World Tourism Day: celebrating tourism and sustainable transformation
This World Tourism Day (Saturday 27 September) we’re celebrating the role tourism plays in bringing people together, supporting local economies and showcasing the beauty of our state.
Travel Victoria and you can experience stunning nature and outdoor adventures, quaint historic towns, exhilarating sports, fashion, art and world-renowned food and wine. Last year, Victoria’s visitor economy reached a record $40 billion, with international visitors alone spending $9 billion, helping local businesses grow.
World Tourism Day 2025 focuses on ‘Tourism and Sustainable Transformation’ highlighting how tourism can be a driver for positive change.
With 105.2 million annual visitors expected to visit Victoria in 2029, businesses wanting to reach more customers can look to sustainable tourism.
Lisa Patroni, CEO of Victoria Tourism Industry Council, shares her thoughts:
‘Victoria’s visitor economy is a $40 billion business supporting nearly 289,000 jobs, driven by vibrant regional communities and world-class experiences. Regional destinations like Trentham are central to this success, where local businesses and natural charm drive both visitation, investment, and economic prosperity.'
'From breathtaking landscapes and immersive cultural experiences to thriving local communities, Victoria offers visitors a rich tapestry of discovery and experiences that is unforgettable.’
One way the state celebrates its best destinations is through Victoria’s Top Tourism Town Awards. These awards recognise towns that offer exceptional visitor experiences, strong community spirit and a love of local storytelling.
This year, Warrnambool, Mount Beauty and Trentham took home the top honours.
Trentham: a tiny treasure
Tucked away on the edge of Wombat State Forest is Trentham. Located on Dja Dja Wurrung Country, it’s a destination full of natural beauty, from the spectacular Trentham Falls to the lush Domino Rail Trail.
This charming town boasts a gold rush-era streetscape and a welcoming local community. Off the beaten track, the town invites you to discover boutique stores, country pubs, art galleries and top-notch food and wine experiences. Local farms offer a fresh farm to table experience, while the retail sector is home to businesses like the Green Store, which champions sustainable living.
The Green Store is a family-run small business, offering a haven for sustainable living. You will find a thoughtfully curated selection of natural, organic and ethically sourced products for home, garden, body and baby. If you are staying at one of the many excellent B&Bs, head straight for the treatment room for myotherapy, remedial, therapeutic massage, body and beauty treatments.
Kasie Watson, director of The Green Store, has built her entire business around being sustainable. It’s part of The Green Store’s identity and business operation.
As Kasie puts it, ‘we champion the ethical and sustainable choice, from using second-hand materials to supporting superannuation funds and banks with ethical operations and an environmental focus.’
Sustainability also plays a big part in attracting locals and new customers visiting the region. Kasie shares the following advice for business owners interested in sustainability.
‘It is our passion to educate our customers on how to choose well. My advice for other businesses who want to be more sustainable would be to start with one thing like reducing single use plastics and build from there.’
With Trentham the talk of the town, there’s plenty to see and do. Trek through Trentham.
Warrnambool: the adventurer’s playground
No road trip is complete without a drive along the Great Ocean Road. Warrnambool, the largest town along the route, is a coastal city set against the stunning Southern Ocean.
The streets are full of thriving street art, world-class murals and installations as visitors browse local boutiques, enjoy renowned restaurants and unwind in geothermal waters. Take in the rich maritime history as you wander to Logan’s Beach Whale Nursery to witness the annual whale migration — a moment that captures Warrnambool’s coastal magic.
For visitors seeking eco-friendly stays, Botanic Apartments Warrnambool offers three centrally located, self-contained and serviced apartment properties that prioritise sustainability.
The apartments feature highly insulated rooms with double glazing, in-room recycling facilities, energy-efficient heating and cooling systems, solar power generation and EV charging stations.
Everything is designed not only for style but to reduce environmental impact and as a bonus they are certified by Ecotourism Australia.
Linda Close, manager at Botanic Apartments Warrnambool, discusses just how important sustainability is to Botanic Apartments Warrnambool.
‘Guided by our Environmental Management Plan, we have enhanced the overall guest experience for travellers who value sustainability. As an example, guests enjoy improved comfort through better temperature control and acoustic performance, while we’ve also reduced energy costs.’
With sustainability the key focus and point of difference for Botanic Apartments Warrnambool, Linda shares the following advice.
‘Start small and build from there. Simple steps, like swapping traditional bin liners for compostable alternatives, can make a big difference. Engage with your local council, as they offer valuable expertise and support for sustainable practices.'
'We also completed the Ecotourism “Strive 4 Sustainability” Scorecard, which gave us a clear snapshot of where we were and where to go next in our sustainability journey. We were proud to score highly, and it’s been a great motivator for ongoing improvements.’
Whether chasing waves or seeking thrills, Warrnambool offers the perfect mix of excitement and serenity. Wish yourself to Warrnambool.
Mount Beauty: all things Alpine
Mount Beauty sits in a river valley at the foot of Mount Bogong, Victoria’s highest mountain, and is an adventurer’s dream. Visitors can explore Sullivan’s Lookout, stroll the Gorge Walk, ride with Bogong Horseback Adventures, or join guided mountain hikes that let you enjoy nature responsibly.
Winter or summer, it’s always the right time to visit stunning Falls Creek for skiing, snowboarding, and alpine adventures.
After a day outdoors, relax at local craft breweries, wine bars, eateries and accommodation that celebrate the region’s produce and laid-back alpine lifestyle.
Discover the adventure that awaits in the Alpine Shire and Mount Beauty, where every season brings a new way to explore.
