Tourism Victoria is a vibrant and dynamic State Government statutory authority actively marketing Victoria as a premier tourism destination both domestically and internationally.

Mission Statement

Together with Victoria’s tourism industry, Tourism Victoria is working to maximise employment and the long-term economy of tourism to Victoria by developing and marketing the State as a competitive tourism destination.

The Tourism Victoria Board, comprising 10 experienced private sector representatives, provides the strategic direction for Tourism Victoria based on four broad goals:

• Marketing: Increase visitor numbers, length of stay and visitor expenditure by implementing innovative and effective marketing strategies to position Victoria as a distinct and competitive tourist destination.
• Leadership: Take a leadership role in the tourism industry, encourage professional standards and the development of cooperative arrangements which maximise industry effectiveness.
• Infrastructure: Improve the tourism assets of Victoria by identifying infrastructure opportunities and facilitating development projects.
• Management: Maximise the effective use of resources by conducting the business of Tourism Victoria in accordance with professional commercial management principles.

Tourism Victoria is part of the Department of Innovation, Industry and Regional Development (DIIRD), which is the Victorian Government's lead agency for economic and regional development, responsible for building an innovative State.

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