Making the announcement at an economy forum hosted by the Victorian Tourism Industry Council on September 16, Ms Suleyman said the funding would support the broader economy.
“With this new funding for destination marketing, Labor is backing regional tourism which supports jobs, businesses and communities in every part of our state,” Ms Suleyman said.
The investment will deliver marketing initiatives to highlight Victoria’s must-visit experiences across the state, putting a spotlight on the calendar of regional events across Victoria this spring.
The funding supports Visit Victoria’s global Every Bit Different campaign, which promotes regional Victoria and Melbourne in interstate markets.
Spotlighting of the state’s wildlife, nature, culture, dining and events will be shared through event partnerships, online video, audio, out-of-home advertising, Visit Victoria’s website and e-newsletter, official visitor guides, public relations and social media.
Visit Victoria chief executive Brendan McClements said the campaign had already begun.
“It is fantastic to have this additional support and we are getting started immediately with promoting upcoming regional events in the Sunday Herald Sun and The Age this weekend,” Mr McClements said.
Overnight travel within the state remains the largest market for regional Victoria, with 19.6 million trips contributing $10.7 billion in the year ending March 2026.
The Victorian Government is encouraging people to explore world-class destinations closer to home, also promoting parts of the state through the Regional Visibility Program, which showcases regional Victoria as an ideal short-break destination for Melburnians.
Victorian Tourism Industry Council chief executive Lisa Patroni said the funding would help the regions compete for tourism.
“This $5 million commitment to regional destination marketing will help our regions compete for visitors and make Melbourne the front door to everything Victoria has to offer,” Ms Patroni said.
