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Visit Victoria

Full company profile

uuid000fxnh

Namestring
Visit Victoria
Legal namestring
Visit Victoria
Websiteurl
visitvictoria.com
Company typeenum
Private
Founded yearint
2016
Short descriptiontext

Visit Victoria is the official Victorian Government tourism marketing authority, operating a 14-language digital destination platform across visitvictoria.com and owned social channels to promote Melbourne and 12 regional destinations to international and domestic visitors.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
251–500
akta.pro rankint
HeadquartersMelbourne, Australia
HQ citystring
Melbourne
HQ countrystring
Australia
HQ regionstring
Oceania
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
destination marketing, tourism promotion, event marketing, travel planning, visitor economy
Industry1 code
1Culture, Heritage & Arts Itinerary Planning
CodeTHAKAOAKPrimaryYes
NAICS code1 code
  • Tour Operators56152
SIC code1 code
  • Services-Amusement & Recreation Services7900
Product category
Tourism Marketing
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels3 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components4 values
Personnel, Marketing or Sales, Technology or R&D, Operations
GTM typeB2C
B2C
Offering typeServices
Services
Core offering1 text field

Visit Victoria is the official state tourism and events organization for Victoria, Australia, operating a comprehensive digital tourism platform (visitvictoria.com) that provides destination guides, event listings, accommodation discovery, dining recommendations, and itinerary planning across Melbourne and 13 regional areas in 14 languages. The organization also bids for and promotes major international events such as the Australian Open, Formula 1 Grand Prix, and Boxing Day Ashes Test to drive visitor spending.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

Visit Victoria is the official state tourism marketing organization for Victoria, Australia, operating a comprehensive digital tourism platform. The core product is a content-rich destination marketing website featuring an interactive Discovery Map tool, a What's On events calendar, regional destination guides, accommodation discovery (Places to Stay), dining experiences (Eat & Drink), activity recommendations (See & Do), and a curated Deals platform. The service supports multiple languages including Korean, Japanese, Simplified Chinese, Traditional Chinese, German, Spanish, French, and Italian, serving international visitors from key markets including China, United Kingdom, and United States.

Product and service2 records
1Visit Victoria Tourism Platform
CategoryTourism Marketing
Description

Official state tourism website for Victoria, Australia, providing travel planning resources including destination guides, event listings, accommodation discovery, dining recommendations, and itinerary planning tools for visitors to Melbourne and regional Victoria. Available in 14 languages.

2Newsletter Subscription
Scale indicator5 records

Each record includes

Type, Value, Description, Source

Partnership2 partners
1Peninsula Kingswood
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2027-01-01
Description

Peninsula Kingswood confirmed as venue for the men's Australian Open golf tournament in 2027, with Victoria securing hosting rights for 2027, 2029, and 2030. The venue will create a composite championship layout across its two world-class courses.

2Victorian Government
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-01-01
Description

The Victorian Government provides funding and sponsorship for Visit Victoria's tourism promotion activities and major events, including the Songs Of John Farnham tribute concert and other cultural initiatives.

Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Peers10 records
1Tourism Australia
TypeBroad incumbent
Description

Australia's national Destination Marketing Organization, directly comparable in mandate (destination marketing, events, international campaign management) though operating at a national rather than state scope. Operates a multi-language consumer platform and major-event coordination like Visit Victoria but with a broader portfolio across all states and territories.

2Destination NSW
TypeDirect peer
Description

Statutory state-level DMO for New South Wales (home of Sydney), the most direct functional peer to Visit Victoria. Both are government-backed state DMOs running multi-language consumer platforms, major-event sponsorship (Vivid Sydney), and international campaign work for Australia.

3Tourism Queensland
TypeDirect peer
Description

Statutory DMO for Queensland, a directly comparable state-level tourism organization within Australia. Competes with Visit Victoria for international visitor share, runs its own multi-market content platform, and is the closest geographic competitor for nature-based and event tourism.

4Tourism Western Australia
TypeDirect peer
Description

State-level DMO for Western Australia, a fellow statutory tourism organization targeting international markets with comparable consumer platforms and event-supported destination marketing strategy.

5Tourism Tasmania
TypeDirect peer
Description

State-level DMO for Tasmania, a comparable Australian state tourism organization focused on nature, food/wine, and cultural positioning. Smaller in scale but operating an analogous multi-language consumer platform.

6Tourism New Zealand
TypeBroad incumbent
Description

National DMO for New Zealand operating a globally recognized "100% Pure" campaign and multi-language platform. Comparable in mission, major-event support, and international marketing depth; competes with Victoria for Asia-Pacific and long-haul visitor share.

