Reading the Future of Tourism with Julian Major
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In this episode of The Growth Edit, I sat down with Julian Major, Research and Insights Lead at Visit Victoria, to unpack what the state’s tourism data is really telling us about the decade ahead and what it means for operators in food, drink and visitor experiences.
Julian’s role is to help shape Victoria’s marketing decisions through real consumer insight.
1. Victoria’s visitor economy is on track to reach $53 billion by 2030
Julian shared that the state’s Visit Victoria 2030 Strategy targets $53.4 billion in visitor spend, up from $40 billion at the end of 2024.
“It’s easy to get lost in numbers, but the sheer potential that tourism has in this country is amazing. We’re well placed in terms of that tailwind to get us to 2030, hopefully a smoother growth journey in the next five years.”
For operators, that means a growing domestic base, increased interstate travel and more visitors ready to spend across the state.
2. The decade of Asian tourism
“Markets like China, India, Singapore, Vietnam, Japan and Korea, which traditionally Victoria hasn’t been a high market-share state in, show huge potential over the future. It’s going to be the decade of greater Asian tourism.”
Julian’s optimism is backed by data. Victoria’s direct aviation links, cultural diversity and strong diaspora connections put the state in a prime position to capture this next wave of travellers.
3. Food and drink remain Victoria’s superpower
When asked which experiences define Victoria’s strength, Julian didn’t hesitate.
“Food and drink culture is one of our four competitive strengths. No matter where you go in Australia, there’s an expectation of quality, but food and drink can still be a real differentiator. It ties Melbourne and regional Victoria together.”
He also touched on how the sector tells a story about place.
“People don’t just want a good food and drink experience. They want to understand how that links to the destination and the people and the culture.”
4. Agritourism as diversification
Julian described agritourism as “a really interesting growth sector,” offering producers a direct link to the visitor economy.
“Agritourism gives producers a way to diversify. It ties into travellers wanting more authentic experiences, to get closer to the produce and understand where things come from.”
For wineries, distilleries and farm-based operators, this alignment of product, story and experience is key.
5. Changing behaviour through events
Julian also offered insight into engaging younger audiences.
“The best way to change attitudes is to change behaviour. Regional events are often the first time younger Victorians will trial a regional trip, and that one experience can completely shift how they think about travel.”
He believes events can act as gateways to repeat visitation and that nature, food and community are still the state’s strongest drawcards.
“That opportunity to have a break, unwind, recharge and spend quality time with friends and family is always going to be the most important driver, regardless of who you are.”
Victoria’s visitor economy is evolving fast, and this episode is a reminder that growth is not about guessing where the market is heading. It is about reading the data, understanding demand and acting on it early.
Watch the full interview inside the Growth Insights Hub or listen on Apple Podcasts.