TOURISM VICTORIA ANNUAL REPORT

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Maximise the effective use of resources by conducting the business of Tourism Victoria in accordance with professional commercial management principles. & Strategy Policy 58 STRATEGY & POLICY
STRATEGY & POLICY Tourism Victoria Business Plan 2008–2011 Tourism Victoria undertook an extensive internal business planning process to determine the key strategies and actions required to implement the directions of the Government’s 10 Year Tourism and Events Industry Strategy. The strategy provides a road map for the future of the industry and outlines a vision to grow the sector to an $18 billion industry employing 225,000 Victorians by 2016. The strategy contains a number of immediate and longer-term strategic responses to strengthen the Government’s support of and collaboration with the tourism and events industry. Tourism Victoria Business Plan 2008–2011, which was released in February 2008, outlines the major initiatives to be undertaken by the organisation over the next three years. The plan contains five core priorities to help achieve the Government’s tourism target of a tourism industry contributing $18 million and 225,000 jobs by 2016. These priorities are: • regional tourism – improve dispersal of international, interstate and intrastate visitors across Victoria • emerging markets – build Victoria’s presence in high growth potential international markets such as China, India and elsewhere in Asia • aviation access – increase direct flights and air capacity to further entice visitors • skills and service standards – enhance training and skill development to improve the quality of experiences available • investment attraction/product development – improve and broaden the range of ‘export-ready’ products and infrastructure available to target consumers. Regional Tourism Action Plan 2008–2011 Tourism Victoria developed a draft Regional Tourism Action Plan 2008–2011 (RTAP). The plan contibutes a major direction of the Government’s 10 Year Tourism and Events Industry Strategy to strengthen regional Victoria’s tourism industry and focuses on challenges raised at the inaugural Regional Tourism Summit held in March 2007. The RTAP, which will replace the previous Regional Tourism Development Plans, will address crossregional issues and confirm priorities for each of Victoria’s 10 tourism regions. The draft plan provides strategies to boost the economic benefits and employment growth of the tourism industry in regional Victoria and outlines strategies to meet challenges faced by tourism operators and communities. The draft plan was developed to address challenges impacting regional Victoria including the stagnant domestic tourism sector, growth in low cost carriers, the increase in outbound travel, attracting regional tourism investment and skills shortages. The plan was developed after extensive consultation with regional tourism stakeholders throughout Victoria including the regional tourism industry, councillors, local government and State Government partners. Tahbilk Wetlands, Victoria’s High Country. Photo: David Hannah. STRATEGY & POLICY 59
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Photo: Robert Blackburn. contents c
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OUR MISSION Tourism Victoria works
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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 and 32: The Medieval Imagination, Illuminte
Page 33 and 34: Tourism Victoria works with the cru
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: Melbourne airport recorded a 9% inc
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
Page 99 and 100: 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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