Introduction The tourism and hospitality is one of the fastest growing industries in Australia. The industry takes a larger portion of the economy and plays a vital role in the Australian economy. The tourism industry not only operates nationally but also fully participates in the global market economy. The industry is currently recording massive improvements especially due to the recovery in the world economy from the disastrous economic meltdown that was previously. The Victoria tourism and hospitality industry stands out to be the second largest in the whole of Australia with flourishing businesses ranging from restaurants, cafes, hotel services, bars, pubs, clubs as well as well furnished apartments. The industry is famous for its high quality and customer friendly facilities that provide customers with the desired comfort (Kayler, 1995, p. 178). Factors influencing the growth of the industry The global economic recovery has led to the tremendous growth of the tourism and hospitality industry in Victoria. Victoria is also renowned for its quality restaurants and hospitality facilities that highly attract more tourists and visitors. In addition to this, the industry incorporates a number of organizations and institutions that provide important information to their potential visitors and thereby making known worldwide the quality services provided in Victoria. Such organizations include the Baking Industry Association of Victoria and Artisan Bakers Association among others (Bergin and Jago 1999, p. 342). Also the foreign investment regulations within the state are moderate and highly promote investment from the foreigners and therefore this has attracted many investments from both the foreign and local investors. In addition to the above factors, tourism in Victoria has also been influenced primarily the reduction in the oil prices, which led to the subsequent reduction in airline surcharges and therefore leading to decrease in the airfares charges, especially regarding longer routes. This as a result has led to the increase in the number of tourists visiting the state. Generally, Australia has improved its aviation facilities in the recent past, especially routes linking to the international countries like the United States and the United Kingdom. The increased capacity has translated into more visitors and tourists visiting the country. SWOT Analysis of the Victoria state As outlined before, the tourism and hospitality industry in Victoria is the second largest in Australia and the most famous because of the quality services offered by their ultra-modern facilities. The industry has a workforce of more than 115000 workers who accounts for a good percentage of 4.4% of the total labor force within Victoria State. In Victoria State, hospitality and tourism incorporates a number of businesses whose services are tailored toward meeting the consumer’s ever increasing demands (Bergin and Jago 1999, p. 342). They include accommodation facilities, restaurants, café, bars and pubs, catering services, facilities for hosting meetings and events both for business purposes, managing, and coordinating tour operations, providing relevant information to tourists, conducting tour guiding, managing holiday parks, conducting and organizing cultural tourism, casinos, and caravan park operations. The state of Victoria is within the southern region of Australia that is widely known both locally and