The Victorian Government will invest $1 million in developing plans for the Geelong Convention Centre. RDV, Geelong Authority Business case delivered. Assign clear responsibility and leadership within government for progressing new investment projects of state and regional significance. Through the Tourism, Events and Visitor Economy Partnership Agreement, assign clear responsibility for progressing new investment projects, including RDV for regional projects, Investment and Economic Projects branch (DEDJTR) for metropolitan projects, and Sport and Recreation Victoria for sports projects. Regular consultation between relevant areas of government to share intelligence and to ensure consistency of approach. TEVE, RDV, I&EP, SRV Relevant Departments and Branches identified. Fast track approvals for visitor economy projects of state significance through the use of the Project Development and Construction Management Act 1994, where appropriate. The Act facilitates certain development projects in Victoria and provides for the setting of standards and issuing of directions in relation to public construction and will be used on a case by case I&EP Projects facilitated. In partnership with Parks Victoria, land managers and other key stakeholders, prioritise Government investment in infrastructure and amenities for key public tourist attractions. Consider investment in infrastructure and amenities for key public tourist attractions as part of the identification of a pipeline of tourism investment opportunities, including the 10 most significant regional tourism projects. PV, DELWP Support , TEVE, RDV Infrastructure at key tourist attractions prioritised. Continue to support and facilitate Stage 2 of the Grampian Peak Trail project (allocated an additional $19 million through the Regional Jobs and Infrastructure Fund). Continue to support the development of the Grampians Trail project. The first stage of the trail is complete, with the remaining sections to be planned and RDV Support PV, DELWP Stage 2 completed and open to visitors.
built up until 2019. RDV to establish a project governance group to support the upgrade of the Phillip Island Nature Parks Penguin Parade Visitor centre, allocated $48.2 million in funding through the$101 million Regional Tourism Infrastructure Fund. Complete the Phillip Island Penguin Parade Redevelopment Project. RDV Upgrade of facility commenced. Promotion of the extensive rail trails network throughout regional Victoria, many of have been funded by RDV. RDV Support Transport, VV Promotional activities undertaken. Parks Victoria will identify the visitor experience and commercial opportunities for available major visitor sites and develop prospectus to take to market. Major lease opportunities identified and planning commenced to prepare EOIs. Rolling program of EOIs implemented. PV Successful EOI and implementation. Parks Victoria will continue to work with DELWP to identify reduction of red tape and reforms to grow the Licensed Tour Operator sector. Parks Victoria will engage with DELWP and Treasury and Finance to identify reforms, red tape reduction and improve systems and processes. PV, DELWP Consideration of reforms. Ensure a refreshed Plan Melbourne identifies new visitor economy opportunities across Greater Melbourne. TEVE to work with the Planning Division, DELWP, to monitor the implementation of tourism related actions in Plan Melbourne. TEVE Support DELWP, CV Tourism, including cultural attractions, is included in refreshed Plan Melbourne.
more world class events to the city. Allocating $37 million to the Geelong Performing Arts Centre. Support the upgrade of the Geelong Performing Arts Centre, allocated $30 million in the 2015-16 Victorian Budget and a further $7 million in the 2016-17 Victorian Budget. Ongoing delivery of the project. CV, RDV, Major Projects Victoria Completed. Allocating $31.5 million for the sports precinct in Ballarat which includes the upgrade of Eureka Stadium to host AFL games, supported by a five year partnership with the Western Bulldogs to play at least two premiership games at the stadium each year. Support and facilitate the development of the sports precinct in Ballarat, including: • Eureka Stadium • Ballarat Sports and Events Centre • Ballarat Showground Upgrade • CE Brown Reserve Upgrade Ongoing delivery of the project. SRV Support RDV Eureka Stadium completed in 2017. Other facilities will be completed at a later date. Develop an Integrated Transport Assessment for the entire Ballarat precinct. Transport Plan developed. Allocating $8 million for the Budj Bim Cultural Landscape to support its progress towards a UNESCO World Heritage listing. Continue to actively support the Budj Bim World Heritage project, through allocating $8 million to implement stages 1 and 2 of the master plan and support Budj Bim’s progress towards a UNESCO World Heritage Listing. Ongoing delivery of the project. AV, RDV Support PV Completed.
