The Regional Tourism Action Plan 2009-2012

Tourism Victoria's Regional Tourism Action Plan 2009-2012 (1.41 mb) outlined the direction for regional tourism for the past three years and was developed after extensive consultation with the regional tourism industry, local government and other State government agencies.

The plan addressed various issues affecting tourism in regional Victoria and provides an implementation schedule to translate the directions of the 10 Year Tourism and Events Industry Strategy into action.

The plan focused on four key cross-regional issues:

• Industry structures
• Investment attraction
• Destination marketing
• Skills, service standards and sustainability

The plan also identified key priorities for Victoria's tourism regions.

A Regional Industry Reference Group was established to help consolidate the final direction of the plan. This group has ongoing role in providing feedback and reviewing the plan to ensure actions remain relevant.

Tourism Victoria has also identified a range of performance measures to monitor progress against the plan. Specific regional targets were determined and assessed on an annual basis in consultation with the Regional Tourism Boards and Regional Campaign Committees.

Consultative Process commenced for Regional Tourism Strategy (2013-2016)

Tourism Victoria has begun the consultation phase for the Regional Tourism Strategy (2013-2016). The strategy will build on the implementation of strategies and actions included in the Regional Tourism Action Plan (2009-2012) and will articulate the Government’s vision and strategic direction for regional tourism over the coming three years.

Tourism Victoria will be holding a number of consultation sessions with industry and government leaders, drawing on the Regional Strategy Discussion Paper as a basis for the consultation. Industry members wishing to ensure their opinions are considered for the Regional Tourism Strategy (2013-2016) can also participate in the consultation phase by submitting feedback in writing. All feedback will be considered during the development of the Strategy and will also be provided to each member's relevant Regional Tourism Board.

Individuals and organisations wishing to provide feedback should read the Regional Strategy Discussion Paper and forward any comments or suggestions to by 15 March, 2013.

Annual Report Card (year ending December 2011)

For further information regarding the Regional Tourism Action Plan 2009-2012 please contact Natalie Duke, Strategic Planning Officer, on (03) 9653 9886 or