Victoria and Melbourne attract Malaysian tourist to their culture and art bonanza

Published on : Monday, June 16, 2014

Victoria-tourismThe Minister for Tourism and Major Events, Louise Asher launched a new publication promoting Victoria and Melbourne as Australia’s arts, culture and style capital to prospective Malaysian visitors.
Speaking at an event in Kuala Lumpur as part of the Victorian Coalition Government’s Super Trade Mission to South East Asia, Ms Asher said the new 40-page full colour The Art of Good Living insert would be distributed in Malaysia through Food and Travel Magazine.


“This highly detailed supplement has been created to inspire Malaysians to visit Melbourne, Australia’s arts and culture capital, and regional Victoria,” Ms Asher said.
“It provides a wealth of information on the many businesses and experiences that have helped make Melbourne and regional Victoria renowned destinations for tourists seeking the very best in arts, culture and food and wine.


“The Art of Good Living will also be distributed in Singapore, which is an important and growing market for Victoria’s $19.6 billion tourism industry.”
Earlier Ms Asher unveiled a new cooperative venture between Tourism Australia, Malaysian-based airline Air Asia X and Tourism Victoria.
Called Hidden Gems it is a marketing brochure that will be distributed through Foodsion magazine.


“Hidden Gems will entice Malaysian and international visitors to visit our state and explore the quality and diversity of Victoria’s famous arts and cultural events calendar, as well as our many world class restaurants, cafes, bars and wineries,” Ms Asher said.


Ms Asher is in Malaysia leading Victoria’s current Super Trade Mission to South East Asia, which includes more than 180 representatives from more than 130 organisations representing Victoria’s education, food and agribusiness, sustainable urban design, ICT and tourism industries.


Malaysia and Singapore are key export markets for the Victorian tourism industry, which continues to record strong growth and employs more than 200,000 people across Melbourne and regional Victoria.


Victoria attracts more tourists from Malaysia than any other Australian state, with almost 100,000 Malaysian overnight visitors travelling to Victoria for the year ending March 2014, an increase of 14 per cent.


Malaysian visitors spent $316 million in Victoria, up 12 per cent on the previous year.
By 2022-23, it’s estimated that Victoria will receive approximately 152,000 Malaysian visitors annually.
Victoria received almost 94,000 Singaporean overnight visitors, with that figure forecast to reach 132,000 by 2022-23.



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