Allocating $9.8 million for Stage one of the Shipwreck Coast Master Plan. Commence delivery of Stage One of the Shipwreck Coast Master Plan, with the allocation of $9.8 million from the Regional Tourism Infrastructure Fund, in collaboration with the Great Ocean Road Regional Tourism Board. Continue to implement the Shipwreck Coast Master Plan RDV Support PV, DELWP, TEVE, I&EP) Implementation commenced and ongoing. Collaborate with Regional Tourism Boards (RTBs) to improve the quality and consistency of Destination Management Plans including the identification of projects of state and regional significance. Continue to hold discussions with Regional Tourism Boards regarding the development, implementation and review of Destination Management to ensure a consistent approach to destination management planning to ensure benchmarking The development of best practice resources guiding the review and development of Destination Management Plans for industry and government. Continue to actively support the development and implementation of Destination Management throughout Victoria’s regions. RDV, VV Support TEVE, PV DMPs developed, reviewed and implemented. Develop a marketing program in collaboration with RTBs designed to get more Victorians to holiday in regional and rural Victoria, including Victoria’s multicultural community. Continue the implementation of the Wander Victoria campaign in collaboration with RTBs to encourage more Victorians to visit regional Victoria. to actions under ‘Improved branding and marketing section. Support the development of Victorian regional resources including digital applications. VV Support RDV, PV Continued implementation. Collaborate with RTBs, Visit Victoria will continue to support the RTBs digital Visit Victoria to provide VV Support Continued support. tour
government and industry to improve the online user experience for people planning to visit regional Victoria. strategies through chairing digital round tables, sitting on RTB digital advisory, strategy and tender selection committees. ongoing support. Victoria and TEVE will continue to support RTBs provide training through the provision of speakers and the sharing of knowledge and advice. TEVE Provide targeted support to smaller regional events that have the capacity to attract interstate visitors, including possible seed development of events. Support smaller regional events have the potential to drive regional tourism, through the allocation of the Regional Events Fund. Refer to actions under ‘Maximise the benefits of events’ section. VV Funds allocated. SRV to continue to deliver the Significant Sporting Events Program, to help sporting, community and event organisers deliver significant sporting events in Victoria. SRV Continued delivery of program. Support the development of community owned Aboriginal tourism businesses that leverage local land and cultural assets. Identify and provide product development and marketing advice to private and community businesses. Integrate priority status and planning projects opportunities for Aboriginal community visitor economy projects into the assessment processes of related RDV, VV, AV Support TEVE, CV Advice provided.
role in Victoria’s marketing activity, nationally and internationally. Visit Victoria will continue to be involved in the development and implementation of the Victorian Government Wine Strategy, which is being by Agriculture Victoria with industry and DEDJTR partners. implementation of the Wine Strategy. Support VV, RDV Continue to support the inclusion of Victorian winery experiences in the Ultimate Wineries Experience Australia as part of the Best of Australia promotion. Regional Development Victoria and Visit Victoria will continue to have an important role in the $1 million Wine Growth Fund, which aims to increase wine tourism and cellar door sales. VV, RDV Victorian winery experiences promoted. Support growth in food and wine tourism, and collective marketing. This includes supporting targeted food and wine tourism initiatives as part of a greater on increasing tourist visitation to regional Victoria, such as; the establishment of the Wine Industry Ministerial Advisory Council; the development of a Wine Strategy and wine growth fund (Food and Fibre Sector Strategy). Support businesses to explore ways of collaborating to help capture the advantages of economies of scale; and work with industry partners to identifying ways to better promote Victorian food and fibre products in the domestic market (Food and Fibre DEDJTR (Food and Fibre sector branch) Support provided to food and wine tourism sector.
