Wander Victoria

Visit Victoria develops and implements marketing campaigns in conjunction with Regional Tourism Boards and industry partners to promote Victoria's tourism destinations and experiences.

The marketing strategy for regional Victoria has historically focused on driving visitation from key interstate and international markets, promoting the state's compact diversity and signature experiences of food, wine, arts and culture, spa and wellbeing, nature-based experiences, villages and events.

Visit Victoria's latest major domestic marketing campaign, Wander Victoria, is a long-term strategy to activate intrastate travel to regional Victoria.

Acknowledging the importance of the Victorian market to the regional visitor economy, Visit Victoria's major new domestic marketing campaign focuses on the intrastate market to promote regional Victoria and encourage visitation.

Launched February 2016, the Wander Victoria campaign is a long-term strategy to activate intrastate travel to regional Victoria. Based on extensive consumer research, the emotive campaign aims to inspire Victorians to take time out to rediscover and reconnect with Victoria's regions by advocating the simple pleasures and benefits of wandering through the diverse natural settings and experiences the state has to offer.

The fully integrated campaign includes a series of films for television and cinema advertisements, digital activity across a broad range of online and social channels and a dedicated wandervictoria.com website as well as a co-operative marketing program in conjunction with Regional Tourism Boards and industry. 

Visit Victoria encourages operators to get involved by:

  • Working with your relevant Regional Tourism Board
  • Listing your business on visitvictoria.com
  • Developing a deal or offer on visitvictoria.com
  • Using #wandervictoria and your region's hashtag when posting content to social media and encouraging your visitors to do the same

Visit Victoria is currently working with Regional Tourism Boards on the continued implementation campaign in 2017-18.