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Today’s Victorian Tourism Conference has seen the state’s Minister for Tourism, Sport and Major Events, Martin Pakula announce a “roadmap” that will help boost the tourism and event sectors after the impacts of bushfires and the pandemic.

The four-year Visitor Economy Recovery and Reform Plan details support for a quick recovery for the domestic market and a framework to build long-term growth in the industry - underpinned by an investment of $633 million, with a goal of achieving $35 billion in annual visitor expenditure supporting 300,000 jobs by June 2024.

The Plan outlines strategies to attract more international, interstate and intrastate visitors by making the most of marketing expenditure, transforming Regional Tourism Boards and ensuring statewide collaboration.

The investment in the sector includes $465 million in initiatives announced in the Victorian Tourism Recovery Package and a $152 million boost to the Major Events Fund to secure more crowd-pulling attractions.

Announcing the funding, Minister Pakula stated “Victorian tourism supports thousands of workers - that’s why we have developed a strategy to ensure the sector can continue to rebound strongly from the serious buffeting it took last year.

“New and improved attractions will bring more visitors, and clear planning and strong promotion will ensure a swift recovery of the domestic market and build resilience for the future.”

Victoria’s tourism industry suffered an estimated net loss of $19.5 billion in 2020 due to the effects of the pandemic and the early-year bushfires, representing a decline of 60% from the previous 12 months.

Informed by the findings of the state’s Regional Tourism Review, the Plan will strengthen the state’s nation-leading tourism offering through the development of new experiences, products and infrastructure.

Investments include $149 million in flagship projects in locations including Wilsons Promontory, the Grampians, the Great Ocean Road and the High Country announced last November and $46 million for 30 ‘shovel-ready’ infrastructure projects confirmed in March.

They are complemented by Visit Victoria’s Stay close, go further campaign to promote intrastate travel, and Visit Melbourne campaign currently enticing visitors from interstate to explore Victoria.

Click here for details of the Visitor Economy Recovery and Reform Plan.

Images: Wilsons Promontory (top) and Victorian Minister for Tourism, Sport and Major Events, Martin Pakula (below).

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