Tourism Midwest Victoria

What Tourism Midwest Victoria does

Tourism Midwest Victoria (TMV) is the designated peak tourism industry body for the Midwest Victoria region of Australia, established in 2023 as a Visitor Economy Partnership between local government (City of Ballarat and the shires of Pyrenees, Moorabool, Golden Plains, and Hepburn), the Victorian state government, and the tourism industry. The organisation functions as a platform-plus-services model with three strategic pillars: Sustainable Destination Development, Marketing (anchored by the Brilliantly Unexpected brand campaign launched November 2024), and industry advocacy. Its core technology infrastructure is the Australian Tourism Data Warehouse (ATDW) integration, which distributes operator business listings across Visit Victoria, Tourism Australia, Visit Ballarat, and Ballarat In The Know platforms, supplemented by a Filecamp-hosted image library, Experience Oz booking integration for the Hop-On Hop-Off bus pilot, and Eventbrite/Humanitix for event management.

TMV generates revenue through a hybrid model: primary funding comes from a government partnership arrangement with five local government areas and the state government, supplemented by recurring Industry Partner membership fees of $295 per annum processed through ATDW sign-up, tiered conference ticket sales ($110-$160), and unit-priced Hop-On Hop-Off bus day passes ($5-$23). The organisation serves two customer groups: (1) regional tourism operators (Industry Partners and free Subscribers) receiving marketing support, product development mentoring, and advocacy, and (2) end-visitor audiences targeted through multi-channel campaigns spanning digital, out-of-home, print, and influencer activations across priority segments including Mature Tastes, Regional Fledglings, the 44.5%-strong VFR segment, and CALD markets. The 11-12 person team executes signature events including the Ballarat Winter Festival, Ballarat's Best Pie competition, and Hot Choc Showdown, while pursuing a nine-year plan targeting 4.5 million visitors and $1.6 billion in visitor contribution by 2033.

Name

Tourism Midwest Victoria

Legal name

Tourism Midwest Victoria

Website

https://tourismmidwestvic.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourism Midwest Victoria is a government-industry partnership and peak tourism body for Midwest Victoria, supporting regional tourism operators across five local government areas through marketing campaigns, ATDW listing distribution, signature events, and advocacy under a nine-year plan targeting $1.6B visitor spend by 2033.

Ownership category

akta.pro rank

Product category

Regional Destination Marketing and Tourism Industry Services

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Regional tourism marketing
• Destination management services
• Visitor economy development
• Tourism industry partnership
• Destination marketing organization

Headquarters

HQ city

Ballarat

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Industry Partner Membership Fees: Tourism businesses pay $295 annually to become Industry Partners, receiving expanded online presence, marketing support, product development mentoring, and voting rights on TMV Board resolutions.
2. Government Partnership Funding: Funded as a partnership between local government (City of Ballarat and shires of Pyrenees, Moorabool, Golden Plains, Hepburn) and state government, serving as the regional tourism body.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Tourism Midwest Victoria is the peak tourism industry body for Midwest Victoria, Australia, operating as a partnership between five local government areas (City of Ballarat, Pyrenees, Moorabool, Golden Plains, Hepburn) and the state government. It delivers destination marketing, sustainable destination development, industry support programs, and signature events (Ballarat Winter Festival, Ballarat's Best Pie) to grow the regional visitor economy. Core revenue is generated through Industry Partner memberships ($295/year), free Subscriber memberships, and government partnership funding.

Product overview

Tourism Midwest Victoria operates as a peak tourism industry body functioning as a platform-plus-services model. The core offering comprises ATDW (Australian Tourism Data Warehouse) business listings as the foundational data platform, distributed across Visit Victoria, Tourism Australia, Visit Ballarat, and Ballarat In The Know. Surrounding this are three strategic pillars: Sustainable Destination Development (supporting tourism businesses through industry programs and experience development), Marketing (centered on the 'Brilliantly Unexpected' brand campaign and Ballarat In The Know VFR program), and Advocacy. The product suite includes the Industry Partner Program (membership with expanded presence and support), Business Video Mentoring Program (video training), workshops/industry events (including HospoHeroes hospitality training), online learning resources, an image library on Filecamp, research and data services, and the regional events calendar. Signature events include the Ballarat Winter Festival (with Winter Wonderlights, Knights of Fire, Hot Choc Showdown, ice skating), Ballarat's Best Pie food trail competition, and the Hop-On Hop-Off bus service. Sustainability initiatives through the Fifteen Trees partnership round out the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Industry Partner Program Annual paid membership for tourism operators in Midwest Victoria providing expanded online presence, marketing support, product development mentoring, one-on-one business support, sector roundtables, grant writing assistance, and voting rights on Tourism Midwest Victoria Board resolutions. Priced at $295/year through ATDW sign-up.
• Business Video Mentoring Program Hands-on video storytelling training program delivered by Tap Edit Go, providing one-on-one mentoring, content strategy, on-site filming sessions, and ongoing coaching for tourism operators. Fully subsidised by Tourism Midwest Victoria at a value of $2,500 per business.
• Hop-On Hop-Off Bus Service Visitor transportation pilot connecting four major Ballarat attractions (Sovereign Hill, Ballarat Wildlife Park, Eureka Centre, Ballarat Town Hall/CBD) with unlimited day passes. Day passes priced at $10 adults, $5 children (15 and under), free for children 4 and under, $23 families (2 adults + 2 children). Operated by Explore Australia with booking via Experience Oz.
• Ballarat Winter Festival Major annual winter festival featuring signature activations including Winter Wonderlights, Knights of Fire, Hot Choc Showdown, and pop-up ice skating rink, driving visitation during the traditionally quieter winter period.
• Ballarat's Best Pie Signature winter food trail competition inviting visitors to explore Ballarat's hospitality venues through pie tastings, featuring multiple award categories and public voting for People's Choice.
• Tourism Midwest Victoria 2026 Annual Conference Annual industry conference designed for tourism operators, industry leaders, and regional stakeholders, providing industry insights, practical ideas, and networking opportunities. Early bird pricing $110 for Industry Partners and $160 for non-partners.
• Workshops and Industry Briefings Program Recurring industry education programs including the HospoHeroes hospitality training series covering wine service, barista skills, local spirits, and craft beer, plus industry briefings and networking events for industry partners.
• Sustainable Destination Development Services Core service supporting tourism businesses across Midwest Victoria with industry programs, experience development, and visitor economy growth initiatives, anchored by the 9-year Sustainable Destination Management Plan targeting 4.5 million visitors and $1.6 billion contribution by 2033.

