Victorian Government looks to strengthens tourism investment with new support framework and guides

he Victorian Government has moved to back tourism growth by putting forward new resources to assist businesses and investors in turning creative ideas into workable tourism projects.

The initiative includes the release of A guide to tourism investment: from concept to reality to help project leads and investors through each phase of the investment journey.

Covering concept testing through to site planning, construction, product launch and on-going activation, the guide lays out a clear pathway to co-ordinate efforts so that projects are executed smoothly and add lasting value to Victoria’s tourism landscape.

Expert Advice and Tailored Support
In addition to the guide, organisations can tap into specialised advice and customised support when exploring new tourism ventures. The backing spans the entire project lifecycle. It starts with refining initial concepts to pinpoint potential, continues with research that bolsters feasibility assessments, and extends to smooth navigation through planning, environmental and cultural approvals.

Those pursuing new developments can also get help in forging critical partnerships, linking them with funding sources, operational collaborators, and broader industry networks. Evaluating the tourism value of the proposal strengthens the case for approvals and bolsters advocacy. As projects near the finish line, the service shifts to product-development advice, ensuring new experiences are effectively launched into the tourism market.

Community Engagement and Sustainable Growth
The Victorian Government has now rolled out the Visitor Economy Community Engagement Framework, aimed at helping project managers, councils, and industry partners carry out effective public consultation. This framework directs engagement on planning, strategy, and tourism matters, making certain that community perspectives shape the development journey.

Access to Funding and Programs
Aiming to secure funding to propel the expansion of tourism across the state, the newly announced Regional Tourism Investment Fund 2024 and the Enabling Tourism Fund 2024 Grants have delivered vital backing for critical infrastructure projects. Businesses of all shapes and sizes should check the Business Victoria website for up-to-date information on these and other funding opportunities now open and on the horizon.

Complementary to these grants, a raft of mentoring and training initiatives have been rolled out to fortify operator capabilities. The Victorian Tourism Industry Council, the Young Tourism Network and Business Victoria have teamed up to offer targeted courses, workshops and one-on-one mentoring, all designed to streamline operations, build resilient workforces and set the stage for sustainable, long-term growth.

Servicing Visitors and Enhancing Accessibility
The Victorian Government is also prioritising enhancements to visitor servicing. New frameworks and forthcoming resources will equip industry partners and local councils with clear guidance on delivering accurate, meaningful information to travelers. These resources will embrace current visitor servicing strategies, harnessing digital tools and responding to the changing behaviour of modern travelers.

Accessibility also remains front of mind. The WELCOME Framework, created with support from Austrade, empowers tourism businesses to build more inclusive experiences. Through targeted improvements, the Framework enables all visitors - regardless of ability - to discover and enjoy every corner of Victoria’s diverse destinations.

Recognising Excellence and Building Leadership
Victoria stays dedicated to spotting and cultivating talent across the tourism sector. The Victorian Tourism Awards illuminate the outstanding accomplishments of operators at every level, while the Victorian Tourism Leadership Program strengthens core leadership attributes - values-driven action, productivity, skilled communication and coaching. Graduates leave with practical know-how that advances their careers and builds a steady flow of capable new leaders.

Complementary programs that lean on the Quality Tourism Framework provide operators with respected accreditation and benchmarking that fuel continuous improvement and reassure travellers of their quality. Combined, these efforts ensure Victoria’s tourism offerings consistently lead both national and international arenas.

The initiative also includes a focused wellness tourism investment guide.

Driving the Visitor Economy Toward 2033
These measures are aimed at backing the Experience Victoria 2033 strategy, which sets an ambitious goal of $58 billion in visitor spending by 2033, prioritising five growing fields - wellness tourism, arts and culture, First Peoples-led experiences, food and drink, and nature-based tourism - as they are seen as offering the most potential room to expand.