Victoria’s tourism sector is experiencing a remarkable surge, achieving record-breaking visitor numbers and spending. In the year ending March 2024, Victoria welcomed 88.8 million visitors, a staggering 18% increase from the previous year, who spent a combined 143.6 million nights in the state, resulting in a record $39.3 billion in tourism spending. This growth is a testament to the state’s captivating destinations and vibrant experiences.
To ensure this positive momentum continues and tourism flourishes sustainably, the Victorian government has introduced a new initiative: the Visitor Economy Community Engagement Framework. This framework is embodied in a comprehensive and readily accessible guide designed to empower tourism operators to engage with local communities. This strategic collaboration is crucial for creating fresh, exciting, and authentic tourism products and experiences that truly reflect the character and insights of the regions.
The framework underscores the critical role of community involvement in shaping Victoria’s tourism future, aligning with the vision outlined in Experience Victoria 2033. This plan sets the overarching direction for the growth and development of Victoria’s tourism industry, emphasizing sustainability and community engagement as fundamental pillars.
The Visitor Economy Community Engagement Framework provides a structured approach for tourism businesses to plan strategically, setting clear goals, defining their scope, and identifying key stakeholders. This approach fosters a collaborative environment where operators can tap into the valuable knowledge and perspectives of local communities. By working hand in hand with locals, operators can effectively pinpoint opportunities and navigate challenges that arise in enhancing local tourism.
Minister for Tourism, Sport and Major Events Steve Dimopoulos, highlighted the importance of this initiative, stating, “Our state’s tourism sector is continuing to enjoy record growth, making important contributions to our local economies and creating jobs for Victorians.” He further emphasizes the framework’s role in ensuring sustainable growth, saying, “The Visitor Economy Community Engagement Framework will help the sector not only continue that growth but grow more sustainably.”
Looking ahead, Minister Dimopoulos expressed his excitement about the framework’s potential, stating, “I’m excited to see this Framework support Victoria’s tourism operators, so that our tourism offering reflects the insights and character of local communities – ultimately making Victoria a unique and exciting destination for holidaymakers.”
The Victorian government is committed to fostering a thriving tourism sector that benefits all communities. This new guide and framework represent a significant step towards achieving this goal. By encouraging genuine collaboration and engagement between tourism operators and local communities, Victoria can continue to build a sustainable and prosperous tourism future.