Sector Strategy) Identify a location for and establish a Regional Centre for Culture. First Regional Centre for Culture program in Goldfields region in 2018. CV A regional Centre for Culture program delivered in 2018. Further support the development of Bendigo as an arts and design hub for regional Victoria. Establish a creative industries space. Develop programming that celebrates Bendigo’s multicultural communities. Develop unique cultural offerings that the Bendigo brand. CV Increased creative industries employment opportunities in Bendigo and surrounds. Increased cultural tourism offerings. Development of a new major performing arts centre and creative industries training facility in Traralgon CV, RDV New facilities developed and activated. Visit Victoria includes a General Manager, Regional, role to work directly with the regions. The General Manager, Regional, Visit Victoria continue to work with the regions to grow tourism and examine opportunities. VV Support PV Regular meetings scheduled/attended. Parks Victoria will identify and implement a rolling park planning program including management, master, precinct and visitor experience plans to identify and Finalisation of plans that define the visitor experience and investment required identified. PV Plans are developed and community is engaged and investment is secured. working
visitation and investment priorities in the sectors of mountain biking, hiking, camping, fishing and 4x4 driving. In the first 12 months, planning areas determined and support resources determined. Parks Victoria and DELWP will focus on improving service delivery and identify delivery models for interpretation and education services to improve the visitor experience in parks. This will be done in collaboration with LTOs and schools. In the first 12 months, Parks Victoria Interpretation and Education Strategy developed. Commence implementation of the Parks Victoria Interpretation and Education Strategy. PV, DELWP Support DEJTR, DET Increased nature based tourism. Parks Victoria will seek to partner with operators, Regional Tourism Boards and stakeholders to grow and promote tourism in regional Victoria. Parks Victoria will develop a promotional plan and calendar of activity that will promote national parks, nature-based visitor experiences, licensed operators, recreational themes, and park products/destinations. Continued activities roll out. PV tourism promoted.
audience and positively impacted consumer attitudes and perceptions of regional Victoria. Early indicators also suggest that Wander Victoria is influencing conversion outcomes. Victoria will continue to work closely with Tourism Australia to ensure Victoria’s offerings are featured in marketing campaigns, such as the Aquatic and Coastal global marketing campaign and the ongoing Restaurant Australia campaign. Melbourne was host city for the World’s 50 Best Restaurant Awards in 2017. Tourism Australia and Visit Victoria worked in partnership with the World’s 50 Best team to create a program. Victoria will continue to work with Tourism Australia to ensure Victoria is represented in marketing campaigns. TEVE Continued collaboration and Victoria featured in Tourism Australia campaigns. Work with industry to transition to the new Victoria and identify opportunities for industry to participate in its implementation. Visit Victoria will liaise with DPC and continue to implement the newVictoria branding. Visit Victoria will continue to work directly with RTBs as key strategic partners. Opportunities for industry participation would largely come through Visit Victoria’s marketing programs and campaigns. Continue to examine further opportunities for industry participation in the new branding for tourism related activities. VV Support PV, TEVE New branding fully implemented. and the Ministerial Advisory Committee to oversee progress against, a Statement of Expectations for all major government and funded private entities to work in Review the Statement of Expectations for all government and funded private entities, including Melbourne Convention and Exhibition Trust, Federation Square, Emerald Tourist Railway, Grand Prix Corporation on a periodic basis. A Statement of Expectations is an Review the Statement of Expectations for Visit Victoria and other entities periodically. TEVE Statement of Expectations issued and agreed to.
Continue to support and develop existing events, including signature events in regional Victoria. Expand the calendar of events in regional Victoria, with the allocation of $20 million from the Regional Events Fund. Continue to promote regional Victoria events. Continue to support and promote regional events. VV Support TEVE, RDV, CV, PV Number of regional events increased. Create and promote a program of ‘home-grown’ events throughout the State, which can be managed to counter seasonality challenges. Consider options for the creation and promotion of home grown events which align with Victoria’s brand and sector strengths through the delivery of Regional Events Fund. Continued delivery of home-grown events. VV Support TEVE, RDV, CV Number of attendees. Building Melbourne International Games Week (MIGW) into the digital games event n the region. Deliver annually. CV Delivered annually. Facilitate new International platform events; cultural events that will attract international visitors. In 2017 Asia Topa – a four program of the best In 2018 the NGV triennial of art and design will present an inaugural showcase of Australian and international artists and designers. CV New events delivered.
international industry events to Victoria and working with partners to explore options to establish new or amplify existing events (Food and Fibre Sector Strategy). Regularly evaluate event benefits to ensure an appropriate return on investment. Review mechanisms and framework to evaluate events and return on investment already established as part of ongoing operations. TEVE, VV Mechanisms reviewed. Visit Victoria will play a critical role in developing equity in the new Victorian brand and in driving promotion of the State as a leading visitor and events destination. It will develop its own strategic approach under the umbrella of this Strategy. Implement the marketing, events and business events attraction strategy and deliver marketing activities associated with the $38 million allocation in the 2016-17 State Budget. VV Strategy developed and implementation commenced Priority: Improved experiences for visitors from Asia The goal of this priority is to deliver by 2025, growing numbers of visitors from the high growth markets of India and Indonesia and other Asian countries, and our products and experiences meet the needs and expectations of these markets. The following actions will begin to deliver on this desired outcome over the short to medium term.
