Visit Victoria continues to work with Tourism Australia on its Restaurant Australia food and wine campaign, which forms part of the long-term There's Nothing Like Australia global marketing strategy.
The campaign, which was launched to industry in May 2014, aims to raise Australia's profile as an exceptional food destination in response to the growing demand globally for food and wine as part of the travel experience. Since the start of Restaurant Australia, food and wine spend has grown over $1 billion ($1.03 billion or 24.6 per cent) with food and wine now accounting for one in five dollars spent by international tourists in Australia, and Australia has moved up the global rankings in terms of food and wine.
Visit Victoria has worked with Tourism Australia on campaigns and activations across the globe world, including special media and consumer events in the UK and Europe, China, Hong Kong and the USA. The Invite the World to Dinner familiarisation program, which formed the cornerstone to the 2014 Restaurant Australia campaign, saw Victoria host 40 global media, chefs, and food influencers resulting in priceless global exposure through advocacy as well as media exposure.
The Restaurant Australia campaign saw Melbourne host the prestigious World's 50 Best Restaurant Awards in 2017.
This annual ranking of the world's best restaurants has become one of the most reputable restaurant rankings in the world. Melbourne is only the second city outside of London to hold the awards program, adding significant weight to Victoria's culinary credentials.
Visit Victoria worked in partnership with Tourism Australia and the World's 50 Best Restaurant team to create a sensational program of culinary events that showcased Melbourne's culinary and events expertise as well as the diversity of food and wine settings and experiences in regional Victoria.
The Melbourne events included a chef's feast gathering of the world's best chefs; the main awards ceremony; and touring programs around Melbourne and regional Victoria. The 800 invited guests were made up of chefs, industry and top international food and wine media and influencers, providing further opportunity to extend Victoria's reputation as a world-class gastronomic destination.
Visit Victoria's international marketing division works with Tourism Australia, airlines, key distribution partners and the Victorian tourism industry to develop marketing strategies designed to increase consumer awareness of Victoria as a premier tourist destination and its brand strengths in food and wine, arts and culture, nature based tourism and events. All international marketing activities are managed from Visit Victoria's head office in Melbourne. For more information on Visit Victoria’s trade and consumer marketing programs, and to download the 2016-17 International Marketing Opportunities Guide, please see International Marketing.