The Australian and Victorian Governments will jointly fund a $10 million package to get tourists back to regions economically affected by the bushfires including Victoria's High Country, Gippsland and the Yarra Valley and Dandenong Ranges.
The Premier of Victoria, John Brumby, said the Australian and Victorian Governments would support regional tourism operators as part of both governments' commitment to rebuild communities affected by this summer's devastating bushfires.
"Rebuilding local economies is crucial to rebuilding communities. That's why our governments are helping tourism operators rebuild trade with this $10 million package," Mr Brumby said.
"There are truly magnificent tourist attractions in these communities and we encourage people to join our Governments in supporting bushfire-affected communities by spending their tourist dollars in those communities."
The Federal Minister for Tourism, Martin Ferguson AM MP said tourism generated more than $1.6 billion annually within the Victoria's High Country, Gippsland, Yarra Valley and Dandenong Ranges, which have sustained a significant downturn and cancellations since the bushfires.
"I visited the affected areas last Saturday and listened to the needs of the community and tourism operations. This Victorian Bushfire Tourism Industry Support Package will help surviving businesses remain viable and support jobs," Mr Ferguson said.
"Tourism is a critically important industry within these regions and the Australian Government is pleased to assist the industry through what is an extremely challenging period."
Addressing the needs of Victoria's bushfire victims remains the priority of the relief effort however both the Federal and State Governments recognise the critical need to ensure tourism businesses in surrounding areas remain viable.
The Victorian Minister for Tourism and Major Events, Tim Holding, said the success of rebuilding the tourism industry after the bushfires in the Grampians early in 2006 and in Gippsland and the High Country in 2003 showed tourism can again prosper in these regions.
"It is vital that as we rebuild these communities we also restore the tourism industry in these regions which employs thousands of Victorians and sustains local economies," Mr Holding said.
"These tourism regions have so much to offer visitors including outstanding wineries and restaurants, stunning natural attractions and nature-based tourism activities and unique events."
"This tourism industry support package will go a long way to restoring tourism in these parts of Victoria."
To be funded between March 2009 and June 2011, the Victorian Bushfire Tourism Industry Support Package will provide:
- $6 million towards a cooperative marketing and brand rebuilding program to promote visitation to economically-affected areas;
- $1 million to bring forward postponed events and marketing of existing events;
- $3 million to assist with the enhancement and redevelopment of tourism and visitor facility infrastructure in national, state and regional parks adjoining bushfire affected areas.
Mr Holding said the bushfires had affected tourism operators not only in bushfire-affected towns, but also nearby communities, with a downturn in visitor numbers.
"While the bushfires have impacted on tourism businesses in a number of regions many of our natural assets, regional towns, and attractions across Victoria offer unique tourism experiences," he said.
"We have also just recommenced tourism advertising and marketing campaigns which were put on hold in the wake of Victoria's devastating bushfires to encourage local, interstate and international visitors back to these regions."
The Victorian Bushfire Tourism Industry Support package will promote economic activity for surviving businesses and has been developed in close consultation with Tourism Victoria, Parks Victoria and tourism operators in response to industry need.
The Federal component from the Victorian Bushfire Tourism Industry Support Package will be funded through the National Disaster Relief and Recovery Arrangements.
Prime Minister Kevin Rudd and the Premier John Brumby also announced a $51 million Business Relief Package last month.
The package provides businesses damaged or destroyed by the bushfires with grants of up to $25,000, subsidised low-interest loans and business re-start mentors.