Victoria's 2020 Tourism Strategy is a whole-of-government document that provides a clear vision about how the tourism industry can increase its economic and social contribution to the State.
Through seven priority areas, the 2020 Tourism Strategy outlines how Tourism Victoria, working with key stakeholders, will implement identified actions to realise the potential of the tourism market.
The major directions identified in the Strategy to realise the industry's potential including increasing our focus on growth markets, such as China, India, Malaysia and Indonesia; building stronger collaboration between the Victorian Government and regions to ensure growth in visitation; increasing the tourism benefits of major and business events; and identifying and realising key tourism investments.
Consistent with the long term national tourism strategy, the Strategy's aim is to grow overnight tourism expenditure to $24.7 billion by 2020.
Reaching this goal would have a significant impact on the Victorian economy. By 2020-21 it is estimated that tourism will contribute approximately $34 billion to Victoria's Gross State Product (both direct and indirect impacts) and generate an estimated 310,000 (direct and indirect) jobs.