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‘Every Bit Different’ showcases best of Victorian tourism

A new Victorian tourism campaign has been launched alongside the Australian Open that aims to build on record-high visitor expenditure in the state.


Starting in January 2024, Visit Victoria’s Every Bit Different campaign highlights Victoria’s diversity, passion and creativity to millions of people.

While the Australian Open is a key aspect of the campaign, it is just one of many blockbuster events on the calendar this year, with the NGV Triennial, Groundhog Day the Musical, the Cadel Evans Great Ocean Road Race, the Matildas Olympic Qualifier, and the Formula 1 Australian Grand Prix all taking place in the first quarter of 2024.

The campaign also features Victorian operators such as Haus of Dizzy, Alba Thermal Springs, Gimlet, the Gasometer, Bendigo Art Gallery and Pellegrini’s, with more to come.

Every Bit Different replaces two of the most successful tourism campaigns in Victoria’s history with Stay close, go further and Get Set – Melbourne.

These helped Victoria’s visitor economy achieve a record-high tourism expenditure of $36.9 billion for the year ending September 2023. Impressively, those figures eclipse previous peaks achieved in pre-COVID times.

Visit Victoria Chief Executive Brendan McClements said: “Every bit of Victoria is dynamic, unique and exciting. Whether they’re in the heart of Melbourne or one of our beautiful regions, visitors can uncover so many one-of-a-kind experiences.

“Our new campaign taps into this compelling proposition to market the entire state under a single brand identity – providing a clear and consistent message across all markets to bolster our thriving visitor economy.”

Industry can get involved with Every Bit Different via campaign resources including a toolkit that outlines how businesses can get involved.

A guide of the best of Melbourne Chamber members over the new year and in the first quarter of the year is also available via this link.

Victorian Chamber Advocacy

The Victorian Chamber is an advocate of growing Victoria’s visitor and regional economy to boost business in the state.

Last year, the Victorian Government released its Experience Victoria 2033 10-year master plan vision to grow Victoria’s tourism industry, which was informed by consultation with key stakeholders including the Victorian Chamber.

By focusing on growing our visitor economy and investing in our unique tourism industry through long-term strategies to drive demand for events, Victoria could be the envy of the world as the best place to learn, work, live and visit.

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