Visit Victoria optimises Victoria's assets to lure an increasing number of high-spending visitors from priority target markets.
Our priority target markets include:
Whilst maintaining activity in:
Major consumer brand campaigns are developed, executed and evaluated, with focus on China and New Zealand markets. These campaigns take into consideration regional Victoria and Melbourne needs, target audience psychographics and key international influencers, to produce impactful destination storytelling that resonates across digital and traditional platforms.
With our strategic media and broadcast partners we bring to life Victoria’s brand attributes of major events, food and wine, fashion and design, nature and wildlife, in international creative media and public relations activities, whether it’s a pop-up fashion runway featuring Melbourne designers in Malaysia or a restaurant event with Victorian chefs in India. Activity is undertaken to capture the attention of travel and lifestyle media and Visit Victoria’s target consumer, to promote Victoria as a destination for priority travel consideration.
We regularly collaborate with Tourism Australia, airlines and travel distributors on integrated marketing communication campaigns to increase awareness of, and visitation to, Melbourne and regional Victoria. This can involve extensive joint promotions on new travel routes, travel packages and itineraries. We work closely with Invest Victoria and international carriers to support new and existing aviation links.
We facilitate many international trade events independently and with Tourism Australia to support Victorian businesses to meet with key tourism trade partners. These connections create long-term opportunities. Trade events include sales missions, training seminars, supplier workshops and marketing showcases.
Visit Victoria, in collaboration with the Victorian tourism industry, manage a program of trade and media familiarisations for targeted guests. Familiarisations support trade and public relations activities and lead to significant exposure for the destination across key consumer touch-points including digital, social, print, broadcast and within travel itineraries and programs.