Tourism Victoria to focus on MICE and Wine Tourism

This year Tourism Victoria (Australia) plans to promote MICE and niche segments like Wine Tourism in the Indian market. Elaborating on Tourism Victoria's focus areas, Melanie de Souza, General Manager, International Marketing, Tourism Victoria said, “Apart from leisure travellers being our core target, we plan to focus and promote the Wine and MICE segment in the Indian market. Victoria offers the city plus nature experience, along with other experiences like Great Ocean Road and Philip Island.” The tourism board will push the MICE and Wine Tourism with a dual strategy of consistent education of the travel trade with the latest destination updates and through media activities.

To gear up for the MICE movement in Victoria, Melbourne city will have another convention center as an extension to the existing Melbourne Exhibition Center. The new Melbourne Convention Center with capacity of 5,000 seats will be accredited with six green star environmental rating in the world which will offer visitors a mix of natural light and fresh air while using a range of power saving initiatives.