As the Victorian
Government's lead tourism agency, Visit Victoria works to develop and realise
the local and global market potential for Victoria's tourism industry. Visit
Victoria is our tourism and events company, responsible for marketing to
visitors and attracting more sporting, cultural and business events to our
world-class events calendar.
The department is responsible for providing research and policy development across the visitor economy, and provides oversight, coordination and governance support for key visitor economy entities.
Strategies and initiatives
Victorian Visitor Economy strategy
The Victorian Government's objectives for supporting the growth and sustainability of the tourism, events and visitor economy sector are outlined in the Victorian Visitor Economy Strategy Victorian Visitor Economy Strategy (PDF 1424.37 KB).
Download an accessible version of the strategy Victorian Visitor Economy Strategy (DOCX 1926.99 KB).
Victorian Visitor Economy Action plan
The action plan to implement the Victorian Visitor Economy Strategy over the short to medium term is outlined in the Victorian Visitor Economy Action planVictorian Visitor Economy Action Plan (PDF 1895.64 KB)
Download an accessible version of the planVictorian Visitor Economy Strategy Action Plan 2016-2020 (DOCX 90.63 KB).
Research and analysis
Tourism, Events and Visitor Economy Branch analyses and collates a range of research and statistics relating to tourism in
include a range of information, including domestic and international visitation
and expenditure, the economic contribution of tourism, tourism forecasts and
segment and market profiles.
The tourism excellence program has been designed to help tourism businesses and destinations get the best
from their workforce, deliver the best possible visitor experience, grow
tourism by working together, and ensure a sustainable industry.
department has developed resources for the tourism industry that provide advice
on how to prepare for, respond to, and
recover from a crisis event
and help counter negative publicity in the event of a crisis.
Grants, awards and scholarships
Victorian Government provides funding for a range of business
events, major events and regional events, through its tourism marketing and events company,
Victoria (RDV) grant programs
projects under the visitor economy stream of the
regional infrastructure fund
must attract increased visitors to the region and deliver an improved
experience for those who visit and reside in regional Victoria.
Tourism demand driver
Australian Government, through the Tourism Demand Driver
Infrastructure (TDDI) Program,
has allocated funding for the development of tourism infrastructure. The department administers Victoria's allocation. Applications for this year are
Divisional owners and entities
Tourism, Events and Visitor Economy
Tourism, Events and Visitor Economy Branch undertakes research and provides
policy, strategy and industry development advice to the government and industry
on the visitor economy. The branch also provides governance support and advice
on a number of entities that market the state, secure events, and manage large
scale tourist attractions, precincts, facilities and entertainment venues in