TOURISM VICTORIA ANNUAL REPORT

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product marketing Cruise Shipping Victoria voted the leading state for quality regional food and wine (Brand Health 2008) Backpacker Tourism Victoria along with organisers of Days in the Dioceses, launched a campaign targeting the young pilgrims attending World Youth Day 2008 in Sydney. Days in the Dioceses drew more international visitors to our state at any time since the 1956 Olympic Games. The campaign started in April 2008 and included the partial re-development of Victoria’s dedicated backpacker website, backpackvictoria.com Market activity included attendance at the Sydney Adventure Travel & Backpacker Expo, sponsorship of the Golden Backpack Awards, familiarisation trips for backpacker travel agents and advertising in key backpacker travel publications. Bed & Breakfast To continue to promote the 2006–2008 Bed & Breakfast Getaways Guide, which was launched in April 2006, along with the dedicated website visitvictoria.com/ bnb, a range of marketing activities were undertaken. Key activities included cooperative advertising and promotion of the guide in the Herald Sun, on visitvictoria.com and a special promotion at the Melbourne Visitor Centre at Federation Square during June 2008. Cruise Shipping Cruise shipping is one of the fastest growing segments of the tourism industry. Victoria hosted 44 cruise ship visits in the year under review, which represents a 38 per cent increase on the number of ships that docked in Melbourne last season. Across the year, Melbourne welcomed over 108,000 cruise passengers and crew to our shores. The 2007–08 season included repeat visitation by the 2700 berth Sapphire Princess and the Statendan. Melbourne featured on their itineraries 17 times, including nine visits from the Sapphire Princess and eight from the Statendan respectively. Melbourne was also the first Australian port of call for the Queen Victoria’s maiden round-the-world voyage. Giant Steps Innocent Bystander, Yarra Valley. Photo: David Hannah. Victoria hosted 44 cruise ship visits, a 38% increase on the previous season 30 MARKETING
Tourism Victoria works with the cruise ship and tourism industries, including Port of Melbourne Corporation, to promote Victoria as an ideal destination for luxury cruise ships. To meet the needs of the modern fleet of cruise ships and the expectations of their passengers, Station Pier infrastructure and facilities underwent an upgrade by Port of Melbourne Cooperation with the benefit of a significant $15 million contribution from the Victorian Government. The 2008–09 season is forecast to be the largest to date, with 64 cruise ship visits scheduled. Records show that the number of cruise ships visiting Victoria has improved over the past 16 years, with the number of ships increasing from 14 in 1991–92. In August 2007, Tourism Victoria in conjunction with the Port of Melbourne, secured the 2008 Cruise Down Under Conference to be held in Melbourne. This conference was held in August 2008 and included three top international cruise executives representing Princess Cruises, Carnival UK and Fred Olsen Line, inbound tour operators, ports and tourism businesses. Food & Wine Food and wine continues to be a key product sector within Victoria’s tourism offer. A range of marketing campaigns were delivered throughout 2007–08 aided and informed by extensive and ongoing research, industry and product development. Intrastate awareness of Victoria’s food and wine experience was further developed in partnership with The Age through the publication of a fortnightly eight-page pull-out feature – Discover. Distributed in Saturday’s A2 supplement, Discover highlighted Victoria’s regions, focussing on wineries, produce, restaurants and accommodation. Funding from the 2007–08 State Budget was used to finance the insertion of the Discover series into the Sydney Morning Herald. To support the Discover initiative, 30,000 copies of the eighth edition of the Wine Regions of Victoria were distributed to Sydney Morning Herald subscribers on the same day as the food and wine feature. Wine Regions of Victoria was also distributed through regular channels as well as at the Good Food and Wine Shows in Melbourne and Sydney. The production of the ninth edition of the Wine Regions of Victoria brochure commenced in March and will be launched late 2008. Tourism Victoria collaborated with and provided funding to the Victorian Wine Industry Association to deliver the regional photography project. A suite of regional images were delivered to effectively provide for the ongoing marketing needs of all stakeholders. Tourism Victoria’s Identities Project continued delivering the opportunity to highlight our unique food and wine individuals and destinations through focussed editorial and images. Tourism Victoria developed the Identities Project in response to growing visitor interest in meeting locals and experiencing their favourite destinations and experiences. Twenty-four inspirational Victorians who specialise in fields that correspond to the State’s key product strengths of arts and cultural heritage, food and wine, nature-based tourism or Indigenous tourism, shared their preferred experiences in Melbourne or their region. The information was collated into a series of 14 fact sheets titled, A Few of my Favourite Things, which MARKETING 31
Page 1 and 2: 0708 TOURISM VICTORIA ANNUAL REPORT
Page 3 and 4: Photo: Robert Blackburn. contents c
Page 5 and 6: OUR MISSION Tourism Victoria works
Page 7 and 8: Photo: David Hannah. our commitment
Page 9 and 10: 9m International holiday visitor ni
Page 11 and 12: More interstate travellers visited
Page 13 and 14: 11.4m Domestic overnight visitors t
Page 15 and 16: Tourism Victoria’s Structure As a
Page 17 and 18: chairman’s report The tourism ind
Page 19 and 20: Visitor Figures INTERNATIONAL OVERN
Page 21 and 22: DOMESTIC Visitor Figures Victoria r
Page 23 and 24: Output targets & performance Perfor
Page 25 and 26: domestic marketing Travel + Leisure
Page 27 and 28: domestic marketing Real Entertainme
Page 29 and 30: domestic marketing Domestic overnig
Page 31: The Medieval Imagination, Illuminte
Page 35 and 36: product marketing cooperative marke
Page 37 and 38: During the year more than $10 milli
Page 39 and 40: INTERNATIONAL MARKETING For every d
Page 41 and 42: international marketing Birrarung M
Page 43 and 44: 2008 Formula 1 ING Grand Prix, Melb
Page 45 and 46: Sports Business International named
Page 47 and 48: Corporate & destination communicati
Page 49 and 50: USAGE OF TOURISM VICTORIA INFORMATI
Page 51 and 52: Tourism Excellence Tourism Excellen
Page 53 and 54: Entries to the Victorian Tourism Aw
Page 55 and 56: investment attraction Facilitated $
Page 57 and 58: IN DETAIL APARTMENT HOTEL, Melbourn
Page 59 and 60: Melbourne airport recorded a 9% inc
Page 61 and 62: STRATEGY & POLICY Tourism Victoria
Page 63 and 64: strategy & Policy Tourism Victoria
Page 65 and 66: legislative requirements Portsea ba
Page 67 and 68: FREEDOM OF INFORMATION Freedom of I
Page 69 and 70: • Protected Disclosure Officer: p
Page 71 and 72: FIVE year comparison FINANCIAL COMP
Page 73 and 74: OPERATING statement FOR THE FINANCI
Page 75 and 76: STATEMENT OF CHANGES IN EQUITY FOR
Page 77 and 78: notes to the financial statements 3
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notes to the financial statements 3
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Level 32, 121 Exhibition Street Mel
Page 101 and 102:
DISCLOSURE INDEX report of operatio
Page 103:
Tourism Victoria’s offices Melbou
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TOURISM VICTORIA ANNUAL REPORT

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