victoria tourism campaign

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

Visit Victoria has unveiled a new destination brand for the State – including a new brand platform, global tourism campaign and visual identity – to continue to drive record growth of the Victorian visitor economy.

Created with agency AJF Partnership, the new brand platform Every bit different showcases the breadth of experiences across Victoria and highlights the feelings that these experiences evoke; a feeling that is uniquely Victorian.

Recent data revealed tourism spending in Victoria hit a record high of $36.9 billion in the year ending September 2023 – a staggering $27.1 billion increase since the year ending March 2021 (Tourism Research Australia).

The new brand creates a unifying and differentiated platform for long-term activation for the Victorian tourism industry.

The campaign aims to drive preference for Melbourne and regional Victoria by showcasing the State’s diverse and unique experiences. From the bustling laneways and arts precincts of Melbourne, to the grandeur of the Grampians and the Mornington Peninsula, the campaign captures the feeling that only Victoria offers.

Supported by a brand and campaign strategy which has been led by the Visit Victoria marketing team, the platform brings together some of the most creative and strategic minds in Victoria.

Central to developing the new brand framework, built in conjunction with branding agency Principals, was engagement with the Victorian tourism industry.

Says Shae Keenan, chief marketing officer, Visit Victoria: “We wanted to make sure we captured the input from our industry partners across Victoria. They deliver our brand day in day out, and their insights helped us to inform our strategic approach – from rational to emotional.”

Off the back of the development of the brand framework, Visit Victoria worked with creative agency AJF to develop a new consumer-facing brand platform for long-term activation – Every bit different.

The new campaign aims to create an even stronger platform that brings trade, partners, providers, operators, and regional destinations together under one brand of communications to intrastate, interstate and international audiences.

The brand platform is designed to communicate the breadth of world-class experiences available to visitors, while focusing on the feelings they elicit, rather than the products alone. The new brand will ensure marketing communications from Visit Victoria will be delivered under one enduring brand.

The first iteration of the brand platform is being launched through a multi-channel campaign during the 2024 Australian Open – reaching local, national and international audiences.

Says Brendan McClements, CEO, Visit Victoria: “It’s no coincidence that Victoria has Australia’s best major events calendar and what better way to launch our campaign than through the global platform of the Australian Open. With around 800,000 spectators at Melbourne Park and millions more watching on from around the world, the AO provides an incredible platform to showcase our experiences, regions and events.”

Says Keenan: “Our relationships with our partners have been collaborative and creative from the start. We knew that establishing Every bit different as a brand platform means that we need to genuinely live our brand and think creatively about everything we do – internally and externally – and that’s exactly what we have done.”

Says Scott Walker, executive creative director, AJF Partnership: “For a Melbourne-based agency there could be no greater challenge, or honour, than to be given the chance to sell our home to the world. Visit Victoria was keen to do something that broke tourism category conventions and with Every bit different we feel we have created something that does just that. We avoided simply showing every different bit and instead, told compelling short stories that proudly show the true soul of Victoria.”

The campaign is accompanied by an intricate media plan that delivers multiple videos to unique audiences to demonstrate what’s special about Victoria.

The campaign films, created by AJF Partnership, leverage Melbourne and Victoria’s creativity in all its forms, including the Cable Ties performing at ‘The Gaso’ in a film edit; a showcase of Andrew McConnell’s culinary artistry through campaign location Gimlet; the contribution of campaign director Tom Campbell of Good Oil plus contributions from Directors Jordan Watton and Tony Briggs; and the campaign music, composed by Joe Walker from King Gizzard and the Lizard Wizard.

With awareness being a key media metric, Visit Victoria will activate the campaign through strategic investment in high-reach communications channels to deliver on its campaign objective to drive preference for Victoria.

Says Keenan: “Working with our media partner, OMD, we applied a principle for activation that ‘if it is off the shelf, it is off the table’. This meant that we challenged ourselves and our media partners to look for new and innovative ways to launch the campaign across broadcast content, in-venue activation and across digital broadcast assets.”

The launch campaign will see first-to-market media tactics for the tourism category, such as augmented reality communications overlaid at the end of an ad break during the Australian Open broadcast.

To meet awareness objectives, Visit Victoria will target mass audiences through media placements including broadcast TV, BVOD, OOH/DOOH, social media including a TikTok takeover, and alongside earned media. Visit Victoria will also be leveraging sponsorship of popular events and content such as the Formula 1 Australian Grand Prix, AFL, and MasterChef, as well as collaborating with media providers that reach diverse audiences such as via JOY FM and Chinese social media including WeChat, Little Red Book and Douyin.

In the Victorian State Budget, the Victorian Government provided Visit Victoria with an overall investment of $32.5 million for 2023-2024 for marketing activities to grow Victoria’s visitor economy and achieve economic ambitions through visitation and tourism expenditure.

The most recent data from Tourism Research Australia (TRA) showed that visitor expenditure in Victoria hit a record high of $36.9 billion in the year ending September 2023.

A recent independent report, commissioned by Visit Victoria, valued Victoria’s major events calendar at $3.3 billion per annum – up from $2.5 billion in 2018.

Client: Visit Victoria Creative Agency: AJF Partnership Film Production: Tom Campbell / Good Oil Film Production 2nd Unit: Jordan Watton / Good Oil Narrm Film Production: Tony Briggs / Typecast Photography: Shannyn Higgins and Justin Kane Composer: Joe Walker Sound: Rumble Post Production: The Editors Media Agency: OMD Visual Identity Agency: Us+Us

51 Comments

This ad implies you can have friends in Victoria

The vibe feels right for Vic

at least it’s a refreshing perspective and not from the same stable of shockers that came one after the other post Isabel Lucas’ Daylesford days

There’s that VO again. Nissan, Uber Eats, Flatmates, this… I’m sure there’s others

Doesn’t really capture anything that makes Victoria unique so not sure how it will sell the state overseas.

Quite average on the strategy & planning front. What’s the insight? But enjoy the execution/production quality though. Not bad. But not great.

Or everywhere.

Average work Amazing state hard brief though

When you look at what Victoria has done over the last decade, this is honestly the only thing I have seen that captures the crazy different parts of the experience.

It ain’t perfect but it’s pretty bloody good, especially considering what you have to go through on any government client to get work into the world

Got to say, I love the vibe of the 15’s.

