The latest Victorian Budget has delivered a welcome, though measured, boost to the state’s visitor economy, with funding allocated to attract international and national business events. According to the Victoria Tourism Industry Council (VTIC), this investment reinforces Victoria’s reputation as a leading destination for conferences, exhibitions, and major events.
In the 2026/27 financial year, $15.5 million forms part of a broader $44 million package aimed at supporting the visitor economy. This includes key initiatives such as the Regional Business Events Program, delivered by Business Events Victoria and Melbourne Convention Bureau, along with major drawcards like AFL Grand Final events.
A Strong Foundation But Limited Long Term Vision
While the funding is a positive step, VTIC has raised concerns about its short term focus. CEO Lisa Patroni noted that much of the allocation appears to support immediate priorities rather than long term growth.
The current approach, she explained, will help maintain operations across the sector but falls short of unlocking the full potential of Victoria’s tourism and business events industry. Without sustained investment, opportunities to expand global reach and strengthen competitiveness may be missed.
Why Business Events Matter for Tourism Growth
Business events play a crucial role in driving year round visitation, particularly in cities like Melbourne, as well as regional destinations across the state. Conferences, exhibitions, and incentive travel bring high value visitors who contribute significantly to local economies, supporting hotels, restaurants, transport providers, and cultural attractions.
Programs like the Regional Business Events Program are especially important in dispersing visitors beyond metropolitan areas, helping regional communities benefit from tourism growth while showcasing Victoria’s diverse landscapes and experiences.
Three Priorities for a Stronger Visitor Economy
The first is the need for long term, consistent funding for destination marketing. Multi year campaigns would provide greater certainty, attract private investment, and position Victoria more effectively in competitive global markets.
The second priority is the development of a comprehensive ten year visitor economy strategy by 2027. This would align infrastructure, workforce planning, and demand, creating a cohesive roadmap for the future of tourism in the state.
The third focuses on building a skilled and accredited workforce. Increased investment in training and professional development would strengthen career pathways, improve service standards, and support regional tourism operators.
Unlocking Victoria’s Full Tourism Potential
Victoria remains one of Australia’s most dynamic travel destinations, offering world class events, renowned culinary experiences, and diverse regional attractions. However, industry leaders believe that stronger long term planning and investment are essential to fully realise this potential.
With the right strategy, the state can continue to attract major international events while fostering sustainable growth across both metropolitan and regional areas.
Planning Your Visit to Victoria
For travellers, Victoria offers an exceptional blend of culture, nature, and events. From Melbourne’s vibrant arts scene to regional food and wine experiences, there is no shortage of reasons to explore.
As investment continues and strategies evolve, visitors can expect even more compelling reasons to discover Victoria in the years ahead.
Web Contact Details
Victoria Tourism Industry Council: https://www.vtic.com.au
Visit Victoria: https://www.visitvictoria.com
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/
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