The Visit Victoria 2030 strategy outlines how the state’s tourism and events industry will drive more visitors to the region, create more jobs and boost the visitor economy.
Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos announced the new strategy at the Destination Victoria 2025 event in Melbourne on 8 October, with an aim to grow Victoria’s visitor economy to $53.4 billion by 2030.
The strategy outlines growth through demand-driving activities and is shaped by insights from more than 1000 industry stakeholders – Victoria’s largest visitor economy consultation in more than a decade.
“Tourism and major events are part of the fabric of Victoria,” says Minister Dimopoulos.
“They bring people together, create jobs and support local businesses across every corner of the state.
“Victoria’s visitor economy is one of the strongest in the country and this strategy is about making sure we build on this success and create even more opportunities for Victorians.”
The strategy unites government, industry and communities to create an inclusive, resilient and internationally competitive visitor economy.
Its three focus areas are creating demand, converting demand and connecting demand for the visitor economy to thrive.
Visit Victoria 2030 is also supported by four key pillars to accelerate growth: strong industry collaboration, sustainable growth, increasing First Peoples tourism, and creating a strong and capable tourism industry.
“Our new strategy is built on deep industry engagement and puts us in a strong position to deliver for Victoria domestically and internationally,” says Brendan McClements, CEO, Visit Victoria.
“It recognises the existing capacity for Victoria to accommodate strong growth and the opportunity for Visit Victoria to work closely with our industry to drive this growth.
“This has been an energising process and we look forward to getting to work to put this strategy into action.”
Visit Victoria 2030 aligns with the Victorian Government’s Experience Victoria 2033 strategy, which supports businesses and investors within the tourism industry, encourages new tourism products, and engages with local communities.
Programs announced as part of the Visit Victoria 2030 strategy include a new Touring Victoria initiative to grow regional travel; the launch of a redeveloped content hub to provide access to up-to-date, statewide image and video content; and expanded industry capability training programs to boost access to international markets.
The Victorian Government also recently announced $43.7 million domestic and international marketing investment during the next two years.
