Tourism and Events Information for Victoria’s tourism industry

Why invest in Victorian tourism

Victoria is an unmatched investment opportunity. With an extensive international event and cultural calendar, iconic wildlife and nature experiences and business-friendly investment environment, Victoria offers near limitless opportunities for investors.

Solid economic performance

Tourism is a significant economic driver for Victoria. In 2020-21, tourism in Victoria was estimated to be worth $10.7 billion to the economy in gross state product and generated approximately 120,000 jobs.

State-wide, Victoria has been Australia’s fastest-growing gross state profit (GSP) for the past 10 years. It offers low tax burdens to encourage business and investment and a highly skilled workforce to deliver projects.

Victoria supports its entrepreneurs and investors as a means of growing a sustainable and resilient economy . There are now over 2,700 start-ups across the state and the sector is growing at a rate of 23% every year.

World-class natural and cultural destinations

Victoria’s competitive strengths are those that are based on natural advantage or existing pre-eminence, and that are unique to Victoria:

  • Laneway culture, fashion and fine dining in Melbourne.
  • A unique and diverse network of regional towns and cities in easy distance from the international airport.
  • Victoria’s compact diversity of stunning natural landscapes, from pristine beaches along the Great Ocean Road, to the wild beauty of Gippsland, up to the wine regions of the High Country or across to the wide open spaces of the Wimmera.
  • The rich and unique heritage and culture of Victoria’s First Peoples including Budj Bim, Australia’s first UNESCO recognised cultural landscape.

Internationally renowned calendar of events with global attraction and reach

Melbourne is globally recognised as an experienced host of high-quality international events. The state has a reputation of excellence in delivering well organised, well-resourced and well marketed major events such as the Australian Open tennis, the Formula 1®Australian Grand Prix and the Boxing Day Test.

The success of these events can be seen in the enviable attendance records. The events are a major drawcard for visitors from around Australia and overseas, creating huge opportunities for tourism operators.

World class infrastructure and connectivity

Victoria is globally connected. With its 24-hour, curfew-free international airport and Australia’s largest container and shipping port, people and goods move freely into and around state.

Stimulated market ready for investment

The Victorian Government has a long-term vision for supporting development and investment in Victorian tourism.

The Visitor Economy Recovery and Reform Plan supports and funds the development and delivery of tourism infrastructure projects in Victoria, destination marketing, major events, destination planning and industry development.

The tourism market is primed, confident and ready for growth.

How can we help?

The Victorian Government has a specialist team dedicated to leveraging tourism investment and supporting potential investors. This is a free service.

We also work alongside Visit Victoria, Invest Victoria, Business Victoria and Global Victoria to bring together the right team within government to support businesses and tourism investment.

We can help support you in progressing your tourism concept to reality. Read more funded projects and success stories.

Page last updated: 30 Aug 2023
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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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