Visit Victoria undertakes a wide range of marketing communication activities to promote Melbourne and Victoria as a leading tourism and events destination both nationally and internationally. The Visit Victoria corporate site outlines key statistics that have informed marketing across international, interstate and intrastate segments.

Tourism Data Warehouse (ATDW)

The majority of Visit Victoria’s marketing activities direct traffic to the Visit Victoria website. Visit Victoria has an ongoing large scale website presence to promote Melbourne and Victoria as a leading tourism and events destination both nationally and internationally.

The ATDW system enables tourism operators to list their business to then appear on the Visit Victoria website and more. Supported by Visit Victoria, Tourism Australia and all other State and Territory Tourism Organisations, the ATDW collects, stores and distributes tourism product listings to national, state and region level tourism websites including, and many more.

The function of the ATDW is to support Australian tourism businesses and events with their digital marketing, by connecting them with the audiences of multiple tourism channels through a single, self-managed listing

Consumer facing Electronic Direct Mail (EDMs)

Visit Victoria maintains an active email subscriber database to communicate regular campaigns on Victorian tourism products. Please note, these emails are highly curated for campaigns, audiences and seasonality. Talk to us to understand how to have the best chance of getting featured. Subscribe at

Public Relations

Visit Victoria’s PR team facilitates media coverage of Victorian products and experiences. With extensive networks across local and national media, the PR team is well placed to shine a spotlight on hero experiences and attractions across the state. Daylesford Macedon Tourism works very close with the Visit Victoria PR team.

For PR to be most effective, we require a newsworthy media angle. What makes a story newsworthy is a story that is interesting, relevant, timely or novel. We also need assets to help tell your story, usually a media release, imagery or video. For major news, we can collaborate to develop these assets.

The team focuses on new or improved products that reflect Victoria’s brand strengths to maximise media opportunities. If you have an exciting announcement about your product, a lead time of three to four weeks (or more) is preferred to ensure that a comprehensive PR plan can be developed in a timely manner to support your news.

To share your new news or story email us your media release, information and assets to: or

Social Media

Have you, or one of your customers captured a dynamite image you think the world needs to see? Visit Victoria’s social media lives and breathes for user-generated content (UGC) submissions by amateur (and not so amateur) photographers.

The Visit Victoria content strategy focuses on the inspirational, encouraging deeper levels of engagement and ensuring that Melbourne and regional Victoria remain top of mind for people when planning their next trip. Creating compelling and inspiring social media content is not an exact science, but we love seeing and hearing about people’s experiences, and then sharing them. There are some things you can do to give your content the best chance of success:

Product Familiarisations

A familiarisation (or famil) is a visit to your product, designed to give carefully selected international and domestic media, social influencers, tour operators and travel agents the opportunity to experience a destination, event or product. When media and trade participate in something firsthand, they can better relay information and sell the experience to their readers/followers and clients.

Famils play an integral role in developing and maintaining product exposure across major media outlets, social and digital platforms and developing travel agents’ product knowledge to enable visitor conversion. Tourism providers are encouraged to assist and support media and trade famils to experience Victoria, generate PR and drive visitation. For more information on product famils contact: or

Official Visitor Products

The Melbourne Official Visitor Guide (OVG) is a direct consumer marketing tool for the state, providing a comprehensive seasonal overview of things to see and do in Melbourne and Victoria. It directly targeted towards Melburnians, Victorians, interstate, and international visitors who are intently planning their visit. Over one million copies are produced per annum in both English and Chinese.

The guide, endorsed by Melbourne Airport, City of Melbourne and other key industry bodies, offers the most flexible and diverse distribution network which can be leveraged by tourism operators to reach its intended target audiences through advertising and editorial opportunities, along with featuring seasonal campaigns and tactical sales promotions (special offers).

Please refer to the latest media kit for up to date details regarding seasonal themes, target markets, distribution, advertising rates and collaborative marketing opportunities. For more information on the Official Visitor Products contact:


International Mentoring Program


The International Mentoring Program (IMP) is designed to increase the number of export ready products in Victoria. It gives selected tourism operators the tools and knowledge to develop their business through a traditional international distribution system to key partners, online travel agents, media, social, content and e-marketing channels.

The program has currently adapted to the global climate and has integrated a range of marketing tools for product to apply to a domestic audience. For regional product contact Daylesford Macedon Tourism to register your interest for future programs.

Tourism Excellence Guides

Visit Victoria offers several free Tourism Excellence Guides designed to help you get the best from your workforce, deliver the best possible visitor experience, and maintain a sustainable industry together.

Modules to read:

  • Business Excellence
  • Understanding Visitor Needs
  • Marketing Excellence
  • People Excellence

Please go here for more Industry Development – Visit Victoria

Media and content

Visit Victoria maintains a constant stream of content and news to support the promotion of tourism and events activity across the state.

Visit Victoria’s Image Library – Content Hub

The Visit Victoria Content Hub houses a collection of images, videos and stock footage of Melbourne and Victoria. Access to the library is available to travel and lifestyle media, the tourism industry, educational institutions, event companies and government agencies. We encourage tourism businesses to provide access to one or two high-quality hero images of your product. Providing high quality license free images of your business may be the difference between being featured in an article, social post, or missing out.

Visit Victoria’s Content Hub:

To share license free high quality images for the Content Hub email:

Media hub

The Visit Victoria media hub contains destination news, story ideas, media kits, images and videos from Melbourne and Victoria.

Visit Victoria’s Media Hub:

Regional Events

Regional events drive visitation to regional Victoria and provide local economic benefits. Visit Victoria offers support for these events via the Regional Events Fund, a grant funding program open to public and private organisations (including not-for-profit) that host events in regional Victoria, with a clear objective of driving visitation from outside the region. For more information contact your us at Daylesford Macedon Tourism or visit:

Business Events

Generally made up of meetings, conventions, exhibitions, corporate incentive groups and corporate meetings, business events are the highest yielding sector of the Victorian visitor economy, delivering an economic contribution of $11 billion and 95,000 jobs annually. This high-value, fast-growing component of Victoria’s visitor economy plays a significant role driving trade and investment, knowledge transfer, employment, business relationships, and industry development.

Partner with MCB

MCB’s partnership program is centred around growing your business and exclusive business opportunities through direct marketing access to decision makers, brand profiling to captive audiences, and enhanced sales and network opportunities. Melbourne Convention Bureau In partnering with MCB you will generate the competitive business event market and gain valuable new connections, access business intelligence to support sales conversion, access MCB’s global network with representation at international trade missions and trade shows, with the expressed aim to generate and secure new bookings.

For more information on becoming a MCB partner please visit

Stay up to date

Visit Victoria regularly publishes announcements and updates for new campaigns, event acquisition and industry news via their corporate eNews and social media channels. Subscribe to these to stay up to date with what’s happening at Visit Victoria and in state tourism.

Corporate eNews:

Social Media:

LinkedIn: /visit-victoria

Facebook: @visitvic

Twitter: @visitvictoria




Twitter: @visitvictoria