They all feel very different & it’s a clever way to try and capture the essence of a place that has so many different aspects to it

Needs more rubber bullets.

and those 15″ films are very good if there’s enough of them I spent time in Melbourne over the holidays and these shorter films got me right in the feels with the night out and the gig I want to see more of the gig Are there more singular 15s and longer versions of the 15s?? if only Sydney had this night life it would be the perfect city

As someone who has worked on Visit Vic multiple times in my career and nearly had it be the end of me every time, getting something made that feels fresh and different is an accomplishment. Well done to everyone involved across agency and client alike

And that’s about it.

There is always ways stuff could be better or things you might have done differently but this is one of those things that after looking at all the bits I just get a good, happy feeling about it all

Stop spelling black without the ‘c’. It’s try hard and cringey,just like most of this campaign. Also belongs to others. Hands off.

Idea, insight? This could be anywhere. What a wasted opportunity.

As a Victorian, I really like this work and I think it’ll sell. It’s distinct in the category and it is true to who we are. Nice work Visit Vic and AJF

Saw 3 different OOH assets on my walk from work to station (Sydney), they all looked rlly good, good media buy / planning

Grow up and google it.

Great work and nice thinking to lean into the vibe of Melbourne and Victoria… and a nice nod to ‘You’ll love every piece…” Really good a different work in this category – nice work AJF and Client.

This is doing at awesome job at capturing the vibe of this awesome state – hats off to all involved

The magic is in the suite of 15 second tv spots – they really capture the full gamut of what Victoria has to offer. And that’s not an easy thing to have done.

really love this – beautifully produced, cool typography and great music. Very adaptable platform too! Congrats AJF

these are great, go Tom

Wait a second, they have lane ways in Melbourne?

I am a Victorian and I think the advertising campaign is terrible , actually embarrassing I look at other states and see beautiful country side , attractions etc that make you want to go there We do weird costumes sitting at Pelligrinies , creatures , head shots of people laughing having a great time “where” Termed “different” who agreed to this advertising campaign? ,

A sweaty person playing guitar.Another person wearing an interesting jacket.People in costumes.Others running together down a street.And one guy who appears to be visiting the Blue mountains.And that’s just the print.Don’t get me started on the films.

Different sameness, same difference. When the destination and the bytes of destination marketing campaigns start to look the same with very little différance you can always promote an imaginary point of difference: “Every Bit Different” (TM pending).

Don’t just talk about being different,show you are. These images don’t. Depressingly generic.

So kudos to the agency. This client needs to learn about consistency, however. Every ‘Visit Melbourne’ and ‘Visit Victoria’ campaign (which I believe are two different clients, just to muddy the waters) looks completely different. Government employees/clients often disdain marketing, see it as Right Wing and beneath them, and therefore often have no idea what they’re doing. Hence constant change… we need something new! This campaign will do what it does. But expect it to be completely different next year.

What I’d expect

genuinely funny to see people complaining about ‘somewhere that looks like the blue mountains’

If you don’t know that Victoria has the grampians and that is how spectacular they are, then clearly the ad is doing the right job.

Me likes the 15″s.

Are tourists still allowed to visit the Grampians ?

Best stuff I have seen in terms of Victoria selling itself. The 15’s are brilliant and the whole thing captures the varied and crazy different aspects of the state the make selling it in one, coherent campaign so hard.

My girlfriend was desperate to see Melbourne’s supposedly famous laneways.What a disappointment.Over hyped and grubby. Liked Gertrude street though,

Honestly, Melbourne only has a ‘good’ music scene by Australian standards, primarily thanks to Sydney being so rubbish. You would find better nightlife in Pittsburgh.

Lane-wayrs are soer derp durde.

https://www.youtube.com/watch?v=PxZiae16Ry8

The entire scope of this thing is working for me – the 15’s, the singular focus of each of the ads, the general vibe. Honestly, as a Melbournian I love it

‘…as a Melbournian I love it’. Therein lies the problem.You are not the target market. It’s a trap so many tourism campaigns fall into.

But I love this work

You have given me absolutely no reason to visit Melbourne. I can see or do any of these things without leaving Brisbane. Better still there are less wankers.

Where’s da footy at the G?

I am sure all of Victoria will be devastated by the loss of you visit

Melbourne. Australia’s wannabe Berlin. But fails miserably.

What a waste of tax payer’s money – could be anywhere ? Boring and dumb campaign. Victoria has so much to offer – why wouldn’t you show it ?

Lived in Victoria my whole life and not one actual point of difference (subtle or otherwise) to any other Australian city/state was obvious to me. Restaurants, nightclubs, street food, laneways, shopping, hiking, beaches, thermal spas, even concerts!… Gosh, what do the other states have to offer visitors? It’s piqued my interest in investing my time and money re-discovering some of them just to find out what’s made us so different recently.

For the life of me why have they decided to go rogue on the logo, it looks terrible and they have bastardised a brand asset. maybe I’ve missed something, can someone please explain? Maybe Con?

Now live in SA for work reasons. This is not the Victoria I tell my new colleagues about. What a wasted opportunity. So much more to show and talk about.

Could be wrong, but pretty sure that that was a whole other project by a branding agency and that this is the first time it has been used. So it’s actually not ‘part’ of this campaign, this campaign is just where it is being debuted.

Leave a Comment: Cancel reply

Name or pseudonym (required)

Email (optional)

Website (optional)

Save my name, email, and website in this browser for the next time I comment.

GET THE CB DAILY BULLETIN

Register for Free and receive the Campaign Brief Daily Bulletin. Type your email address in the space below.

GOLD SPONSORS

Tourism North East

Media resources, industry resources, strategy + insights, visit victoria launches new global tourism campaign, “every bit different”.

January 15, 2024

On January 14, Visit Victoria launched a new global tourism campaign, Every bit different .

The campaign aims to increase visitation and expenditure in Victoria, showcasing Victoria as a place of incredible diversity, passion and creativity.

Every bit different brings Victoria – Melbourne and the regions – together under a single unifying brand. It is the first time in a decade that Visit Victoria will promote regional Victoria in interstate markets.

The campaign aired for the first time during the Australian Open 2024 broadcast – one of the biggest sporting events in the world and a key plank in Victoria’s major events calendar, delivering a powerful national and global audience for this campaign.

