Victorian tourism to start in the new directions

Thursday, March 31, 2022

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.

Minister for Tourism, Sport and Major Events Martin Pakula today put out the call to industry operators and representatives for 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 and 3 May 2022. It is part of the Andrews Labor Government’s $633 million state-wide investment in the tourism sector – which aims to achieve $35 billion in annual visitor expenditure and support the industry to generate 300,000 jobs by June 2024.

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