The tourism and hospitality industry is constantly evolving, and staying ahead of the latest trends is essential for businesses looking to attract visitors and grow. Here’s what’s shaping the future of tourism in Victoria.
Why Staying on Top of Trends is Important
Understanding upcoming industry shifts allows businesses to:
✔️ Adapt marketing strategies proactively
✔️ Meet changing consumer expectations
✔️ Stay competitive in an evolving marketplace
Emerging Trends in Victoria’s Tourism & Hospitality Industry
1. Sustainable and Eco-Friendly Tourism
Sustainability is a driving force in tourism, with travellers actively seeking businesses that prioritise environmental responsibility. Many Victorian businesses are implementing eco-friendly initiatives, such as reducing waste, switching to renewable energy, and offering nature-based experiences.
The Victorian Government’s Sustainability Victoria 3-Year Strategic Plan (2024-2027) aims to transition the state to a circular economy, supporting businesses in their sustainability efforts. Eco-conscious tourism operators who align with this vision are likely to gain favour with environmentally aware travellers. (Sustainability Victoria)
2. Experience-Driven Travel
Visitors are no longer just looking for a place to stay; they want immersive and interactive experiences. Whether it’s foraging for local ingredients in the Yarra Valley, learning Indigenous cultural traditions, or hands-on workshops in artisan crafts, experience-led tourism is becoming the new standard.
Victoria’s Experience Victoria 2033 Strategy emphasises the importance of curating meaningful, place-based tourism offerings that celebrate local culture, heritage, and creativity. (Department of Jobs, Skills, Industry, and Regions)
3. Digital-First Booking & Discovery
With travellers researching and booking trips online more than ever, a strong digital presence is essential. Businesses with:
✔️ User-friendly websites
✔️ Mobile-optimised booking platforms
✔️ Active social media and Google Business profiles
… are far more likely to attract and convert potential visitors.
Advancements in AI-powered customer service, personalised recommendations, and seamless digital payments are also shaping the future of hospitality. Many businesses in Victoria are integrating chatbots and AI-driven customer interactions to enhance the booking experience.
4. Growth in Wellness Tourism
Wellness travel is booming, with visitors prioritising mental and physical well-being during their trips. Victoria’s Great Victorian Bathing Trail, which highlights hot springs and spa experiences across the state, is a prime example of how destinations are responding to this trend. (Study Melbourne)
In response, hotels, retreats, and tour operators are adding:
✔️ Meditation and yoga experiences
✔️ Outdoor wellness adventures
✔️ Organic and health-conscious dining options
5. Local & Regional Travel Growth
Domestic travel remains strong, with more Australians choosing “staycations” and regional road trips over international travel. The rise of platforms like Visit Victoria’s regional tourism campaigns has encouraged locals to explore their own backyard.
For businesses, this means an opportunity to:
✔️ Highlight hidden gems and off-the-beaten-path attractions
✔️ Offer seasonal promotions and exclusive local deals
✔️ Leverage social media storytelling to engage potential visitors
6. The Rise of Event & Group Travel
With conferences, weddings, and corporate retreats on the rise, businesses in hospitality are seeing increased demand for group-friendly accommodations, event spaces, and tailored packages. In 2025, Greater Victoria will host many major conferences, generating a significant economic impact.
If your business can accommodate large group bookings, team-building experiences, or event packages, you may have a significant advantage in this growing market.
How Businesses Can Stay Ahead
To keep up with these trends, businesses should:
✔️ Embrace sustainability – Adopt eco-friendly practices and promote them in your marketing.
✔️ Create unique, memorable experiences – Think beyond traditional offerings and add elements of exclusivity or interaction.
✔️ Strengthen your online presence – Ensure your website, social media, and Let’s Go Victoria listing are optimised for easy discovery.
✔️ Engage with the local community – Partner with other businesses and participate in regional tourism initiatives.
✔️ Invest in wellness & event offerings – Consider how you can cater to the growing demand for wellness travel and group bookings.
Final Thoughts
The tourism and hospitality industry is evolving, and businesses that adapt to emerging trends will be best positioned for success. By focusing on sustainability, unique experiences, digital engagement, and group travel opportunities, you can attract more visitors and thrive in a changing market.
💡 What trends are you noticing in Victoria’s tourism scene? Share your insights in the comments!
#LetsGoVictoria #TourismTrends #BusinessGrowth #LetsGoBusinessHub
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