Published on : Wednesday, October 9, 2013
A new agreement between Qantas and the Victorian government will help increase visitor numbers and tourism spending across the state, according to peak national industry body Tourism & Transport Forum (TTF).
Qantas and the Victorian government have signed a $12 million partnership deal to promote the state’s tourism destinations at home and abroad.
TTF Chief Executive Ken Morrison said this is a major win for Victoria’s visitor economy.
“International visitor expenditure in Victoria in the year ending June 2013 grew by 6.1 per cent to $4.6 billion and international overnight visitors increased by 5.8 per cent to 1.88 million,” said Mr Morrison.
“This agreement will support Tourism Victoria in raising awareness about the state’s tourism destinations and helping to encourage visitation and spend.
“Qantas’s visibility as one Australia’s most iconic brands will be particularly valuable in attracting international visitors.
“Tourism Victoria and Qantas will work together to promote Melbourne as a modern, diverse city with an outstanding events calendar and world class dining experiences.
“The state’s regional areas including Philip Island, Daylesford & the Macedon Ranges, and the Great Ocean Road will also be profiled through the new marketing campaigns.
“Social and digital media will be used to encouraging spending in Victoria’s key tourism destinations and attract international visitors.”
Mr Morrison said agreements like this are essential for the tourism industry.
“TTF’s National Tourism Business Count & Employment Atlas shows that Victoria’s visitor economy directly employs 117,900 people and supports 73,178 businesses,” Mr Morrison said.
“Victoria’s visitor economy also contributes $7.3 billion in gross state product and agreements like this will help that contribution grow into the future.”