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Visit Victoria is the State’s tourism and events company. We inspire people to visit Melbourne and Victoria through creative storytelling and enriching events. Our role is to drive visitation and expenditure through destination marketing and a strong pipeline of major, regional and business events to support the visitor economy. We aim to build Melbourne and Victoria into Australia’s number one tourism destination by delivering strong and sustainable growth across priority markets.

Visit Victoria employs 160 people in Melbourne and across key international markets. Our Melbourne office is in Collins Square, with satellite offices in London, Frankfurt, Shanghai, Beijing, Guangzhou, Tokyo, Singapore, Los Angeles, Washington DC and Kuala Lumpur, and agency representation in Korea, India and Indonesia. 

Visitor Economy Recovery and Reform Plan

The Victorian Government’s Visitor Economy Recovery and Reform Plan outlines a roadmap to help to revitalise and grow Victorian tourism following the impacts of the bushfires and the global pandemic.

Visit Victoria is supporting the plan which outlines strategies to attract more international, interstate and intrastate visitors by making the most of marketing expenditure and ensuring state-wide collaboration. The plan is underpinned by a Victorian Government investment of $633 million and serves as a whole-of-state strategy, with a goal of achieving $35 billion in annual visitor expenditure and supporting 300,000 jobs by June 2024.


As a company limited by guarantee, Visit Victoria’s sole shareholder is the Premier of Victoria. The Minister for Tourism and Major Events has portfolio responsibility for the company. 

Visit Victoria’s operating environment includes a Board of Directors and a Chief Executive Officer.