Media Release: BRACKS GOVERNMENT HELPS CELEBRATE MIDSUMMA VIBE

FROM THE MINISTER FOR TOURISM

DATE: Thursday, September 28, 2006

BRACKS GOVERNMENT HELPS CELEBRATE MIDSUMMA VIBE

The Bracks Government has stepped up its financial support of Melbourne’s 2007 Midsumma Festival, Minister for Tourism, John Pandazopoulos has announced.

Mr Pandazopoulos said the State Government will provide $20,000 from Tourism Victoria’s Events Program to assist with international and interstate marketing of the event (up from $17,500 in 2005).

“The Midsumma Festival’s importance in helping make Melbourne one of the world’s most appealing gay and lesbian destinations cannot be underplayed,” Mr Pandazopoulos said.

“The event is identified globally as one of the top five gay and lesbian arts and cultural festivals which is a credit to Melbourne and the organisers. Around 100,000 people attended the festival this year, many of whom attended more than one event.

“Like all our events, the Midsumma festival attracts provides an important boost to the local economy. The festival showcases our state as a diverse and welcoming place. This is a core part what Victoria is as we have always welcomed people from all backgrounds,” he said.

The funding will be used for targeted, innovative online marketing to increase awareness of the festival interstate and internationally, as well as promoting Melbourne as a cultural tourism destination.

Victoria received 2.1 million domestic overnight cultural visitors and 840,000 international overnight cultural visitors for the year ending 2005.

The Member for Prahran, Tony Lupton said the Bracks Government has provided a total of $113,500 to the Midsumma Festival since 1999.

“The Midsumma Festival, is an annual arts and cultural event, and is Australia’s second largest gay and lesbian event. It has a friendly atmosphere, which is why it is so popular,” Mr Lupton said.

“Cultural visitors represent 63 per cent of all international visitors to the state. In a recent survey pitting Melbourne against other capital cities, we were recognised above all other states for its ability to host international sporting and cultural events, and for its quality theatre,” Mr Pandazopoulos said.

“Midsumma supports Melbourne’s position as a cultural tourism destination and attracts a wide range of high profile performers and artists from Australia and overseas,” he said.

Under the Bracks Government, tourism has grown into a $10.9 billion industry, a 49 per cent increase since 1997-1998 when the previous Government was in office.

The festival will be held from January 19 to February 11 2007.