We are Victoria. A state of natural wonders, Australian leaders, artists, innovators and global culture. We are passionate and proud of what we have to offer: from ski to surf, fine dining to food trucks, booming business to burgeoning start-ups, Formula One to AFL, Australia’s best universities and hospitals; truly the best of everything. It’s at the intersection of these eclectic contrasts that exist in Victoria, where incredible things happen.
Victoria is a compilation of complementary and contrasting forces that is uplifting and energising. Brand Victoria exists to shine a light on these intersections and tell our story as a diverse, enterprising destination that’s focused on the future. A singular voice that drives us forward, unifies and amplifies what we say. We are a people and place of action and Brand Victoria captures the inimitable spirit of Victorians that makes this place alive with energy. An essence that is magnetic, intoxicating, infectious and impossible to part with.
We are competing on a global stage, now more than ever, and it’s time to share our story with the world.