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Tourism Victoria markets a range of key product segments including food and wine, arts and cultural heritage, nature-based tourism, Aboriginal tourism, bed and breakfast, caravan and camping, spa and wellness, golf and attractions. The organisation also works in niche markets including backpacking, gay and lesbian and cruise shipping. Aboriginal AboriginalTourism Victoria works closely with the peak industry group, Aboriginal Tourism Victoria, tourism operators, the Koori Business Network and Indigenous Tourism Australia to develop and promote Aboriginal tourism experiences. Key responsibilities include implementing the Aboriginal Tourism Development Plan 2006-2009, which aims to grow the sector and provide a pathway for new and established indigenous tourism businesses. Marketing activities include development, promotion and distribution of the Aboriginal Victoria brochure, the Aboriginal Tourism product manual and coordinating attendance at trade shows and missions. The Identities Project profiles inspirational indigenous Victorians’ favourite experiences, with an emphasis on food and wine, arts and culture, nature-based and Aboriginal product. Aboriginal Tourism Market Profile (133kb) AdventureMarketing activity includes the development and promotion of adventure tourism, comprising the development of the Adventure Victoria brochure and micro-site, print, television, online advertising and media familiarisations. Adventure Tourism Market Profile (165kb) AttractionsTourism Victoria maintains a close relationship with Melbourne and regional tourist attractions. Marketing activities include cooperative advertising in print and electronic media and support for participation in consumer shows. Key partners include the Tourism Alliance Victoria attractions group. Bed & BreakfastThe boutique accommodation sector provides a unique and personalised service. Tourism Victoria works with Accommodations Getaways Victoria, the bed and breakfast sector’s peak body, to increase visitation to bed and breakfast properties and stimulate the short break market to all regions of Victoria. Approximately 273 bed and breakfasts participate in Victoria’s Bed & Breakfast Getaways Guide. Bed and Breakfast Market Profile (162kb) BackpackerTourism Victoria is responsible for strategy development and marketing the backpacker market in conjunction with the Backpacker Operators Association of Victoria. Activities include cooperative marketing campaigns with travel trade partners in priority international and national markets, and consumer marketing activities such as participation in the Adventure & Backpacker Industry Conference and Expo and advertising in the national backpacker magazine TNT. Tourism Victoria will develop a Backpacker Tourism Action Plan in 2008 to drive strategic marketing activities for the next five years. Caravan and CampingTourism Victoria liaises with the peak industry body, VicParks, to develop Victoria’s Cabin, Caravan and Camping Guide, which is the primary promotional tool for the industry. Tourism Victoria also implements a number of cooperative marketing activities with key industry partners. Caravan and Camping Market Profile (166kb) Cruise ShippingTourism Victoria works closely with the Port of Melbourne Corporation, cruise lines, the City of Melbourne and shore excursion operators to maximise Victoria’s exposure in cruise itineraries and the passenger experience. Tourism Victoria works with inbound tour operators to develop shore excursion itineraries, and coordinates the development of the Cruise Arrivals Guide, a map and promotional tool for cruise ship passengers, and a trade brochure, Cruising Melbourne, designed specifically for cruise lines. Tourism Victoria is a member of Cruise Down Under the peak marketing body in Australia. CulturalTourism Victoria works with industry and government stakeholders to position Melbourne as the cultural capital of Australia and to promote Victoria as a culturally rich and diverse state. Key strategies for increasing visitor numbers, economic impact and increased length of stay include working to secure and promote blockbuster theatre productions, marketing the Melbourne Winter Masterpieces series interstate and in New Zealand, integrating arts and cultural heritage into destination marketing, particularly in Melbourne and the Goldfields, developing niche campaigns and working with industry groups. Cultural Tourism Market Profile (166kb) FishingFishing Tourism Market Profile (162kb) Food and WineFood and wine is one of Victoria’s primary product strengths. Tourism Victoria is responsible for facilitating implementation of Victoria’s Food and Wine Tourism Plan, development and distribution of the Wine Regions of Victoria brochure and managing relationships with industry bodies such as regional food, wine and tourism groups, Victoria’s Food and Wine Tourism Council, Restaurant and Catering Victoria and the Victorian Wine Industry Association. Marketing initiatives include the Discover the Wine Regions of Victoria series, published in The Age (2006 and 2007) and the Sydney Morning Herald (2007) and the Identities Project that highlights 15 high-profile Victorians’ favourite experiences, with an emphasis on food and wine, arts and culture, nature-based and Aboriginal. Food and Wine Tourism Market Profile (162kb) (162kb) Gay and LesbianTourism Victoria has been active in targeting the international gay and lesbian travel market since 1995, working in partnership with wholesale partners and Tourism Australia on major trade campaigns. The segment has consistently been identified as a priority in Tourism Victoria’s marketing plans for North America. Gay and Lesbian Fast Facts (82kb) GolfGolf is a niche but none the less important product segment for Victoria. Key responsibilities have included implementation of the Golf Tourism Action Plan 2003-2006, which is currently being reviewed. A Tourism Victoria-appointed Golf Tourism Reference Group provides advice to Tourism Victoria on golf tourism issues. Marketing and promotional activities include promoting the Golfing in Victoria brochure, international cooperative marketing activities with the travel trade, cooperative press advertising, public relations and media familiarisations. Tourism Victoria also coordinates Victoria’s presence at the PGA Golf Show. Golf Tourism Market Profile (159kb) Nature-basedNature-based tourism is one of Victoria’s primary product strengths. It is any tourism that relies on experiences directly related to the natural environment including ecotourism, adventure tourism, native wildlife parks and gardens, extractive tourism (for example fishing and gold panning), sea, sand and sun tourism (for example boating and sailing) and nature retreats. It covers a diverse range of experiences, attractions and activities. Victoria’s Nature-based Tourism Strategy 2007-2011, jointly developed by Tourism Victoria, Parks Victoria and the Department of Sustainability and Environment, provides a whole-of-government, coordinated and strategic approach to policy, planning, development and marketing of the sector to optimise the economic, social and environmental benefits to Victoria. Nature-based Tourism Market Profile (165kb) ShoppingTourism Victoria positions Melbourne as the shopping capital of Australia, a view reinforced by the Brand Health survey, in which 52.5 per cent of consumers rated Melbourne the best city for shopping. Tourism Victoria incorporates shopping as an element in marketing campaigns. Shopping Tourism Market Profile (163kb) Snow and SkiVictoria’s snowfields are an important element in Tourism Victoria’s plans to promote year-round tourism growth. While visitor numbers are higher during the winter months, alpine areas are increasingly recognised as desirable destinations year-round. Snow and Ski Tourism Market Profile (135kb) Spa and WellnessSpa and Wellness is an emerging product strength for Victoria. Responsibilities include facilitating the implementation of Victoria’s Spa and Wellness Tourism Action Plan 2005-2010. Initiatives include the promotion of the Spa and Wellness Directory and driving a range of marketing and promotions, including advertising, and facilitating media and trade visits. Tourism Victoria also works with ASPA, the industry’s peak body. Spa Tourism Market Profile (133kb)
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| Last Updated ( Tuesday, 08 January 2008 ) |