Visit Victoria competes globally in tourism marketing and event procurement (major, business and regional events) to deliver the greatest number of visitors to the State of Victoria and to drive the highest value possible from their stay.
The company works across eight key areas, with each playing a shared role in informing, connecting, leading and exciting visitors, industry, people and government stakeholders.
|Business Area||Strategic Priority||Functions|
|Consumer Markets (International and Domestic)||To deliver best-in-class, visitor-centric marketing activities across all key consumer-facing segments, to drive business results.||International marketing communications, domestic marketing communications (intrastate and interstate), sector marketing (visiting family and friends), consumer communications and social media strategy, strategic partnerships, airline collaboration and international trade events.|
|Regional Tourism & Strategy||To proactively support the visitor-centric approach by maximising Regional Tourism Board engagement and strategies.||Regional tourism board engagement, regional tourism board funding and contract management, visitor servicing strategy, regional stakeholder engagement - advocating sector investment.|
|Major Events||Create the best major events calendar in the world that tells the Melbourne story to inspire people to travel to the State.|
Major event acquisition, regional event acquisition and management of regional event funding, event marketing and relationships, event brand campaigns, event management of Cadel Evans Great Ocean Road Race and White Night Melbourne and regions.
|Melbourne Convention Bureau||To be the first-choice destination for business events.||Business event acquisition (bid, build, buy), membership management and communications, strategic partnerships, business events marketing and communications, business events research and insights.|
|Digital Marketing Services & Strategy||To deliver technology and data business solutions that inspire, convert and service travellers at all stages of the visitor journey.||Consumer insights and performance, data acquisition and analysis, video and design services, product familiarisations (trade and media), aboriginal tourism development, international mentoring program, Australian Tourism Data Warehouse (ATDW) support.|
|Corporate Affairs||To partner with key stakeholders to amplify Visit Victoria's story.||Government relations and ministerial communications, media relations and management, issues management, industry relations and engagement, industry communications and internal communications.|
|Human Resources||To inspire experiences in a performance driven, values led workplace that enables professional growth, informed meaningful contribution, and celebrates success.||Recruitment, performance management, career development and training, employee relations, internal culture champions, people metrics reporting, workplace safety and internship programs.|
|Corporate Services||To proactively support the organisations visitor-centric approach by maximising financial sustainability and governance.||Finance, risk management, legal, procurement and information technology business support.|