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

Alpine Resorts Victoria has 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 extends from May 2025 through to April 2026, driving promotional activity through the green season to support year-round visitation growth.

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