Shae Keenan, Visit Victoria's chief marketing officer, was keen to celebrate Victoria's recovery and rise since the pandemic during the board's sales mission earlier this year in partnership with Tourism Northern Territory.
Shae was quick to note that the destination "is recovering incredibly well," with the UK playing "an important part" in that, delivering AUS$303 million to the local economy.
The UK market's importance naturally sees it draw the destination board's focus. "For us, [UK travellers] travel beyond our city into our regions... it is important for us to continue the momentum of that strong growth," which Visit Victoria hoped to do by visiting over 170 agents and inviting 23 tourism partners from the region and the Northern Territory along for the ride.
Of course, there is plenty to shout about to a market that is already paying dividends for Visit Victoria's efforts: Shae noted the "unprecedented levels of investment" in Melbourne and the wider Victoria region, with 8,000 hotel rooms in state capital alone coming on line.
"A lot has changed: a few years ago we did not have such an incredible depth of premium hotel offerings. Since then, the Marriott Group has become a big investor with properties like the W Le Méridien and the Ritz-Carlton, and we are now looking forward to the Shangri-La opening later this year. That has given Melbourne a really great depth in hotel capacity."
Outside of the state capital, Shae noted notable investment in the wellness and spa tourism sphere, from the Peninsula Hot Springs' natural geothermal mineral springs and day spa to upcoming wellness experiences in Metung and Fingal.
"For us to have that new product offering gives us so much to talk to agents about and something that appeals to an increasing number of consumers."
On the final night of a three-night roadshow, the feedback from agents has already given Shae plenty of reason to be proud of the progress the state has made: "From agents and product managers, we are hearing and seeing really strong interest in Australia.
"Naturally, as Melbourne and Victoria continue to be in the top three destinations visited by folks from the UK, it sounds like we are in a really strong position."
Visit Victoria and Australia Northern Territory's joint sales mission took place from February 26th to 28th, 2024.
