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National tourism marketing plan for Victoria: three year strategy 1987/88-1989/90



National tourism marketing plan for Victoria: three year strategy 1987/88-1989/90



National tourism marketing plan for Victoria: three year strategy 1987/88-1989/90: 146



In the light of the decline of Victoria as a tourist destination this report recommends marketing strategies and tactics, including: (1) focusing on the interstate and the intrastate travel markets whilst giving Victoria a strong national base from which to attack the international market; (2) aiming for a leadership position by repositioning Victoria as a specialist brand which generates high consumer commitment; (3) targeting specific travellers and areas; (4) presenting Melbourne as the gateway to tourist zones; (5) improving Victorian Tourism Commission booking agencies; (6) upgrading regional centres and stimulating development; and (7) marketing Victoria as the 'Creative State' offering a unique, experiential holiday.

Accession: 001891952

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