7Destination Canada
TypeBroad incumbent
Description

Canada's national tourism organization, comparable in scope of multi-market content marketing, event-enabled destination promotion, and government-backed funding structure. Operates a multi-language consumer platform analogous to Visit Victoria's.

8VisitBritain
TypeBroad incumbent
Description

The UK's national tourism agency, a comparable destination-marketing organization with a multi-language consumer platform and government-tied funding. Functions as a peer DMO targeting international inbound visitors.

9Brand USA
TypeBroad incumbent
Description

USA's national destination marketing organization, comparable in mandate and platform structure (multi-language consumer site, international campaign support). Lighter on events than Visit Victoria but functionally analogous as a government-backed DMO.

10Singapore Tourism Board
TypeBroad incumbent
Description

Statutory national tourism board for Singapore, highly comparable in being government-backed, multi-language, and event-led (F1, Grand Prix), with a strong major-event strategy that overlaps directly with Victoria's Australian Open / F1 anchor.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights7 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment3 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Visit Victoria

Tourism Marketingvisitvictoria.com

Visit Victoria is the official Victorian Government tourism marketing authority, operating a 14-language digital destination platform across visitvictoria.com and owned social channels to promote Melbourne and 12 regional destinations to international and domestic visitors.

Visit Victoria firmographics

Firmographics
Name
Visit Victoria
Legal name
Visit Victoria
Website
https://visitvictoria.com
Company type
Private
Founded year
2016
Operating status
Operating
Headcount range
251–500 employees
Short description
Visit Victoria is the official Victorian Government tourism marketing authority, operating a 14-language digital destination platform across visitvictoria.com and owned social channels to promote Melbourne and 12 regional destinations to international and domestic visitors.
Ownership category
akta.pro rank

Visit Victoria industry classification

Industry
Product category
Tourism Marketing
NAICS
Tour Operators (56152)
SIC
Services-Amusement & Recreation Services (7900)
akta.pro primary industry
Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

Keywords

  • Destination marketing
  • Tourism promotion
  • Event marketing
  • Travel planning
  • Visitor economy

Where Visit Victoria is headquartered

Location

Headquarters

HQ city
Melbourne
HQ country
Australia
HQ region
Oceania

Offices1 record

Markets served

Visit Victoria business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Personnel, Marketing or Sales, Technology or R&D, Operations

Distribution channels3 records

Marketing channels4 records

Visit Victoria product offering

Product offering

Core offering

Visit Victoria is the official state tourism and events organization for Victoria, Australia, operating a comprehensive digital tourism platform (visitvictoria.com) that provides destination guides, event listings, accommodation discovery, dining recommendations, and itinerary planning across Melbourne and 13 regional areas in 14 languages. The organization also bids for and promotes major international events such as the Australian Open, Formula 1 Grand Prix, and Boxing Day Ashes Test to drive visitor spending.

Product overview

Visit Victoria is the official state tourism marketing organization for Victoria, Australia, operating a comprehensive digital tourism platform. The core product is a content-rich destination marketing website featuring an interactive Discovery Map tool, a What's On events calendar, regional destination guides, accommodation discovery (Places to Stay), dining experiences (Eat & Drink), activity recommendations (See & Do), and a curated Deals platform. The service supports multiple languages including Korean, Japanese, Simplified Chinese, Traditional Chinese, German, Spanish, French, and Italian, serving international visitors from key markets including China, United Kingdom, and United States.

Differentiator

Problem solved

Functional benefit

Products and services

  • Visit Victoria Tourism Platform Official state tourism website for Victoria, Australia, providing travel planning resources including destination guides, event listings, accommodation discovery, dining recommendations, and itinerary planning tools for visitors to Melbourne and regional Victoria. Available in 14 languages.
  • Newsletter Subscription

Companies that use Visit Victoria

Customer profile

Segments3 records

Ideal customer profiles2 records

Visit Victoria technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Visit Victoria partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

  • Peninsula KingswoodcoreStrategic or Co-development Partner · 1 January 2027Peninsula Kingswood confirmed as venue for the men's Australian Open golf tournament in 2027, with Victoria securing hosting rights for 2027, 2029, and 2030. The venue will create a composite championship layout across its two world-class courses.
  • Victorian GovernmentcoreStrategic or Co-development Partner · 1 January 2026The Victorian Government provides funding and sponsorship for Visit Victoria's tourism promotion activities and major events, including the Songs Of John Farnham tribute concert and other cultural initiatives.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Visit Victoria competitors and assessment