Priority: Improved experiences for visitors from Asia Long term actions identified in the Victorian Visitor Economy Strategy Actions for next 12 months Actions for the next 3–4 years Lead Output Support development of more products and experiences. Continue to work with the tourism industry to develop new tourism initiatives for Chinese visitors that align with Victoria’s strengths. Continue to support the development of tailored transport, accommodation and Chinese food options at key tourist locations. Continue to work with the tourism industry and the Commonwealth Government to improve the quality of tourism services provided in Victoria. Continue to support the development and of appropriate products for the Chinese market, particularly in regional Victoria. VV Asia ready products developed. Continue to run an annual International Mentoring Program, to give tourism businesses that are successful in the domestic market the skills and knowledge to enter VV Assistance provided.
Partnerships for Prosperity) Promote programs that improve cultural awareness and language services for businesses that meet the requirements of visitors from Asia. Work with the Commonwealth Government to undertake Chinese cultural awareness and language skills training as part of the Tourism Excellence Program. Increase regional dispersal of Chinese language speakers and graduates through training placements at key tourist attractions in regional Victoria. Work with Victorian Government agencies to promote the study of Chinese languages in the education system, especially in senior years and at tertiary level. VV, TEVE, PV, DET Work with major universities and the international education student community to encourage visitation within Victoria. Victoria, the TEVE Branch and the international Education Sector Branch to work together to develop education products (i.e. Short stay education experiences) and pilot projects. Grow educational tourism to attract more edu-tourists and increase visitation from friends and relatives (International Education Sector Strategy). IE,TEVE, VV Support DET Continued collaboration. Continue the Victorian International Education Ministerial Advisory IE Support TEVE Tourism sector included on roundtable.
Roundtable, adding to current membership with new representation from the schools and tourism sectors (International Education Sector Strategy) Promote the State’s visitor attractions to Victoria’s multicultural communities. Refer to actions under “Improved branding and marketing’ section. VV Facilitate collaborative international cultural events and exchanges, under five year Cultural Partnerships agreement signed between Victoria and China in 2015. events and exchanges for each year of the agreement. CV Events facilitated. Priority: Better tourism infrastructure The goal of this priority is to deliver, by 2025, significant improvements in tourism infrastructure at key attractions which deliver a better visitor experience. The following actions will to deliver on this desired outcome over the short to medium term. Priority: Better tourism infrastructure Long term actions identified in the Victorian Visitor Economy Strategy Actions for next 12 months Actions for the next 3–4 years Lead Output Provide strategic Continue to support existing All Completed.
investment in Victoria’s cultural and sporting infrastructure. commitments to upgrade/develop the Geelong Performing Arts Centre, Palais Theatre, Shepparton Art Museum, Simonds Stadium in Geelong and sports precinct in Ballarat. to ‘Build on the potential of regional and rural Victoria’ section). Deliver the $101 million Regional Tourism Infrastructure Fund (Refer to actions under ‘More Private Sector Investment’ section) RDV Projects funded. Continue to implement the Living Heritage Program, allocated $30 million over 4 in the Victorian Budget, to conserve and activate at risk State-listed places and objects. This includes $22.2 million for major building grants for iconic heritage places with complex conservation needs and $7 million for heritage grants to community and publicly accessible Continue to implement the Living Heritage Program for thelife of the program. HV Continued implementation of the program.
heritage places and objects. A competitive grants program commenced on 8 August 2016. Prioritise government investment in infrastructure at key visitor attractions such as the Great Ocean Road and the Penguin Parade at Phillip Island Nature Park. Commence implementation of Stage 1 of the Shipwreck Coast Master Plan and the Phillip Island Nature Parks Penguin Parade Visitor Centre upgrade. (refer to “more Private Sector Investment section’). RDV, PV, TEVE Implemented. Parks Victoria will deliver $20m of infrastructure works as a 2016-17 Budget commitment. Planning commenced for prioritising works associated with $20m budget allocation. Priority infrastructure works undertaken. PV Priority infrastructure works undertaken. Support the expansion of the Melbourne Convention and Exhibition Centre, allocated $205 million in the 2015-16 Budget. I&EP Expansion commenced. Support the development of a business case for the Geelong Convention Centre. RDV Business case developed.
