Tourism Victoria

Tourism Victoria sees our State’s diversity – our arts industry, our affinity with sport, our food and wine, culture, our raw natural beauty, and our international urban style – as an incredible asset. And as Victoria’s dedicated tourism agency, we’re inspired to promote our State, to attract more visitors and create greater economic opportunities for our partners. Our work encourages Australia, and the rest of the world, to experience everything Victoria has to offer.

Destination Melbourne continues to work collaboratively with Tourism Victoria to leverage new opportunities through the Play Melbourne tourism marketing campaign and strengthen Melbourne’s profile as a dynamic and vibrant city.

Our Commitment

Marketing

As Australia’s culture capital, we’re promoting Victoria’s rich urban and regional experiences with campaigns reflective of our compact diversity. Ensuring Victoria is

a distinctive and competitive tourist destination, we drive visitation, boost expenditure and extend length of stay.

Leadership

With a full view of Victoria’s tourism sector, we direct resources to drive cross promotional opportunities, deliver frameworks for improved product and professional standards, and open the door to new markets.

Industry, Investment and Aviation

With seed investment and deep industry knowledge, we identify and facilitate new infrastructure opportunities to support the development of viable, high quality tourism assets, attracting ongoing visitation.

Management

With the commercial insight of our Board, we work to the highest public and private sector principles to maximise resources and funding support to partners.

www.tourism.vic.gov.au