Visit Victoria has released its 2030 strategy, setting out plans to grow the state’s visitor economy and strengthen its position in global business events.
The plan puts business events on par with major sporting and cultural events. Developed with the Melbourne Convention Bureau, it identifies conferences and exhibitions as major drivers of trade, investment, and knowledge exchange.
In April 2025, Melbourne hosted 16,000 delegates from Amway China, generating A$100m in economic impact and 32,000 hotel nights. The event highlighted the value of large-scale business gatherings to the state’s economy.
Under the strategy, Victoria aims to grow its visitor economy to A$53.4bn by 2030. Business events are expected to play a central role in achieving this target. Visit Victoria will focus on promoting the state’s brand, expanding market share in key domestic and international markets, and spreading the benefits of events to regional areas.
Sustainability, inclusivity, and First Peoples leadership form the core of the plan. Industry training, collaboration across “Team Victoria”, and stronger global partnerships are also key priorities. “Business events are not just economic contributors but powerful platforms for knowledge, investment, and collaboration,” the strategy notes.
The approach positions Victoria and Melbourne to compete for a larger share of international events and define the next phase of growth for Australia’s visitor economy.
https://corporate.visitvictoria.com/about/visit-victoria-2030