Company assessment

Broad incumbents

  • Tourism Australia: Australia's national Destination Marketing Organization, directly comparable in mandate (destination marketing, events, international campaign management) though operating at a national rather than state scope. Operates a multi-language consumer platform and major-event coordination like Visit Victoria but with a broader portfolio across all states and territories.
  • Tourism New Zealand: National DMO for New Zealand operating a globally recognized "100% Pure" campaign and multi-language platform. Comparable in mission, major-event support, and international marketing depth; competes with Victoria for Asia-Pacific and long-haul visitor share.
  • Destination Canada: Canada's national tourism organization, comparable in scope of multi-market content marketing, event-enabled destination promotion, and government-backed funding structure. Operates a multi-language consumer platform analogous to Visit Victoria's.
  • VisitBritain: The UK's national tourism agency, a comparable destination-marketing organization with a multi-language consumer platform and government-tied funding. Functions as a peer DMO targeting international inbound visitors.
  • Brand USA: USA's national destination marketing organization, comparable in mandate and platform structure (multi-language consumer site, international campaign support). Lighter on events than Visit Victoria but functionally analogous as a government-backed DMO.
  • Singapore Tourism Board: Statutory national tourism board for Singapore, highly comparable in being government-backed, multi-language, and event-led (F1, Grand Prix), with a strong major-event strategy that overlaps directly with Victoria's Australian Open / F1 anchor.

Direct peers

  • Destination NSW: Statutory state-level DMO for New South Wales (home of Sydney), the most direct functional peer to Visit Victoria. Both are government-backed state DMOs running multi-language consumer platforms, major-event sponsorship (Vivid Sydney), and international campaign work for Australia.
  • Tourism Queensland: Statutory DMO for Queensland, a directly comparable state-level tourism organization within Australia. Competes with Visit Victoria for international visitor share, runs its own multi-market content platform, and is the closest geographic competitor for nature-based and event tourism.
  • Tourism Western Australia: State-level DMO for Western Australia, a fellow statutory tourism organization targeting international markets with comparable consumer platforms and event-supported destination marketing strategy.
  • Tourism Tasmania: State-level DMO for Tasmania, a comparable Australian state tourism organization focused on nature, food/wine, and cultural positioning. Smaller in scale but operating an analogous multi-language consumer platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Visit Victoria social profiles

Digital presence

Visit Victoria financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Visit Victoria leadership team

Management profile

Number of profiles

Profiles1 record

Visit Victoria funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Visit Victoria M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Victoria

What does Visit Victoria do?

Visit Victoria is the official state tourism and events organization for Victoria, Australia, operating a comprehensive digital tourism platform (visitvictoria.com) that provides destination guides, event listings, accommodation discovery, dining recommendations, and itinerary planning across Melbourne and 13 regional areas in 14 languages. The organization also bids for and promotes major international events such as the Australian Open, Formula 1 Grand Prix, and Boxing Day Ashes Test to drive visitor spending.

Is Visit Victoria a public or private company?

Visit Victoria is a private company. It is classified as state government owned and is currently operating.

When was Visit Victoria founded?

Visit Victoria was founded in 2016. It employs 251 to 500 people.

Where is Visit Victoria based?

Visit Victoria is headquartered in Melbourne, Australia, in the Oceania region.

Who are Visit Victoria's main competitors?

Broad incumbents on record are Tourism Australia, Tourism New Zealand, Destination Canada, VisitBritain, Brand USA and Singapore Tourism Board. Direct peers are Destination NSW, Tourism Queensland, Tourism Western Australia and Tourism Tasmania.

Does Visit Victoria have an API?

No public API is recorded for Visit Victoria.

What industry is Visit Victoria in?

Visit Victoria's product category is Tourism Marketing. Its primary akta.pro industry code is THAKAOAK, Culture, Heritage & Arts Itinerary Planning. Its NAICS code is 56152 and its SIC code is 7900.

