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

Victorian Government Media Release: 26th Oct 2017