The Department of Jobs, Precincts and Regions has launched a roadmap to help revitalise and grow Victorian tourism following the recent impacts of bushfires and the COVID-19 pandemic.
Minister for Tourism, Martin Pakula said the Department’s four-year plan, Visitor Economy Recovery and Reform Plan, detailed support for a quick recovery of the domestic tourism market and a framework to build a resilient sector that enabled long-term growth.
“Victorian tourism supports thousands of workers – that’s why we have developed a strategy to ensure the sector can continue to rebound strongly from the serious buffeting it took last year,” Mr Pakula said.
“New and improved attractions will bring more visitors, and clear planning and strong promotion will ensure a swift recovery of the domestic market and build resilience for the future,” he said.
Mr Pakula said the Plan, informed by the findings of the Regional Tourism Review, would strengthen the State’s nation-leading tourism offering through the development of new experiences, products and infrastructure.
He said the Plan also outlined Strategies to attract more international, interstate and intrastate visitors by making the most of marketing expenditure, transforming Regional Tourism Boards and ensuring State-wide collaboration.
He said Victoria’s tourism industry suffered an estimated net loss of $19.5 billion last year due to the effects of the pandemic and the bushfires, which represented a decline of 60 per cent from the previous 12 months.
The Department’s 27-page Recovery and Reform Plan can be accessed at this PS News link.
