Empowering the Frontline: How Victoria’s Tourism Structure Supports Operators

Behind every unforgettable visit to Victoria is a diverse network of operators—tour guides, accommodation providers, artisans, attractions, and experience creators—who bring the destination to life. But their success doesn’t happen in isolation. Victoria’s tourism industry structure is designed to support and elevate these operators through alignment, capacity building, and opportunity sharing.

Wilsons Promontory

A Structure Built to Support

At the state level, Visit Victoria acts as the megaphone for the sector, creating demand through international marketing, major events, and high-impact brand campaigns. Tourism operators benefit directly when these efforts translate into increased visitation and interest in their offerings.

Regional Champions

Regional Tourism Boards / Visitor Economy Partnerships (RTBs / VEPs)—like Grampians Wimmera Mallee Tourism or Tourism Midwest Victoria—are essential conduits between high-level strategy and on-the-ground outcomes. They:

  • Co-create regional destination management plans with local stakeholders.

  • Deliver industry development programs tailored to local needs.

  • Provide marketing support, product development advice, and direct connections to funding opportunities.

This is where many operators find their strongest allies.

Local Connections and Grassroots Power

Local governments often serve as placemakers, investing in infrastructure, wayfinding, and precinct enhancement that improve visitor flow and the operator environment. Additionally, many councils facilitate networking events, skills training, and strategic planning forums.

Community associations and industry alliances—like the Victoria Tourism Industry Council (VTIC)—provide advocacy, professional development, and a unified voice to champion operator needs.

Real-World Impact

For operators, this layered structure means access to:

  • Collaborative marketing and media exposure.

  • Insights on visitor trends and consumer behavior.

  • Capability-building programs that help with digital upskilling, sustainable practices, or business planning.

  • Strategic alignment that ensures their efforts contribute to broader regional and state goals.

The Challenge and the Charge

While the structure offers immense potential, it also demands clarity. Overlapping roles, inconsistent communication, and fragmented engagement strategies can frustrate even the most proactive operators. The opportunity lies in streamlining pathways, promoting transparency, and ensuring operators are not just consulted—but co-creators in shaping the future of Victoria’s visitor economy.

Location: Melbourne VIC, Australia

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