Every bit different  shows how every bit of Victoria is dynamic, unique and exciting year-round.

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

The campaign will be rolled out across television, broadcast and event partnerships, print, out-of-home, social media, public relations and culturally and linguistically diverse marketing.

It replaces two of the most successful tourism campaigns in Victoria’s history with  Stay close, go further  and  Get Set – Melbourne . These campaigns, which supported the Victorian industry during a period of recovery, reached almost 18 million people in the year ending September 2023.

We encourage industry to get involved and take advantage of the size and scale of Visit Victoria’s campaign and activities locally, nationally and globally.

Here you’ll find the campaign toolkit , which outlines how your business can get involved.

Other articles posted in Latest News

Grant funding Opportunities and Workshops

Distillery Door Tourism Sales Grant | Closes 7 June 2024

Just announced: The Regional Events Fund

Visit Victoria launches new global tourism campaign

15 January 2024

Visit Victoria has launched a new global tourism campaign, Every bit different. The campaign aims to increase visitation and expenditure in Victoria, showcasing the State as a place of incredible diversity, passion and creativity.

Every bit different brings Victoria – Melbourne and the regions – together under a single unifying brand

It is the first time in a decade that we will promote regional Victoria in interstate markets.

The location title of the campaign is interchangeable depending on the content of the advertising. Melbourne. Every bit different will be used for advertising featuring Melbourne, and Victoria. Every bit different will be used for advertising featuring regional Victoria.

The campaign will air  during the Australian Open 2024 broadcast – one of the biggest sporting events in the world and a key plank in our State’s extraordinary major events calendar. There is no better platform on which to launch this campaign and it delivers a powerful national and global audience for this campaign.

Every bit different shows how every bit of Victoria is dynamic, unique and exciting year-round.

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

The campaign will be rolled out across television, broadcast and event partnerships, print, out-of-home, social media, public relations and culturally and linguistically diverse marketing.

It replaces two of the most successful tourism campaigns in Victoria’s history with Stay close, go further and Get Set – Melbourne. These campaigns, which supported the Victorian industry during a period of recovery, reached almost 18 million people in the year ending September 2023.

Get involved

Visit Victoria encourages industry to get involved and take advantage of the size and scale of campaign and activities locally, nationally and globally. You can access the campaign toolkit (below), which outlines how your business can get involved.

In other news...

The welcome framework guide.

How can tourism operators attract visitors of all abilities? The WELCOME Framework sets out easy-to-follow guidance for tourism businesses to reduce barriers to participation and…

Read more →

How your guests can win a magical Mornington Peninsula escape with our Wizardry Quest

To increase dispersal and length of stay this winter, the Mornington Peninsula Shire recently launched the Wizardry Quest. Share the fun with your customers and…

Frankston Mornington Peninsula Industry and Jobs Expos

FMP Job Expo is designed to facilitate connections between local job seekers and opportunities within the Mornington Peninsula and Frankston region.

Mornington Peninsula Business

Private Bag 1000

Rosebud, Victoria, 3939

Mornington Peninsula Shire acknowledges and pays respect to the Bunurong people, the Traditional Custodians of these lands and waters.

• Advertising
• Partner content
• B&T Podcast
• B&T TV Episodes
• About B&T
• Advertise with us
• B&T’s 30 Under 30 Awards
• Women leading Tech Awards
• Cannes in Cairns
• B&T’s Women in Media Awards
• B&T Awards
• Privacy Policy
• Editorial Guidelines
• Terms & Conditions

Victoria Is “Every Bit Different” In New Campaign From Visit Victoria

Visit Victoria has launched a A new global campaign creating an innovative platform that positions Victoria as an exciting and must-do travel destination.

Victoria Tourism Industry Council CEO, Felicia Mariani, said introducing the campaign as the Australian Open 2024 throws open its doors to the world was the perfect way to showcase the excitement and energy that is part of Victoria’s DNA and the role of our enviable major events calendar that makes our state truly unique in Australia.

“In recent times, destination marketing has simply become ‘more of the same’ with regions across the country and around the world all looking to attract us with their beautiful beaches, sunshine, blue waters, and pristine  hinterland. Finding a point of difference that can really make a destination pop and inspire consumers has become increasingly elusive,” Mariani said.

“This new campaign for Victoria has landed on the perfect recipe, stretching the boundaries to illustrate why our state is ’Every Bit Different’ and lifting the lid on what sets Victoria apart in a stream of sameness in destination marketing”.

Every Bit Different brings both metro Melbourne and the regions together under a single unifying brand and will promote regional Victoria in key interstate markets, something that has not occurred for nearly a decade.

This new campaign will air for the first time today during the Australian Open 2024 broadcast, maximising one of the biggest sporting events in the world and an outstanding demonstration of Victoria’s extraordinary major events calendar.

“Over the past decade, regional Victoria has largely been marketed to Victorians, encouraging them to travel in their own backyard. While this has been a sound strategy for activating the low-hanging fruit, regional Victoria has missed out on the increased overnight expenditure that comes with interstate visitation. That all changes from today,” said Mariani.

“Most importantly, the industry is thrilled to see that this new campaign delivers a destination brand that is distinct from the Victorian State Government brand identity, providing a platform that industry can embrace and use in their own marketing efforts”.

“We have not had a distinct destination brand for the tourism industry in Victoria since 2015. Having the platforms of Victoria – Every Bit Different and Melbourne – Every Bit Different, means tourism operators across the state now have the ability to connect with these campaigns in a meaningful way and leverage the activity through their own marketing efforts”.

“The industry looks forward to working in partnership with Visit Victoria as together we illustrate to the world why we are just that EVERY BIT DIFFERENT”.

Related posts:

• Clems Melbourne Unveils City’s First Campaign Since 2011
• Clems Melbourne & Visit Victoria Unveils World-First Campaign Aimed At Dogs
• Tourism Destination Comes To You, In New Made Of Ballarat Campaign
• Visit Victoria Launches “Click For Vic” Via SIRAP

Latest News

Hands Across The Water, Trav Media & The Misfits Media Host Illuminating Night At Vivid Sydney

Maverick Sports Partners Takes Ownership Of Newcastle Jets FC

Penetrating Thighs & Titillating Tongues: Steamy Hot Sauce Posts Pinged By Ad Standards

“Por qué?” Dig Asks Why Aussies Aren’t Eating More Pork In New Brand Campaign For Australian Pork

Sign in to your account

Username or Email Address

Remember Me

• Destinations

Home » News » Visit Victoria flaunts its unique tourism offerings via new ad campaign

Visit Victoria flaunts its unique tourism offerings via new ad campaign

A new global campaign has been launched by Visit Victoria to showcase the state as an exciting and must-do travel destination.

