About

Our purpose is to drive sustainable economic growth in the Victorian visitor economy.

We provide policy, strategy, industry development and investment facilitation advice to both the government and industry. We also work with tourism and events entities across the state.

Our responsibilities

• Plan and deliver Victoria’s visitor economy strategies
• Support the growth of Victoria’s world-class events calendar
• Deliver tourism infrastructure programs
• Facilitate investment opportunities
• Act as a channel of engagement for the industry into government
• Governance support for tourism and event portfolio entities
• Provide data and research to inform decision-making and investment by government and industry.

We also identify opportunities for cross-sector collaboration. This can include investment, trade, regional development, conventions, business events, and major events.

Supporting a thriving tourism and events sector will create a legacy to benefit all Victorians.

Strategies and plans

Experience Victoria 2033 is our strategic plan to shape the future of Victoria’s visitor economy over 10 years.

Read more about our strategies and plans.

Industry partners

Who we work with

We work in close partnership with the tourism industry including:

• individual operators
• investors
• industry peak bodies and associations
• local government
• the Australian Government
• State and Territory Governments
• airlines
• major accommodation chains
• Traditional Owners Corporations
• communities
• the wider travel sector.

Industry entities

We provide governance and strategic support for major Victorian tourism and events entities.

We work with them to deliver strategic objectives so that they can contribute to Victoria’s visitor economy. These organisations play a role in positioning Victoria as a world-leading tourism and events destination.

Tourism and events entities

• Visit Victoria
• Melbourne Convention Bureau
• Australian Grand Prix Corporation
• Puffing Billy Railway Board
• Victorian Convention and Event Trust

Victoria’s Regional Tourism Network

The Victorian Regional Tourism Network is made up of regional tourism organisations. Each coordinates local efforts to support tourism growth within their region.

We work closely with the network to gather industry insights. This informs the development of policy, guides investment, and support to operators. We also work closely with the network to help us and the visitor economy with crises preparedness and recovery.

Since 2023, in partnership with Regional Tourism Boards, Councils and industry, we have been transitioning to a network of Visitor Economy Partnerships (VEPs). These are independent destination management organisations that represent their region as the official voice to government.

Visitor Economy Partnerships

• Destination Gippsland (Stage 1)
• Goulburn Region Tourism
• Grampians Wimmera Mallee Tourism
• Great Ocean Road Regional Tourism
• Murray Regional Tourism
• Tourism Greater Geelong and Bellarine
• Tourism Midwest Victoria
• Tourism North East

We are continuing to work with and support the remaining Regional Tourism Boards and regions as they transition to a VEP.

Regional Tourism Boards

• Daylesford Macedon Tourism 
• Destination Phillip Island
• Mornington Peninsula Regional Tourism
• Yarra Ranges Tourism

Other entities

• Bendigo Regional Tourism

Plan a trip with Visit Victoria

Victoria is home to a wide range of diverse tourism and event experiences. To plan your trip, go to Visit Victoria.