Decimated tourism industry ready for role in recovery, says Felicia Mariani
The COVID-19 pandemic has wreaked unequalled havoc across the Victorian tourism industry, with other states now positioning to poach our events. Yet Victoria’s visitor economy has the capacity to kickstart our recovery, writes Felicia Mariani.
Opinion
Don't miss out on the headlines from Opinion. Followed categories will be added to My News.
Tourism as an industry is very vulnerable to fluctuations in social and global conditions.
It’s an industry that’s weathered seismic shocks from SARS to 9-11 to the Global Financial Crisis, each time emerging stronger and more resilient than before.
This current global pandemic, however, has wreaked unequalled havoc across the Victorian tourism landscape. Hundreds of businesses are suffering with many facing closure.
This loss of ‘tourism infrastructure’ is not like other interruptions of years before; it’s much worse.
I for one am immensely distressed by the pain I see in my industry colleagues every day. Make no mistake, this pandemic is very, very personal.
It’s taken twenty years for Victoria to claim its place as a global destination of choice off the back of an enviable major events calendar hosting the only Grand Slam Tennis Tournament in the Southern Hemisphere, the race that ‘stops a nation’ and the unrivaled Formula 1 Grand Prix, to name a few.
Ours is a lifestyle fueled by epicurean adventures in some of the world’s most remarkable locations.
By end-December 2019, Victoria’s visitor economy was worth $32.5 billion, and employed over 230,000 people. By end-2020, it’s projected COVID-19 will suck $23 billion from visitor spending and will more than halve our workforce.
Lockdown 2.0 has thrown our industry 6 months behind our state counterparts. Most of our tourism operations have been in hibernation since mid-March and Victoria’s colorful canvass of events across the state, coupled with our successful business event reputation, are under threat.
Other states are positioning to poach our events as they’re seen to have more immediate stability and certainty than Victoria can promise.
As if further proof were needed, for the first time in history, the annual AFL Grand Final with all its attendant festivities, will not be hosted in Melbourne.
Rueful fans are gutted that our beloved MCG will be quiet this Grand Final day. I feel for every one of them as well.
Yet in all this, Victoria’s visitor economy has the unrivalled capacity to kick-start our recovery. To do that, we must think beyond temporary SURVIVAL packages to keep businesses afloat.
Government must turn its attention immediately to investing in industries that have the global presence, reach and persona to reinvent and re-present Victoria on the world stage.
Tourism is an industry that knows how to do this like no other. We did it before, and we can do it again.
THIS REQUIRES IMMEDIATE ACTION IN THREE KEY AREAS
1. The industry must have a reasonable timeline for our re-opening. We are an industry that has creativity at its core. W e can super-charge the state’s vision for economic recovery, but we need a definitive line of sight as to how and when the sector will fully reanimate.
2. VTIC delivered a Visitor Economy Recovery Plan to Government calling for $1.3 billion over 4 years to revitalise the industry and set a path for growth. This plan must be funded in the next budget round with a view to reviving and thriving.
3. We need to re-imagine Victoria by creatively representing our state in a bold and refreshed way. This will be a critical step towards leaving behind the dark persona that’s enveloped us and show Australia and the rest of the world that we’re back; back with all the energy and vibrancy that’s made us famous the world over.
Victoria’s tourism fortunes have flourished over the years due in no small part to our unrivalled ability to collaborate.
We excel at industry and government consistently working closely together on shared priorities and clever strategies to promote Victoria across the world. Our industry record is reflected in our national leadership for tourism performance. No doubt this will be a surprise to some, but not to the Victorian tourism industry.
A Team Victoria Government and Industry intervention and re-invention strategy will be necessary to maximise and speed up delivery of the plan, monitor impact and forge new growth.
Business as usual is not an option. Government without industry (or vice versa) is arguably not fit for purpose. We will need industry and government united to drive reform at pace.
The Victorian tourism industry stands ready to take up this challenge and play its not insignificant role in revival.
This unity of vision and purpose will set the state on a course to reinforce and reclaim our position as leaders and innovators.
Speaking personally, I know we are up for it.
Felicia Mariani is CEO of Victoria Tourism Industry Council (VTIC)
HAVE YOUR SAY, VOTE ON HOW TO KICKSTART VICTORIA HERE
MORE NEWS
THE PLAN TO REBUILD VICTORIA AFTER CORONAVIRUS