Official Visitor Products are a fundamental channel of Visit Victoria - a suite of accessible print publications that provide a comprehensive overview of things to see and do to assist visitors planning their visit to Melbourne and Victoria.
The Official Visitor Guide to Melbourne and Victoria presents tourism providers with cooperative marketing opportunities that directly target intrastate, interstate and emerging international audiences.
The Official Visitor Map of Melbourne and Beyond includes key maps of Melbourne's city centre and inner suburbs, public transport information, and product profile highlights providing tourism providers with an opportunity to profile their product.
OFFICIAL VISITOR GUIDE
The Official Visitor Guide to Melbourne and Victoria (OVG) is the pre-eminent source of information for visitors. It provides the most comprehensive overview of things to see and do across Melbourne and Victoria each season. It is recognised as the most effective direct marketing tool for reaching high yield audiences.
The guide is endorsed and supported by the Victorian Government, City of Melbourne, Melbourne Airport, Melbourne Convention and Exhibition Centre, Public Transport Victoria and the Australian Hotels Association, along with other key industry bodies. The OVG offers the most flexible and diverse distribution network which can be leveraged by tourism operators to reach its intended target audiences through advertising and editorial opportunities, along with featuring seasonal campaigns and tactical sales promotions (special offers).
Industry Partnership Kit 2024-25
Our Industry Partnership Kit highlights the partnership opportunities available for the Official Visitor Guide & Official Visitor Map.
Find out more
TARGET AUDIENCE
INTRASTATE – Inner Melbourne, beyond Melbourne and Regional Victoria
INTERSTATE – Metro Sydney, bordering towns of NSW, SA, ACT
INTERNATIONAL – International visitors upon arrival in the destination
DISTRIBUTION
Our model is tactical and strategic utilising our push-pull strategy, strategic partners, reactivity & pro-activity approach.
Residential Deliveries - Direct to consumers in high-yield areas across Melbourne and Victoria. Those that receive the publication via residential drop have been sourced from a data-sharing arrangement that recognises them as consumers that have leisure and spending habits aligned to travel and experience.
Visitor Hubs - A comprehensive network of 800+ locations throughout Melbourne, inner-Melbourne, border towns and regional Victoria including visitor hubs and high traffic locations is used to reach intended audiences and track consumer behavior. The network covers airports, transportation hubs, accommodation, hospitality, retail, attractions, tourism information centers, selected Melbourne major events, and universities across Metro Melbourne, regional Victoria and interstate.
Visit Victoria and the Melbourne Convention Bureau support the Official Visitor Products by establishing distribution opportunities and leveraged audiences at major and business events in Victoria – including the Australian Open, Formula 1 Australian Grand Prix and RISING.
Strategic partnerships with aligned partners who support distribution of the publication across their networks - transport, aviation and education where the publication reaches key audiences.
- City of Melbourne and RMIT
- Department of Transport and Planning, Public Transport Victoria
- Melbourne Airport (exclusive distribution at Melbourne Airport, on arrival in-destination in international and domestic terminals) and at all SkyBus terminals
REACH
- 2,880,000 annual forecasted readership
- 240,000* seasonal print circulation
- 30,000 copies sent direct to homes in high-yield, larger than average income areas and habits in leisure and travel, in Metro Melbourne and Metro Sydney
- 50,000 copies directed through a network of retail and café offerings fringe Melbourne neighbourhoods, and regional border suburbs
- 160,000 copies directed through 800+ remaining locations across the state - across visitor information hubs, transport, hotels and hostels (some in-room at premium accommodation), retail precincts, major events, hospitality, education and more.
- 1,400,000 digital reach per edition
- Distribution at major events and business events through leveraged audiences at Visit Victoria & Melbourne Convention Bureau
Print circulation is amplified through Visit Victoria’s online channels
Monthly intrastate and interstate eDM's (including exclusive subscribers in the OVG consumer database)
Paid social media campaigns
Collaborative partnerships
Official website which reaches over 10.5M visits per year
77% agreed that Official Visitor Guide offered ideas that they hadn't thought of before
76% agreed that Official Visitor Guide is useful to save time on research and planning of their trip
75% of International visitors book activities post arrival
View a digital version of our guides on visitvictoria.com
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More Information
Official Visitor Products - Industry Partnership Kit 2024-25
Official Visitor Products - Distribution and Reach Guide 2025
Official Visitor Products - Amplification Guide 2025
Get In Touch
Contact Visit Victoria's Official Visitor Products team:
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