCG).

Each photo is taken from a unique perspective, showing passengers the exact view from the venue seat corresponding to their seat number on the plane.

Tourism Victoria’s Director of Marketing, Don Richter said the advertisements were part of the ‘Lose Yourself in Melbourne’ campaign. “Partnering with organisations such as Tiger Airways is a vital component of our marketing of Melbourne as a fantastic tourist destination. This novel campaign with Tiger is a great way for us to hero some of Melbourne's wonderful event venues.”

Tiger Airways commenced operating services from Melbourne in late 2007 and currently services 12 destinations with its no-frills product and low fares.

For information on events in Melbourne this winter, go to visitvictoria.com or for Tiger flights and for information see www.tigerairways.com.au

Melbourne voted shopping capital of Australia

For the second year running, readers of Shop Til You Drop magazine have voted Melbourne the best shopping destination in Australia.

Of the 3000 readers surveyed, 73% regarded Melbourne as the best shopping area in Australia, compared with the 23% who voted for Sydney. Brisbane was third, followed by Perth, the Gold Coast and Adelaide.

Shop Til You Drop deputy editor Danielle DeGail said Melbourne offers an experience that other cities can’t match, due to its many fashion precincts including Flinders Lane in the city, Chapel Street, South Yarra, and High Street, Armadale.

A report recently released by the Melbourne Retail Advisory Board showed that fashion retailing now occupies 37% of retail shops in the Melbourne CBD, compared to 20% of Sydney’s retail core.

The report also details two major projects that will make shopping in Melbourne even better: the two new shopping centres as part of the $675 million development at Docklands, and Myer and David Jones’ $340 million works on their Bourke Street stores.

See www.shoptilyoudrop.com.au, and www.melbourne.vic.gov.au for information on the Melbourne Retail Advisory Board.

Improvements to licences for tourism on public lands

Tourists and tour operators who use Victorian public land are set to benefit from improvements to the tour operator licensing system being rolled out over the next 18 months.

“The aim of the new licensing system is to support a viable nature-based tourism industry, improve the operation of the system and establish higher operating standards in Victoria,” Environment and Climate Change Minister Gavin Jennings said.

“The new system better explains who requires a licence to operate a business on public land and provides a good basis for improving compliance efforts and ensuring a fair industry.”

Mr Jennings said the licence fee structure had also been reviewed for the first time in 12 years, and that the agreed structure will align Victoria with other states.

“Tour operators were involved in the consultation process for the new system and, at their request, fee changes will be implemented next year allowing operators time to adapt to the new system and start planning for the change.”

Another improvement is the introduction of a new 10-year licence, which will offer businesses greater security and longer planning cycles for those entering the international market. One-year and three-year licences will still be available for businesses that require flexibility. Operators will be able to apply to transfer three and 10-year licences if they sell their businesses.

Tourism Victoria and Parks Victoria will be working in partnership to ensure that operators of tours and activities on public lands listed on visitvictoria.com are complying with the new system and hold a current tour operator licence.

For more information see www.dse.vic.gov.au/licencereforms.