Extending Victoria's impact and profile for global audiences, visitors and markets 

Victoria contributes to, and is shaped by, the wider global community. To be a confident, outward looking state, it is imperative that we continue to deepen our engagement globally and connect with ideas and influences beyond our borders. 

The most successful creative places operate on an international stage, connecting with overseas partners, collaborators and audiences. Global engagement amplifies opportunities for ideas and inspiration, for collaboration and trade, for talent attraction and tourism, for cultural relationships and diplomacy. 

International markets are vital for Victorian creators and, in some cases, the primary focus. For example, more than 90 percent of Victorian digital games product is developed for a global audience, which is growing at 5.7 percent per annum and expected to be worth more than US$93 billion by 2019.7 Growth in Asian markets, in particular, continues to outpace most international economies and presents ongoing potential for trade, tourism and cultural engagement. Victoria's strongest exports are in services, highlighting the ongoing opportunity to increase creative services exports, particularly in the design sector. 

Victoria is internationally known for exceptional cultural infrastructure and experiences – our large-scale cultural events and exhibitions, vibrant small to medium sector and thriving independent scenes, such as music, theatre and the visual arts. This cultural offering draws tourists from across Australia and the world and is central to our liveability and international brand. It is also key to attracting and retaining the world's top talent. 

On these foundations, Victoria can continue to build a larger international market, expand its touring programs and international relationships, strengthen its brand and draw increasing benefits. 

These foundations are also a basis for building on Melbourne's status as a culturally-rich and outwardly-focused city. Melbourne already has an enviable international brand as the most liveable city in the world. In part, this relies on the quality and depth of our creative talent and cultural assets. We want to see Melbourne continue to develop as a major global city, to be recognised and visited for its remarkable cultural programming and assets. 

The government undertakes inbound and outbound trade missions, delivers major trade and cultural events that draw visitors and investment to the state. It maintains a network of international offices to support Victorian organisations in key markets like China, Indonesia, India, Europe and the United States. The flagship Victoria Invitation Program provides a platform to showcase Victoria's creative industries strengths. A new marketing strategy for the state, to be implemented by Visit Victoria, will leverage cultural programming and assets to grow Victoria's visitor economy and jobs in metropolitan and regional areas. 

New Creative State actions worth $5.05 million over four years will boost Victoria's international reputation and creative profile, stimulate tourism, trade and investment, connect Victorian talent and creative businesses to the world and strengthen global opportunities for our creators and artists.

New Actions 

  1. Melbourne as a global cultural destination
    A major study into establishing Melbourne as a world-renowned cultural tourism destination, based on having the right mix of cultural infrastructure, organisations, programming and investment. This will include a fresh approach to management and investment in the state's $2 billion portfolio of cultural infrastructure.
  2. Melbourne International Games Week
    Building MIGW into the pre-eminent digital games event in the region. Anchored by PAX AUS and the Game Connect Asia Pacific Conference, MIGW will connect international attendees with Victorian talent through one of the most extensive consumer and industry games events in the world.
  3. Trade and cultural missions 
    Targeted missions to key markets to establish new industry links and advance international engagement and trade. Mission participants will also be supported with guidance on developing export markets and planning offshore activities.
  4. Inbound trade missions
    Expanded support for creative industries participation in the government's Victoria Invitation Program (VIP) and business engagement activities that promote Victoria as a key investment location to international visitors. This will build on the success of the design and fashion segments of the 2016 VIP inbound mission.
  5. Victoria showcases
    Showcasing the best Victorian creative talent, products and services internationally through touring opportunities, participation in key overseas events and festivals, and other market development opportunities.
  6. New international platform events such as:

    • Asia Pacific Triennial of Performing Arts (Asia TOPA, 2017)
      Led by Arts Centre Melbourne, this unprecedented four-month program will present the best contemporary performing arts from across the region; 
    • NGV Triennial of Art and Design
      A large-scale celebration of the best of contemporary international art and design featuring major figures in contemporary art, architecture and design, film and performance.

7 Global Entertainment and Media Outlook 2015 – 2019, PwC. Placeholder Caption