Tourism Victoria undertakes a wide range of marketing activities to fulfill its marketing goal of increasing visitor numbers, length of stay and visitor expenditure. It does this by implementing innovative and effective marketing strategies to position Victoria as a distinct and competitive tourist destination.

To achieve this there are four distinct areas within the marketing division: Destination and Product Marketing, International Marketing, E-marketing and Corporate and Destination Communications.

Destination and Product Marketing

The Destination and Product Marketing division provides a range of strategic marketing, advertising and creative services to internal and external stakeholders and manages Tourism Victoria’s national marketing program. The division has five key areas.

International Marketing

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.

• Familiarisations

E-Marketing

The E-Marketing division is responsible for all electronic marketing activities including managing Tourism Victoria’s consumer and corporate websites. The division manages more than 20 websites, including foreign language variants, with more than 2,500 pages of content.

Corporate and Destination Communications

The Corporate and Destination Communications team conducts public relations activity within Australia and internationally to promote Victoria as a key travel destination. The team also provides quality strategic advice and corporate communications for Tourism Victoria including industry and internal communications and crisis and issues management.