Tourism in the Ballarat region is set to come of age with the establishment of a new industry led Regional Tourism Organisation.
Ballarat City Council last night approved the creation of Ballarat Regional Tourism which will enable the local tourism sector to take ownership of destination promotion for Ballarat.
City of Ballarat Destination and Connections Director George Sossi said the new organisation would put key tourism decisions in the hands of commercial operators.
“The decision reflects the maturity of both Council and the industry. It allows the tourism sector to determine its own future and foster its own growth,” Mr Sossi said.
He said the decision would have the added benefit of helping to develop marketing skills and expertise in the local industry.
Council has undertaken consultation with local tourist operators and industry bodies over the past 18 months.
Destination Ballarat Advisory Board member and local developer Stuart Benjamin said he was delighted with the new arrangement, adding that it had the complete support of the board and industry.
“It will place Tourism in Ballarat in a more competitive light, with commercial thinking and strong industry representation,” Mr Benjamin said.
“It will not only grow the industry as a whole but will develop many skill sets within many tourism businesses.”
The change has the support of the Destination Ballarat Advisory Board, Ballarat Tourism Association, Commerce Ballarat and many local tourism operators.
Victorian Tourism Industry Council chairman and Sovereign Hill CEO Jeremy Johnson said the creation of Ballarat Regional Tourism reflected longstanding VTIC policy to encourage greater industry ownership of its marketing.
“Encouraging industry to take responsibility for its own promotion has been the strategy we have worked towards over the past decade,” Mr Johnson said.
“For our local industry it’s important to remember we’re not just competing against Geelong and Bendigo. It’s a worldwide market we’re in.”
“Therefore it is vital we have very strong ownership of the future direction of Ballarat tourism marketing.”
The tourism industry generates $409.3 million annually in Ballarat and accounts for approximately 2,027 local jobs.
Another $167.7 million is created for other local businesses out of tourist activity in the city.
The new organisation is expected to commence operations on February 1, 2011 and will take over key tourism management responsibilities presently run by Council.
These include promotion of Ballarat and surrounds as a tourist destination; providing visitor information through the visitor information centre, and; developing and attracting tourism and business events.
Ballarat Regional Tourism will operate as a Not-For-Profit incorporated association governed by a voluntary, skills-based board.
Initially the organisation will be run by a private sector board with council retaining ownership.
When Council and industry are satisfied with the new structure, ownership will be transferred to the private sector.