Specific market segment plans have been developed for Victoria’s key product and niche market strengths. These aim to increase visitation and awareness, and to stimulate growth and development within the tourism industry.

Motorcycle Tourism Strategy 2013 - 2016 (279 kb)

The Motorcycle Tourism Strategy 2013-16 seeks to boost visitation, particularly in regional Victoria, by leveraging our state's position as Australia's premier destination for motorcycle touring. The strategy has been developed by Tourism Victoria in partnership with the Department of Transport, with input from other key industry groups.

Victoria's Cycle Tourism Action Plan 2011-2015 (2.64mb) 

Victoria's Cycle Tourism Action Plan 2011-2015 has been developed by Tourism Victoria to position Victoria as the leading state for cycle tourism, as well as to outline how the Government will leverage and enhance opportunities in cycle tourism. 

Backpacker Tourism Action Plan 2009-13 (1.95mb)

The Backpacker Tourism Action Plan 2009-13 is the result of thorough research and consultation with the Backpacker Operators Alliance of Victoria's steering committee and the broader industry. The Backpacker Tourism Action Plan aims to drive an increased number of backpackers to Victoria through the implementation of innovative and achievable actions contained in five key directions.

Backpacker Tourism Market Profile, year ending June 2012 (120 kb)

Victoria's Aboriginal Tourism Development Plan 2006-2009

Victoria's indigenous tourism sector has been growing steadily for almost a decade, proving that it adds a vital and engaging dimension to the State's tourism product.

Aboriginal Tourism Market Profile, year ending June 2012 (140 kb) 

Victoria's Arts, Theatre & Cultural Heritage Tourism Action Plan (1.1 mb) 

For many years Melbourne has been regarded as the cultural capital of Australia. This is an accolade well deserved when considering the depth, quality, diversity and authenticity of arts, theatre and cultural heritage product throughout Melbourne and regional Victoria.

Cultural Tourism Market Profile, year ending June 2012 (225 kb)
Events Tourism Market Profile, year ending June 2012 (161 kb)

 (Victoria's Golf Tourism Action Plan 2009-2012 (1.45 mb)

Victoria’s Golf Tourism Action Plan 2009-2012 was developed in consultation with the industry and examines key issues for the sector. The Plan outlines four major strategies that aim to further enhance Victoria’s position as Australia’s leading golf destination.

Golf Tourism Market Profile, year ending June 2012 (161 kb)

Victoria's Nature-Based Tourism Strategy 2008-2012 (2.77 mb)

Victoria’s Nature-based Tourism Strategy 2008-2012, jointly developed by Tourism Victoria, Parks Victoria and the Department of Sustainability and Environment, provides a whole-of-government, coordinated and strategic approach to policy, planning, development and marketing of the sector to optimise the economic, social and environmental benefits to Victoria.

Nature-based Tourism Market Profile, year ending June 2012 (171 kb)
Adventure Tourism Market Profile, year ending June 2012 (175 kb)

Victoria's Spa and Wellbeing Tourism Action Plan 2011-2015

The demand for spa and wellbeing experiences and the growth of the spa and wellbeing industry in Victoria has led to the development of Victoria's Spa and WellbeingTourism Action Plan 2011 –2015. The plan has been developed to further strengthen Victoria's position as the leading Spa and Wellbeing destination in Australia by encouraging investment, developing experiences and undertaking strategic marketing.

Spa Tourism Market Profile, year ending June 2012 (138 kb)

The Victorian Trails Strategy 2005 –2010 (1.96mb)

This Victorian Trails Strategy has been developed by the Victorian Trails Coordinating Committee to ensure the development of an integrated and sustainable trail network that meets community and trail user needs, while uniting the community with a shared vision of Victoria as a premier trail destination.

Additional market profiles

Food and Wine Tourism Market Profile, year ending June 2012 (168 kb)
Wine Tourism Market Profile, year ending June 2012 (165 kb)
Shopping Tourism Market Profile, year ending June 2012 (163 kb)