Melbourne Showcased In Huge New Tourism Push

26 October 2017

The Andrews Labor Government will launch a major new tourism campaign to attract more interstate visitors – to boost jobs, strengthen the economy and showcase what Victoria does best.

Minister for Tourism and Major Events John Eren joined Visit Victoria CEO Peter Bingeman at the National Gallery of Victoria today to officially launch A Twist at Every Turn.

The campaign will launch this Sunday and showcase Melbourne’s many faces on televisions, cinema screens and online platforms across the country.

The campaign focuses on what Melbourne does better than anyone – sport, arts, fashion, food and wine, shopping, live music and theatre – with major events playing an important role in driving bookings.

It is a cinematic foray through Melbourne’s many moods, as the characters twist and turn through unexpected moments, uncovering hidden gems while looking for their destination.

A Twist at Every Turn is Melbourne’s first major interstate tourism campaign in six years, featuring local artists, musicians, and iconic institutions including the MCG, Hotel Windsor, Heartbreaker and Hosier Lane.

Interstate visitors make up the largest market of visitation to Melbourne, with 5.4 million people visiting and spending $4.3 billion in the 12 months to June.

This campaign aims to boost these numbers and ensure visitors stay longer and spend more around town, boosting local businesses and supporting jobs.

For more information about the campaign, head to

Quotes attributable to Minister for Tourism and Major Events John Eren

“This huge new tourism campaign will bring thousands of extra visitors from around the country – boosting local businesses and creating Victorian jobs.”

“Melbourne is the best place in the world to live, work and visit – and this new campaign is a gentle reminder of that to our friends across the border.”

Quote attributable to Visit Victoria CEO Peter Bingeman

“This campaign reflects how visitors experience Melbourne’s many personas – serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”

Reviewed 19 August 2020

Was this page helpful?