Tourism Victoria's Regional Marketing unit is responsible for the development of Victoria's regional maketing strategy, management of regional brands and associated campaigns. The unit works closely with the 10 regional campaign committees, the Board for Alpine Resorts Tourism, and Strategic Alliances (Sydney Melbourne Touring and Great Southern Touring Route and the Melbourne and Surrounds Strategic Marketing Alliance), to develop marketing campaigns and boost visitor numbers to regional Victoria.

Victoria has ten regional marketing areas with a regional tourism board/campaign committee representing each one. Each committee comprises a cross section of industry representatives, including local government, regional tourism associations and tourism operators.

The Regional Marketing unit works closely with the regional campaign committees in the rollout of brand campaigns, strategic marketing plans and the facilitation of the Regional Marketing Program.

The unit is broken up into two main streams – Melbourne Surrounds and Touring.

Melbourne Surrounds takes in the following regions:

• Yarra Valley and Dandenong Ranges
• Mornington Peninsula
• Daylesford and the Macedon Ranges
• Phillip Island

Touring takes in the following regions:

• Gippsland
• Goldfields
• Grampians
• Great Ocean Road
• Victoria’s High Country
• The Murray

The Regional Marketing team provide advice and expertise to each of the campaign committees for the development and implementation of branding campaigns and strategic marketing plans.

The Regional Marketing unit works closely with regional campaign committees in the facilitation of the Regional Marketing Program 2007-2009 (RMP). The RMP is a two year program that aims to facilitate more strategic and integrated marketing of Victoria. The RMP complements Tourism Victoria’s national and international marketing programs by supporting the development of high quality, consumer-driven branding and tactical campaigns.

Marketing Regional Victoria

Visit the Regional Campaigns page for a map of Victoria’s regions and details of regional marketing campaigns.

Regional Plans

Regional Marketing plans for each of Victoria’s regions were developed in 2004. These summary plans cover the key issues, challenges and vision for each tourist region in Victoria. Within each plan is information on visitor profiles, attractions in the area and development needs.

Regional contacts

For a full list of contact details for regional campaign committees refer to the Marketing Opportunities page.

To contact the Tourism Victoria staff member responsible for your region refer to the Regional Marketing and Development Plans page.