1.2 Chairman's Foreword
It is rare in a Chairman's first year that he has the privilege
of welcoming a new strategic plan, much less one that comes at
a time of considerable challenges to the industry internationally
and nationally.
While the initial months of my term would be described by many
as baptism by fire, I prefer to consider my appointment to the Tourism
Victoria Board as timely. Despite the challenges left behind by
the demise of Ansett and the tragedy of September 2001, I feel very
strongly about the great opportunities for tourism as outlined by
the Strategic Plan 2002 - 2006.
Clearly, this strategic plan will provide leadership, vision
and clarity for the entire tourism industry, because this plan
has been developed by Tourism Victoria in partnership with the
industry. Extensive consultation with stakeholders has ensured
that this plan reflects the views of Victoria's dynamic tourism
industry.
What's more exciting is that I believe that the strategic directions
of this plan will challenge industry and government. A plan that
fails to challenge has only partially fulfilled its brief and I
trust this document will continue to motivate us all to act decisively
and courageously to achieve its vision.
The Strategic Plan 2002 -2006 continues to build on and review
the direction of previous strategic plans. The collective and
specific strategies of this plan will support Melbourne's role
as the host city for the 2006 Commonwealth Games. Key strategies
include raising community awareness and support for the significance
of tourism to the Victorian community, accelerating the development
of regional tourism and continuation of the renowned Jigsaw
campaign.
The plan also signals a number of major shifts in emphasis which
will facilitate the achievement of the following visions for the
Victorian tourism industry. These include:
- Awareness of the economic, social and environmental significance
of tourism;
- Growth in domestic and international visitation and yield;
- Greater visitor dispersal throughout regional Victoria;
- Demand driven product development and investment attraction;
- More Australians and international visitors will be aware of and
will visit destinations in regional Victoria;
- Direct flights to Melbourne from key targeted markets will make
a major contribution to Victoria's international competitiveness;
- Melbourne will consolidate its tourism gateway status as Australia's
southern tourism hub;
- An events strategy which will deliver increasing high yield
tourism; and
- The industry will take on an increasing leadership role in galvanising
the influence of industry.
I look forward to working closely with the Tourism Minister,
John Pandazopoulos, the Board of Tourism Victoria and Chief Executive,
Lois Appleby, to seize the opportunities and challenges that lie
ahead for this dynamic and expanding industry.
JOHN MORSE
Chairman, Tourism Victoria
