Tourism and Events Information for Victoria’s tourism industry

Experience Victoria 2033

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.

Experience Victoria 2033 – Our Plan for a Vibrant Visitor Economy

Text: Experience Victoria 2033. Our strategic plan for a thriving visitor economy.

Vision: View of a person running across a headland to the seaside. View of the Melbourne Arts Centre roofline. View of people inside a theatre enjoying a show.

Narrator: Experience Victoria 2033 is the Victorian Government’s strategic plan for a thriving visitor economy.

Vision: View of gondola and people enjoying the ride. View of people enjoying themselves at the Hotel Esplanade. View of plates of food being served. Aerial view of a vineyard and people enjoying a wine while overlooking it.

Narrator: The plan capitalises on our unique strengths as a state and brings together priorities for industry and government so we can continue to deliver exceptional, diverse and connected experiences for our visitors.

Vision: View of trapeze artist on a swing. View of light festival displays. View of people surrounded by sunflowers. View of Street Art displays. View of El Cordo menu in a window of shop and coffee being poured. View of a vinyl record being played. View of people walking by street art.

Narrator: We’ll do this by investing in bold, innovative and inspiring products that bring out the best of tourism for Victoria’s economy and local communities.

Vision: View of people getting onto a boat on the Yarra.

Text: Supporting and growing experiences in five key pillars.

Vision: Aerial view of the Tae Rak Aquaculture Centre showing jetty and viewing platform. View of tour guide explaining it to people on a jetty and walking them through the area. View of a tour guide at the centre talking with people. View of a person showing native foods.

Text: Wellness.

Vision: View of a person relaxing and being massaged.

Text: Arts and Culture.

Vision: View of people entering an ACMI exhibition. View of people inside the exhibition enjoying various displays.

Text: Nature.

Vision: View of people hiking past a waterfall.

Text: Food and Drink.

Vision: View of a chef preparing a meal. Close-up view of drinks. Aerial view of a coastline. View of a cable car and people relaxing on a beach. Close-up view of waves lapping onto the beach.  View of Green Olive at Red Hill signage.

Greg O’Donohue – Owner, Green Olive @ Red Hill: The plan really allows new doors to open for investors in Victoria.

Vision: Close-up view of vines at the vineyard and olive trees. Close-up view of preserved olives. View of lake and wildlife.

Greg O’Donohue: It really gives them the opportunity to look at the strategy over the next ten years and how they can jump on board and invest in Victoria.

Vision: Close-up view of various wines from Green Olive at Red Hill. View of jars of marmalade prepared by Green Olive at Red Hill. View of people at outside tables and staff in the café.

Greg O’Donohue: And, this vision really gives us the opportunity to expand our business with confidence that investors will invest, which will create more jobs, better opportunities in the region, and more visitors.

Vision: Drone shot of river. View of people rafting down the river rapids. View of outside table and chairs at Dimboola. View of the exterior of the old bank building at Dimboola.

Chan Uoy - Owner, Dimboola Imaginarium: We saw an opportunity in this old bank building in Dimboola to create something unique.

Vision: View of displays inside the Imaginarium. Close-up of working clock showing gears.

Chan Uoy: We wanted to create something that’s memorable, something bold, and something magical and wondrous.

View of armour display and Dimboola Imaginarium signage. View of a green room showing books and a lounge to relax and read and other displays.

Chan Uoy: So, we thought let’s create an Imaginarium. An Imaginarium is a place that sparks your imagination or excites your mind.

Vision: View of various art displays in Dimboola Imaginarium. View of Chan walking downstairs beside artworks and explaining it to people. View of wind chimes and people waving to the camera.

Chan Uoy: I think tourism is the key, creating new experiences and bold experiences is what a small country town like Dimboola needs.

Vision: Aerial view of Penguin Parade Centre and coastline. View of people walking along a walkway to the penguin viewing area. View of people at night watching the penguins walking up the beach to their nest. View of cyclists and scallops being cooked, a guitarist playing and people in a restaurant. View of hang-glider and coastline. View of a couple of people on a hill and viewing the scenery.

Narrator: Discover Experience Victoria 2033.

Text: tourism.vic.gov.au. Victoria State Government. Authorised by the Victorian Government, 1 Treasury Place, Melbourne.

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.

To learn more about this pillar visit First Peoples Tourism Plan.

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.

Page last updated: 11 Oct 2024
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We acknowledge the Aboriginal Traditional Owners of Country throughout Victoria, their ongoing connection to this land and we pay our respects to their culture and their Elders past, present and future.

© 2023 Department of Jobs, Skills, Industry and Regions

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