Victoria Tourism Industry Council CEO, Felicia Mariani, said introducing the campaign as the Australian Open 2024 throws open its doors to the world was the perfect way to showcase the excitement and energy that is part of Victoria’s DNA and the role of its enviable major events calendar.

“In recent times, destination marketing has simply become ‘more of the same’ with regions across the country and around the world all looking to attract us with their beautiful beaches, sunshine, blue waters, and pristine hinterland. Finding a point of difference that can really make a destination pop and inspire consumers has become increasingly elusive,” Mariani said.

“This new campaign for Victoria has landed on the perfect recipe, stretching the boundaries to illustrate why our state is ’Every Bit Different’ and lifting the lid on what sets Victoria apart in a stream of sameness in destination marketing.”

Every Bit Different brings both metro Melbourne and the regions together under a single unifying brand and will promote regional Victoria in key interstate markets, something that has not occurred for nearly a decade.

This new campaign will air for the first time today during the Australian Open 2024 broadcast, maximising one of the biggest sporting events in the world and an outstanding demonstration of Victoria’s extraordinary major events calendar.

“Over the past decade, regional Victoria has largely been marketed to Victorians, encouraging them to travel in their own backyard. While this has been a sound strategy for activating the low-hanging fruit, regional Victoria has missed out on the increased overnight expenditure that comes with interstate visitation. That all changes from today,” Mariani said.

“Most importantly, the industry is thrilled to see that this new campaign delivers a destination brand that is distinct from the Victorian State Government brand identity, providing a platform that industry can embrace and use in their own marketing efforts.

“We have not had a distinct destination brand for the tourism industry in Victoria since 2015. Having the platforms of Victoria – Every Bit Different and Melbourne – Every Bit Different, means tourism operators across the state now have the ability to connect with these campaigns in a meaningful way and leverage the activity through their own marketing efforts.

“The industry looks forward to working in partnership with Visit Victoria as together we illustrate to the world why we are just that EVERY BIT DIFFERENT.”

(Featured Image: Melbourne CBD)

Email the Travel Weekly team at [email protected]

Latest news, meliá announces first meliá collection hotel in vietnam.

Set in the lush uplands of Ba Vi National Park, Meliá Ba Vi Mountain Retreat becomes the first property in Vietnam to be part of the Meliá Hotels International collection. The hand-picked collection of properties that make up the Meliá Collection brings together the company’s most distinctive and one-of-a-kind properties. And it deepens the brand’s […]

• Attractions

Big Pineapple re-opens on the Sunshine Coast

The biggest of Australia’s ‘Big Things’ – the Sunshine Coast’s Big Pineapple – was officially relaunched today. Standing 16 metres high, the first stage of the Big Pineapple regeneration includes a new café, new children’s playground, new viewing platform and fully restored train. The extensive renovation project has been undertaken by owner Peter Kendall and […]

• Appointments

Hilton hotels appoints Daniella Tonetto as senior commercial director, Australasia

Hilton hotels has announced that Daniella Tonetto has been appointed to the position of senior commercial director, Australasia, effective 1 July.  With an impressive background, including a Master of Business Administration (MBA) in Marketing Management from the Australian Institute of Business, Daniella brings a wealth of experience in the hospitality industry.  In her new role, […]

TFE Hotels announces several key hotel general manager appointments across Adina, Vibe and Travelodge in ANZ

TFE Hotels has announced several key Hotel General Manager appointments across their Adina, Vibe and Travelodge network in Australia and New Zealand. Senior Director of Operations ANZ, Tish Nyar, said he was pleased to see such a strong line-up of talent across the ANZ network. Shaarn Letele is the new general manager of soon-to-be-refurbished Adina […]

Explore Group announces luxury Whitsunday Island experience

Hop aboard the 45m luxury cruise ship and set out on a two-night adventure to Whitsunday Island with Explore Group’s new island experience. Launching in late 2023 with regular departures, the Whitsunday Island two-night cruise provides guests with a unique opportunity to explore the area aboard the Whitsunday Explorer. The 60-person capacity ship has 30 […]

• Business Travel

Refurbishment of Melbourne’s PARKROYAL Melbourne Airport unveiled

We are assured there is double glazing on the windows... and there is now one less airline to worry about.

It’s travel’s greatest mystery: where do missing bags go and which airline has lost the most bags?

It's the worst way to start a holiday, unless your insurance policy entitles you to a shopping spree!

• Travel Weekly TV

Shelley Poten shares three exciting new itineraries for 2025 with Albatross Tours: Travel Weekly TV

We're sure you all missed Travel Weekly TV last week while we were away at Travel DAZE. Well, good news is we're back!

Reports: one internal candidate left in Virgin Australia CEO race

It's a one horse race! Until Virgin opens up its doors to external candidates that is...

• Road & Rail

Solve a murder mystery aboard the Great Journeys Scenic train

We're pretty sure the game designers at Cluedo might look at a new rail themed edition after hearing this news!

Bonza staff notified of employment termination

Whilst this was unlikely to be a shock, it still would have been a blow to Bonza's hard-working staff.

Regent Hong Kong reveals its Signature Suite collection

We are torn between wanting our own 'fire-in-a-box' and also thinking it might not be the best idea.

• Food & Beverage

Two Good Co. announces Danielle Alvarez as the next chef in its Chef Dinner Series

The two people in this photo look surprisingly sad about all of the delicious food in front of them.

We do! 74% of Aussies say yes to destination weddings despite cost-of-living crisis

Here's a money saving tip: only make friends with people who have a very low chance of getting married.

Anantara Dhigu Maldives Resort’s fully refurbished over water villas

If you're sad to be back at your desk after a long weekend then look at these pictures - you'll be extra sad.

Qantas wins passenger comfort award at the ‘Oscars of Cabin Interiors’ in Hamburg

This ceremony might not be as exciting as the Oscars, but on the positive - no one punched the host.

