Last month, I joined the Victorian Minister for Tourism and Major Events at the Australian Tourism Exchange in Perth where Victorian tourism businesses had the opportunity to showcase their products to local and international buyers.
It was fantastic to see such a strong Victorian presence at the event. This is a once a year opportunity to meet and greet new buyers to tell them more about Victoria and its leading tourism experiences and destinations.
I am aware the Minister was delighted to see a strong Victorian contingent and enjoyed interacting with the industry and international buyers.
I encourage you to also consider attending the upcoming national Tourism and Events Excellence conference (16–17 July), and the inaugural Asia Mega Famil and Workshop (applications close 20 July), both to be held in Melbourne.
Tourism Victoria together with 41 Victorian products participated in the Australian Tourism Exchange (ATE) held in Perth last month.
As the largest international travel trade show of its kind in the southern hemisphere, ATE provides a forum for Australian tourism businesses to showcase their products, meet overseas contacts and negotiate business deals. During the week-long event, more than 700 international buyers from 40 different countries met with Australian tourism operators in up to 100,000 appointments.
Tourism Victoria attended a number of meetings with key stakeholders from airline, wholesale, retail and media organisations along with Tourism Australia.
The Victorian area of the trade show floor was transformed into a cafe to reflect Melbourne's iconic laneway culture while showcasing a selection of the city's well-known boutiques and galleries.
Positive feedback has been received regarding the quality of appointments and overall organisation of the event from participating Victorian industry groups.
Minister for Tourism and Major Events Louise Asher has announced a series of tourism videos on Victoria's regions will be featured on the Big Screen and The Atrium at Federation Square over the next year.
The new $40,000 partnership between the Victorian Government and Federation Square commenced on 1 July and will focus on a different Tourism Victoria campaign region each month.
"The initiative supports the Coalition Government's commitment to deliver a stronger and more vibrant regional Victoria, which includes ensuring the dispersal of visitors across the regions and growing the state's $15.3 billion tourism industry," Ms Asher said.
According to Tourism Research Australia, Federation Square received more than 2.2 million overnight visitors last year. In addition Federation Square figures show more than 8 million people visit every day, which makes it Melbourne's most visited attraction.
"By broadcasting our strong regional tourism branding daily to commuters and crowds in Melbourne's CBD, we will be ensuring that regional Victoria is at the forefront of holiday makers' minds, and reinforcing that many of our regional destinations are just a short distance away," Ms Asher said.
For more information read the full media release here.
Premier Ted Baillieu announced the first recipients of the Victorian Government's Hamer Scholarships program that provides the opportunity for Victorians to improve their Chinese language skills in China.
"These scholarships are an exciting opportunity for the recipients to immerse themselves in the rich culture and language by living and learning in China," Mr Baillieu said.
Minister for Tourism and Major Events Louise Asher said the Hamer Scholarships program was an important component of the Government's approach to strengthening ties with China.
For more information read the full media release here.
Melbourne will be awash with red when the British & Irish Lions rugby fans come to town in exactly 12 months as part of the Lions's 2013 Australian tour. The Lions are drawn from the best players in England, Ireland, Scotland and Wales and tour Australia just once every 12 years.
To date more than 15,000 British & Irish Lions supporters have subscribed to travelling to Australia for next year's tour, and Minister for Tourism and Major Events Louise Asher said that would represent a great tourism outcome for Victoria.
"The tour is part of the Victorian Government's rugby union events package with Australian Rugby Union and will provide a good economic benefit to Victoria," Ms Asher said.
The tour kicks off with the Melbourne Rebels vs British & Irish Lions tour match at AAMI Park on 25 June 2013. This is followed by the Qantas Wallabies vs British & Irish Lions Test Match on Saturday 29 June 2013 at Etihad Stadium. The test match is the second of a three-match series. Australian Rugby Union will announce details of ticket sales for the matches in coming weeks.
For more information read the full media release here.
The Bendigo Art Gallery's blockbuster exhibition Grace Kelly: Style Icon has attracted more than 152,000 people in its three-month run, with the city's restaurants, accommodation and shops packed as a result.
"Bendigo is one of Victoria's major cultural and heritage destinations, and the city has been brimming with tourists from across the state, around the country and even overseas during Grace Kelly: Style Icon," Minister for Tourism and Major Events Louise Asher said.
