New master plan to strengthen Victoria’s visitor economy

Published: 18 May 2023

Experience Victoria 2033 sets out the vision to grow Victoria’s tourism industry and create jobs over the next 10 years.

Supporting and growing experiences in five key pillars – First Peoples-led experiences, Wellness, Arts and Culture, Nature, and Food and Drink – will be central to the 10-year plan.

The plan will provide certainty for businesses and investors within the industry, encourage new and innovative tourism products and engage with local communities. Building a highly skilled local workforce is also a major focus of the plan.

Experience Victoria 2033 builds on the $633 million Visitor Economy Recovery and Reform Plan, which aims to achieve $35 billion in annual visitor expenditure and 300,000 new jobs by June 2024.

To view the Experience Victoria 2033 strategic plan, visit: Visitor Economy Recovery and Reform Plan.