Major events deliver for Victoria
According to peak tourism body TTF Australia (Tourism & Transport Forum), the Victorian Auditor-General’s Report into State Investment in Major Events highlights the importance of evaluating major events on more than just financial criteria.
TTF Managing Director Christopher Brown said the Auditor General’s recommendations acknowledged that events made a major contribution to the Victorian community, but more could be done to adequately measure this contribution.
He said, “TTF agrees with the Auditor General that ‘evaluation models used to assess the economic value derived from major events should be rigorous and transparent”.
“We also agree that evaluation criteria should be broadened to a ‘triple bottom line’ approach and a broader analysis would take into consideration the benefits major events bring in terms of building Melbourne’s international profile, lifting investor and business confidence, and contributing to Victoria’s sporting and cultural lifestyle.”
Mr Brown said events were essential to the success of the state’s tourism industry, and the Victorian Government was to be applauded for the strong support it has given this sector, adding, “The strategy to date has been a resounding success and must be continued to ensure the on-going success of the Victorian tourism industry and the state as a whole.”
He added, “As a Herald Sun editorial said last week, ‘these and a host of other annual events have helped breathe life into our city and what the marketers call our brand.”
“Other states look longingly at the success of the Victorian Major Events Strategy, from the critical role it has played in the establishment of a tourism brand for Victoria to the significant tourism publicity and flow-on effects that these events generate.”
Mr Brown said events funding was not, and should not be a bottomless pit, and decisions on funding need to be based on sound business cases, adding, “Improved methodologies for assessing the value of events will help guide better decision making and provide the public with confidence that tax-payer money is being invested wisely.”
“Victoria is at the head of the pack in attracting events and better evaluation of events will ensure that it stays there.”
Report by The Mole
John Alwyn-Jones
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