Victorian Government releases $633 million ‘roadmap’ funding to boost tourism and major events

April 21, 2021

Today’s Victorian Tourism Conference has seen the state’s Minister for Tourism, Sport and Major Events, Martin Pakula announce a “roadmap” that will help boost the tourism and event sectors after the impacts of bushfires and the pandemic.

The four-year Visitor Economy Recovery and Reform Plan details support for a quick recovery for the domestic market and a framework to build long-term growth in the industry - underpinned by an investment of $633 million, with a goal of achieving $35 billion in annual visitor expenditure supporting 300,000 jobs by June 2024.

The Plan outlines strategies to attract more international, interstate and intrastate visitors by making the most of marketing expenditure, transforming Regional Tourism Boards and ensuring statewide collaboration.

The investment in the sector includes $465 million in initiatives announced in the Victorian Tourism Recovery Package and a $152 million boost to the Major Events Fund to secure more crowd-pulling attractions.

Announcing the funding, Minister Pakula stated “Victorian tourism supports thousands of workers - that’s why we have developed a strategy to ensure the sector can continue to rebound strongly from the serious buffeting it took last year.

“New and improved attractions will bring more visitors, and clear planning and strong promotion will ensure a swift recovery of the domestic market and build resilience for the future.”

Victoria’s tourism industry suffered an estimated net loss of $19.5 billion in 2020 due to the effects of the pandemic and the early-year bushfires, representing a decline of 60% from the previous 12 months.

Informed by the findings of the state’s Regional Tourism Review, the Plan will strengthen the state’s nation-leading tourism offering through the development of new experiences, products and infrastructure.

Investments include $149 million in flagship projects in locations including Wilsons Promontory, the Grampians, the Great Ocean Road and the High Country announced last November and $46 million for 30 ‘shovel-ready’ infrastructure projects confirmed in March.

They are complemented by Visit Victoria’s Stay close, go further campaign to promote intrastate travel, and Visit Melbourne campaign currently enticing visitors from interstate to explore Victoria.

Click here for details of the Visitor Economy Recovery and Reform Plan.

Images: Wilsons Promontory (top) and Victorian Minister for Tourism, Sport and Major Events, Martin Pakula (below).

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1st April 2021 - Tourism bodies cite thousands of lost jobs following end of JobKeeper

30th March 2021 - Save Victorian Events calls for Industry Taskforce

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30th March 2021 - Brisbane Coronavirus outbreak causing massive uncertainty for tourism and events over Easter

25th March 2021 - Tourism and hospitality sector calls for cash boost payments and tax relief

19th March 2021 - Event industry suppliers circle Victorian Parliament in protest at lack of state government support

17th February 2021 - VTIC fear loss of jobs in Victoria tourism and events without further support

19th November 2020 - Victorian Government commits to predator-proof fence at Wilsons Promontory to protect native wildlife

9th November 2020 - New Victorian tourism campaign encourages exploration of local destinations

23rd October 2020 - Victorian tourism industry unites in aim to drive reopening of visitor economy

13th May 2020 - VTIC highlights need for coordinated response to COVID-19 recovery

20th February 2020 - New marketing campaign aims to boost Victorian tourism

21st March 2019 - Review to determine ways to expand tourism In Regional Victoria

8th January 2019 - Parks Victoria combats anti-social activities at Wilsons Promontory National Park

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