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Master plan to grow Victoria’s visitor economy

The Victorian Government has released a strategic plan to shape the future of the State’s visitor economy over the next 10 years.

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Experience Victoria 2033 aims to stimulate private and public investment to continue the delivery of the Visitor Economy Recovery and Reform Plan and ensure Victoria continues to offer visitors spectacular experiences.

The plan was informed by consultation with key stakeholders including the Victorian Chamber and reflects the tourism sector’s experience and ambitions for the future.

The plan will strengthen Victoria’s enviable tourism offering by leveraging the State’s competitive advantages, which are defined through the plan’s product priorities of: wellness, arts and culture, first peoples-led experiences, food and drink and nature.

It also focuses on key priorities that will support the tourism industry to deliver service excellence including workforce and skills shortages, investing in new and innovative tourism products and engaging local communities.

Areas of action identified include:

  • Developing new engaging experiences for visitor participation and spending, such as new nature-based and First Peoples’ tourism products
  • Creating premium accommodation in suitable natural settings
  • Expanding on strengths (such as extending creative and culinary strengths further into regional areas) and specialisations (such as expanding our thermal and mineral springs and bathing to incorporate wellness and luxury experiences)
  • Supporting longer stays through evening attractions and connected experiences and trails
  • Encouraging growth in existing markets and experiences by modernising and expanding them, including in the broader visitor economy such as hospitality, design, retail and sport
  • Expanding service excellence to every experience.

Through providing long-term direction to industry and tourism investors, the plan aims to keep Victoria’s visitor economy competitive and resilient.

Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “We have an incredible, growing visitor economy, built by the family-run and small businesses that form the bedrock of our industry

“Experience Victoria 2033 is a roadmap to help government, businesses and leaders of Victoria’s tourism sector plan for growth – and help tourism investors buy into our booming visitor economy.”

The strategic plan can be viewed in via the Experience Victoria 2033 document.

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