The Experience pillar covers the events, festivals and activities that give Victoria its unique cultural vibrancy. It stretches across the visitor, night-time and creative economies to cover hospitality, tourism, music, theatre, art, film, sport and other sectors. It includes everything from grassroots, community activities to professional, internationally recognised major events.
Victoria has a rich offering of cultural, sporting and tourism experiences across the entire state. Art, culture and sport are embedded in the fabric of Victorian life. Victoria has a strong reputation for experiences, but more can be done to unlock the full potential of local, interstate and international audience participation, engagement and visitation.
COVID-19 highlighted the irreplaceable value of communal experiences at our beloved venues from the National Gallery of Victoria to the Melbourne Cricket Ground in Melbourne’s CBD and local facilities throughout Metropolitan and Regional Victoria. Our Victorian artists, creatives and sporting heroes are celebrated in the books, music, television, films, podcasts and digital games we consume at home. Our food and beverage scene showcases the best of Victorian produce and our multicultural community from the laneways in Melbourne’s CBD to the cellar doors in Regional Victoria. Our diverse natural environment offers something for everyone to enjoy from the coast to desert and river to rainforest.
We must protect, nurture and develop our strengths to ensure Victoria continues to offer unique, quality experiences. This will retain and build our reputation and maximise the cultural, social and economic benefits available from the experience economy.
Developing the experience economy requires ongoing and strategic investment to build the capacity and capability of the sectors within it. Increasing the accessibility of experiences is also critical to ensure all Victorians and all parts of Victoria can contribute to and participate in a rewarding cultural and social life.