The latest figures from Tourism Research Australia put visitor spend in the state at $43.7 billion in the year to June.
Called a “defining strength”, major events and business events are pivotal to the strategy, which looks to create, convert and connect visitor demand. Global knowledge, investment and trade are noted as contributions to the state from business events.
Engaging with academia as well as venues and events rights holders is flagged as part of a “Team Victoria” approach to driving visitation growth, with the strategy document positing that “no single organisation or region can deliver the state’s ambition in isolation”.
Goals for business events in the strategy including growing the Asia Pacific Incentives and Meetings Event (AIME) which is owned by Melbourne Convention Bureau, increasing the bureau’s presence in Asia, and growing the flow of corporate and incentive groups from Asia to Victoria, including into regions beyond Melbourne.
Amway China’s 16,000-pax incentive, held in Melbourne earlier this year, is featured in the strategy as a business events case study.
More broadly the strategy seeks to ensure Victoria’s visitor economy grows sustainably, that First Peoples’ culture is a focus and that the state is an inclusive destination.
“Our new strategy is built on deep industry engagement and puts us in a strong position to deliver for Victoria both domestically and internationally,” said Visit Victoria CEO, Brendan McClements.
“It recognises the existing capacity for Victoria to accommodate strong growth and the opportunity for Visit Victoria to work closely with our industry to drive this growth.”
“This has been an energising process and we look forward to getting to work to put this strategy in action.”
