Visit Victoria has unveiled its ambitious Visit Victoria 2030 strategy — a transformative roadmap designed to position the state as a global tourism leader. This forward-looking plan defines Visit Victoria’s priorities and a demand-led pathway to 2030, setting a clear course for sustainable growth, inclusivity, and resilience in the visitor economy.
The strategy reflects a long-term commitment to ensuring that tourism in Victoria not only grows but thrives in a way that benefits communities, protects natural assets, and enhances visitor experiences across the state.
A United Vision: Team Victoria Leading the Way
At the heart of the Visit Victoria 2030 strategy lies the concept of ‘Team Victoria’ — a united front of government, industry, regions, and communities working together to elevate the state’s visitor economy. This collective approach will strengthen Victoria’s ability to compete and win on the global stage, leveraging the combined power of shared goals, strategic investment, and collaborative marketing.Through this unified vision, the strategy aims to reinforce Victoria’s reputation for innovation, creativity, and hospitality — qualities that have long made Melbourne and regional Victoria standout destinations in Australia and beyond.
Sustainable, Inclusive, and Resilient Growth
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By creating a more balanced and resilient tourism ecosystem, Visit Victoria aims to future-proof the sector against economic, environmental, and social challenges — while ensuring that tourism continues to enrich the lives of Victorians and visitors alike.
Melbourne and Beyond: A Pathway to Long-Term Growth
Melbourne’s reputation as Australia’s cultural capital will continue to play a vital role in attracting global visitors. However, Visit Victoria 2030 also places strong emphasis on regional growth, ensuring that towns and communities across the state can share in the benefits of a thriving visitor economy.From the Great Ocean Road and Grampians to Gippsland and the High Country, the plan identifies key pathways for regional development, including infrastructure upgrades, new tourism experiences, and targeted international marketing campaigns.
Events and Experiences: The Heart of Victoria’s Brand
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By amplifying Victoria’s distinctive brand — built on creativity, diversity, and excellence — the strategy ensures that the state remains top of mind for travellers seeking authentic and memorable experiences.
A Clear Course for the Future
The Visit Victoria 2030 strategy is more than a document; it is a blueprint for a stronger, smarter, and more connected visitor economy. By aligning investment, innovation, and collaboration, the state is setting itself up for long-term success — ensuring Victoria remains a premier destination that delivers outstanding experiences while preserving the natural and cultural assets that make it truly unique.For more information on Visit Victoria 2030, visit: www.visitvictoria.com
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