• First Nations
• Tour Operators

Indigenous Hospitality students boost Queensland tourism with Mossman Gorge NITA graduation

Congratulations to all of the graduates! We sincerely hope that cake tasted as good as it looks.

NAB issues travel warning for US and Europe as scammers target Aussies’ FOMO

There's only one thing worse than missing out - getting scammed. A reminder from NAB to keep your wits about you.

Air Tahiti Nui announces new brand ambassadors

We love this design but also imagine keeping a flower in your hair whilst serving customers is no easy task.

Norwegian Cruise Line Holdings publishes 2023 ‘Sail and Sustain’ report

Norwegian Cruise Line Holdings Ltd has published its 2023 “Sail and Sustain” report, highlighting various company achievements and key milestones. The report details the company’s progress in its global sustainability program, which emphasises their dedication to driving positive environmental and social impact. This effort is the cornerstone of the recently unveiled “Charting the Course” strategy […]

• Partner Content

Year-round beauty awaits you in the Emerald Ilse

Feel like you've been hard on luck lately? Perhaps a trip to the Emerald Isle could help you steal some off the Irish.

by Travel Weekly

Celebrity Cruises celebrates World Ocean Day

Saturday, 8 June, is World Ocean Day which is celebrating 32 years since first being introduced at the Global Forum in Rio de Janiero, an event that parallels the UN Conference on Environment and Development (UNCED). Celebrity Cruises’ exclusive fleetwide festivities Celebrity Cruises invites guests to join in a range of exciting onboard activities with […]

Jetstar reconnects Brisbane and Bangkok halving current flight time

It seems QLD saves up all its aviation news for a Friday, so lucky us!

Dusit International to manage dual-branded luxury resort and residences

This might just be the best luxury gallery we've ever put together? Dive on in!

AirAsia announces new route to Cairns adding 28K + seats in the first year between FNQ and Bali

It can get stinking hot in Indo but we needn't to tell you that! Our friends up north should have no issues with it.

Journey Beyond welcomes Vintage Rail Journeys into the fold

Talk about stories putting you to sleep, in a good way! This is for all the trainspotters out there. Yes, we are them.

Qantas’ fresh winter menu adds new spirits and dining options on board and in lounge

Spirits in the sky can be all fun and games until you end up on a viral social media video, consider yourself warned.

• Travel Agents

Inspiring Vacations to host exclusive travel agent event in Brisbane

Will be a great trip, unless you're a Blues fan, because the timing could be pretty bad. Just steer clear of Caxton St.

Singapore Airlines and Cathay sign MOU to collaborate on future sustainability initiatives

The race towards green is on, only thing more important right now is the race to the long weekend, because we're in it!

Order NCL’s new brochure for a chance to win Burn the Floor tickets 

We were going to make some fire and ice puns here, but already did it coming back from steamy Cairns to soaking Sydney.

W Melbourne refreshes suite experience with updated room inclusions

Despite being named after the longest phonetic letter in the alphabet, W is not short on added extras in its rooms.

ATIA continues workforce engagement with migration submission

As much as we love talented fruit pickers, there are some other skilled hospo gigs out there that need filling.

Accor and Amadeus announce new reservation collaboration

With a handshake as strong as this feature image, you can tell this deal's set to stick.

Aman Group announces Janu Dubai

Hospitality group Aman has unveiled plans for Janu Dubai, set in a prime location directly on Jumeirah Beach after the successful launch of its inaugural property, Janu Tokyo. Located in the business heart of Dubai International Financial District (DIFC), Janu Dubai is set to sit in a key position close to world-class retail, restaurants, venues, […]

Adina Town Hall donates to families in need

Adina Town Hall Sydney underwent a major refurbishment and donated its preloved furniture from the apartment hotel to help families in need this winter. The multi-million-dollar transformation of the Adina Apartment Hotel Sydney Town Hall resulted in a variety of preloved furniture and fixtures needing a new home. Now all of it has been donated […]

MW Tours China famil with Xiamen Airlines

MW Tour completed its China Famil, in collaboration with Xiamen Airlines, which showcased some of the region’s captivating destinations and rich cultural tapestry. The expedition, led by the experienced Karen Robertson BDM NSW/ACT, took a group of Australian travel agents on a journey that merged adventure, luxury, and cultural immersion. It began with a comfortable […]

You are using an outdated browser

Please upgrade your browser or activate Google Chrome Frame to improve your experience.

Signing in with LinkedIn

Please wait while we sign you in with LinkedIn.

This may take some time.

Please be patient and do not refresh the page.

(A new window from LinkedIn should open for you to authorize the Travel Weekly login. If you don't see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)

SUBSCRIBE NOW FOR FREE

Never miss a story again. Sign up for daily newsletter now.

We have detected that you are using a browser that is no longer supported , and recommend you upgrade your browser or get a better browser . This site has been developed inline with current standards and best practice, therefore we cannot guarantee you will not experience issues with some functions.

• Our Partners
• Partner Offers
• Partnership Opportunities
• Member Directory
• Life Members
• Advocacy & Policy
• Sector Roundtables & Taskforces
• Publications and Submissions
• Upcoming Events
• Choose Tourism Careers Expo '24
• Victorian Visitor Servicing Summit
• Victorian Tourism Awards Gala Ceremony
• VTIC Vision Summit
• Business Events Victoria
• Suppliers Guide
• Support Hub
• Visitor Servicing
• TAC Pause Stop
• Wellbeing Support Services
• Sustainable Tourism
• Accessible Tourism
• Tourism Emissions Reduction
• QTB Program
• Victorian Tourism Awards
• Choose Tourism
• TAC Victorian Top Tourism Town Awards
• Melbourne Tourism Leadership Program
• Lynette Bergin Tourism Award
• Student Entrepreneurial Award
• Tools & Templates
• Member Offers

VTIC Insight Series: Visit Victoria’s 2024 outlook, plans and a new global tourism campaign

Join VTIC to hear Visit Victoria’s outlook and plans for 2024, including an overview of Every bit different.

