tourism victoria department

Tourism and events

Introduction.

The department provides a series of programs and grants to support Victoria's visitor economy.

Tourism and Events is responsible for strengthening the profile of the visitor economy across government and influencing strategic reforms and economic outcomes for the sector.

Tourism and Events undertakes research and provides policy, strategy and industry development advice to the government and industry on the visitor economy. The group also provides governance support and advice to a number of entities that market the state, secure events, and manage large scale tourist attractions, precincts, facilities and entertainment venues in Victoria.

• Australian Grand Prix Corporation
• Business Victoria: Tourism Industry Resources
• Melbourne Convention and Exhibition Trust
• Puffing Billy

Tourism and Events

• Ticket Scalping
• Visit Victoria

Strategies and initiatives

The  Visitor Economy Recovery and Reform Plan is a 4-year plan to help revitalise and grow Victorian tourism after the impacts of bushfires and the global pandemic.

Experience Victoria 2033 is a strategic plan that aims to shape the future of Victoria’s visitor economy over the next 10 years.

Industry crisis resources

The 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.

Tourism Project Facilitation

The Tourism Project Facilitation team offers expert advice and assistance to help identify opportunities for investment and support tourism projects that have potential to drive Victoria’s visitor economy. The team supports projects through all investment phases from testing the concept, preparing for investment, construction, delivery product launch and activation.

Delivery of the Tourism Infrastructure Program

The Tourism Infrastructure Program is a $310 million investment in tourism infrastructure across regional Victoria and has been developed to deliver a strong pipeline of demand-driving tourism infrastructure projects, with a focus on strengthening public infrastructure to enable private investment and to facilitate the development of new tourism products. The Program comprises three separate funds:

• Flagship Projects
• Regional Tourism Investment Fund (RTIF)
• Enabling Tourism Fund (ETF)

Research and analysis

The Tourism and Events research unit collates and analyses a range of research and statistics relating to tourism in Victoria. Publications include domestic and international visitation and expenditure, the economic contribution of tourism, tourism forecasts and segment and market profiles. This information is provided to assist government, industry and investors to understand the trends and issues impacting the sector to enable better evidence-based decision making.

Economic Impact Assessments of the 2022 and 2023 Formula 1® Australian Grand Prix

In 2022 and 2023 Ernst & Young was commissioned to undertake an independent assessment of the economic impact of the 2022 and 2023 Formula 1® Australian Grand Prix.

The reports provide an estimate of the economic impact, full-time equivalent employment and other key variables that were generated by the event.

Download the full reports:

The accessible versions of the reports will be available soon.

Ticket scalping legislation

The  Major Events Act 2009 protects fans from ticket scalpers by ensuring that tickets to major events are available for everyone. When the government declares an event as a major event, it becomes illegal to sell or advertise for resale tickets for more than 10 per cent above face value.

For more information, visit the  Ticket Scalping website.

Tourism excellence

The  tourism excellence guides have 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.

Grants, awards and scholarships

Events funding.

The Victorian Government provides funding for a range of business events, major events and regional events , through its tourism marketing and events company, Visit Victoria.

Tourism project facilitation

The Victorian Government provides a number of grants and programs for tourism businesses to support the delivery of Victoria’s renowned and varied tourism destinations.

Divisional owners and entities

Tourism and Events provides governance and strategic support for major Victorian tourism entities. The group oversees and manages the government’s relationship with these entities to ensure they deliver on strategic objectives and contribute significantly to Victoria’s visitor economy. Collectively, these entities play a key role in positioning Victoria as a world-leading tourism destination

• Puffing Billy Railway Board
• Melbourne Convention Bureau

Contact details

• Contact the Australian Grand Prix Corporation
• Contact the Emerald Tourist Railway Board (Puffing Billy)
• Contact the Melbourne Convention and Exhibition Trust
• Contact Visit Victoria

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12 Apostles, Great Ocean Road, Victoria © Great Ocean Road Tourism / Belinda Van Zanen

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• Getting to Victoria

With roaring sporting events, famed coastal drives and sensational food and wine, Victoria boasts both the heart-pumping and the heavenly.

