Welcoming funding to market Victoria

Visit Victoria has welcomed the announcement from Minister for Tourism, Sport and Major Events Steve Dimopoulos at the 2024 Australian Tourism Exchange (ATE24) for an additional $21.8 million over four years to help us market Victoria.

The support will see Visit Victoria deliver industry training programs as well as marketing activities to promote the diverse experiences across the regions and encourage more people to explore Victoria.

The announcement at ATE24 comes as Melbourne has transformed into the epicentre of the tourism world with ATE24 trade show underway at the Melbourne Convention and Exhibition Centre.

Visit Victoria and Tourism Australia are hosting ATE24, which is bringing a record 700-plus buyers from 37 countries, more than 80 international travel media representatives and 115 aviation sector delegates together for four days of activity on the tradeshow floor that will allow Victorian tourism and hospitality operators to make connections with overseas buyers and open up new export markets.

As part of ATE24, Visit Victoria is staging a comprehensive immersion program that will bring international tourism industry representatives to every one of Victoria's regions. The program will see more than 330 products feature in the 62 itineraries held across every region of Victoria, with most regions hosting more than one.

Through it, Team Victoria will be able to bring the inclusivity, diversity and creativity of our State’s experiences and regions to the world, showcasing – and letting industry decision makers experience first-hand – how Melbourne and Victoria are Every bit different.

ATE24 is an opportunity to capitalise on the sector’s incredible post-COVID momentum– 2023 saw Victoria achieve a record $37.8 billion in visitor expenditure, with expenditure $5.4 billion higher than 2019 – and presents an opportunity to develop a more resilient and robust local tourism and hospitality industry.

Whether your business is participating in ATE24 or not, we're confident it will deliver strong dividends to the entire Victorian tourism, hospitality and major events sectors.