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Visit Victoria will roll out a $5 million campaign to attract tourists from across Australia and from key international markets including Vietnam, India, New Zealand, the United States and Europe.

The Victorian Government today announced the funding to support our tourism industry in the wake of the COVID-19 outbreak and recent bushfires.

The interstate and international campaign will include marketing through social media channels, international media outlets, digital films, major events, airline partnerships, radio and newspaper advertising.

“Coronavirus and bushfires have had a significant impact on many tourism operators and that’s why we’re launching a significant campaign to promote Victoria and Melbourne to the world.”
Visit Victoria CEO Brendan McClements

Visit Victoria will also ramp up activities surrounding key major events including the Formula One Australian Grand Prix, the Melbourne International Comedy Festival, the Virgin Australia Melbourne Fashion Festival, the Bledisloe Cup, the Melbourne Food & Wine Festival and theatre production, Harry Potter and the Cursed Child.

The new campaign complements our domestic activity including a $2 million campaign to promote “A Short Stay Goes A Long Way” encouraging Victorians to travel within the state, the establishment of the Bushfire Recovery round of the Regional Events Fund and the Business & Sport for Bushfire Recovery program.