Tourism Victoria's Product Marketing Unit provides expert advice, relationship management and coordination of product development, product segments, niche markets and all travel industry and partnership marketing activities for Melbourne and Victoria.

Tourism Victoria’s Product Marketing team comprises three functional units: Product Segments and Niche Markets, Melbourne Marketing and Trade Marketing.

Product Segments and Niche Markets

The Product Segments and Niche Markets unit manages the following product segments and niche markets. The unit is responsible for developing strategy plans, managing industry relationships and identifying and developing segment campaigns in conjunction with the industry:

Product segments:

• Food and Wine
• Arts and Cultural Heritage
• Aboriginal Tourism
• Nature-based Tourism
• Bed & Breakfast
• Caravan and Camping
• Attractions
• Golf
• Spa and Wellness Tourism

Niche Segments:

• Backpackers
• Gay and Lesbian
• Cruise Shipping

Melbourne Marketing

The Melbourne Marketing team is responsible for the coordination, implementation and evaluation of Melbourne-related campaigns and projects across Tourism Victoria, management of Tourism Victoria’s relationships with key partners such as Destination Melbourne Limited and the City of Melbourne and project management of the Melbourne Tourism Partnership (formerly the Melbourne Tourism Action Plan).

Marketing Victoria in partnership with the travel industry

Marketing directly to, and in partnership with, the travel industry is an important element of Tourism Victoria’s work within Australia and internationally.

Tourism Victoria does not operate a government-owned wholesale arm. Instead it works closely with strategic partners such as Qantas Holidays, Great Aussie Holidays, Creative Holidays, Blue Holidays and Travelpoint to develop travel packages, which wholesalers then promote through retail travel agent networks.

Contact details

For general enquiries please contact the Product Marketing team by calling (03) 9653 9777 or for product specific inquiries please refer to the Marketing Opportunities Guide (405kb) to find the most relevant contact.

Useful links

Melbourne Marketing
Tourism Victoria continually strives to market Melbourne as a desirable destination for domestic and international visitors. This section outlines the latest domestic marketing campaign, its objectives and the current activities taking place.

Marketing Segments
Market segment plans, specific product information and product fact sheets.

Trade Marketing
Information on wholesaling, packaging products and providing commissions.