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Monday, 12 May 2025

Victoria Puts the Spotlight on Events: New Tourism Awards Category Unveiled

Victorian Tourism Awards

Honouring the Events That Define a Destination

Victoria has long been hailed as Australia's capital of major events—and now, that recognition is going official. The 2025 Victorian Tourism Awards have launched a brand-new category that will honour the most impactful and iconic events across the state. Aptly titled the Hallmark Events category, it recognises those unforgettable moments that not only draw the crowds but help shape Victoria’s global identity.

A New Category for a Global-Scale Events State

Spearheaded by the Victoria Tourism Industry Council (VTIC) and Visit Victoria, the Hallmark Events category aims to celebrate the state's signature sporting spectacles, cultural festivals, art exhibitions and food showcases. From the Formula 1 Australian Grand Prix to the Melbourne International Comedy Festival, Victoria has long been home to events that spark international attention and attract visitors from around the world.

More Than Just Spectacle – These Events Drive Tourism

To qualify for this prestigious award, events must demonstrate their real-world impact—drawing crowds of over 100,000, enticing visitors to travel specifically for the occasion, and leaving a clear economic footprint. The category also honours those that elevate Victoria’s reputation through strong media coverage and lasting cultural influence.

Industry Leaders Applaud the Move

VTIC Chief Executive Felicia Mariani says the category highlights the importance of events in both tourism and state identity. These hallmark occasions don’t just entertain—they drive economic growth, create jobs, and leave behind a legacy. Visit Victoria CEO Brendan McClements echoed this, pointing to the state’s $40 billion visitor economy and the central role events play in sustaining it.

Recognising the Power of a Great Event

Victoria’s thriving calendar of world-class happenings is a major tourism drawcard, and this award brings long-overdue recognition to the teams and talent behind them. Whether it’s sport, arts, food, or culture, these events fuel visitor numbers and keep Victoria front of mind on the global stage.

Calling All Event Organisers – Nominations Now Open

Entries for the Hallmark Events category are officially open. Event organisers with eligible events are encouraged to apply before the entry deadline of 28 May 2025, with final submissions due by 26 August 2025.

Find out more and start your nomination at www.vtic.com.au/victoriantourismawards

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