The foodie, cultural and sports-loving capital city of  Melbourne  has enough to keep visitors entertained for days. But better yet, Victoria’s most enticing experiences are all within a short drive from the city. From mountain vistas to cool-climate wines and little penguins, whichever direction you turn, Victoria will serve up something unforgettable.  

Despite being one of Australia's smaller state, Victoria packs a punch with diverse attractions, stunning natural wonders, prolific wildlife and a food and wine scene that celebrates the state's producers. From the ski fields to the beaches, a holiday to Victoria has something for everyone.

• Climb the peaks of the Grampians or hit the slopes in the Australian Alps
• Drive the Great Ocean Road and see the iconic 12 Apostles
• Indulge in Victoria's wine scene in the Yarra Valley and Mornington Peninsula

Victoria's capital, Melbourne, is one of the most easily accessed Australian cities; you can fly direct to Melbourne from several international hubs, as well as from every Australian capital city.

From Melbourne Airport it’s an easy 20-minute taxi or bus ride to the city centre. From there, you can explore Victoria’s regions by car, train or bus. While flying is convenient, the ultimate way to cruise into the state is on a road trip. Take the five-day  Great Ocean Road journey  from Adelaide or drive along  New South Wales'  south coast on an epic  journey from Sydney to Melbourne. 

Popular destinations in Victoria

The Great Ocean Road

The Mornington Peninsula

Daylesford & the Macedon Ranges

The Yarra Valley & Dandenong Ranges

High Country & King Valley

Geelong & The Bellarine Peninsula

Trips and itineraries.

6 days on the Great Southern Touring Route

Grampians National Park family itinerary

Melbourne to Adelaide: A 5-day road trip

Sydney to Melbourne coastal drive

14 days of fine dining, wilderness and luxury

Sydney to Melbourne inland drive

Australia's South in 14 days

Things to do in victoria.

Top rooftop bars in Melbourne

Must-stop places on the Great Ocean Road

The best walks and hikes at Wilsons Promontory

Looking for more inspiration? Go to visitvictoria.com

Travellers' stories, explore australia's states and territories.

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

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*Product Disclaimer:  Tourism Australia is not the owner, operator, advertiser or promoter of the listed products and services. Information on listed products and services, including Covid-safe accreditations, are provided by the third-party operator on their website or as published on Australian Tourism Data Warehouse where applicable. Rates are indicative based on the minimum and maximum available prices of products and services. Please visit the operator’s website for further information. All prices quoted are in Australian dollars (AUD). Tourism Australia makes no representations whatsoever about any other websites which you may access through its websites such as australia.com. Some websites which are linked to the Tourism Australia website are independent from Tourism Australia and are not under the control of Tourism Australia. Tourism Australia does not endorse or accept any responsibility for the use of websites which are owned or operated by third parties and makes no representation or warranty in relation to the standard, class or fitness for purpose of any services, nor does it endorse or in any respect warrant any products or services by virtue of any information, material or content linked from or to this site.

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The voice of the visitor economy

Victoria Tourism Industry Council is Victoria’s peak tourism industry body and is the leading advocate for Victoria’s tourism and events industry. We represent over 1,000 businesses, providing opportunities for members to connect and keep informed on the latest research, policy development and impacts that shape the Victorian visitor economy.

Vote now for your favourite tourism town in the 2024 TAC Victorian Top Tourism Town Awards.

Latest news.

Finalists announced for the 2024 TAC Victorian Top Tourism Town Awards

04 June 2024

17 towns across the state are vying for the prestigious accolade of Victoria's Top, Small and Tiny Tourism Town.

From the CEO

23 May 2024

It’s been a huge week in Melbourne as our state shines on the global stage at the Australian Tourism Exchange (ATE) 2024.

Regional Tourism Investment Fund will help to deliver new experiences for visitors to Victoria

16 May 2024

VTIC welcomes the announcement of $62 million to support the continuation of the Regional Tourism Investment Fund (RTIF).

