By 2035, today’s ‘Millennials’ will be aged between 30 and 50, and ‘Generation Alpha’, will be entering the workplace. All the ‘Baby Boomers’ will be over 70, and today’s Generation X will be approaching retirement. The world will be predominantly urban, with over five billion consumers living in cities. The visitor economy is expected to continue to grow on both a national and global scale, with outlooks indicating strong growth to 2035, particularly within the Asia Pacific region. While Phillip Island and San Remo are blessed with a unique environment without the level of development of locations closer to Melbourne or the constraints placed on future development of Wilsons Promontory to the east, growing regional population pressures, the limited funds available for marketing and infrastructure and the growing seasonal peaks must be addressed to achieve the style of tourism desired by the industry and the community by 2035.