"The Victorian Coalition Government is committed to developing our regional tourism industry, and securing this beautiful exhibition for Bendigo is just one example of that.
Opened on 10 March 2012 by Her Serene Highness Princess Charlene of Monaco, the exhibition, from London's famed Victoria and Albert Museum and Monaco's Grimaldi Forum, has attracted national attention and broken new box office records for Bendigo Art Gallery.
For more information read the full media release here.
In the Victorian State Parliament, Minister for Tourism and Major Events Louise Asher recently announced a new video produced by Tourism Victoria and Destination Gippsland Limited (DGL) to promote the Gippsland region.
Minister Asher said the video showcases the nature-based tourism strengths of the Gippsland region and tells a highly engaging and compelling story of the many reasons to visit the region.
“This new video supports DGL's use of ambassadors to highlight the inspirational experiences on offer in Gippsland and reflects an approach tourism organisations are using more frequently to connect with visitors,” Ms Asher said.
The video takes viewers on a journey of inspiration seen through the eyes of three personalities – Tim Cope, Young Australian Adventurer of the Year, Lisa Saad, award winning photographer and Glyndon Ringrose, professional surfer.
The video will be promoted through social media channels including Facebook and YouTube and will be used at domestic and international trade and consumer shows and in future regional marketing campaigns.
The townships of Metung, Walhalla and Paynesville will also feature in the Federation Square screenings as part of a new partnership initiative featured in the Industry Section.
Christmas in July, comedy at the Marysville Community Centre and a mountain bike boot camp in Buxton are some of the events set to benefit from $79,000 of funding from the Victorian Coalition Government's Marysville Tourism and Events Marketing Program 2011–14.
Minister for Tourism and Major Events Louise Asher said the funding would be used to promote 13 events starting next month in towns including Buxton, Marysville and Alexandra, reinforcing the fact that areas affected by the 2009 bushfires are well and truly back in business.
"Attracting and developing key tourism and community events across the region will improve long-term viability and resilience of tourism businesses, while creating a year-round calendar of events," Ms Asher said.
Member for Seymour Cindy McLeish said the events highlighted the diverse range of experiences on offer in Marysville and surrounding townships and delivered economic benefits for local businesses.
For more information read the full media release here.
Tourism and Major Events Minister Louise Asher announced the Wangaratta Festival of Jazz will receive $30,000 from the Victorian Government through Tourism Victoria's Events Program.
The $30,000 will fund a comprehensive marketing campaign that includes advertising in popular jazz magazines, a website upgrade, radio and print promotion and a targeted public relations campaign.
Member for Murray Valley Tim McCurdy said the event was an important economic driver in the region, creating jobs and raising awareness of the range of cultural heritage, food and wine tourism experiences in Wangaratta and surrounds.
"Local businesses, shops and cafes all get into the spirit with locally-sourced food, and Wangaratta's landmark Holy Trinity Cathedral provides an impressive festival venue with the perfect acoustics for blues and jazz," Mr McCurdy said.
This funding is additional to the $110,000 that has been provided by Arts Victoria to assist the Wangaratta Festival of Jazz. The Wangaratta Festival of Jazz will be held over four days from 2 to 5 November 2012.
For more information read the full media release here.
The Murray Regional Tourism Board (MRTB) supports the recent announcement of a $20 million, 120-room Accor-managed hotel in Albury – the first new hotel for Albury City since the 1970's.
MRTB CEO Mark Francis is delighted that the development will create between 30 and 50 full-time and casual jobs as well as boost tourism to the region.
“To secure a development of this size is not only fantastic for Albury, it also adds to the quality and diversity of accommodation offerings found in the Murray Region.
Working in partnership with Tourism Victoria, Destination NSW and 14 local government areas, the MRTB aims to enable more effective development of tourism within the Murray Region.
Another Melbourne Winter Masterpieces exhibition has charged into the city, with Napoleon: Revolution to Empire opening at the National Gallery of Victoria (NGV).
Minister for Tourism and Major Events Louise Asher said the exhibition – which contains nearly 300 works, from paintings and sculpture to jewellery and furniture dating back to the 1700s – was another major cultural exclusive for Melbourne.
