The Victoria Tourism Industry Council welcomes Visit Victoria’s exciting new marketing campaign to attract interstate and New Zealand visitors to Melbourne, to be launched on October 29. This campaign will focus on Melbourne’s diverse range of sporting, cultural and culinary offerings to entice interstate visitors to experience the many features of our great city.
Victoria Tourism Industry Council Chief Executive Brad Ostermeyer said A Twist at Every Turn is an exciting marketing initiative by Visit Victoria to attract interstate and trans-Tasman visitors to Melbourne.
“This campaign will boldly showcase to our neighbours why Melbourne is internationally renowned as the sporting, cultural and culinary capital of Australia,” he said.
“A Twist at Every Turn will highlight the enormous variety of visitor experiences available in every part of our city, from sport, arts, fashion, food and wine, shopping, live music and theatre.
“As the effects of the campaign are felt, it will provide long-term benefits for the many accommodation, hospitality, tourism and entertainment businesses that support our visitor economy.
“Interstate visitors make up a significant portion of the total number of people coming to Victoria and this campaign is long overdue as highlighted by the most recent domestic visitation figures. For the year ending 2017, just 30 per cent of our domestic overnight visitors were from all other Australian states combined, with the remainder originating from Victoria.
“This campaign is an important step in the right direction to ensure that Melbourne is a clear and attractive choice for interstate visitors. More visitors into Melbourne will also generate greater dispersal into regional Victoria and help boost regional tourism businesses, which rely heavily on domestic visitation.”