COVER Visitor Economy Recovery & Reform Plan

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Visitor Economy Recovery and Reform Plan

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Visitor Economy Recovery and Reform Plan

Friday April 23rd, 2021


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.

Download a PDF of the report
COVER Visitor Economy Recovery & Reform Plan
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