The Future Market Strategy was released in July 2021 to support Queen Victoria Market’s recovery from the COVID-19 pandemic and longer-term revitalisation. 

The Strategy will preserve the heritage, character and core offer that people love about the Market, and build on this to make it an even better place to visit, shop and trade. 

Click here to view the Future Market Strategy. 

Strategy overview 

The Strategy aims to keep serving current customers and visitors, while enhancing the offer and experience to attract more Melburnians, particularly those in the inner-city and under 40 year-olds who are underrepresented customer groups. 

Supporting current traders to enhance their offer and attracting innovative new businesses are other core priorities of the Strategy, supported by improvements to the trader experience, safety and operations, environmental sustainability and more. 

The Strategy is structured around the following Core Market Elements:  

  • An authentic Market experience: the Market will be a thriving and vibrant place to visit day and night, with diverse offers and experiences for every budget and lifestyle, and a greater diversity of businesses. 
  • A reinvigorated fresh food hub: the core fresh produce offer will be preserved and expanded to introduce more variety, including more  specialisation; dry goods; seasonal local produce; and convenient options such as semi-prepared and ready-to-cook/eat items alongside raw ingredients. 
  • A showcase for diverse retail: diversified and enhanced specialty shopping and services offer to serve the inner-city community while continuing to cater to current customers. This includes the introduction of new precincts focused on local needs, ‘Melbourne Makers’ and a new business incubator. 
  • An immersive food destination: expanded and diversified hospitality offer across the day and evening to provide more food and drink options to enjoy onsite/take home, including evening dining and bars, more quick/casual food and drink, produce sampling/grazing,  and enhanced hospitality hubs at key entry points. 
  • An active and animated precinct: more curated and cultural events, regular programming and collaboration with major Melbourne festivals, activations and more to attract a range of people across the week, day and night. 

Other key areas that will improve the visitor experience include:  

  • Enhanced retail configurations; improved wayfinding/signage; and more placemaking, seating, weather protection and pedestrian-friendly spaces. 
  • Over time, some parts of the Market will open more days and into the evening with a focus on hospitality, events and activations. 

What informed the Future Market Strategy 

The Future Market Strategy was informed by extensive data, research, insights and trader/customer feedback, as well as being aligned to Renewal Program plans.   

The vision, priorities and actions outlined in the Strategy align and depend upon the City of Melbourne Renewal Program, which is focused on retaining and restoring the Market’s historic structures and improving facilities for traders and customers. 

A draft Strategy was released on 14 April 2021 for feedback, with 300 stakeholders sharing their views, including Market traders; customers and local community members; and stakeholders across government, heritage groups, business, industry and more. This feedback was considered in the final Strategy alongside the requirements of QVM management and the City of Melbourne. 

An overview of the feedback process, summary of feedback themes, Strategy changes and other actions to address feedback can be downloaded on our website here.

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