The Victoran Government has launched strategic partnerships with major international and local tourism operators—including Accor, Malaysia Airlines, Singapore Airlines, Air New Zealand, and Alpine Resorts Victoria—to strengthen Victoria’s $40 billion visitor economy.

Key Highlights:

• Joint Marketing Campaigns: These partnerships will promote Melbourne and regional Victoria globally through advertising, social media, roadshows, and special promotions.
• Funding Model: Supported by the $7 million Visit Victoria Industry Partnerships Program (VVIPP), with matched investment from industry partners.
• Economic Impact: KPMG reports a return of up to $27 for every $1 spent on Visit Victoria’s marketing.
• Tourism Attractions Featured: Twelve Apostles, Sovereign Hill, Puffing Billy Railway, Grampians National Park, and Wilsons Promontory.
• New Flight Routes: Delta Air Lines now offers direct flights from Los Angeles to Melbourne, adding 86,000 seats annually.
• Job Creation: Each international flight service contributes over $109 million in value and supports more than 1,000 full-time jobs.
• Record Visitor Spend: International visitor expenditure in Victoria hit $9 billion in 2024.

Industry Voices:

• Government and tourism leaders emphasise the power of collaboration in driving economic growth and showcasing Victoria’s unique offerings.
• Alpine Resorts Victoria anticipates increased snow season visitation through targeted advertising.