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VISIT VICTORIA SEEKS PARTNERSHIP TO CONTINUE TO DRIVE TOURISM GROWTH

Visit Victoria is seeking a strategic partnership with a creative agency to continue to build the State’s position as Australia’s culture and events capital among visitors from around the country and across the globe.

Visit Victoria Chief Executive Officer, Mr Peter Bingeman, said while visitation to Melbourne and Victoria has continued to surge and awareness has grown in recent years, it is critical to find ways to further strengthen and evolve the brand to drive future growth in the sector.

We are looking to partner with an agency that can help build on the established brand and support the sustainability of the booming tourism sector in Victoria.
Peter Bingeman, CEO Visit Victoria

“We are looking to partner with an agency that can help build on the established brand and support the sustainability of the booming tourism sector in Victoria,” said Mr Bingeman.

"Melbourne is an international, 24-hour city that provides more than sightseeing. It’s a place people come to experience late-night precincts laden with arts, music, dining and the prolific small bar scene.”

Mr Bingeman said Victoria’s regional offering adds to the State’s uniqueness. “Located so close to Melbourne, regional Victoria has a range of diverse regions with a variety of sights, sounds, tastes and experiences for people of all ages and backgrounds.” He said the successful agency must have an in-depth understanding of the tourism sector in Melbourne and Victoria and bring a creative and innovative approach to cutting through in a highly competitive market. Since Visit Victoria was established on 1 July 2016 the organisation has worked tirelessly to shift the dial on the visitor economy by renewing critical marketing activity internationally, nationally and within Victoria and embarking on an ambitious strategy to acquire the world’s best events. With the latest results showing double digit visitor growth rates outpacing every other state – it’s clear the strategy is working.