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Visit Victoria Annual Report 2018-19

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Visit Victoria Annual Report 2018-19 2018-19 TuesdayTuesday 14 14 October October 2019 2019 About this report Friday 13 September 2019 This Annual Report documents how Visit Victoria performed during the 2018-19 year. TheThe Hon. Hon. Martin Martin Pakula Pakula MP MP All source material can be found MinisterTheMinister Hon. for forMartin Tourism Tourism Pakula and and Major MP Major Events Events on Visit Victoria’s website at 16 OctoberMinister 2017 for Tourism and Major Events corporate.visitvictoria.com Level 36, 121 Exhibition Street LevelLevel 36, 36, 121 121 Exhibition Exhibition Street Street The Victorian Auditor-General’s MelbourneMelbourne VIC VIC 3000 3000 Office has independently Melbourne VIC 3000 audited the financial report and The Hon John Eren MP Minister for Tourism and Major Events concludes that it presents fairly, Dear Minister in all material aspects, the Level 36, 121 Exhibition Street financial position of Visit Victoria MelbourneDearDear Minister VIC Minister 3000 as at 30 June 2019. Dear VISIT Minister VICTORIA ANNUAL REPORT 2018-19 For further information on the 2018-19 Annual Report, contact VISITVISITVISIT VICTORIA VICTORIA VICTORIA ANNUA ANNUALL ANNUALREPORT REPORT2016 REPORT-17 2018 2018-19-19 Visit Victoria on +61 3 9002 2222 I am pleased to submit the Visit Victoria Annual Report 2018-19. The document outlines the or [email protected] I am achievements pleased to submit of thethe Visit organisation Victoria Annual for theReport year 2016 ended-17. The 30 documentJune 2019. outlines the achievements of the organisation for the year ended 30 June 2017. ISSN 2208-5505 (online) I amThe pleased report has to submit been prepared the Visit Victoriain accordance Annual with Report the 2018expectations-19. The ofdocument the Victorian outlines Government. the ISSN 2208-5491 (print) I am pleased to submit the Visit Victoria Annual Report 2018-19. The document outlines the The report has been prepared in accordance with the expectations of Government. achievementsachievements of ofthe the organisation organisation for for the the year year ended ended 30 30 June June 2019. 2019. YoursTheYoursThe sincerely report report sincerely, has has been been prepared prepared in accordancein accordance with with the the expectations expectations of ofthe the Victorian Victorian Government. Government. Yours sincerely, 2019 Swisse People’s Ride at the Yours sincerely, Cadel Evans Great Ocean Road Race. Held in Geelong, Barwon Heads and Torquay, Victoria. Front cover: Paul PaulLittle LittleAO AO PaulPaul Little Little AO AO Your Happy Space intrastate ChairmanChairman marketing campaign Chairman 2019 Empire by Rone, Dandenong Chairman Ranges, Victoria 2019 Asia Pacific Incentives Meetings Event (AIME), Melbourne Convention and Exhibition Centre Harry Potter and the Cursed Child, Princess Theatre, Melbourne corporate.visitvictoria.com.au corporate.visitvictoria.com.au corporate.visitvictoria.com.au Mount Martha, Victoria Chairman’s Foreword This year, we launched a new intrastate marketing campaign, Your Happy Space, and continued to implement A Twist at Every Turn campaign, Victoria’s first interstate marketing campaign in six years. Internationally we continued to work with a range of airline and travel partners across priority markets: Greater China, North America, India, Singapore and Malaysia, while maintaining activity in the United Kingdom, continental Europe, Japan, Korea and New Zealand. Events have been a strong driver of visitation, amplifying Melbourne and Victoria’s brand globally. Over the In its third year, Visit Victoria cemented last three years, Visit Victoria has its place as a high-performing, visitor- strengthened Victoria’s position as centric, destination marketing and a global events state by securing events company for the state, making an incomparable slate of major and In addition, more than 200 regional I have been proud to serve on the Visit a significant impact on Victoria’s business events. events have been facilitated through Victoria Board since the organisation’s visitor economy and reputation the Regional Events Fund, attracting inception and as Chair since February Since 2016, Visit Victoria has contracted as a global events state. a collective audience totalling over 2017. It has been a vital transition period more than 100 major events across 1.7 million. These range from elite sporting as we established a new singular tourism As at March 2019, visitor expenditure sport, arts and culture, fashion and events to popular music festivals and and events company for the state, a reached $30 billion, showing Visit food. Major coups include theatre unique food and wine events. significant achievement. In bringing Victoria, alongside government