Felicia Mariani, outgoing CEO of VTIC and long term advocate for the Visitor Economy, along with Tourism Midwest Victoria EO Sarah Pilgrim and Chair John Pandazopoulos, were our special guests for an Insights session focused on our Vision 2050 work. Sara Quon was our expert facilitator and guided the discussion, positioning leadership and collaboration as central features of effective advocacy for the industry’s future.
Some key takeaways revealed:
- 1 in 7 businesses in the state are in the Visitor Economy sector
- Currently, for every $1 spent in tourism, an additional 80c is spent in that community
- Tourism, therefore, is a key sector contributing to our economy.
The panel also discussed the importance of a constructive relationship with government, with industry led solutions. It was recognised that Victoria’s current spend on marketing continues to be at levels well below our competitors. This has the potential to put us years behind in what is a competitive national and international market.
Into the future, there was a call for more positivity in the way we promote the industry as a long-term career option with a stronger focus on skills and training. Tourism as a driver of growth was also discussed as often people move to the places they love to visit.