TOURISM VICTORIA ANNUAL REPORT

EVENTS
Victoria has a well-earned
reputation as Australia’s
events state. Victoria has
developed a year-round
major events calendar with
sporting and cultural events
that is the envy of the world.
With a comprehensive list of
Hallmark, annual, biennial
and multiple special events,
Victoria hosts more major
events than any other State.
Melbourne retained its status as the
world’s best place to hold a sports
events after being named the Ultimate
Sports City 2008. An international
study of sports cities globally, published
in the Sport Business International
magazine earlier this year, profiled 25
cities from all parts of the world, with
a review based on the importance of
international and annual major sporting
events hosted or awarded between
2004–2012.
Melbourne triumphed over Berlin,
Sydney, London, Vancouver, Paris, Tokyo,
Los Angeles, Madrid and Hong Kong.
Melbourne clearly emerged as the
winner scoring in excess of 500 points,
ahead of Berlin and Sydney with less
than 450.
The judges (from the international Sports
Business Group) were impressed by
Melbourne’s robust list of annual major
events, excellent sporting venues and
strong government support along with its
successful hosting of the Commonwealth
Games in 2006. Events bring significant
economic benefits to Victoria as well as
promote the State as an international
tourism destination. Events attract
324,000 international visitors which
represents 45 per cent of all international
events visitors to Australia.
Tourism Victoria is committed to
ensuring that Victoria retains its
reputation as the events leader.
The Events Program identifies and
develops events in Melbourne and
regional Victoria, as well as supporting
their tourism marketing strategies,
in order to maximise their tourism
potential. Tourism Victoria contributes
significantly to attracting and delivering
major events. It also helps to ensure that
they are viable and that they provide
increased benefits. The Events Program
helps increase not only the number
of visitors to Melbourne and regional
Victoria, but also their length of stay
and consequent associated economic
impact. The program also addresses the
quality of the visitor experience and
the branding opportunities for the host
destination.
Australia v India Twenty20, Melbourne Cricket Ground 2008.
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