Latest News

Back to Latest News back

 

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

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).

Related Articles

19th April 2021 - Business Events Council of Australia welcomes Tourism Australia’s continued support

14th April 2021 - Victorian Parliamentary inquiry into tourism and events support hears plea to save ‘industry in crisis’

12th April 2021 - Melbourne Convention Bureau announces available funding to offset business events costs

9th April 2021 - Tourism Conference to explore reigniting Victoria’s visitor economy

2nd April 2021 - Save Victorian Events highlight Bluesfest cancellation as confirmation of need for Governments to back event cancellation insurance

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

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

30th March 2021 - Federal Government accused of ‘abandoning’ events industry as JobKeeper ends

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


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Digonex

Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing

 
 

Summit Fitness

Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/

read more

Fitness / Recreation / Technology / Wellness

 
 

Enta Australasia

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  Click here to view the VIVATICKET Pty Ltd listing.  19th July 2018 - ENTA…

read more

Technology / Ticketing / Venues

 
 

Humanforce

Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…

read more

Hospitality / Retail / Technology / Venues

 
 

ICP

ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation

 
 

Smart Connection Consultancy

Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…

read more

Consultants / Recreation / Sport / Surfaces

 
 

Envibe

With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business