News

New Strategy To Back Jobs And Visitor Economy

8 October 2025

The Victorian Government has launched Visit Victoria 2030, a five-year strategy to grow the state’s visitor economy to $53.4 billion by 2030.

Developed with input from over 1,000 industry stakeholders, the strategy focuses on creating, converting, and connecting demand to drive tourism growth. Key initiatives include regional travel promotion, a new content hub, and expanded industry training. Backed by a $43.7 million marketing investment, the plan aims to support nearly 300,000 tourism jobs and align with the broader Experience Victoria 2033 strategy to foster innovation, sustainability, and inclusion across the sector.

The Visit Victoria 2030 strategy is available on corporate.visitvictoria.com/about/visit-victoria-2030.