and spectaculars Harry Potter and the together destination marketing, major industry, is on track to achieve the Cursed Child, Come From Away and The strength of Victoria’s visitor economy events and business events, Visit Victoria Victorian Visitor Economy Strategy Moulin Rouge! The Musical, the men’s is a shared responsibility and a shared now delivers an impact that is greater target of $36.5 billion by 2025. This and women’s final of the 2020 ICC achievement, with many industry and than the sum of its parts. represents an increase of 32 per cent T20 World Cup, Brazil v Argentina, government stakeholders working since the organisation was established the WWE Super Show-Down in 2017, together to position the state for success. As Visit Victoria progresses into its fourth in July 2016. a Rugby League events package and year of operation in 2019-20, I will pass blockbuster exhibitions at the National I’m pleased to share Visit Victoria’s the baton to a new Chairperson, Janet We are seeing more Melburnians visiting Gallery of Victoria. 2018-19 activities, achievements and Whiting AM. Janet has been a strong regional Victoria - with the number financial outcomes, in this year’s and strategic contributor to the board of overnight trips growing from seven As a subsidiary of Visit Victoria, the Annual Report. Operationally, as noted since 2016 and is well placed to take million in 2016 to 9.2 million trips now - Melbourne Convention Bureau enjoyed last financial year, the treatment of up the leadership for this next phase while expenditure from Chinese visitors a record year, bringing its three-year Government Grant funding was changed of Visit Victoria’s development. to Victoria has grown by $1 billion and tally up to more than 600 business in 2017-18, in line with the Australian is now worth $3.2 billion. events secured. The total expected Accounting Standards for not-for-profit It’s been a privilege to work with my economic impact of these events companies. In 2017-18 Visit Victoria Board colleagues, the Visit Victoria This increased activity means, over this is $1.22 billion. reported a substantial profit, $12,285,527. leadership team and staff, and our same period of time, 30,000 more jobs This year, Visit Victoria is reporting a loss industry partners, and I look forward to have been created in Victoria’s tourism result of, $3,316,164. This outcome was following the Company’s ongoing success industry, with 232,700 Victorians now anticipated by Visit Victoria’s Board and and to seeing Victoria’s visitor economy employed in the sector. reflects the volatility in financial results to grow and prosper. as a result of the adoption of this accounting standard. Paul Little AO Chairman 4 VISIT VICTORIA Annual Report 2018-19 VISIT VICTORIA Annual Report 2018-19 5 Chief Executive Officer’s Message In addition to telling the story of Our major events and business events to develop new ideas or ways of working Victoria’s diverse regions through teams once again demonstrated to increase their impact. Your Happy Space, we also partnered Victoria’s leadership in securing the best with Gippsland Regional Tourism of the best creative productions, sporting This year the Victorian Government Board to create the dedicated events and conventions to position announced a review into the regional Destination Gippsland campaign, Victoria as the global events state. Big tourism industry to find new ways to Gippsland. All kinds of wonder. The wins include the Australian exclusive support and grow visitation and spend. campaign, supported by the Victorian launch of Moulin Rouge! The Musical Visit Victoria has welcomed the review, Government, is designed to boost in 2021, popular Rugby League events as 10 per cent of regional jobs are reliant the local economy as the region and the 2023 Rotary International on tourism, and as high as 39 per cent continues to recover from bushfires Convention, the most valuable business in some regions. and drought, and recognises the event ever secured for the state. While we face increasing competition important role tourism can play both domestically and internationally, in Victoria’s communities. Melbourne secured over $500 million in business events in 2018-19, exceeding Victoria has still experienced strong Interstate, A Twist at Every Turn all targets to deliver its strongest ever visitor growth. This result is hard fought campaign continued to be amplified economic impact on record. and has been achieved hand in hand through innovative digital content with our industry, government and other partnerships, featuring diverse local Through the Victorian Government’s partners. We look forward to continuing talent and emphasising Melbourne’s Regional Events Fund, we supported to work together to further grow Victoria’s unique qualities to entice short- 63 events
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