Quantifiable outcome

• 4 million visitors in 2024 generating $963 million in domestic spend
• +3 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• City of BallaratcoreStrategic or Co-development PartnerCity of Ballarat is a core government partner in the Tourism Midwest Victoria partnership model, providing funding and collaborative support for regional tourism development.
• Pyrenees Shire CouncilcoreStrategic or Co-development PartnerPyrenees Shire Council participates as a core LGA partner in the Tourism Midwest Victoria governance structure.
• Moorabool Shire CouncilcoreStrategic or Co-development PartnerMoorabool Shire Council participates as a core LGA partner in the Tourism Midwest Victoria governance structure.
• Golden Plains Shire CouncilcoreStrategic or Co-development PartnerGolden Plains Shire Council participates as a core LGA partner in the Tourism Midwest Victoria governance structure.
• Hepburn Shire CouncilcoreStrategic or Co-development PartnerHepburn Shire Council participates as a core LGA partner in the Tourism Midwest Victoria governance structure.
• Fifteen TreescoreStrategic or Co-development PartnerEnvironmental social enterprise facilitating tree planting programs. Multiple tourism businesses partner with Fifteen Trees for sustainability initiatives: Ballarat Marathon plants 50 native trees, Ballarat Indoor Go Karts plants 28 trees monthly, Ballarat Wildlife Park funds koala habitat trees, and Hotel Vera plants a tree for every guest stay.
• Explore AustraliacoreChannel Partner/ Reseller/ DistributorBus company operating the Hop-On Hop-Off service connecting Sovereign Hill, Ballarat Wildlife Park, Eureka Centre, and Ballarat Town Hall/CBD.
• Experience OzcoreChannel Partner/ Reseller/ DistributorBooking partner for Hop-On Hop-Off bus service, providing digital booking integration for visitors.
• Australian Tourism Data Warehouse (ATDW)coreTechnology or IntegrationATDW is the platform through which tourism businesses create listings that distribute to Visit Victoria, Tourism Australia, Visit Ballarat, and Ballarat In The Know. Industry Partner membership ($295) processed through ATDW.
• Visit VictoriacoreGTM or Marketing PartnerState tourism body distributing ATDW listings and collaborating on marketing activities to promote regional Victoria.
• Tourism AustraliacoreGTM or Marketing PartnerNational tourism organization distributing ATDW listings and providing marketing resources for operators.
• Us+Us and EinwickcoreStrategic or Co-development PartnerBranding specialists and creative agency that developed the Brilliantly Unexpected brand strategy, identity, and campaign assets.
• Chinese and Indian Media PlatformsminorGTM or Marketing PartnerMedia partnerships targeting Culturally and Linguistically Diverse (CALD) audiences in Indian and Chinese markets.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit Bendigo: Regional tourism organisation for Greater Bendigo operating a comparable RTO model in regional Victoria. Competes for Melbourne daytrip and short-break visitors and shares the Victorian Tourism Awards ecosystem with TMV's industry partners.
• Destination Phillip Island: Regional tourism body for Phillip Island with comparable industry partnership, marketing and event model. Notably, TMV's Independent Chair Hon. John Pandazopoulos is former Chair of Destination Phillip Island, evidencing shared governance DNA across Victorian RTOs.
• Tourism Tropical North Queensland: Regional Tourism Organisation (RTO) for Tropical North Queensland operating a near-identical model: industry partnership program, destination marketing campaigns, ATDW integration, event management, and stakeholder advocacy across multiple local government areas. Direct functional peer in destination management and industry body governance.
• Visit Geelong and The Bellarine: Regional tourism body for the Geelong and Bellarine region operating a structurally similar model: industry partnerships, marketing campaigns, event coordination, and ATDW integration. Competes in the same western Victorian regional corridor.
• Tourism Whitsundays: Regional tourism body for the Whitsundays operating a comparable RTO model for a destination region. Similar reliance on industry partnerships, signature events and destination marketing campaigns in a competitive Australian regional tourism context.
• Tourism North East Victoria: Victorian RTO covering North East Victoria with same industry-body structure, multi-LGA partnership governance, destination marketing and event management responsibilities. One of TMV's closest structural peers within the Victorian regional tourism network.
• Great Ocean Road Regional Tourism: Victorian RTO covering the Great Ocean Road region with comparable LGA partnership model, signature events, regional destination marketing, and advocacy mandate. Directly competes for Melbourne-sourced regional tourism spend and shares Victoria's state tourism ecosystem.

Broad incumbents

• Visit Victoria: State-level tourism body for Victoria that sits above TMV in the tourism governance hierarchy, distributes ATDW listings and provides marketing resources. Acts as both an upstream partner and broader incumbent in regional tourism across the state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tourism-midwest-victoria

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Tourism Midwest Victoria