Overview
Experience Victoria 2033 is our strategic plan to shape the future of Victoria’s visitor economy over the next 10 years.
The plan will strengthen Victoria’s enviable tourism offering by leveraging the state’s competitive advantages. The plan has 5 product priorities.
5 pillars
- First Peoples-led experiences
- Wellness
- Arts and culture
- Food and drink
- Nature
Informed by extensive consultation with the tourism industry and stakeholders, the plan reflects the sector’s experience and ambitions for the future.
First Peoples-led experiences
A First Peoples Tourism Plan aligned with the Yuma Yirramboi strategy is currently being created. The plan will be First Peoples-led and follow the principles of self-determination.
Furthering First People’s tourism, the Welcome to Dja Dja Wurrung Country project in Castlemaine will continue to provide cultural experiences. Additionally, the Budj Bim Master Plan update will facilitate sustainable tourism, visitation, and educational opportunities.
We’re also working to promote cultural safety across the broader industry. The industry will be encouraged to use Traditional Place Names across in marketing, signage and interpretation.
Wellness
Currently, our wellness industry only serves a small percentage of the total available market. To compete globally, Victoria needs to develop more luxury products and improve sector collaboration.
We’re investing $500,000 to support the planning stage of the Cape Woolamai Lodge and hot springs. Funding will also support the expansion of Peninsula Hot Springs.
As part of the wellness category, we’ve also delivered improved infrastructure for Metung Hot Springs in South Gippsland.
We’ll also take steps to better connect wellness experiences with other product priority areas, for example food, arts, sports and business events.
Arts and culture
Our art, culture, built heritage, and design are world‑renowned. That’s why we’re investing $288 million through Creative State 2025.
This is supporting First Peoples’ products and experiences, creative neighbourhoods, and innovative content, as well as the live music sector and UNESCO Creative Cities in Victoria.
We are:
- transforming the Melbourne Arts Precinct
- creating new major exhibitions and experiences
- driving growth of new cultural centres for creative attractions.
We’ll also continue to curate major events anchored in arts and culture via the Major Events Fund and Regional Events Fund. This will attract visitors to Victoria from interstate and overseas.
Food and drink
Victoria is the food bowl of Australia, with a strong reputation for food, wine and craft brewing and distilling. Our world class chefs cook and create from the best of our productive fields, waterways and seas.
The Small-Scale and Craft Program has already supported a range of small businesses via grants. We’ll also support the sector through the Drink Victorian Program and the $10 million Distillery Door Program by Agriculture Victoria.
Additionally, the Victoria’s Federation of Traditional Owner Corporations Native Foods and Botanicals Strategy will continue to support First Peoples-owned businesses and organisations to develop a thriving local native foods industry.
Nature
Victoria’s geography is compact and diverse. This means that visitors can land in Melbourne and spend time in the mountains, the desert, and the coast within a short week or a long weekend.
We’re supporting master planning for the Shipwreck Coast, You Yangs and Alpine Resorts, and creating new national parks in Victoria’s central west.
Additionally, we’re supporting the revitalisation of Wilsons Promontory National Park, and establishing the Grampians Peaks Trail, Falls to Alpine Crossing, and the Great Ocean Road Coastal Trail through the Regional Tourism Infrastructure Fund and Flagship Projects.
The $105.6 million Victoria’s Great Outdoors program also provides improved nature-based visitor experiences by upgrading campgrounds, walking trails, and 4WD tracks.
