Travel Talk: Visit Victoria

Shae Keenan, Chief Marketing Officer for Visit Victoria, tells Jessica Alexander how the state is preparing to host ATE this May and why Victoria is the perfect option for first time or repeat visitors.

Travel Talk: Visit Victoria

Shae Keenan, Chief Marketing Officer for Visit Victoria, tells Jessica Alexander how the state is preparing to host ATE this May and why Victoria is the perfect option for first time or repeat visitors.

We’re really excited to partner with Tourism Australia to host the Australian Tourism Exchange (ATE), Australia’s premier tourism event, in Melbourne in May. It’s a great opportunity for us to showcase the state to so many buyers and trade partners from across the world.

We’ve launched a new global brand campaign, ‘Every Bit Different’ which is designed to showcase the creativity and the diversity of Melbourne and Victoria. Whilst we’re a very small and compact state, we really punch above our weight when it comes to what we offer. We have this incredibly vibrant, creative, multicultural foodie city that is surrounded by nature. So whilst Australia is huge, Victoria is very compact and visitors can get so much out of their trip, whether it’s driving the Great Ocean Road or seeing the penguins on Philip Island or hiking the Grampians.

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Australia is a huge destination. For many people, it’s a once in a lifetime opportunity, for others, it’ll be their second or third trip, which is why the trade really does play a critical role in helping consumers shape their itinerary.  

We’re seeing a really strong return to the international market, not only to Australia, but Melbourne and Victoria as well. Melbourne Airport has more capacity coming in than we did pre-covid and has invested significantly in new hotels, particularly properties on the premium end, such as the Marriott group, the W Hotel, the Ritz Carlton and we’re expecting to open a Shangri La this year as well. We’re also seeing new experiences opening in the spa and wellness space.

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