Help shape Victoria’s Visitor Economy

The Victorian Government is inviting the tourism industry to help shape the future of Victoria’s visitor economy.


The Victorian Chamber encourages members to help inform the Visitor Economy Master Plan, Victoria's overarching strategy to drive tourism development over the next 10 years to help drive the state’s recovery.

It’s designed to support recovery in the tourism industry and will be driven by industry insight and a shared vision on how government and industry will work collectively to leverage growth opportunities.

It sets a vision for Australia to have competitive world class tourism offerings and hopes to stimulate public and private investment to attract more visitors to Australia.

The plan’s Directions Paper builds on analysis undertaken through the Regional Tourism Review and the Visitor Economy Recovery and Reform Plan. It is informed by more than 100 interviews and official workshops held with stakeholders across Government, the tourism industry, and Victoria’s First Peoples’ communities.

Consultations will allow industry, investors, and other stakeholders to provide feedback on the Visitor Economy Master Plan. The final plan will reflect industry experience and hopes for the future and outline detailed targets and commitments.

Industry participants will be able to provide input using the Engage Victoria online platform. Feedback and contribution from the consultation process will be reflected in the final Visitor Economy Master Plan

Industry consultation will run until 8 May 2022, with the final Visitor Economy Master Plan to be released later in the year.

The directions paper is available and submissions can be made here.

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