The announcement, made by Premier Daniel Andrews and Minister for Tourism and Major Events John Eren, included news that Visit Victoria will include a new conventions division aimed at making Victoria a leading destination for business events and conventions.
Sir Rod Eddington will lead the establishment of Visit Victoria as interim chair, with the new body set to be fully operational in 2016. A Ministerial Advisory Committee will also work closely with industry experts in fields such as international education, arts and culture, and sport to develop an action plan to attract investment and visitors to Victoria.
Eren described the shake-up as “a game changer”.
“This world-leading entity will fundamentally reshape the way we work with industry experts to market Victoria nationally and internationally to keep our State strong,” he said.
The news was welcomed by the Victoria Tourism Industry Council (VTIC).
“However, we await implementation of domestic and international marketing activities, the funding for which has been pledged by the government for the upcoming months, that are currently on-hold,” said VTIC chief executive Dianne Smith.
“These important programs must proceed whilst Visit Victoria is becoming operational. Industry needs assurance that the funding for activities to drive visitation throughout Victoria will be available as a priority.”