Victoria attracted a record 1.5 million international visitors in the year to September 2007, more than a quarter of the total number of international visitors to Australia. International visitors tend to stay longer than domestic visitors. They account for eight per cent of overnight visitors to Victoria, but 27 per cent of total overnight expenditure. International visitors spend $8.4 million per day on average in the State.

Tourism Victoria therefore does significant work in key overseas markets to maintain and increase international visitor numbers and length of stay.

The primary aim of the International Marketing Division is to encourage more international visitors to Victoria. The division works with international travel distribution systems to develop marketing campaigns that leverage travel trade and Victorian industry resources.

Tourism Victoria works closely with Tourism Australia, airlines, key travel industry partners and the Victorian tourism industry to promote Victoria internationally to potential visitors and to the travel trade. A mix of trade and consumer marketing strategies assist in achieving increased consumer awareness of Victoria as a tourist destination and build visitation.

All international marketing activities are managed from Tourism Victoria’s head office in Melbourne. The organisation also has offices in the United Kingdom, Germany, New Zealand, the United States, Singapore, Japan, China, Hong Kong and India.

International office contact details

Tourism Victoria has nine international offices.

Familiarisations

The Familiarisations unit coordinates visits by international media and travel trade, working closely with Tourism Victoria’s international offices and with Tourism Australia. The familiarisations team organises itineraries, supplies information and accompanies groups touring Victoria.

For general inquiries please phone (03) 9653 9777 or email .