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Policy & Advocacy

Visitor economy

Victoria’s visitor economy plays an integral role in the success of our state. Victoria is the events capital of Australia. We need to leverage this status to revitalise our visitor economy. Victoria has the opportunity to develop a nuanced and all-encompassing plan, across Tourism and Events, to better leverage the potential economic benefits from this vital sector.

Visitor economy

Our Focus

  • Fund Visit Victoria to develop a detailed 10-year experience economy strategy to restore and retain Victoria’s reputation for great experiences. It should be focused on two pillars – Tourism and Events – with equal importance given to both.
  • Develop a long-term strategy to drive demand for Business Events across the state to support growth in venue infrastructure.
  • Leverage the 2026 Regional Commonwealth Games to showcase Victoria’s unique regional areas.
  • Better leverage our natural infrastructure as other states (such as South Australia and Western Australia) have done so that there are more reasons to visit Victoria.
  • Create a Destination Marketing Plan to encourage visitation to Regional Victoria and showcase the unique cultural experiences that exist there.

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