Coming Events

Quality Tourism Business Program Workshop 8 - Quality Tourism Sustainability and Social Responsibility

13 June 2024

The VTIC Quality Tourism Business Program will elevate your tourism business with comprehensive, cutting-edge training modules.

Tourism Tribe presents: Quick Win Webinar- Must Have Canva Skills

Unlock the power of Canva

18 June 2024

Discover the diverse career pathways possible in the tourism and events industry.

We offer business support, tools and resources to guide members with planning and decision making.

Wellbeing Support

Industry news, quality tourism program, industry support hub, tools & templates, vtic partners.

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Why you should visit Victoria, Vancouver's little sister with a big history

British Columbia’s capital has grand architecture, First Nations art and Canada’s oldest Chinatown, all fringed by easily accessible wilderness.

On the southern tip of Vancouver Island, sailboats bob in Victoria’s harbour and chateau-style buildings stand beside leafy parks. The gentle pace of life in British Columbia’s compact capital is part of its appeal, yet it’s far from a provincial backwater. An easy journey from Vancouver, the city has excellent neighbourhood restaurants, breweries and coffee shops, while its museums and galleries showcase the region’s Indigenous heritage. It’s also surrounded by wild landscapes and makes a natural jumping-off point for whale-watching.

Presiding over the harbour, the British Columbia Parliament Buildings are the city’s centrepiece, an 1890s icon whose marbled interiors are open for free daytime tours. Across the street, the Fairmont Empress is one of Canada’s grandest hotels, with Elizabeth II and Rudyard Kipling among its storied guests. Afternoon tea in the opulent Lobby Lounge is one of Victoria’s quintessential experiences.

Through first-class exhibits, the Royal BC Museum delves deep into the province’s natural past (look out for the life-sized woolly mammoth), as well as its rich First Nations heritage. There are more than 225,000 artefacts in its collection, from masks belonging to the Haida people to traditional clothing from the Nlaka’pamux. Adjoining the museum is Thunderbird Park, named after the legendary bird and home to some of the museum’s most spectacular totem poles.

There’s much to discover in lively Downtown. Bibliophiles will love browsing the shelves at Munro’s Books , a shop housed in a former bank, with its coffered ceiling and spectacular painted textiles by local artist Carole Sabiston. The Mark Loria Gallery , meanwhile, specialises in contemporary Canadian Indigenous art.

Victoria’s Chinatown   is the oldest in Canada, home to retro neon signs and restaurants such as Don Mee , which has served dim sum for more than 80 years. Fan Tan Alley claims to be one of the world’s narrowest streets; squeeze along the lantern-festooned lane for a range of quirky boutiques, from Saltspring Soapworks , which sells natural body-care products, to Just Matcha , which stocks premium-grade tea. Close by is Habit Coffee , a laid-back cafe with local art on its exposed-brick walls and Victorian suppliers on its menu — stop by to pick up beans from Bows Coffee Roasters or teas from Earth’s Herbal, both based in the city.      

There’s more BC produce on offer at Wind Cries Mary , a moodily lit Downtown spot where the province’s oysters, mussels and salmon prop up a menu of sharing plates and cocktails. On the harbourfront, Red Fish Blue Fish is the place to go for jerk fish poutine, a fiery take on the Canadian classic.

If brunch is on the cards, try John’s Place , a kitsch, old-school spot serving waffles, pancakes and ‘Bat Out Of Hell meatloaf and eggs’, or head for the bubblegum-pink Floyd’s Diner in James Bay, where asking for ‘The Mahoney’ will get you whatever takes the chef’s fancy. For a tipple, Downtown’s Citrus & Cane mixes killer cocktails with a tropical twist (try the ‘ooh dat’s spicy’, made with Sons of Vancouver chilli vodka), while Boomtown serves a raft of BC porters and pale ales in its beer garden.