Momentum is building in Victoria’s visitor economy, with the State’s blockbuster major events calendar continuing to draw record crowds and the return of international another significant opportunity for growth. Visit Victoria has a laser focus on increasing visitation and expenditure to Victoria, with its new global tourism campaign Every bit different showcasing the State as a place of incredible diversity, passion and creativity. Join Felicia Mariani in conversation with Brendan McClements (CEO) and Shae Keenan (Chief Marketing Officer) to hear Visit Victoria’s outlook and plans for 2024, including an overview of Every bit different. Visit Victoria will present the latest industry trends and insights, campaign’s objectives, roll out and key media moments as well as how industry can get involved, followed by a Q&A  with audience participants. 

DETAILS Date: Monday 29 January Time: 10.30am - 11.45am Where : Online.  Cost: FREE for members and non-members

A link to join the webinar will sent out prior to the registered email address.  A recording will be available on request to email [email protected]

View other upcoming VTIC events here

VTIC Partners

Stay Close, Go Further: New Tourism Campaign For Victoria

Victorians are being encouraged to take a break in their home state as part of a multi-million-dollar campaign to back our local tourism industry – and the thousands of jobs it supports.

The Stay Close, Go Further campaign will promote Victoria across multiple platforms – television, print, radio, digital and social – as the state prepares to further ease restrictions from 11:59pm tonight.

From tonight, Victorians will be able to travel between regional Victoria and Melbourne, while accommodation will open across the state for holidays.

As part of the campaign, advertisements will run across the state from tonight, highlighting the creativity, culture and unique offering of Victoria and its people.

The campaign showcases Victorian makers and creators in some of the regions hit hardest by the summer bushfires and global pandemic, including Gippsland and the High Country. Other locations, including the Great Ocean Road and the Grampians, will be featured in coming weeks.

Visit Victoria is working with regional tourism boards across the state to help spread the message and encourage more Victorians to explore their own backyard.

The new initiative complements Click for Vic , which encourages Victorians to buy local and support Victorian businesses and jobs. The campaign, supported by an $8.5 million boost by the Victorian Government in September, has helped many businesses stay afloat and prepare to welcome visitors again.

More than 70 per cent of people surveyed by Visit Victoria said the Click for Vic campaign made them look forward to visiting regional Victoria and Melbourne once it was safe to do so.

Last year the domestic overnight intrastate market was worth $9 billion, larger than both interstate overnight and international overnight markets.

The Stay Close, Go Further campaign will encourage more Victorians to experience everything our state has to offer, as our visitor economy makes steady steps towards recovery.

Quotes attributable to Minister for Tourism Sport and Major Events Martin Pakula

“By holidaying locally, Victorians can support our state’s recovery – backing local communities, businesses and jobs.”

“Victoria boasts amazing produce, places and people and we want all Victorians, if they can, to get out and explore our own beautiful backyard.”

Quotes attributable to Visit Victoria Chief Executive Brendan McClements

“What makes Victoria so special is the creative, entrepreneurial, passionate people behind our tourism businesses.”

“Our campaign tells the stories of the products and experiences that exist within our borders and we trust it will inspire Victorians to make some new discoveries.”

Reviewed 08 November 2020

Share this page

• Twitter , opens a new window
• Facebook , opens a new window
• LinkedIn , opens a new window

AdNews Newsletter

Visit Victoria's new brand shift - two decades after 'Jigsaw' theme

Visit Victoria has unveiled its first new campaign since departing from its long running 'Jigsaw' platform.

The new 'Wander Victoria' campaign which now sees it calling for Melbournians to leave the city and wander, is the first in a new long-term strategy was launched today in Lorne.

The Victorian Government has invested $3 million into the campaign with Regional Tourism Boards co-oping marketing investment. It's understood to have been three years in the making, and was created by Clemenger BBDO Melbourne,

The campaign uses the tag line 'Victoria have a Wander' and promotes the natural environment in the state as an antidote to the 'always on' nature of the city.

It's the first work for the tourism body after it rebranded its logo in August last year, departing with the highly-awarded 'Jigsaw' positioning, designed by then Mojo Partners. This had been used by the brand for more than 20 years.

Tourism Victoria’s  Jigsaw campaign was recognised as one of Australia’s most respected and successful tourism marketing and advertising campaigns. Dating back to 1993, Mojo Partners developed the slogan "You’ll love every piece of Victoria".

Visit Victoria director of marketing Melanie De Souza says the new campaign is part of the new platform and is part of the government’s aim of brining all elements of the visitor economy under the one, integrated umbrella.

She also says that early testing of the new campaign has actually seen it perform better than the original 'Jigsaw' banner.

“We wanted something that was going to be quite distinct in the travel category,” De Souza says.

“So there is a quirky feel to the creative, a much slower pace and a narrative that is different.”

The campaign will run across television, cinema, social media channels and digital, using the hashtag #wandervictoria.

The hashtag will be used by regional tourism vendors in order to propagate their own content for the campaign.

The campaign also marks the first time the tourism body will target intrastate travel, with Melbournians the focus on the strategy. The intrastate market is the largest source of visitors to regional Victoria and has been experiencing a long-term decline with increasing competition and changing in lifestyle behaviour.

“We had a problem with the way Melbournians were consuming regional Victoria and we needed to re-engage their hearts and minds about what is on their doorstep,” De Souza says.

“The argument in the old days was that you don’t worry about money that is circulating within the economy, but when it's not actually circulating and is a lost opportunity because it's being spent elsewhere, then you’ve got a real problem.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at [email protected]

Sign up to the AdNews newsletter , like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Related Stories

• Tourism Australia reaps early rewards of VR play
• Why Tourism NZ handed its brand to creatives
• Tourism Victoria on the hunt for top marketer

• Digital Commerce
• Cannes Lions 2024

Victoria - the ‘Jigsaw’ journey: you’ll love every piece of Victoria

• Destinations and locations

Victoria – the 'Jigsaw' journey: you'll love every piece of Victoria

EXECUTIVE SUMMARY

Tourism Victoria's Jigsaw campaign (Jigsaw) is loved by consumers, lauded by the tourism & advertising sectors, and has significantly contributed to Victoria's resurrection for over 11 years.

Prior to 1993, Victoria was not known as a tourism destination. There was little industry confidence and an inward focus. Melbourne was seen, by those outside the state, as bleak with its best years well past.

Today, Melbourne is a world-class tourism destination with domestic and international visitation numbers the envy of its key competitors.

