THE Victorian government has joined forces with major international and local tourism operators to attract more visitors to Victoria and grow the state’s $40 billion visitor economy.

Minister for Tourism, Sport and Major Events Steve Dimopoulos announced new tourism marketing partnerships with Accor, Malaysia Airlines, Singapore Airlines, Air New Zealand, and Alpine Resorts Victoria.

These deals will promote Melbourne and regional Victoria to key global markets through joint marketing campaigns – including advertising, social media, roadshows and special promotions.

Funded through the Labor Government’s $7 million Visit Victoria Industry Partnerships Program (VVIPP), these agreements see industry partners match government investment dollar-for-dollar.

The new model, which was developed in partnership with the Victorian Tourism Industry Council (VTIC), delivers stronger collaboration between government and industry to grow tourism and support local jobs.

An independent report from KPMG found that for every $1 spent through Visit Victoria’s marketing activities, the return on investment was up to $27 of tourism expenditure.

Alpine Resorts Victoria CEO Amber Gardner was thrilled about the initiative.

“We’re thrilled to be working with Visit Victoria through this program to showcase our unique nature-based tourism destinations through large-scale advertising to reach thousands more potential visitors,” Ms Gardner said.

“We’re confident this campaign will boost snow season visitation, growing the significant contribution the resorts make to the visitor economy.”

According to the latest data from Tourism Research Australia, international visitor spend in Victoria reached a new record high of $9 billion in 2024, reinforcing the value of investing in global marketing partnerships.