Victorian Tourism Industry Council and Visit Victoria launch new award category

The Victorian Tourism Industry Council (VTIC) and Visit Victoria have launched a new award category in the 2025 Victorian Tourism Awards.

The new award category, the Hallmark Events category, recognises the state’s most impactful and iconic events. It honours major events that significantly contribute to Victoria’s visitor economy, enhance its national and international brand, and create lasting economic and social impact.

“Victoria is known around the world for its enviable calendar of major events, from world-class sporting fixtures to internationally acclaimed exhibitions and cultural festivals,” VTIC chief executive Felicia Mariani said. “This new category provides an opportunity to recognise these unique events that drive tourism, stimulate economic growth, and leave a lasting brand legacy for our state.”

Visit Victoria CEO Brendan McClements said, “Victoria has a world-class major events pipeline, which plays a key role in our record $40 billion visitor economy. Visit Victoria is proud to work with VTIC to support this new Hallmark Events category, recognising the incredible events that showcase our State globally and highlight how we are ‘Every bit different’.”

Events must demonstrate:

• An average attendance of over 100,000
• Attraction of interstate and international visitors specifically travelling for, or extending their stay due to, the event
• A measurable economic impact to Victoria
• Exceptional media reach, with national and international coverage reinforcing Victoria’s position as a leading global event destination

Nominations are now open, with entries closing on 28 May and final submissions due by 26 August 2025.