Melbourne to market its credentials to the world

Melbourne will be the focus of a new $5 million marketing campaign to attract more interstate and international visitors to Victoria.

The new marketing campaign will help to ensure Melbourne continues to buck the downward international trend in tourism while highlighting the city as an outstanding holiday, leisure and business tourism destination.

It follows the hugely successful It’s easy to lose yourself in Melbourne campaign which increased awareness of Melbourne's laneways, restaurants, shopping and nightlife.

The funding for the new campaign is in addition to the $10 million Victorian Bushfire Tourism Industry Support Package announced by the Australian and Victorian governments in March.

The sun sets on ATE 2009

The latest instalment of the Australian Tourism Exchange (ATE) concludes today after a spirited week of industry networking, and product showcasing, buying and selling at the new Melbourne Convention Centre.

The event is the largest international travel trade show of its kind in the Southern Hemisphere, with nearly 600 key overseas buyer companies from over 40 countries.

Across the six-day event 82 leading Victorian tourism operators were represented with Victoria having its highest-ever number of sellers in attendance this year.

This year’s theme of food, wine & lifestyle was creatively showcased throughout the program, articulating contemporary Australian culture and the way we live, work, eat and play.

Tourism spending grows as more internationals visit Victoria

Victoria’s tourism industry is showing resilience in the face of the Global Financial Crisis and the devastating Black Saturday bushfires with the latest Tourism Research Australia figures recording increases in international visitors, expenditure and the average length of stay in Victoria.

The quarterly International Visitor Survey results for the year ending March 2009 showed international overnight visitors to Victoria increased by 0.7 per cent over the previous year to reach 1.5 million, while international visitor expenditure grew by 13 per cent to $3.6 billion.

Other key results from the International Visitor Survey include:

• Victoria’s market share of international visitors is 29 per cent;
• Expenditure in regional Victoria increased by 7.3 per cent to $279 million;
• Visitor nights increased by 16.1 per cent;
• Key growth markets for Victoria include China, India, Hong Kong, Malaysia and Singapore; and
• Victoria and Western Australia were the only states to have positive growth in visitor numbers with the national average decreasing by 1.6 per cent, New South Wales decreasing by 3.0 per cent and Queensland decreasing by 6.5 per cent.

$1.85 million makeover for Ballarat Art Gallery

The heritage-listed Ballarat Art Gallery is set to undergo a $1.85 million upgrade, accentuating the city’s reputation as a major, vibrant regional centre.

• The project will see the building’s historic façade restored, in addition to café and function space enhancements, and better lighting and climate control to improve the amenity of the venue and the building’s sustainability.
• Well known for its significant collection of 19th Century European and early Australian and Heidelberg School works, the Ballarat Art Gallery is the oldest and largest gallery in regional Australia.

Tourism funding in Black Saturday aftermath

The Australian and Victorian Governments have allocated $315,000 in immediate marketing and events funding for Gippsland following the devastating bushfires earlier this year.

Victorian Tourism and Major Events Minister Tim Holding said the package will help tourism operators in Gippsland to rebuild their trade which is a vital part of the recovery process.

Funding was being provided to encourage further visitation to the region, which is well known for its outstanding wineries and restaurants, stunning natural attractions and nature-based tourism activities and unique events.

Funding for the Gippsland region includes:

• $75,000 for a new campaign to encourage visitors to visit Mt Baw Baw this winter;
• $50,000 to further enhance the Creative Gippsland events that highlights over 100 small diverse arts and cultural events and activities throughout May;
• $30,000 for Wilson’s Promontory marketing;
• $80,000 for a marketing and public relations campaign in Victoria;
• $40,000 for international and interstate marketing including television advertisements in southern New South Wales; and
• $40,000 to boost the existing Inspired by Gippsland brand campaign.

The measures are part of the joint $10 million Victorian Bushfire Tourism Industry Support Package announced in March.

Surreal touch to Melbourne in winter

Melbourne’s winter has taken a surreal twist with one of the largest ever exhibitions of Salvador Dali works displayed in Australia opening last week.

Salvador Dali: Liquid Desire is the seventh exhibition in the highly successful Melbourne Winter Masterpieces series.

Since its inception in 2004, the Melbourne Winter Masterpieces series has attracted over 1.34 million visitors – with one quarter coming from interstate or overseas. The series’ economic impact has resulted in a $96 million boost to the state.

Salvador Dali: Liquid Desire will be the first comprehensive exploration of Dali’s work ever to be staged in Australia and a must-see for anyone wanting to get their culture fix this winter.

The exhibition is open daily at NGV International on St Kilda Road, until Sunday 4 October. For more information visit www.ngv.vic.gov.au/dali

Ski season 2009 lifts off

Victoria’s alpine resorts are gearing up for a bumper season with the official launch of the 2009 Ski Season over the Queen’s Birthday long weekend.

The State Government will inject $400,000 into the alpine region to assist two new projects being developed by the Falls Creek Alpine Resort Management Board – a new Pack Horse Heritage Trail and signage improvements around the Falls Creek Village.