Jigsaw is the longest-running tourism...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

Prove your case and back-up your idea

Get expert guidance on strategic challenges

Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

Welcome back to WARC!

We’ve made some exciting changes since your last visit, bringing you:

• Latest category insights straight to your homepage
• A new Evidence series on key marketing questions
• Category campaign data from recent case studies

Please scan the QR code

This website requires JavaScript to be turned on.

Regional Tourism Investment Fund 2024

Grants of up to $5 million per project for new and innovative tourism infrastructure projects.

Tourism industry hub

• Starting out
• Business support
• Crisis management guide
• Accessible tourism
• Tourism road signage

The Experience Victoria 2033 strategic plan will shape the future of Victoria’s visitor economy over the next 10 years.

Victoria has an extensive international event and cultural calendar, iconic wildlife and nature experiences and business-friendly investment opportunities.

Research and Insights

Research and insights on Victoria's tourism, events and visitor economy.

We acknowledge the Aboriginal Traditional Owners of Country throughout Victoria, their ongoing connection to this land and we pay our respects to their culture and their Elders past, present and future.

© 2023 Department of Jobs, Skills, Industry and Regions

This page was printed at:  

Our Organisation

Our Careers

Tourism Statistics

Industry Resources

Media Resources

Travel Trade Hub

News Stories

Newsletters

Industry Events

Business Events

Come and Say G’day

Come and Say G’day  is Tourism Australia’s new global campaign to support the Australian tourism industry rebuild.

Come and Say G’day is the next instalment of Tourism Australia’s There’s Nothing Like Australia global brand platform. With travel being restricted for the last two years, Come and Say G’day is a joyful, creative and unmistakably Australian invitation to the world. The multi-channel campaign will introduce the world to two lovable CGI animated characters; Ruby, a souvenir kangaroo, voiced by Australian actor Rose Byrne, and Louie, a toy unicorn, representing international visitors, voiced by actor Will Arnett.

The Come and Say G’day campaign is set to run across Tourism Australia’s 15 key international markets from October 2022 and aims to support the tourism industry’s recovery by driving demand for travel to Australia. The campaign will capture the world’s imagination with a short film and television commercial (TVC) as well as print and high-impact out-of-home creative, social, digital, editorial and partner advertising. The music featured in the TVC is a re-interpretation of the classic Australian anthem Down Under , by up-and-coming band King Stingray, who sing in both English and Yolŋu Matha - an Indigenous language from North East Arnhem Land, Northern Territory.

Industry Toolkit

This toolkit contains a range of social media templates and content including gifs, stickers and carousel cards for industry to use on their own channels. it also contains instructions on how to use all the assets., how to get involved.

Tourism Australia has developed a campaign toolkit with campaign information, social media tools and a range of static and video assets for operators. Industry are encouraged to download the toolkit and utilise the assets in their own digital and social channels. In addition, industry are encouraged to get involved in the campaign by:

• Sharing product/experience photos and tagging #comeandsaygday and #seeaustralia so they can be promoted on Tourism Australia’s social media channels. Images selected will be credited and tagged in any content used.  
• Subscribe to Tourism Australia’s weekly industry e-newsletter Essentials for updates on how to get involved.
• Download images and videos free of charge from Tourism Australia’s galleries.
• Ensure product information and rates are up to date with partners and on distribution channels, including on the Australian Tourism Data Warehouse.

How to use the toolkit

'g'day' the short film, discover more.

We use cookies on this site to enhance your user experience. Find out more .

By clicking any link on this page you are giving your consent for us to set cookies.

Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

National Geographic content straight to your inbox—sign up for our popular newsletters here

Why you should visit Victoria, Vancouver's little sister with a big history

British Columbia’s capital has grand architecture, First Nations art and Canada’s oldest Chinatown, all fringed by easily accessible wilderness.

On the southern tip of Vancouver Island, sailboats bob in Victoria’s harbour and chateau-style buildings stand beside leafy parks. The gentle pace of life in British Columbia’s compact capital is part of its appeal, yet it’s far from a provincial backwater. An easy journey from Vancouver, the city has excellent neighbourhood restaurants, breweries and coffee shops, while its museums and galleries showcase the region’s Indigenous heritage. It’s also surrounded by wild landscapes and makes a natural jumping-off point for whale-watching.

Presiding over the harbour, the British Columbia Parliament Buildings are the city’s centrepiece, an 1890s icon whose marbled interiors are open for free daytime tours. Across the street, the Fairmont Empress is one of Canada’s grandest hotels, with Elizabeth II and Rudyard Kipling among its storied guests. Afternoon tea in the opulent Lobby Lounge is one of Victoria’s quintessential experiences.

Through first-class exhibits, the Royal BC Museum delves deep into the province’s natural past (look out for the life-sized woolly mammoth), as well as its rich First Nations heritage. There are more than 225,000 artefacts in its collection, from masks belonging to the Haida people to traditional clothing from the Nlaka’pamux. Adjoining the museum is Thunderbird Park, named after the legendary bird and home to some of the museum’s most spectacular totem poles.

There’s much to discover in lively Downtown. Bibliophiles will love browsing the shelves at Munro’s Books , a shop housed in a former bank, with its coffered ceiling and spectacular painted textiles by local artist Carole Sabiston. The Mark Loria Gallery , meanwhile, specialises in contemporary Canadian Indigenous art.

Victoria’s Chinatown   is the oldest in Canada, home to retro neon signs and restaurants such as Don Mee , which has served dim sum for more than 80 years. Fan Tan Alley claims to be one of the world’s narrowest streets; squeeze along the lantern-festooned lane for a range of quirky boutiques, from Saltspring Soapworks , which sells natural body-care products, to Just Matcha , which stocks premium-grade tea. Close by is Habit Coffee , a laid-back cafe with local art on its exposed-brick walls and Victorian suppliers on its menu — stop by to pick up beans from Bows Coffee Roasters or teas from Earth’s Herbal, both based in the city.      

There’s more BC produce on offer at Wind Cries Mary , a moodily lit Downtown spot where the province’s oysters, mussels and salmon prop up a menu of sharing plates and cocktails. On the harbourfront, Red Fish Blue Fish is the place to go for jerk fish poutine, a fiery take on the Canadian classic.