"Napoleon: Revolution to Empire brings to Australia for the first time, priceless artworks and objects that give an insight into the life of one of history's most extraordinary and complex figures," Ms Asher said.
The Melbourne Winter Masterpieces series has attracted more than 3.5 million attendees, including nearly one million interstate and international visitors, and generated more than $300 million in economic benefits for Victoria.
The series is ranked as one of Victoria's biggest events, alongside the AFL Grand Final, the Spring Racing Carnival, and the Australian Open.
Melbourne will host two Melbourne Winter Masterpieces exhibitions in 2012. Game Masters – which follows the history of video games and their creators - will open at the Australian Centre for the Moving Image on 28 June 2012. For more information visit acmi.net.au.
The Victorian Government announced $75,000 in tourism marketing funding for this year's Melbourne Festival.
Minister for Tourism and Major Events Louise Asher said the funding was provided through the Tourism Victoria Events Program following last year's record attendance at the Melbourne Festival.
"The Melbourne Festival successfully showcases Melbourne's broad arts and cultural tourism appeal. It also closely aligns with the Government's highly successful Play Melbourne tourism campaign which encourages people to awaken their curiosity and explore ever-changing Melbourne on a whim," Ms Asher said.
Member for Caulfield David Southwick said the Melbourne Festival was one of the country's flagship arts festivals, strengthening Melbourne's position as the cultural capital of Australia.
The 2012 Festival has also received more than $6.4 million in funding from Arts Victoria as part of a triennial agreement. The 2012 Melbourne International Festival will be held from 11 to 27 October at various venues throughout Melbourne. The program will be announced later this year.
For more information read the full media release here.
The Victorian Coalition Government today announced $30,000 funding to support tourism marketing of the 2012 Australasian Worldwide Music Expo (AWME).
Minister for Tourism and Major Events Louise Asher said the Expo contributes to the state's dynamic live music scene by combining both industry-focused initiatives and a diverse public showcase program.
"The AWME is regarded as the southern hemisphere's premier music industry conference and reinforces Victoria's international music credentials," Ms Asher said.
Now in its fifth year, the AWME provides a platform for local, interstate and international artists of indigenous, folk, roots and world music to showcase their talents at a variety of venues across Melbourne.
"The AWME delivers economic benefits with industry delegates and music lovers staying in our hotels during a time of year when traditionally hotel room occupancy is not at full capacity," Ms Asher said.
The 2012 AWME will be held in Melbourne at a variety of venues including the Arts Centre Melbourne, the HiFi and The Toff in Town from 15 to 18 November 2012.
For more information read the full media release here.
Applications are now open for the inaugural Asia Mega Famil and Workshop. This event will see Tourism Victoria and Melbourne Convention and Visitor Bureau (MCVB) combine the 6th MCVB Asia Roadshow and 9th TVIC Victoria Roadshow to China, into one exciting event, to be held here in Melbourne.
Victorian operators will have the opportunity to meet with 20–25 leisure agents from North Asia and 35–40 MICE agents from North and South East Asia, during this four-night familiarisation and one day workshop.
This event will enable Victorian tourism operators to meet with key decision makers during one-on-one business appointments and business networking events, while agents have the chance to experience the key tourism experiences and destinations first hand.
Applications close 20 July 2012. Spaces are limited so please apply as soon as possible. For further information, go here.
Tourism Victoria has run campaigns that promote Victoria's three major snow resorts, Mt Buller, Falls Creek and Mt Hotham, in Singapore and Malaysia. These campaigns were jointly funded by Tourism Victoria and the Board for Alpine Resort Tourism (BART).
Working in collaboration with a trade partner in each country, Tourism Victoria promotions included packages for each of the three resorts as well as tactical print advertising in key English daily papers, online advertising across high traffic portals, PR pitches and exposure via digital marketing activities by trade partners to their consumer databases.
With a strong line-up of local and international keynote speakers, including Minister for Tourism and Major Events Louise Asher, the TEE conference features Australian and international keynote speakers, covering a diverse range of topics including, policy, marketing, strategic partnerships, event management and investment. Register here.
Tourism Victoria and the Melbourne Convention + Visitors Bureau (MCVB) are pleased to announce the first ever Asia Mega Familiarisation and Workshop. For more information contact Lindsay Goding, Tourism Victoria on
or Edwina San, MCVB on.