Coordinate the development of a master plan for Puffing Tourist railway and lead the development of the proposed Puffing Billy Tourist Railway Act. Implementation of the master plan. TEVE Support I&EP Master plan developed. Improve public access, facilities and amenities, parking and mobile phone and internet coverage at key visitor attractions. Continue to implement the $51 million program to fix mobile blackspots in regional Victoria, including along regional rail lines. 109 new mobile towers from Round 1 Mobile Black Spot Program to be constructed. 32 sites announced as successful in receiving Commonwealth funding for Round 2. The Government will continue to look for opportunities to further increase and capitalise on regional mobile coverage. Tele- comm- unicatios branch, DEDJTR 141 new mobile towers committed to date. Invest in outdoor recreation infrastructure that increases visitation and length of stay in regional and rural areas and also benefits locals. Consider outdoor recreation infrastructure projects as part of the development of a pipeline of tourism investment opportunities (refer to “more private sector investment section’). SRV, PV Support TEVE, RDV, DELWP Outdoor recreation infrastructure projects considered. Priority: Improved access into and around Victoria The goal of this priority is to deliver, by 2025, convenient air access to Melbourne and regional Victoria for visitor from key international markets with more direct international flights, and visitors within the state have a range of options to safely and
easily access destinations. The following actions will begin to deliver on this desired outcome over the short to medium term. Priority: Improved access into and around Victoria Long term actions identified in the Victorian Visitor Economy Strategy Actions for next 12 months Actions for the next 3–4 Lead Output Increase air service connections and maintain curfew-free status for Melbourne airport and Avalon Airport. The Victorian Government will continue to work with Melbourne Airport and Avalon Airport to attract international airlines and improve air connections with Victoria’s tourism, education, business and trade markets. I&EP Attract more airlines to Victoria. Work with Melbourne Airport to support the implementation of its 20 year Master Plan. Join the steering committee that is charged with managing key stakeholders that includes the airport. Work with partners to help facilitate growth at the airport in line with forecasts. The Victorian Government will work closely with the airport to identify issues that may impede Victoria’s competitive advantage. With continued growth over the coming years there needs to be a concerted effort to allow this growth to be realised. I&EP Sustainable growth in capacity at Melbourne airport and Avalon Airport.
Support further development at Avalon Airport to position it as Victoria’s second international airport. The Victorian Government will continue to work with Avalon Airport and Jetstar to implement the ten year agreement with Jetstar, signed on 27 2015, that secures flight operations for the next ten years at Avalon Airport. As part of the agreement Jetstar, will increase the number of flights from five to seven per day and fly to two new destinations. I&EP Support RDV Greater number of visitors travelling through Avalon Airport. Ensure visitor needs are reflected in long term private and public transport network planning, including access between international Airports and the CBD. A 12 of all night public transport on weekends (with a 2016/17 budget allocation of $50 million to commence trial) commenced on 1 January 2016. A range of data will be collected and analysed during the trail, including patronage, network performance and public and business feedback to allow the Ensure visitor needs are reflected in public transport planning, including projects such as the Melbourne Metro Rail (allocated up to $11 billion in the State Budget) Transport for Victoria Support TEVE Public transport meets visitors’ needs.
network issues to improve the transport interchange area (Beaconsfield Parade, Bay Street, light rail tram services). Introduction of reforms to the commercial passenger industry, to enable more ride sharing and taxi services. Transport for Victoria Reforms introduced. Prioritise road access, safety and adequate signage at key visitor attractions, particularly in regional and rural areas. TEVE to continue to work with Transport Division, VicRoads and RTBs to ensure adequate visitor signage including refreshing the State’s suite of gateway signs. TEVE to continue to work with Transport for Victoria to ensure adequate signage. TEVE, Transport for Victoria Support TEVE Continued collaboration on signage. Create a Visiting Drivers Safety project with Victoria Police and the TAC. TEVE Support Victoria Police, TAC Project commenced. Visit Victoria to continue to promote Victorian road trips and itineraries on VV Road promoted.
