Tourism Victoria is responsible for creating strategies and plans in conjunction with key industry partners to develop and grow Victoria’s tourism industry.

Strategic Planning

Tourism Victoria advocates an overarching strategic framework that helps to guide Government and industry expenditure in destination promotion, industry development and investment attraction. The key driver of this framework is the 10 Year Tourism and Events Industry Strategy.

The release of the strategy in late 2006 set a clear vision to expand the contribution of the tourism industry to $18 billion, employing 225,000 people by 2016. In recognition of the significant changes in the external environment since 2006, a comprehensive review of the strategy has been undertaken.

Three Year Business Plan

Regional Tourism Action Plan

Tourism Victoria has released the final Regional Tourism Action Plan 2009-2012 (1.41 kb). The plan outlines the course for regional tourism for the next three years and fulfils a major direction of the Government’s 10 Year Tourism and Event Industry Strategy.

Market Segment Plans

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

Regional Marketing and Development Plans

Annual Regional Marketing and Development Plans outline Tourism Victoria's activity for each region in the coming financial year.

Other Plans and Strategies

Tourism Victoria, in consultation with industry, produces a range of plans to cover different needs and issues as they arise.