If brunch is on the cards, try John’s Place , a kitsch, old-school spot serving waffles, pancakes and ‘Bat Out Of Hell meatloaf and eggs’, or head for the bubblegum-pink Floyd’s Diner in James Bay, where asking for ‘The Mahoney’ will get you whatever takes the chef’s fancy. For a tipple, Downtown’s Citrus & Cane mixes killer cocktails with a tropical twist (try the ‘ooh dat’s spicy’, made with Sons of Vancouver chilli vodka), while Boomtown serves a raft of BC porters and pale ales in its beer garden.

But there’s no resisting the call of the wild, with the Juan de Fuca Marine Trail, Goldstream Provincial Park and The Butchart Gardens within easy reach of the city. Dallas Road is also worth a drive or cycle — start in Fisherman’s Wharf Park, near the harbour, and wind east for six miles past beaches, bays and Beacon Hill Park, home to the world’s tallest freestanding totem pole at 128ft, before calling at the Oak Bay Beach Hotel . It makes an elegant stop for a glass of wine from BC’s Okanagan Valley, with views across to the Chatham Islands. For whale-watching, try Eagle Wing Tours; between June and October is the best time to spot Victoria’s marine residents.

Three wildlife spotting adventures in Victoria

1. Juan de Fuca marine Trail Keep eyes peeled for black bears on this 29-mile route through dense forests, over river gorges and along secluded beaches. It takes three to five days to complete, and there are chances to refuel at rustic diners along the way.  

2.   Goldstream Provincial Park A naturalist’s paradise, this park has quiet forest walking trails, plunging waterfalls and a challenging climb to the top of the 1,375ft-tall Mount Finlayson, with bald eagles screeching overhead. Autumn sees the spectacular salmon run, too.

3.   Eagle Wing Tours This family-run company offers whale-watching trips in the Salish Sea with a team of guides. Seeing a pod of orcas or a humpback is a true highlight of a trip to Victoria, but ospreys, sea otters and elephant seals can also be spotted among the craggy islets on these three- to four-hour trips.

Introducing Nat Geo Kids Book Bundle!

Related topics.

• CITY GUIDES
• CULTURAL TOURISM
• FOOD TOURISM

You May Also Like

10 whimsical ways to experience Scotland

The essential guide to visiting Scotland

Northern California’s oyster capital is a hidden gem

10 best things to do in Switzerland

A guide to Perth, Western Australia's revitalised coastal capital

• Environment
• Paid Content

History & Culture

• History & Culture
• History Magazine
• Mind, Body, Wonder
• Destination Guide
• Terms of Use
• Privacy Policy
• Your US State Privacy Rights
• Children's Online Privacy Policy
• Interest-Based Ads
• About Nielsen Measurement
• Do Not Sell or Share My Personal Information
• Nat Geo Home
• Attend a Live Event
• Book a Trip
• Inspire Your Kids
• Shop Nat Geo
• Visit the D.C. Museum
• Learn About Our Impact
• Support Our Mission
• Advertise With Us
• Customer Service
• Renew Subscription
• Manage Your Subscription
• Work at Nat Geo
• Sign Up for Our Newsletters
• Contribute to Protect the Planet

Copyright © 1996-2015 National Geographic Society Copyright © 2015-2024 National Geographic Partners, LLC. All rights reserved

Hundreds rally against plan to establish more national parks in Victoria

Hundreds have gathered in Victoria's West Gippsland region to protest against a proposal to turn several state forests north-east of Melbourne into a national park.  

Under the proposal, large areas of the  Central Highlands state forests could be turned into a protected national parks .

It was put forward by the Victorian Environmental Assessment Council (VEAC), which was engaged by the previous Minister for Environment, Ingrid Stitt.

The Eminent Panel for Community Engagement has been tasked with leading community consultation about Victoria’s state forests, and this VEAC proposal will inform their recommendations which are expected to be handed to the government in June.

This plan is similar to the Great Forest National Park, a separate proposal to link more than 500,000 hectares of Victorian forest in the same area, put forward by the Victorian National Parks Association.

Those who attended the rally in Drouin on Sunday protested both proposals, and raised concerns they would be "locked out" of these areas if they went ahead.

They said access to activities like bushwalking, four-wheel driving, hunting, fishing and camping could also be restricted. 

Chris Wilson, who travelled more than 230 kilometres from Mansfield to attend, said he was worried about restricted access.

"The elites in inner city Melbourne are trying to shut down all of our recreational areas as far as I can see," Mr Wilson said.

"And stop our grandkids and our kids from enjoying what we grew up with and what we enjoyed when we were younger." 

Government says 'no decision has been made'

The proposal follows the  closure of the logging industry  and consultation into how that land should be used.  

Opposition Leader John Pesutto attended the rally along with several other MPs. 

"I'm calling on the premier to listen to todays response and the voices from regional Victoria today and make it clear that they will not be adopting the recommendation from their own agency," Mr Pesutto said. 

"No one's going to accept the Allan Labor Government locking them out."

Member for Narracan, Wayne Farnham, said the proposal would effect about 98 per cent of his electorate. 

He said if access was taken away the local visitor economy would take a hit.

"I'll lose businesses. Our economy will suffer," Mr Farnham said. 

"We want the government to stop. We want them to leave state forests how they are." 

Shooters, Fishers and Farmers MP Jeff Bourman echoed those concerns and said it would pose a risk to the environment. 

"We've got people in there now caring for the bush by getting out the invasive species, and the introduced species, and the game animals," he said.

"If you take them away it's actually going to be a problem for the environment, not a fix."

Victoria's Minister for Environment Steve Dimopoulos said the Victorian Environmental Assessment Council (VEAC) report was only "one part of the process".

"No decision on the future use of state forests in the Central Highlands has been made," he said.

"Conversations from the recent community engagement sessions and interest groups will also form part of the Eminent Panel's recommendation to the government, which is expected in June."

Victorian Greens leader Ellen Sandell said the Great Forest National Park proposal — which is separate but similar to the VEAC proposal — would open up opportunities for Victorians.

"These are forests where people have been locked out of them because they've been turned over to loggers to make big profits for big corporations and Victorians haven't been able to enjoy them.

"If we actually turn them into a park or a reserve, Victorians could do any number of things in these forests... they can camp, they can ride, they can walk, they can enjoy nature, they can take their kids and grandkids into nature to enjoy it."

• X (formerly Twitter)
• Environment
• National Parks