4. Marketing Victoria
4.1 Marketing Overview
Perceptions of Victoria and its incredibly diverse range of
attractions have grown substantially since 1993, through well
targeted marketing strategies promoting the State. However, in
a dynamic and rapidly growing industry, marketing strategies must
also be flexible. Competition for the tourist dollar is intense.
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4.2 National Markets
Regional Victoria becomes more top of mind as a holiday destination
for the domestic market and Melbourne's image as a stylish and
sophisticated city destination continues to grow.
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4.3 International Markets
Melbourne and Victoria will be an essential inclusion in international
visitors' Australian holiday itineraries.
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4.4 Marketing Melbourne
Melbourne is a primary Australian tourist destination and will
consolidate its tourism gateway status for regional Victoria and
southern Australia.
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4.5 Marketing Regional Victoria
Over the life of the plan more Australians and international
visitors will be aware of and visit destinations in regional Victoria.
This will contribute to increased tourism yield, greater dispersal
of visitors and economic, social and environmental benefits to
regional communities.
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4.6 Distribution
Victoria's travel and tourism product and information is strategically
located within consumers' reach when they want it.
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