Industry to help drive a new vision for Victorian tourism

Tourism operators from across Victoria are being invited to have their say on the future direction of the industry, ensuring it continues to grow and creates more local jobs.

Industry operators and representatives are now able to give their feedback on the Visitor Economy Master Plan Directions Paper.

Tourism is a key driver of the state’s economy, creating more than 232,000 jobs in 2019-20, contributing more than $23.4 billion, and making up 6.8 per cent of the state’s total employment.

The Directions Paper, developed in consultation with industry leaders, will inform the Visitor Economy Master Plan and support the sector to transition from recovery to a new phase of growth.

The Master Plan will identify how industry and government can innovate, invest and develop new offerings that will help to attract more visitors to Victoria and encourage them to stay longer and spend more.

Following the consultation period, the Visitor Economy Master Plan will be prepared and put into action, providing a blueprint to stimulate public and private investment to ensure Victoria benefits from the development of world class tourism products and experiences.

The consultation period will run from 31 March 2022 to 3 May 2022.

For more information on the Visitor Economy Master Plan Directions Paper or to have your say, visit Engage Victoria: Victoria’s Visitor Economy Master Plan.