A new strategy document, Victoria’s 2020 Tourism Strategy, has been released by Victorian Minister for Tourism and Major Events Louise Asher. The document outlines the short-, medium-, and long-term actions that can be taken by the tourism industry in Victoria in order to achieve the goal of growing overnight tourism expenditure to $24.7 billion by 2020. Seven major areas have been identified for Victorian tourism to focus on over the next seven years:
1. Digital excellence
2. International marketing
3. Domestic marketing
4. Major and business events
5. Air services attraction
6. Investment attraction & infrastructure development
7. Skills and workforce development
