TOURISM VICTORIA ANNUAL REPORT

Tourism Victoria’s Structure
As a State Government statutory
authority, Tourism Victoria reports
to the Minister for Tourism and
Major Events, the Hon. Tim Holding
MP. Tourism Victoria is part of the
Department of Innovation, Industry
and Regional Development.
The majority of Tourism Victoria’s
resources are primarily directed to
marketing the State nationally and
internationally as well as contributing
to the development of a sustainable
tourism industry.
Marketing comprises
the following areas:
National Trade Marketing –
this unit provides expert advice
and coordination of consumer and
travel industry marketing activities
for Melbourne and regional Victoria
across national markets.
International Marketing
and Familiarisations – this unit
is responsible for the development
of international marketing strategies
that influence target consumer
segments via brand initiatives,
public relations and online marketing.
It also works cooperatively with and
leverages travel distribution systems.
The Familiarisations unit coordinates
and escorts visits by international
and domestic trade and media.
Regional Marketing – this unit works
closely with the 10 regional campaign
committees, the Board for Alpine
Resorts Tourism and the Melbourne
and Surrounds Strategic Marketing
Alliance to develop marketing campaigns
and boost visitor numbers to regional
Victoria.
E-marketing – Tourism Victoria uses
online communications and technology
to market Victoria as a premium
tourist destination to Australian and
international travellers. All campaigns
have an integral online component.
The Online unit is also responsible
for Tourism Victoria’s call centre, the
Victorian Tourism Information Service.
Corporate and Destination
Communications – this unit conducts
public relations activity within Australia
and internationally to reinforce the
organisation’s marketing campaigns.
It provides quality strategic advice
and corporate communications for
Tourism Victoria and manages internal
communications, crisis and issues
management.
Brand Services – this unit is the
primary point of liaison with Tourism
Victoria’s advertising agency, Publicis
Mojo, it handles brochure production
and printing and maintains the image
library Visions of Victoria.
Brand Victoria – the Brand Victoria
Services unit implements the State
Government’s new Brand Victoria,
which provides the means to
consistently market Victoria’s key
international export sectors – tourism,
education, investment, skilled migration,
arts and events.
Events – this unit attracts, develops
and cooperatively markets appropriate
events in Melbourne and regional
Victoria, which not only provide
economic benefits, but also profile
the host location.
Product Marketing – this unit works
to promote and develop a range of
sectors, including arts, theatre, cultural
tourism, Aboriginal, nature-based, food
and wine, backpacker, bed and breakfast,
golf and cruise shipping.
Tourism Victoria’s other
divisions are:
Aviation – this unit leads the State
Government’s air services negotiations.
Strategy and Policy – The Strategy
and Policy unit encompasses the
key functions of major events policy,
strategic planning, policy development,
government communications and
research. The unit is responsible
for the delivery of new insights and
market intelligence to inform strategies
for the organisation and industry.
It creates accountability across Tourism
Victoria through a range of reporting
functions and provides advice on policy
development. It also provides policy
support and advice to the Minister
and other Government stakeholders
to assist in the advocacy of tourism
issues across Government.
Research – sound research forms the
basis of all Tourism Victoria’s initiatives.
The Research unit continually analyses
a range of information in order to
monitor and evaluate Victoria’s tourism
performance and to develop marketing
and other strategies.
Investment – this unit facilitates the
delivery of quality tourism infrastructure
of net benefit to Victoria through the
identification of market opportunities,
assistance to private and public sector
projects and strategic input to priority
projects for the State.
Executive Services – this unit
fulfils support roles to the Minister
for Tourism and Major Events,
the Chairman of Tourism Victoria,
the Board and its committees
and the Chief Executive. The unit is
responsible for financial and records
management, corporate governance,
asset management and audit and
risk management.
PROFILE
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