The content below helped to inform the Creative Strategy Consultation process. This process has now closed, however we are now taking feedback on the Creative Strategy Taskforce Report.

Read and respond to the report here


A large crowd at Melbourne White Night

White Night Melbourne 2014

Cultural tourism is one of the largest and fastest-growing global tourism markets. Destinations are increasingly using cultural and creative industries to enhance their competitiveness and attractiveness. The development of a strong creative and cultural offering is seen as a way to create local distinctiveness in the face of globalisation and an increasingly competitive tourism marketplace.

The strength of Victoria’s cultural tourism offer lies in the diversity of our attractions, from blockbuster events and major cultural destinations, through to street art and laneways, live music, independent theatre, our café culture and fashion boutiques. There is a year round cultural offering for tourists.

Regional Victoria is also building on cultural strengths to attract greater visitor numbers. In particular, the Victorian Goldfields region has a rich cultural tourism offering with both Sovereign Hill in Ballarat and Bendigo Art Gallery growing their international visitor numbers significantly in recent years. Across the State, attractions such as the TarraWarra Museum of Art, Castlemaine State Festival and Shepparton Art Museum act as drawcards for cultural tourists.


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