Regional tourism is at a turning point. As visitor numbers to regional Victoria soften, Tourism Midwest Victoria (TMV) is calling for targeted investment ahead of the 2026 State Election to protect jobs, support local businesses and drive growth.
Tourism plays a vital role in Midwest Victoria’s economy, creating jobs, supporting small businesses and bringing visitors into our towns year-round. But recent trends show fewer people are travelling to regional areas, putting pressure on local operators and the communities that rely on visitor spending.
TMV is urging all sides of government to focus on practical actions that will drive more visitors to the region and make it easier for them to get here, stay longer, and spend more.
What this means for local tourism businesses
The priorities are designed to directly support operators, accommodation providers, attractions, and event organisers across the region.
More marketing to bring visitors back
TMV is calling for increased funding for Visit Victoria to promote regional destinations. Right now, many Victorians are not travelling outside Melbourne, so stronger marketing will help put places like Ballarat and surrounds back on the map and drive bookings for local businesses.
A long-term plan for tourism growth
A proposed 10-year Tourism Supply and Demand Strategy would give the industry a clear roadmap for growth. This includes planning for infrastructure, workforce needs, accommodation and new experiences, helping businesses invest with more confidence and plan ahead.
Ongoing support for regional tourism partnerships
TMV is seeking continued and increased funding for Visitor Economy Partnerships (VEPs), which play a key role in regional tourism planning and promotion. Stable funding means stronger industry support, better collaboration, and more opportunities for businesses to be involved in regional initiatives.
Better transport to get visitors here
Improved rail services on the Ballarat, Maryborough and Ararat lines are a key ask. More frequent trains, later services, and extra capacity during peak times and major events would make it easier for visitors to travel to the region, helping businesses attract day-trippers and overnight guests.
Investment in new and existing attractions
Projects like the proposed Gold Vault experience at Sovereign Hill are highlighted as important investments to keep the region competitive. New experiences encourage repeat visitation, longer stays, and year-round tourism, which benefits nearby accommodation, hospitality, and retail businesses.
Continued funding for events and infrastructure
TMV is also calling for the Regional Events and Infrastructure Fund to be extended. These funds help bring major and community events to life, delivering immediate visitor spend and flow-on benefits to local businesses.
Looking ahead
Midwest Victoria already has strong tourism assets, from heritage attractions and major events to natural landscapes and vibrant communities. The focus now is on ensuring the right investment and policy support is in place to unlock future growth.
For local tourism operators, these priorities are about driving more visitors through the door, supporting business sustainability, and strengthening the region’s visitor economy for the long term.
TMV will continue to advocate for these priorities in the lead-up to the election, working to ensure the needs of regional tourism businesses are heard and supported.