THE Victoria Tourism Industry Council (VTIC) has welcomed new funding to support tourism and events outlined in the state government’s latest budget, but warned the allocation only covers next year’s election campaign period.
In FY27, $44 million has been allocated to support the visitor economy, including delivery of AFL grand final events and the Regional Business Events Program, administered by Business Events Victoria and Melbourne Convention Bureau.
In response, VTIC said the govt will need to go beyond a “status quo” tourism budget and implement several longer-term tourism priorities.
These include activating more long‑term funding for destination marketing campaigns and programs to attract additional private sector investment.
The advocacy body is seeking $160 million over four years for Visit Victoria, which it said will provide key support for a $70 billion visitor economy by 2037.
VTIC has also called for a 10‑Year ‘Team Victoria’ visitor strategy by 2027 to restore confidence and align supply, infrastructure and workforce planning, as well as more funding for workforce training, accreditation and business capability programs within the industry – particularly in regional areas.
VTIC CEO Lisa Patroni said the latest budget maintained operating costs through a tight allocation, but did not go far enough to ensure the state’s visitor economy was successful in the longer term.
“At a time of ongoing uncertainty with rising fuel, supplier costs and cost-of-living, the visitor economy needs to be supported,” she said.
“When business is down it is the owners who are absorbing the cost and they can’t do it for much longer,” Patroni cautioned.
Specific funding allocations will see the Vic Govt give $13 million for the Nyaal Banyul Geelong Convention and Event Centre and Victorian Convention and Exhibition Trust, $7.9 million to renew parts of the Twelve Apostles Precinct and upgrades within the Great Ocean Road coast and parks, and $4.3 million to activate state-owned cultural facilities across the state.
In further developments, Visit Victoria’s major events director Kelly Dickson has stepped down after five years, with Luke Murphy assuming the position on an acting basis.
Dickson will continue to advise on sporting event acquisitions for the next six months.
