International marketing

Destination Melbourne works in partnership with Visit Victoria and Australian Tourism Export Council to build Melbourne’s capacity as an outstanding global visitor experience.

Australian Tourism Export Council (ATEC)

ATEC is the peak industry body representing Australia’s $24 billion tourism export sector. Its mission is to build better business relationships for members and to further the issues important to the tourism export sector among key government and business leaders.


Visit Victoria

Visit Victoria brings together the functions of Tourism Victoria's marketing division, the Victorian Major Events Company and the Melbourne Convention Bureau to form a single, unified organisation dedicated to growing Victoria's visitor economy through tourism marketing and event acquisition.

The organisation is spearheading a cohesive, new approach to marketing Melbourne and Victoria to attract more visitors and world-class events to the state and consolidate Melbourne and Victoria's position as a leading global tourism and events destination. 

Visit Victoria is committed to working in partnership with government, regional tourism organisations, industry and commercial partners to achieve the collective goals of delivering a distinctive, world-class visitor experience and growing the state's $21 billion tourism and events industry.

Visit Victoria commenced operation as a company limited by guarantee on 1 July 2016. Its establishment followed a comprehensive review of Victoria's visitor economy commissioned by the Victorian Government in March 2015 that recommended a unified governance and institutional arrangement to maximise the economic benefits of Victoria's visitor economy.

Visit Victoria is one of five portfolio entities that underpin Victoria's visitor economy. The Tourism Events and Visitor Economy (TEVE) branch within the Department of Economic Development, Jobs, Transport and Resources is responsible for providing policy, strategy, governance support and industry development advice to all portfolio entities including Visit Victoria and to Government and industry on the visitor economy.