Victoria Tourism Industry Council (VTIC) has released a Framework for Industry Blueprint to drive the future and significance of Victoria’s visitor economy with State Government.
Victoria’s visitor economy contributes $39.7 billion to the economy and supports 257,500 jobs.
The blueprint outlines key priorities for the tourism industry in Victoria, including:
- Restoration of the destination marketing budget for Visit Victoria.
- Development of a detailed Visitor Economy Strategy to 2035 for Victoria.
- Increased investment in attracting business events to Victoria.
- Creation of a cooperative funding pool for conversion campaigns to drive visitation to Melbourne and regional Victoria
- Increased investment in developing events across the whole of Victoria to drive dispersal into regional areas.The blueprint also calls for industry structure, reform and funding, investment in infrastructure such as Avalon Airport, a review of red tape, programs to grow the tourism workforce and re-establishment of a full-service single entity responsible for both supply and demand aspects of the tourism industry.
The Framework has been welcomed by TGGB Executive Director Tracy Carter. “This has been a very collaborative process undertaken by VTIC with input from across the tourism ecosystem.”
“Our visitor economy is critical and I commend VTIC for taking the lead to unite voices and align priorities for those initiatives that will have the most positive impact for the industry.”
VTIC will use the Blueprint to advocate for the tourism industry in its discussions with the Victorian State Government, with the aim of the Government considering the Framework in the lead up to the 2026 Victorian State election.
Keen to learn more and support the Framework? Read the details here.