But there’s no resisting the call of the wild, with the Juan de Fuca Marine Trail, Goldstream Provincial Park and The Butchart Gardens within easy reach of the city. Dallas Road is also worth a drive or cycle — start in Fisherman’s Wharf Park, near the harbour, and wind east for six miles past beaches, bays and Beacon Hill Park, home to the world’s tallest freestanding totem pole at 128ft, before calling at the Oak Bay Beach Hotel . It makes an elegant stop for a glass of wine from BC’s Okanagan Valley, with views across to the Chatham Islands. For whale-watching, try Eagle Wing Tours; between June and October is the best time to spot Victoria’s marine residents.

Three wildlife spotting adventures in Victoria

1. Juan de Fuca marine Trail Keep eyes peeled for black bears on this 29-mile route through dense forests, over river gorges and along secluded beaches. It takes three to five days to complete, and there are chances to refuel at rustic diners along the way.  

2.   Goldstream Provincial Park A naturalist’s paradise, this park has quiet forest walking trails, plunging waterfalls and a challenging climb to the top of the 1,375ft-tall Mount Finlayson, with bald eagles screeching overhead. Autumn sees the spectacular salmon run, too.

3.   Eagle Wing Tours This family-run company offers whale-watching trips in the Salish Sea with a team of guides. Seeing a pod of orcas or a humpback is a true highlight of a trip to Victoria, but ospreys, sea otters and elephant seals can also be spotted among the craggy islets on these three- to four-hour trips.

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Explore Greater.

Victoria is a true one-of-a-kind land on the Pacific coast. Sign up to have travel guides, upcoming events, travel tips, and more delivered to your inbox.

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Current Job Opportunities

Sales coordinator – victoria conference centre.

Destination Greater Victoria is a dynamic destination marketing organization looking to add to our talented team. With a membership of over 950 businesses, we offer a fast-paced, positive and results-oriented culture.  We offer a unique opportunity to contribute to the tourism industry and work collaboratively with a variety of local businesses to drive year-round sustainable growth for Greater Victoria. 

The Sales Coordinator, Victoria Conference Centre, is responsible for providing support to the sales team by assisting in event bookings from initial client inquiry to the contract stage. Perform a variety of front-line clerical and administrative functions with main focus on the Victoria Conference Centre (VCC) Sales department and also supporting Business Events Victoria (BEV) department.

This position is a hybrid role, with a requirement to work in-office at least three times per week, requiring the successful candidate to be located in the Greater Victoria region. It is a permanent full-time position with a salary range between $50,000 - $58,000.

If you think you will make a great addition to Destination Greater Victoria’s dynamic and energetic team, please apply with a cover letter and resume that highlights how you meet the qualifications outlined in the job description. A copy of the complete job description and details regarding the total compensation package can be found HERE . Applications will be accepted for this opportunity until the position has been filled. Questions can be directed to [email protected] .  

Corporate Communications Co-op

Reporting to the Executive Director, Corporate Communications and Community Relations, the Corporate Communications (Co-op) is responsible for coordinating the developing corporate communication materials and supporting community relations activities.

This position is in-person, requiring the successful candidate to be located in the Greater Victoria region. It is full-time 35/hrs per week 4-month co-op position, with an hourly wage of $21.00 starting in September.

If you think you will make a great addition to Destination Greater Victoria’s dynamic and energetic team, please apply HERE with a cover letter and resume that highlights how you meet the qualifications outlined in the job description, as well as a portfolio with writing samples. A copy of the complete job description can be found HERE . Applications will be accepted for this opportunity until the 12:00pm PST May 23, 2024. Questions can be directed to [email protected] .

Our Mission and Vision

Our mission.

We inspire the world to experience our destination.

Destination Greater Victoria will be internationally recognized as a leader in sustainable tourism development, ensuring Greater Victoria remains one of the top destinations in the world.

Brand Promise

Victoria is the place to renew yourself as you explore a timeless city cradled by the Salish Sea.

Other Tourism Opportunities

For career opportunities in the visitor economy, please visit the go2HR website here .

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We acknowledge the Aboriginal Traditional Owners of Country throughout Victoria, their ongoing connection to this land and we pay our respects to their culture and their Elders past, present and future.

© 2023 Department of Jobs, Skills, Industry and Regions

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