What Visit Victoria’s 2030 Strategy Paper Means for Food and Wine Operators

The new Visit Victoria 2030 discussion paper is packed with data, insights and a clear message to industry. But if you’re running a regional winery, restaurant, distillery or boutique stay, what should you actually take away from it?

I’ve spent years analysing these kinds of reports from the inside, including during my time working on Wine Victoria’s Five Pillars project. So I’ve combed through the 30 page report and pulled out everything I think you need to know.

Here’s what matters and how to apply it.

Image courtesy of the Visit Victoria Content Hub: Lunch at Coombe Yarra Valley

There’s $11 Billion in Growth Forecast. Are You Ready to Claim Your Share?

Victoria’s visitor economy is forecast to grow from $40 billion to $50.9 billion by 2029. That’s a big leap and food, drink and experience-led businesses are well placed to benefit.

But growth won’t happen automatically. The paper makes it clear that strong brand storytelling, regional collaboration and a compelling offer are needed to stay competitive. There’s been plenty of noise about how tough things are, but this paper shows that ambitious growth is on the agenda. If you want a slice, now is the time to sharpen your strategy.

Just 12 Percent of International Visitor Nights Reach Regional Victoria

That stat is low, the lowest in the country. But it’s also a huge opportunity.

We know from research like the Tourism Australia Consumer Demands Research that international visitors are drawn to nature, provenance and quality food experiences. They spend more. They travel midweek. And compared to lockdowns and border closures, having access to this audience again is a big win.

If you have a premium product and an experience that’s already international-ready, it’s time to lean in! Translated materials, trade partnerships, and participation in familiarisation tours are all good places to start. Talk to your regional tourism board or Visit Victoria’s industry team. If you’re operating in a high-end of the market and struggling to attract locals, you’d be crazy not to explore how to tap into international audiences more deeply.

Younger Melburnians Feel Disconnected From the Regions

Ouch, This Hurts. If you’ve been wondering why your mid-20s city crowd isn’t showing up, you’re not imagining it. The paper highlights a real disconnect: many younger Melburnians don’t feel emotionally connected to regional Victoria. Some even have negative perceptions.

That stings. But here’s the upside. Food and wine operators are better positioned than most to change that.

We offer social, cultural, and communal experiences that young people crave. A cellar door tasting might not sound thrilling to a 28-year-old on TikTok, but a dog-friendly vinyl brunch or low-intervention wine flight with DJs? That’s a different story.

It’s not about lowering your standards. It’s about designing moments that feel relevant and inviting, then telling the story in a way that resonates. If your brand only appeals to an older, cashed-up audience, it’s time to consider how you’ll stay future-fit. Think about accessibility, tone, design and channels. Are you showing up where younger audiences are?

We’ve got a chance here to lead the emotional reintroduction to regional Victoria. Let’s make it irresistible.

Food and Drink Are Part of Victoria’s Brand, Not Just a Bonus

One of the most exciting parts of the paper is the inclusion of “Passion for Quality” as a core tourism brand pillar. Food and drink are listed as proof points, right up there with design, culture and nature.

In other words, we’re not just a nice extra. We’re part of the reason people visit.

This is a reminder to lean into quality. If you want to be part of the state’s storytelling, you need to deliver on the brand promise. That might mean refining your offer, elevating the experience or tweaking your pitch to better align with a premium, values-driven positioning. If you’re wondering why the tourism markets or media keep skipping over your venue, this might be why.

Excerpt from the 2030 Visit Victoria Strategy Discussion Paper

The Big Message? Think Like Team Victoria

The phrase “Team Victoria” appears throughout the report. And it’s there for a reason.

The future of tourism depends on collaboration. Whether you’re working with neighbours on joint events, promoting shared itineraries, collective marketing works. Destinations get stronger when they act as a unit and it makes it much easier to get picked up by Visit Victoria and Tourism Australia.

So get involved. Turn up to your RTB (regional Tourism Board) meetings. Invite your local Visitor Centre for a visit. Talk to operators up the road about a package. The louder and more aligned we are, the better our results will be.

Want to turn these insights into action for your business?

Get in touch with me to chat tourism marketing strategy.

Cheering you on from the vines,

Holly