Industry REPORTs
Visitor Economy Recovery and Reform Plan
Visitor Economy Recovery and Reform Plan
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.
The Public Galleries Association of Victoria (PGAV) acknowledges the Wurundjeri Woi-Wurrung people of the Kulin Nation as the Traditional Owners of the lands where our office is located, and all Traditional Owners of country throughout Victoria and Australia. We recognise Aboriginal and Torres Strait Islander peoples enduring traditions and continuing creative cultures. We pay our respect to Elders past, present and emerging.
We are an LGBTQIA+ friendly organisation and celebrate cultural diversity.