Events Marketing

Tourism Victoria is committed to ensuring that Victoria remains Australia's events state. Tourism Victoria's Events Strategy assists with increasing visitation, length of stay and the level of visitor satisfaction with events throughout the state.

Events Tourism Market Profile (160kb)

Tourism Victoria Events Program

Tourism Victoria's Events Program assists event organisers, local government and other relevant groups to increase visitor numbers, length of stay and visitor yield at events. Funding is allocated through a cooperative marketing agreement. The primary aims are to enhance the event's tourism marketing strategy as well as to assist with event delivery and development.

Event organisers can apply to Tourism Victoria for funding at any time. Contact Melissa Strang, Group Manager Major Events Marketing on (03) 9653 9831 or  to discuss an application

Tourism Victoria Events Program guidelines (337 kb)

Country Victoria Events Program

Tourism Victoria recognises that many regional events do not meet the current assessment criteria for cooperative marketing assistance through Tourism Victoria's Events Program. It also recognises that some of these events have the potential to develop into significant regional events able to attract intrastate and interstate visitors.

The Country Victoria Events Program (CVEP) provides up to $10,000 per event to assist with this development. Closing dates for applications for the CVEP are April 1 and October 1 annually. Applicants are encouraged to submit their application at least 6 months prior to the event. Please see attached program guidelines. In order to apply for funding, applicants are required to complete an online application form.

For further information on CVEP funding contact Melissa Strang, Group Manager Major Events Marketing on (03) 9653 9831 or  

Country Victoria Events Program funding guidelines (594 kb)

Marysville Tourism and Events Marketing Program 2011-14

Tourism Victoria is the agency responsible for the delivery of the Marysville Tourism and Events Marketing Program 2011-14. Tourism Victoria will work closely with the Murrindindi Shire, Yarra Ranges Regional Marketing and a local advisory group to implement to Program.

The Program aims to deliver increased visitation, length of stay and yield to Marysville and surrounds, and to restore the brand identity of the area following the 2009 fires.

One of the key initiatives within the Program has been to establish an Events Program to be managed by Tourism Victoria over the financial years 2011-12, 2012-12 and 2013-14. This program has been established to accept applications from organisations to deliver community, tourism and business events in the Murrindindi Shire. Further details are listed below.

Marysville and surrounds - Events funding guidelines

For further information on the Events Program, please contact Melissa Strang, Group Manager Major Events Marketing on (03) 9653 9831 or