Planning Framework

The 10 Year Tourism and Events Industry Strategy provides a long-term vision for the industry and sets ambitious growth targets. The aim is that by 2016, the Victorian tourism industry will be worth $18 billion industry and employ 225,000 people.

Tourism Victoria’s commitment to implementing the 10 Year Tourism and Event Industry Strategy is detailed in the Tourism Victoria Business Plan 2008-2011. It highlights the medium term priorities for the organisation to stimulate industry growth and jobs.

To further consolidate and refine Tourism Victoria's activities in regional Victoria, the Regional Tourism Action Plan 2009- 2012 has been developed. The plan aims to chart a clear course of action to respond to the various challenges impacting tourism growth in regional Victoria.

Tourism Victoria also undertakes an annual business planning process that outlines the ongoing activities required to deliver organisational goals. This plan underpins the medium- term vision of the Business Plan and the long-range 10 year plan for the wider industry.

With a vast range of product segments and developing regions across the State, Tourism Victoria recognises that a planning framework that extends its organisational strategy is required. 

In recognition of the significant changes in the external environment since 2006, a comprehensive review of the strategy has been undertaken. The internally-driven review has broadly considered Victoria’s tourism performance to-date against the directions of the strategy.

The review has recognised that since the release of the strategy, Victoria’s tourism industry is performing ahead of target and the key directions of the strategy remain relevant.