Government announces new state visitor model, developed in partnership with the Victorian Tourism Industry Council
International marketing partnerships will be used to promote Melbourne and regional Victoria in a major campaign aimed at growing the state’s visitor economy.
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Treasured Victorian attractions such as the Twelve Apostles and Wilsons Promontory will be spruiked to the world under a new global marketing drive to grow the state’s $40bn visitor economy.
On Monday, the state government will announce new deals with Malaysia Airlines, Air New Zealand, Singapore Airlines and European hotel and hospitality giant Accor.
Alpine Resorts Victoria will also be central to the new state visitor model, developed in partnership with the Victorian Tourism Industry Council.
The international marketing partnerships will be used to promote Melbourne and regional Victoria, luring tourists to the likes of Phillip Island, the Grampians, Puffing Billy and major sporting events.
Victoria will be heavily advertised in key global markets through the joint marketing campaigns, social media, roadshows and special promotions in the shake-up to boost jobs.
“These co-operative partnerships are powerful examples of what can be achieved when we work together to grow our visitor economy and strengthen Victoria’s global connections,” Victorian Tourism Industry Council chief Felicia Mariani said.
New Tourism Research Australia figures reveal the visitor economy is employing more Victorians that ever – a record 288,000 workers. One in every 14 jobs in Victoria is now tourism-related, with data from the 2023-24 State Tourism Satellite Account to be released Monday revealing there was an 8 per cent increase in occupations related to the visitor economy.
The tourism sector accounted for 7.1 per cent of Victoria’s entire workforce, but only half of those jobs were full-time.
About 46 per cent of all tourism-related jobs in Victoria were based outside Melbourne, with one in nine regional jobs generated by tourism.
The numbers are tipped to rise again in the second half of this year, with marquee events such as an NBA-NBL Melbourne series, MotoGP at Phillip Island, Australian Open golf and an Ashes Boxing Day Test.
“We have a jam-packed calendar that attracts people from around the country and the world,” Tourism and Major Events Minister Steve Dimopoulos said. “Our visitor economy is booming, and there are now more Victorians employed through tourism than ever before.’’
The latest Tourism Research Australia data shows international visitor spend in Victoria reached a record high of $9b in 2024.
The LA Rams on Sunday took over Melbourne Park ahead of their historic first match on Aussie soil at the MCG next year.
Rams players Steve Avika and Kobie Turner signed autographs, posed for photos with babies and showed off the Vince Lombardi Trophy at a fan event at Margaret Court Arena. Cheerleaders and the LA Rams mascot also whipped up a fan frenzy at the event.
The government could not say how much the tourism plan would bolster the economy, the amount of new visitors it would attract or the level of taxpayer investment.
But an independent report from KPMG found for every $1 spent through Visit Victoria’s marketing activities, the return on investment was up to $27 of tourism expenditure.
Alpine Resorts Victoria chief executive Amber Gardner said that the new tourism approach would “showcase our unique nature-based tourism destinations through large-scale advertising to reach thousands more potential visitors.
“We’re confident this campaign will boost snow season visitation, growing the significant contribution the resorts make to the visitor economy.”.
The new partnerships come after the Herald Sun this year revealed Delta Air Lines would start direct flights from LA to Melbourne.
Originally published as Government announces new state visitor model, developed in partnership with the Victorian Tourism Industry Council
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