Marketing the alpine resorts

Marketing the alpine resorts is a collective effort. The Victorian tourism sector is made up of a network of tourism bodies, and ARV works across this network.

This includes partnering with the state tourism entity, Visit Victoria, collaborating with regional tourism bodies such as Tourism North East, Destination Gippsland and Tourism East, and working with resort ski lift companies to market each destination.

ARV takes a strategic marketing approach across both winter and green seasons. This approach is aligned with the long‑term vision for the resorts. It supports the development of sustainable, year‑round alpine destinations. These destinations contribute to the Victorian economy, support the mental and physical wellbeing of Victorians through outdoor experiences, and create more reliable opportunities for businesses and stakeholders.

Through this collaborative approach, group marketing activity strengthens the alpine sector’s exposure and supports a clear year‑round identity for the resorts. It showcases the unique experiences and natural beauty of the alpine region, inviting visitors to explore, stay longer, and return more often.

A partnership to make a difference

In 2025, Alpine Resorts Victoria collaborated with Visit Victoria through the Industry Partnership Program to run a high impact awareness campaign in Melbourne and key regional suburbs.

The 'You could be up here' campaign integrated with Visit Victoria’s ‘Every Bit Different’ branding through the winter months, highlighting activities and experiences that make each resort a unique and unforgettable experience.

The campaign was live from May 2025 through to August 2025, with an objective of building awareness of the alpine resorts as winter destinations for visitors, whether skiing and snowboarding or experiencing snow for the first time on a toboggan.

Resort exposure is also supported by press and family opportunities through both the Visit Victoria and Tourism North East teams.

Embracing Winter in 2026

The collaborative campaign returned in April 2026 with continued statewide initiative designed to inspire more Victorians to embrace the snow season and rediscover winter as a meaningful, must-do experience.

With a strategic objective of reframing winter for a new consumer mindset, the cooperative project continues its role in 2026 as an awareness initiative, designed to build interest and shift perceptions, driven by a platform centred on a simple but powerful invitation to “Let Winter In.” To read more about the 2026 campaign visit this news article.