Visit Victoria commenced operation on 1 July 2016, bringing together the functions of Tourism Victoria's marketing division, the Victorian Major Events Company and the Melbourne Convention Bureau to form a single, unified organisation dedicated to growing Victoria's visitor economy through tourism marketing and event acquisition.
Visit Victoria is committed to working in partnership with government, regional tourism organisations, industry and commercial partners to achieve the collective goals of delivering a distinctive, world-class visitor experience and growing the State's $21 billion tourism and events industry.
As Visit Victoria has only recently commenced operations, its key strategic documents are those developed under Tourism Victoria prior to the merger.
- Victoria's Regional Tourism Strategy 2013-2016
- Victoria's Cycle Tourism Action Plan
- Victoria's Nature-Based Tourism Strategy
- Victorian Trails Strategy 2014 - 2024
- Victoria's China Tourism Strategy
Destination NSW is the lead government agency for the New South Wales (NSW) tourism and major events sectors.
Destination NSW’s role is to market Sydney and NSW as one of the world’s premier tourism and major events destinations; to secure major sporting and cultural events; to work in partnership with Business Events Sydney to win major international conventions and incentive travel reward programs; to develop and deliver initiatives that will drive visitor growth throughout the State; and to achieve the NSW Government’s goal of doubling expenditure within the State’s visitor economy by 2020.
Key strategic documents developed under Destination NSW are outlined below:
- Sydney Tourism Employment Plan
- Sustainable tourism and business practices
- Tourism business licensing
- Government business programs
Product Segment Market Profiles
These fact sheets provide a summary of the latest tourism data for Victoria and NSW’s product and niche market segments, which includes domestic and international visitor numbers and visitor profiles such as origin, purpose of visit and travel parties.
Visitation data is available for both the Murray, Victoria and NSW. This information is useful in tracking the success of strategic tourism efforts delivered by the region as a whole, as well as provide insightful data that can be useful in forming business cases.
Data and trends relating to domestic visitation to Victoria's regions, for the year ending June 2016.
Tourism Research Australia
Tourism Research Australia released the Tourism Forecasts on Wednesday 2 August 2017. These National and State (nights only) forecasts are for the ten year period 2016-17 to 2026-27.
Overall, the outlook for Australia’s tourism industry for the next few years is positive, influenced by an improving outlook for the global economy. This global growth is underpinned by increasing consumer confidence and an upturn of business investment in major advanced economies such as the US, Japan, the UK and Canada, and by continued strong growth in emerging Asian economies like China, India and Indonesia.
By 2026–27, total tourism expenditure in Australia is predicted to reach $173.3 billion (real terms) and $36.3 billion in Victoria.
If you haven’t already, check out the recently released Annual Report prepared by Tourism Australia. The report outlines the Tourism 2020 strategy and reviews the performance against the objectives and goals set out in the Tourism Australia Corporate Plan 2016 – 2020, as well as an update on tourism spend and visitation.