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Live signals
Mirage NewsMarketing Boost To Drive Regional TourismLabor announced an additional $5 million for Visit Victoria to promote regional tourism, with promotions targeting spring events. Overnight travel within Victoria contributed $10.7 billion in the year ending March 2026, up 6.7% in the March 2026 quarter. The funding supports the 'Every bit different' campaign and the Regional Visibility Program.Mirage NewsVictoria Hits Record Tourism SpendingVictoria's visitor economy generated a record $48.6 billion in spending for the year ending March 2026, representing a 6.5 per cent increase, with international visitors contributing a new high of $10.5 billion, up 16.7 per cent. The growth was driven by strong performance from key markets including China ($3.6 billion, up 23.5 per cent), the United Kingdom ($575 million, up 37 per cent), and the United States ($430 million, up 33.8 per cent), supported by major events such as the Boxing Day Ashes Test, Australian Open, and F1 Grand Prix. Visit Victoria CEO Brendan McClements commented on the milestone, noting opportunities for further growth in the intrastate market.Noise11The Songs Of John Farnham Faces Backlash Over Dynamic Pricing As Victorian Government Funding Draws ScrutinyThe Songs Of John Farnham tribute concert, backed by the Victorian Government and Visit Victoria, faced public backlash after dynamic pricing pushed some tickets to $1,650 during the public on-sale at Rod Laver Arena in Melbourne. The controversy highlights a contradiction between the Albanese Government's proposed reforms to ban dynamic pricing under Australian Consumer Law and the Victorian Government's sponsorship of an event using a pricing model that consumer regulators are actively seeking to restrict. The incident has intensified pressure on policymakers as federal reforms advancing to classify algorithm-driven price increases as unfair trading practices intersect with Victoria's existing Major Events Act 2009, which targets scalping but currently exempts primary ticket sales.PR NewswireIT'S A LOVE STORY: TAYLOR SWIFT & MELBOURNETaylor Swift's Eras Tour arrives in Melbourne, Australia for three nights from February 15-18, 2024, with the singer set to perform for a record-setting crowd of more than 85,000 fans each night at the Melbourne Cricket Ground. Visit Victoria, the state's tourism body, is actively promoting the event, including illuminating Flinders Street Station in midnight blue and scheduling tram stops to pulse with Taylor's music on concert nights. The agency views the concert as part of Melbourne's strategy to establish itself as a premier global events destination, with officials anticipating economic benefits for hotels, restaurants, and other local businesses.PR NewswireGet a Taste of Melbourne & Victoria, Australia at HomeVisit Victoria published a promotional article listing Victorian (Australia) food, beverage, and lifestyle products available for purchase in the United States, aimed at maintaining traveler interest during COVID-19 travel restrictions. The article highlights Australian brands including Yarra Valley Dairy cheese, Mount Zero Olives, Four Pillars Gin, Starward Whiskey, and restaurants such as Bluestone Lane and Proud Mary founded by Melburnians. This marketing effort by the Victorian tourism board serves to promote Australian culture and products to American consumers while international borders remain closed.PR NewswireKaty Perry To Play Free Concert In Victoria, Australia To Honor Firefighters And Their Families For Incredible Bushfire ResponseInternational pop star Katy Perry will perform a free concert called FIGHT ON on March 11, 2020, in Bright, Victoria, Australia, to thank emergency services personnel who fought the recent bushfires and to support affected communities. The event is organized by Visit Victoria in partnership with the ICC T20 World Cup, TEGDainty, 160over90, Ticketek, and the Brighter Days Festival. Visit Victoria's CEO stated the concert aims to boost community spirits and signal to the world that Victoria is safe and open for visitors, supporting the region's tourism recovery.PR NewswireVictoria, Australia Open And Safe For Travel, With Nineteen Of Its Twenty-One Tourism Regions Unaffected By BushfiresVisit Victoria, the state's official tourism body, issued a statement on January 20, 2020, reassuring international travelers that 19 of Victoria's 21 tourism regions remain unaffected by bushfires and are open for visitors, with only East Gippsland and High Country affected. The organization is encouraging visitors to continue traveling to support the regional economy and bushfire recovery efforts, highlighting destinations such as Melbourne, the Great Ocean Road, Yarra Valley, and Phillip Island as safe and operational. Visit Victoria also outlined donation avenues through the Victorian Bushfire Appeal and the Bushfire Emergency Wildlife Fund organized by Zoos Victoria for wildlife recovery.PR NewswireStarting in Melbourne Makes Australia More Affordable Than EverAbout Australia, in partnership with Visit Victoria and Virgin Australia, renewed a travel deal offering a discounted 7-night itinerary covering Melbourne, Cairns, and Sydney starting at $1,799 per person. Virgin Australia reinstated its direct flight route from Los Angeles to Melbourne late last year, bringing new competition to historically expensive routes to Australia. The promotional package is available for departures from multiple US cities from June 1 through October 31, 2017.