The Victorian Government has announced a $2.5 million partnership aimed at strengthening First Peoples-led tourism businesses and expanding cultural experiences across the state’s visitor economy.
Tourism, Sport and Major Events Minister Steve Dimopoulos unveiled the Quality First Peoples Tourism Business Program at the Victoria Tourism Industry Council Vision Summit at the Melbourne Convention and Exhibition Centre. The initiative will be delivered in partnership with the Victoria Tourism Industry Council and the Kinaway Chamber of Commerce, with a focus on practical support for existing and emerging First Peoples tourism operators.
The program includes workshops, mentoring and market readiness assistance, co-designed with industry and community representatives. It follows consultation with First Peoples stakeholders and is intended to provide business capability support while ensuring communities retain control over how culture and stories are presented to visitors.
Government figures show that 511,000 visitors to Victoria participated in a First Peoples activity, contributing $1.3 billion to the state’s visitor economy. Industry leaders say interest in cultural tourism continues to grow, though First Peoples businesses often face barriers around scale, access to markets and long term sustainability.
The new program aligns with the state’s Experience Victoria 2033 strategy, which identifies First Peoples-led experiences as a core priority for investment. It also builds on the First Peoples Tourism Plan for Victoria 2025 to 2030, aimed at strengthening cultural pride and increasing participation in the visitor economy, currently valued at $46 billion.
Minister Dimopoulos said the initiative would support economic opportunities while encouraging sustainable growth across the sector. Minister for Treaty and First Peoples Ros Spence said the program was designed to ensure communities remain in control of how knowledge and culture are shared.
Lisa Patroni, chief executive of the Victoria Tourism Industry Council, said demand for authentic cultural experiences was rising and that direct support for First Peoples operators would help build long term capability and visibility.
The government has positioned the program within its broader Aboriginal economic development strategy, Yuma Yirramboi, which seeks to advance self-determination and economic participation. Expressions of interest for the Quality First Peoples Tourism Business Program are expected to open soon.
While advocates have welcomed the funding, some industry observers note that ongoing support and sustained demand will be critical to ensuring the initiative translates into durable business growth. The coming years will test whether targeted programs such as this can help embed First Peoples tourism more firmly within Victoria’s mainstream visitor offering, while maintaining community leadership at its core.
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