Draft five-year Market Strategy

Draft five-year Market Strategy

Planning the Market’s recovery and future

Following a very difficult 12 months due to the COVID-19 pandemic, Queen Victoria Market management is seeking feedback on a draft five-year Strategy to support the Market’s recovery from the pandemic and beyond. 

The draft Strategy seeks to build on what people love about the Market and make it an even better place to visit, shop and trade. 

  • Download the draft Strategy here 

Feedback on the draft Strategy

Following a four week process, feedback on the draft Strategy has now closed.  

Thank you to those who took the time to share their views on our future plans for the Market. This feedback will be considered alongside feedback from Market traders and other stakeholders, as well as the business requirements of Queen Victoria Market Pty Ltd and the City of Melbourne.  

About our draft Future Market Strategy

The draft Strategy aims to preserve the Market’s heritage and keep serving current customers and visitors, while enhancing the offer and experience to meet the needs of more Melburnians, in particular those in the inner-city and younger demographic. 

Supporting current traders to enhance existing offers as well as attracting innovative new businesses are critical components of the draft Strategy, supported by improvements to the trader experience, safety and operations, environmental sustainability and more. 

The draft Strategy aligns with, and is dependent upon, the City of Melbourne’s wider Market Renewal Program which is retaining and restoring the Market’s historic structures and improving facilities for traders and customers. 

The draft 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, with a greater diversity of businesses at different times and in different locations.
  • A reinvigorated fresh food hub: expanded and diversified fresh produce offer with more specialisation; dry goods; seasonal local produce; and convenient options alongside raw ingredients, such as semi-prepared and ready-to-eat items, and take home meals.
  • 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, including evening dining and bars, more quick/casual options, produce sampling/grazing, and enhanced hospitality hubs at key Market 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.

Some other 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. 

The draft Strategy is informed by extensive data, research, insights and feedback from customers and traders. This includes recent market research to better understand what current, lapsed and potential customers and visitors love about the Market and where we can improve. 

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