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Planning for a Successful Future

Victoria now has a great opportunity to improve our strong tourism and events industry even further.

With the right strategy, the industry is on target to become one of the biggest contributors to our economy. A compound annual growth of 4-5 percent per annum will lift the Industry to 7-8 percent of Gross State Product, and create an additional 66,000 jobs (over 40 percent) in the next ten years.

Overseas tourists are likely to account for 70 percent of overall tourism growth and almost 40 percent of tourism expenditure (currently 30 percent) by 2016.

Asia is expected to be the primary sources of international growth, with China's share of international visitors likely to increase from 9 percent to 19 percent over that period.

Major events also attract huge numbers of visitors and Victoria will continue to attract new events, more regional events and improve infrastructure and event management.

The aim is to encourage repeat visits and stay at the top of this highly competitive market.

The 10-Year Tourism and Events Industry Strategy discusses such key points as:

• the size of the prize
• priorities for action – what stakeholders have told us
• global competition in tourism marketing is increasing
• competition for major events and business events is increasing
• Victoria's position in the national marketing effort
• external market shocks
• rapid changes in consumer preferences and spending patterns
• the need to improve marketing and tourism product for tourists from Asia
• increasing the availability of skilled workers
• attracting more flights
• maintaining our position as a leading provider of international education
• investment for Growth
• improvement of our online presence
• increased consideration of tourism and events in government decision making

The 10 Year Tourism and Events Industry Strategy - Planning for a Successful Future (PDF 133Kb)

Download The 10 Year Tourism and Events Industry Strategy relating to Planning for a Successful Future

Contact the Victorian Business Line (VBL) on 13 22 15 regarding any problems with file downloads.