Priority: A skilled an capable sector Long term actions identified in the Victorian Visitor Economy Strategy Actions for next 12 months Actions for the next 3–4 years Lead Output Work with industry bodies and training providers to ensure courses meet the specialised training needs of tourism business operators. TEVE to work with Department of Education and Training to ensure to TAFE training priorities, with a focus on regional Victoria. TEVE to continue to provide high priority training providers e.g. and higher education, guidance on industry training priorities. TEVE Support DET provided. Work with industry, and training providers to provide scope and support for innovation of the training system to respond to changing employment and workforce skill requirements, including within the tourism industry. From 2017, the Victorian Government will implement a new TAFE and Training system that aligns quality training with current and future jobs. TAFEs will play a distinct role in the new TAFE and Training system, partnering with the Government to support priority growth areas, including the development of the visitor economy. DET Support provided. Tourism courses are considered for State Government DET Tourism courses considered.
response and recovery in relation to crises such as significant bushfires and floods through such as workshops, business mentoring and strategic advice. The TEVE Branch to provide leadership on State-wide matters relating to the tourism impacts of crisis. Continue to grow accessible tourism through increasing tourism business awareness of the sector and encouraging greater promotion/information to people with a disability. Continued circulation of the Accessible Tourism Resource Kit, supported by workshops and strategic communications. Continue to work with Regional Tourism Boards and Destination Melbourne to promote accessible tourism to businesses across Victoria (State Disability Plan Review and enhance the Accessible Tourism Toolkit in 2017 (State Disability Plan Undertake research into the needs and preferences of travellers with a disability (State Disability Plan Target 500 businesses across the state to become more aware of accessibility and more than 100 to be compliant with universal design principles (State Disability Plan TEVE
State Government to continue to work with key tertiary sector and training providers to deliver courses for industry needs. DET, TEVE Continued collaboration. Work with industry to promote the tourism industry to the potential workforce. Work with the Commonwealth Government and the national tourism industry to identify appropriate methods to promote the industry to potential employees and students. TEVE, VV Continued collaboration. Develop and grow the capabilities of Indigenous tourism businesses. Visit Victoria to continue to work closely with Aboriginal tourism businesses to provide advice and support, including how to access business support programs conducted by Visit Victoria and other areas of government. Introduce priority status and allow planning opportunities for Aboriginal community visitor economy projects into the assessment processes of related state funding programs. VV, AV Support TEVE, RDV, PV Continued assistance provided. Engage with the Commonwealth Government and industry to improve access to sponsored skilled migration visas. Delivery through continued engagement with the Tourist Visa Advisory and the broader department. TEVE Continued collaboration.
visitor economy is a core part of the Government’s efforts to attract investment, support skills and workforce development, and invest in infrastructure. Strengthening the Government’s focus on investment attraction and facilitation. Establishing a Visitor Economy Ministerial Advisory Committee, reporting to the Minister for Tourism and Major Events, to ensure a partnership approach with industry and across Government. The Committee will contribute to the overarching vision for the visitor economy, will oversee development of an action plan to implement this Strategy over the short and medium term, and will publicly report Visitor Economy Ministerial Advisory Committee has been established. The committee will continue to meet on a regular basis. TEVE Quarterly meetings held.
on progress in its delivery. The Committee will complement the work and insights of the Visit Victoria Board, which is directly responsible for marketing, events attraction and other functions of that body. Strengthen RTBs by: Increasing autonomy to increase visitation and address supply side issues. Enabling formal involvement in determining how marketing funding is directed to regional Victoria, based on prospects to grow visitation and jobs. Implementing three to five year service level agreements that have annual performance reviews with clear performance measures Continue to support Regional Tourism Boards develop Destination Management Plans to examine investment opportunities on a regional basis. Visit Victoria to formally consult with RTBs in developing tourism marketing strategies. Victoria to implement three year funding agreements with RTBs that have annual performance reviews. Provide ongoing support for, and regularly consult with, Regional Tourism Boards to grow and support regional tourism. VV Support TEVE, PV, RDV DMPs developed and implementation commenced.