Visitor Economy Recovery and Reform Plan

The Victorian Government will help revitalise and grow Victorian tourism after the impacts of bushfires and the global pandemic, with a roadmap outlined in the Visitor Economy Recovery and Reform Plan.

The Visitor Economy Recovery and Reform Plan is underpinned by an investment of $633 million and serves as a whole-of-state strategy, with a goal of achieving $35 billion in annual visitor expenditure supporting 300,000 jobs by June 2024.

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

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 state-wide collaboration.

Regional Tourism Review

In March 2019, the Minister for Tourism, Sport and Major Events and the Minister for Regional Development commissioned the Regional Tourism Review to ensure our regions get the support and opportunities they need to grow tourism across regional Victoria.

The findings and recommendations of the Regional Tourism Review were provided to the commissioning Ministers in December 2019. The findings were reviewed to ensure they remained current following the 2019-20 summer bushfires and then later incorporated in the development of the Visitor Economy Recovery and Reform Plan to address the impact of the coronavirus (COVID 19) pandemic on the visitor economy across the State.

Regional Tourism Investment Fund - Stimulus Round

Many of the funds and initiatives outlined in the Visitor Economy Recovery and Reform Plan are already in the early stages of delivery and generating immediate economic benefits.

The $46 million Regional Tourism Investment Fund - Stimulus Round focuses on 30 key local projects that will create immediate jobs in construction and drive visitation and ongoing employment.

A complete list of projects supported by the Fund’s stimulus round is detailed in the document below:

Flagship Tourism Projects

Ten projects in regional Victoria have been identified as iconic projects, receiving dedicated funding to improve visitor experiences at these locations via the Victorian Budget 2020-21.

The projects are:

  • Wilsons Promontory Revitalisation
  • Great Ocean Road Revitalisation
  • Mallee Silo Art Trail
  • Maximising investment in the Grampians Peaks Trail
  • Falls to Hotham Alpine Crossing: Stage 1
  • Murray River Adventure Trail
  • Gippsland Tourism Recovery Package
  • Brambuk Cultural Centre Revitalisation
  • Ballarat Centre for Photography
  • Prosecco Road – Early Works.

Further information will be provided here soon.

Page last updated: 30 April 2021