Visit Victoria is responsible for marketing Melbourne and Victoria to visitors from within the state, across Australia and around the world to increase visitation, yield and ensure the future growth of Victoria's visitor economy.

The marketing division manages the development and implementation of the state's overarching marketing strategy and performs a crucial leadership role in the coordinated promotion and branding of Melbourne and Victoria. Visit Victoria works in conjunction with the Victorian Government, Regional Tourism Boards, industry and commercial partners to create and implement innovative and effective campaigns that position Melbourne and Victoria as a distinctive and compelling tourism destination.

A consumer-led, research driven approach and a focus on fully integrated programs that leverage the state's brand strengths provide the foundation for delivering against the core objectives of maximising visitation, length of stay, expenditure and regional dispersal.

Visit Victoria's marketing efforts are critical in maintaining and enhancing the state's global profile in today's increasingly competitive and dynamic environment.

Wander Victoria

Visit Victoria's latest major domestic marketing campaign, Wander Victoria, aims to activate intrastate travel to regional Victoria.

Wander - Read more


Play Melbourne Live showcases the real Melbourne to audiences worldwide with Periscope live-streaming technology.

Melbourne - Read more

Aquatic and Coastal

Tourism Australia's latest iteration of There's Nothing Like Australia gives global exposure to Victoria's diverse aquatic and coastal regions and experiences.

Aquatic - Read more

Restaurant Australia

The next phase of Tourism Australia's Restaurant Australia campaign sees Melbourne host the prestigious World's 50 Best Restaurants awards program.

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