Labor is delivering a huge boost for Victorian businesses and tourism operators.
Minister for Trade, Tourism and Investment, Natalie Suleyman, announced an additional $5 million for Visit Victoria at a visitor economy forum today hosted by VTIC.
This funding will deliver marketing initiatives to highlight Victoria’s must-visit experiences across the state.
Organised through Visit Victoria, these promotions will encourage more people to explore our regions.
They will put a spotlight on the exciting calendar of regional events across Victoria this spring.
It’s part of the ‘Every bit different’ campaign, which will also promote the best of the state’s wildlife, nature, culture, dining and events.
These will be shared through event partnerships, online video, audio, out-of-home advertising, visitvictoria.com, Visit Victoria e-news, Official Visitor Guides, public relations and social media.
Overnight travel within the state remains the largest market for regional Victoria.
These 19.6 million trips contributed $10.7 billion in the year ending March 2026 – with spending up 6.7 per cent in the March 2026 quarter.
Labor is encouraging people to explore world-class destinations closer to home.
This includes the Regional Visibility Program, identified through Visit Victoria 2030, which showcases regional Victoria as an ideal short-break destination for Melburnians.
An independent report from KPMG found that for every $1 spent on Visit Victoria’s marketing activities, up to $27 was returned in tourism expenditure.
Victoria’s record $48.6 billion visitor economy supports 320,100 filled jobs.
That is 7.8 per cent of total filled jobs in the state and 9.2 per cent of all filled jobs in regional Victoria.
Only Labor will continue investing in initiatives that create jobs and deliver lasting benefits for local communities.
Jess Wilson’s Liberal-One Nation Coalition and their $40 billion in cuts would put that progress at risk.
As stated by Minister for Trade, Tourism and Investment Natalie Suleyman
“With this new funding for destination marketing, Labor is backing regional tourism which supports jobs, businesses and communities in every part of our state.”
As stated by Visit Victoria CEO Brendan McClements
“It is fantastic to have this additional support and are getting started immediately with promoting upcoming regional events in the Sunday Herald Sun and The Age this weekend.”
Quote attributed to Victoria Tourism Industry Council CEO Lisa Patroni
“This $5 million commitment to regional destination marketing will help our regions compete for visitors and make Melbourne the front door to everything Victoria has to offer.”
