The Andrews Government has released a roadmap that will help boost Victoria’s tourism and event sectors after the impacts of bushfires and the pandemic.
Minister for Tourism, Sport and Major Events Martin Pakula launched the four-year Visitor Economy Recovery and Reform Plan at the Victorian Tourism Conference.
The Plan details support for a quick recovery for the domestic market and a framework to build a resilient sector that enables long-term growth. It is underpinned by an investment of $633 million, with a goal of achieving $35 billion in annual visitor expenditure by June 2024.
The plan outlines strategies to attract more international, interstate and intrastate visitors by making the most of marketing expenditure, transforming Regional Tourism Boards and ensuring statewide collaboration.
Victoria’s tourism industry suffered an estimated net loss of $19.5 billion in 2020 due to the effects of the pandemic and the early-year bushfires, representing a decline of 60 per cent from the previous 12 months.
The $633 million investment in the sector includes $465 million in initiatives announced in the Victorian Tourism Recovery Package and a $152 million boost to the Major Events Fund to secure more crowd-pulling attractions.
“Victorian tourism supports thousands of workers – that’s why we have developed a strategy to ensure the sector can continue to rebound strongly from the serious buffeting it took last year,” said Pakula.
“New and improved attractions will bring more visitors, and clear planning and strong promotion will ensure a swift recovery of the domestic market and build resilience for the future.”