Tourism Victoria works closely with Tourism Australia, airlines, key international travel industry partners and the Victorian tourism industry to promote Victoria internationally to potential visitors and the travel trade. A mix of trade and consumer marketing strategies and techniques are used to increase awareness of and build visitation to Victoria.

Tourism Victoria's international marketing activities are managed from the Melbourne head office, supported by staff at offices in the United Kingdom, Germany, New Zealand, the United States, Singapore, Japan, China, Hong Kong, Korea and India.

Consumer Marketing

Tourism Victoria leverages Tourism Australia’s brand activity in all international markets and also undertakes independent brand campaigns where budgets permit. Given the cost of advertising in many markets, targeted public relations and media visit programs are a cost effective method of generating awareness of Victoria as a destination

Tourism Victoria continues to build relevant destination content on visitmelbourne.com and its market and language variants, leading the way with initiatives such as podcasting (an excellent medium to communicate with target audiences) and vod (or video) casting, in the United Kingdom market.

Trade Marketing

Tourism Victoria works closely with Australian-based inbound tour operators, conducting workshops and undertaking sales calls, familiarisations and trade missions. Much of this work is undertaken in partnership with the Australian Tourism Export Council.

Tourism Victoria leads Victorian industry participation at trade and consumer shows and trade missions in primary and secondary markets.Tourism Victoria also undertakes cooperative campaigns in conjunction with the traditional and emerging travel distribution systems and airlines. Tourism Australia and other state and territory tourist offices are financial contributors to many of these. For every dollar that Tourism Victoria spent on these campaigns in 2006–07, more than $3.60 in partnership funding was received.

Sample international marketing activity:

• United Kingdom
  
• New Zealand
• North America
• China
• Japan