The Allan Labor Government has launched a new $2.5 million initiative to boost First Nations-led tourism across Victoria, creating jobs and supporting communities while offering visitors authentic cultural experiences.
Minister for Tourism, Sport and Major Events Steve Dimopoulos announced the Quality First Peoples Tourism Business Program at the Victoria Tourism Industry Council (VTIC) Vision Summit at the Melbourne Convention and Exhibition Centre today.
The program, delivered in partnership with VTIC and the Kinaway Chamber of Commerce, will provide workshops, mentoring, and market-readiness support for existing and emerging First Peoples tourism businesses. It was developed through extensive community consultation to ensure that First Peoples communities remain in control of how their culture, knowledge, and stories are shared with visitors.
“This program is an important step in strengthening and growing First Peoples‑led tourism across Victoria, creating new economic opportunities and supporting local businesses,” Dimopoulos said.
“We’re proud to grow a thriving, sustainable sector that empowers community, shares Traditional knowledge, and positions Victoria as a global leader in meaningful, authentic travel experiences.”
Minister for Treaty and First Peoples Ros Spence said the initiative empowers communities to shape their own tourism narratives.
“First Nations Victorians have stories, knowledge and culture that the world wants to experience. This program makes sure community is in control of how those stories are told.”
VTIC CEO Lisa Patroni highlighted the economic potential of First Peoples tourism, noting that 511,000 visitors to Victoria engage in First Peoples activities, contributing $1.3 billion to the state’s visitor economy.
“This program directly supports and develops First Peoples tourism businesses, building capability, visibility, and long‑term growth in this vital sector.”
The program aligns with the Experience Victoria 2033 strategic plan and builds on the First Peoples Tourism Plan for Victoria 2025–2030, aiming to strengthen cultural pride and foster sustainable, authentic tourism experiences within Victoria’s $46 billion visitor economy.
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