Our ambition is to help grow the Visitor Economy to $53.4 billion by 2030, as forecast by Tourism Research Australia, by creating, converting and connecting demand. We position Victoria to compete globally, grow visitation and yield, and strengthen industry capability. Through partnerships with Government and industry, we ensure benefits are shared across Melbourne and regional Victoria.
Visit Victoria is the State’s Destination Marketing Organisation with a mandate to drive demand that optimises visitor numbers and economic value.
Our scope spans all visitor markets - international, interstate, and intrastate - and all visitor sectors including business, education, events, leisure, and culture, with a strong emphasis on regional dispersal.
Collaboration is central to our approach. We partner with Government, industry, the private sector, and State, national, and international bodies to leverage resources, funding, and expertise. Through joint and coordinated initiatives we amplify impact and achieve shared outcomes.
More broadly, Visit Victoria’s international market priorities and the Victorian Government’s strategies and industry priorities are mutually reinforcing and position the State as globally competitive.
We integrate brand, events, marketing, and industry leadership efforts to provide a seamless pathway from aspiration to visitation, and ultimately, to repeat travel.