Tourism & Leisure |
Victoria Tourism Industry Council

Coalition commits $10.1m for 'Sovereign Hill: Beyond Fifty' project

Coalition commits $10.1m for ‘Sovereign Hill: Beyond Fifty’ project 

The Victoria Tourism Industry Council applauds today’s announcement by the Morrison Government to invest $10.1 million towards enhancing Sovereign Hill’s Gold Museum, as part of a masterplan being developed under the Sovereign Hill: Beyond Fifty project. 

The project will celebrate Sovereign Hill’s Golden Anniversary in 2020 by undertaking extensive upgrades to the historical, entertainment and commercial product. 

Victoria Tourism Industry Council Chief Executive Felicia Mariani praised the Federal Government on its commitment and highlighted the project’s major benefits for regional Victoria’s tourism sector. 

“A long-standing priority for VTIC, the Sovereign Hill: Beyond Fifty project will deliver a suite of new and exciting infrastructure to enhance the visitor experience at one of the State’s most treasured tourism icons – increasing overnight stay and expenditure throughout the region,” Ms Mariani said. 

“Recent IVS data shows that for every tourism dollar spent in Victoria by an international visitor, only seven cents is being spent across our regions. By comparison, that same national average is 14.5 cents across regional Australia. 

“Investing in the Sovereign Hill: Beyond Fifty project will create the compelling reasons to get tourists venturing further and spending more across our great state,” Ms Mariani said. 

The project is expected to boost annual visitation to Sovereign Hill to one million visitors by 2025/26. Once finalised, the initiative is projected to generate 193 new jobs for the region, contribute $145.6 million to the Victorian economy and provide a $2.50: $1.00 return on investment. 

The Victoria Tourism Industry Council calls on the Federal Opposition to match the Coalition’s commitment to ensure this vital project is realised. 

“Despite today’s positive news, there is still more investment needed to ensure all priorities identified in the final Masterplan can progress. 

“VTIC will continue to advocate for additional funding and policy certainty to be delivered. We look forward to working in partnership with the next Federal Government and the State Government to drive positive results for Ballarat and regional Victoria,” Ms Mariani said. 

Media contacts: Anne Wright 0423 883 945 awright@victorianchamber.com.au & Ellana Katos 0400 976 889 ekatos@victorianchamber.com.au
The Victoria Tourism Industry Council (VTIC) is the peak body for Victoria’s tourism and events industry, providing one united industry voice. Tourism and events are growth industries for Victoria and contribute more than $28 billion to the state economy each year and employ more than 215,000 people.

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