Visit Victoria 2030
This strategy defines Visit Victoria’s priorities and demand-led pathway to 2030, setting a clear course for growth and competitiveness in the Visitor Economy.
It outlines how we will grow the State’s Visitor Economy, while ensuring that growth is sustainable, inclusive, and resilient. It demonstrates how Victoria’s distinctive brand, unrivalled events program, and the strength of a united ‘Team Victoria’ will position us to compete and win on the global stage.
The document provides clarity on our priorities, the reasoning behind our strategic choices, and
the pathways that will drive long-term growth for Melbourne and regional Victoria.
Watch an overview of the strategy here.
Download the 2030 strategy (PDF,10 MB)
The Listening Bit
In July 2025, Visit Victoria ran The Listening Bit, an extensive consultation program to ensure Visit Victoria 2030 was focused on the needs of Victoria’s Visitor Economy. Through this process, we spoke to more than 1,000 stakeholders across Victoria. The document summarises the key themes from the process and how feedback was incorporated into Visit Victoria 2030.