The new works will complement projects currently underway to boost Falls Creek’s visitor appeal, including the St Falls redevelopment to improve safety and pedestrian access, the All Seasons Gateway Development to build new village arrival facilities, and the sealing of the Bogong High Plains Road.

A new Winter Alps Bus Link service has also been introduced to provide a public transport connection between the regional towns of Wangaratta, Bright, Omeo and Bairnsdale along the Great Alpine Road.

The winter bus trial is being delivered as part of the Let’s GET Connected and North East Transport Connections projects in collaboration with the Department of Transport.

Eat and drink Victorian this winter

Victorians will be encouraged to choose Victorian produce and wine this winter in the ‘Put Victoria on Your Table’ campaign.

The statewide retail and event campaign includes two-week intensive promotion from 26 July to 9 August and a range of produce and wine tasting events to encourage people to buy Victorian and connect domestic producers more closely with consumers and trade outlets.

Activities also include:

• A Cellar Door launch on 26 July in Crown Palladium offering Victorian wine and cheese tasting and sales,
• Winter Restaurant Express promotions throughout metropolitan and regional restaurants promoting Victorian produce and wine,
• A Wine Weekend on 1-2 August to encourage visits to regional wineries.

A joint initiative between Melbourne Food and Wine and the Victorian Wine Industry Association, the ‘Put Victoria on Your Table’ campaign is sponsored through the State Government’s Promoting to the Domestic Consumer program.

Brumby officially opens Melbourne Convention Centre

The Melbourne Convention Centre officially opened its doors on 5 June, sharing the momentous occasion with World Environment Day.

Premier John Brumby opened the state-of-the-art venue at an official lunch for dignitaries and the business community in which guests were fittingly served a ‘sustainable’ menu using produce and wine from local producers and farmers.

Already known for its innovative environmental practices, the Melbourne Convention Centre is the first convention centre in the world to achieve a ‘six star green star’ environmental rating.

To date there are already 50 major international conventions and a predicted 190 national events booked to be held at the new centre.

Point Nepean heritage site transferred to Victoria

The Commonwealth and Victorian Governments have taken action to protect the 90 hectare Point Nepean Quarantine Station for future generations with the transfer of the site to Victoria.

Over the past 21 years land at Point Nepean has been gradually transferred to the Victoria Government to establish the Point Nepean National Park.

Minister for Environment and Climate Change Gavin Jennings said the move would protect the site’s environment and history while enabling public access to one of Australia’s National Heritage treasures.

“Parks Victoria will work to preserve the area’s rich heritage and environmental values, and enhance public access to the Quarantine Station and the defence range,” Mr Jennings said.

Located at the end of the Mornington Peninsula, Point Nepean is the site of two historic 19th Century landmarks: the fortification and the Quarantine Station, defending the Colony of Victoria against foreign attack and providing protection from disease.

Get the inside word on Melbourne

Tourism Victoria recently launched its Insiders Guide – a mobile site that gives users the low-down on hidden laneway bars, restaurants, cafes and events.

The WAP site is the newest wave of mobile technology enabling users to conveniently access information and navigate Melbourne from their mobile phone.

Each listing on the guide includes a short description, location, contact details and a map. It also provides online map directions to get around the city.

The user-friendly layout works on all mobile phones with internet access – to download go to www.visitvictoria.com.au or SMS ‘Melbourne’ to 132842.

Industry workshop: Climate Change 101

Industry is encouraged to sign up for a tailored tourism focused climate change workshops being held in July.

The sessions will provide the necessary skills and tools to keep the Australian tourism industry well-informed, well-prepared and competitive in the face of climate change.

The Melbourne instalment of the Climate Change Workshop series will be held on Monday 6 July at the Marriott Hotel on Lonsdale Street.

Workshops are free of charge, however participants must register to attend online at www.tourism.australia.com/registration.au. Queries can be directed to

The Victorian Government has also released a Climate Change Green Paper – the next step in its response to climate change. The Green Paper proposes ways to reduce greenhouse gas emissions, adapt to the impacts of climate change and become a leading low carbon economy.

For more information go to www.climatechange.vic.gov.au

Smart tourism – redefining the future

Strong, sustainable and vibrant tourism will be the focal point for the upcoming Tourism Futures conference, on 17-19 August on the Gold Coast.

The prestigious event will see keynote speakers from Australia and overseas present the latest, cutting-edge thinking to help redefine the future for Australian tourism as it emerges from the financial downturn.

Key discussion points include approaches to ‘smart’ and sustainable tourism; building business events; embracing Indigenous experiences; and the latest in online marketing and distribution and consumer research.

For full program details and registration please visit www.tourismfutures.com.au.

City Circle route extends its reach

Melbourne visitors can see more of the city for free following the recent extension of the City Circle Tram route.

The route now takes in the popular NewQuay and Waterfront City precincts of the Melbourne Docklands, offering sightseers an even more convenient and cost-free way to visit the city’s newest hot spots.

What’s on

VECCI Sales and Marketing Conference, 25 June, Melbourne
Free Climate Change Workshop, Monday 6 July, Melbourne
Tourism Futures conference, 17-19 August, Gold Coast