April 4, 2022 | By Bronwen Largier

The Victorian government has released its new 10-year visitor economy vision for feedback from industry.

The proposed plan includes a direction dedicated to events – both business and public – in which it seeks to deliver events of all kinds in both Melbourne and the state’s regional destinations aligned with Visit Victoria’s strategy, support the capacity of regional areas to deliver events and use event experiences and event activations to encourage longer stays and visitor dispersal.

According to the draft document, “There are opportunities to do more to increase the tourism benefits of events, including dispersal of visitors, length of stay and yield. Large‑scale, high‑value events are also highly concentrated in Melbourne with opportunity to extend their impact throughout the state.”

In 2019 events were responsible for six per cent of all visitors to Victoria and eight per cent of visitors to Melbourne and resulted in 32.2 million visitor nights in the state, according to the plan.

The rest of the plan mentions the role of events in several other of the seven directions upon which the strategy is based.

The industry consultation window closes on May 3, 2022. The proposed strategy can be viewed here.

The draft plan acknowledges the heavy impact the pandemic has had on the events industry’s ability to operate and highlights measures like the government backed insurance scheme that has been rolled out in the state to protect against COVID-induces event cancellation.

The state government is also attempting to close out a deal which would see the 2026 Commonwealth Games be delivered primarily in regional Victoria.