April 22 2021

The Victorian state government launched a four-year roadmap for the state’s tourism industry yesterday at the Victorian Tourism Conference in front of a reported crowd of almost 900 delegates.

The Visitor Economy Recovery and Reform Plan was unveiled by Victorian Minister for Tourism, Sport and Major Events, Martin Pakula, in the wake of both the 2019/2020 bushfires and the pandemic which have devastated the industry.

The strategy aims to grow the industry to 300,000 jobs and deliver $35 billion in annual visitor expenditure by mid-2024.

The plan is supported by a government investment of $633 million. Much of this, including the $465 million Victorian Tourism Recovery Package and $152 million for the Major Events Fund was announced in late 2020.

“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,” said Pakula.

The Victorian Tourism Industry Council has already given their seal of approval to the plan saying it incorporated “key elements” from submissions they made the government in 2019, 2020 and in March this year. These include driving demand through marketing and events, growing industry capability, investing in tourism products and infrastructure and improving data and insights.

“This blueprint for recovery is desperately needed right now, along with a strong commitment to fund initiatives that will set a course for growth over the next three to five years, to ensure Victoria’s visitor economy returns to previous levels as quickly as possible,” said CEO of VTIC, Felicia Mariani.

“The Visitor Economy Recovery and Reform Plan achieves this, along with the Victorian Government’s commitment of $633 million over four years to support the implementation of the Plan.”