Masterplan to grow Victoria’s tourism industry over 10 years revealed


The Andrews Government has released its vision to grow Victoria’s tourism industry over the next 10 years with Experience Victoria 2033.

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.

Building a highly skilled local workforce is also a major focus of the plan, which builds on the Victorian Government’s $633 million Visitor Economy Recovery and Reform Plan to achieve $35 billion in annual visitor expenditure by June 2024.

“Thousands of Victorians rely on tourism for their jobs and we know how critical the sector is to the state’s economy,” said Minister for Tourism, Sport and Major Events Steve Dimopoulos.

“We’ve developed this plan to provide certainty to the industry and ensure that we grow investment and jobs in tourism right across Victoria.”

Victoria Tourism Industry Council CEO Felicia Mariani said it was an exciting time for the industry as recovery ramps up and visitation returns to Victoria.

“This plan helps us move in the right direction as a stronger industry so we can service growing demand,” she said.

“We look forward to working with the Victorian Government to put Experience Victoria 2033 into action.”