Visitor Economy Recovery and Reform Plan

Visitor Economy Recovery and Reform Plan

The Victorian Government is helping revitalise and grow Victorian tourism after the impacts of bushfires and the global pandemic. The roadmap is outlined in the Visitor Economy Recovery and Reform Plan.

The Visitor Economy Recovery and Reform Plan is underpinned by an investment of $633 million. The plan serves as a whole-of-state strategy, with a goal of achieving $35 billion in annual visitor expenditure supporting 300,000 jobs by June 2024.

For more information, refer to the Visitor Economy Recovery and Reform Plan.

Experience Victoria 2033

Experience Victoria 2033 is a strategic plan that aims to shape the future of Victoria’s visitor economy over the next 10 years.

The plan will strengthen Victoria’s tourism offering by leveraging the state’s competitive advantages, which are defined through the plan’s product priorities:

  • Wellness
  • Arts and Culture
  • First Peoples-led experiences
  • Food and Drink
  • Nature

Find out more about Experience Victoria 2033.

Small and Medium Events Program

As part of the Small and Medium Events Program, 122 event organisers have been approved to share in almost $3 million funding to deliver events between 1 June to 31 December 2023.

For a list of events visit Small and Medium Events Program grant recipients.

Greater Melbourne Tourism Recovery Forum - Workshop Report

The report outlines a future vision that will help guide the recovery of local tourism businesses and communities across greater Melbourne.

The report identifies opportunities and contains recommendations that government and industry can work together to implement to support a thriving greater Melbourne.

To learn more, view the full report:

Regional Tourism Review

The Regional Tourism Review was commissioned to ensure our regions get the support and opportunities they need to grow tourism across regional Victoria.

The findings and recommendations of the Regional Tourism Review were provided in December 2019. The findings were reviewed and then later incorporated in the development of the Visitor Economy Recovery and Reform Plan to address the impact of the COVID-19 pandemic on the visitor economy across the state.

For more information, view the full report:

Enabling Tourism Fund

The Enabling Tourism Fund supports regional and rural Victorian tourism projects to reach investment-ready status.

Thirty-three new tourism projects have received more than $7.4 million to carry out activities. Activities include feasibility studies, master planning and business case development.

The projects will strengthen Victoria’s tourism offering and boost private investment by enticing more visitors to the region, employing more people and accelerating the recovery of the tourism sector.

Regional Tourism Investment Fund

Applications for the Regional Tourism Investment Fund are now closed.

The Regional Tourism Investment Fund supports new and innovative tourism infrastructure projects to increase visitation, drive private investment, and deliver more jobs.

This investment helps to revitalise and grow Victoria’s visitor economy. The fund provides grants up to $10 million per project, with a minimum funding amount of $150,000 per project.

It focusses on 4 growth sectors identified in the Visitor Economy Recovery and Reform Plan:

  • nature
  • epicurean
  • arts and culture
  • First Peoples’ led experiences.

For more information, visit Business Victoria.

Flagship tourism projects

Ten projects in regional Victoria have been identified as iconic projects, receiving dedicated funding to improve visitor experiences at these locations via the Victorian Budget 2020-21.

The projects are:

  • Wilsons Promontory Revitalisation
  • Great Ocean Road Revitalisation
  • Mallee Silo Art Trail
  • Maximising investment in the Grampians Peaks Trail
  • Falls to Hotham Alpine Crossing: Stage 1
  • Murray River Adventure Trail
  • Gippsland Tourism Recovery Package
  • Brambuk Cultural Centre Revitalisation
  • Ballarat Centre for Photography
  • Prosecco Road – Early Works.

Regional Tourism Investment Fund - Stimulus Round

The $46 million Regional Tourism Investment Fund - Stimulus Round focuses on 30 key local projects that will create immediate jobs in construction, drive visitation and ongoing employment.

View the complete list of projects supported by the fund’s stimulus round:

Page last updated: 8 November 2023