Melbourne & Surrounds Marketing (MSM) is an industry driven co-operative marketing group working in partnership with Tourism Victoria and Parks Victoria.

Our Vision

Melbourne & Surrounds Marketing Inc aims to further strengthen Melbourne and the Surrounds competitive market position through collaborative, value-add marketing initiatives.

Our Structure

In a bid to grow visitation to the destinations within 90mins of Melbourne and Melbourne itself, seven regional tourism organisations (Geelong and The Bellarine, Ballarat in the Goldfields, Daylesford and the Macedon Ranges, Nagambie and Strathbogie Ranges, Yarra Valley and the Dandenongs, Mornington Peninsula and Phillip Island) in conjunction with the peak cooperative marketing body for Melbourne (Destination Melbourne Ltd) formed a strategic marketing alliance in late 2004.

Our Direction

The objective of the group is to increase visitation, encourage regional dispersal, length of stay and expenditure by visitors to the participating regions through the promotion of the depth and breadth of regional experiences to be found ‘just a stone’s throw’ from Melbourne. Activity undertaken by this marketing cooperative is beneficial to not only the participating regions, but will also assist in enhancing Melbourne’s appeal as a holiday destination and provide increased economic impact for the state of Victoria.

A competitive strength for Victoria is the wealth of quality regional tourism products and experiences to be found within just 90 minutes of Melbourne. Melbourne & Surrounds Marketing Inc aims to capitalise on this strength by promoting this competitive advantage in marketing activities interstate and internationally.