The Victorian Tourism Industry Council (VTIC) and Visit Victoria have introduced a new award category in the 2025 Victorian Tourism Awards, called the Hallmark Events category.
This category will recognize the state’s most significant and iconic events. It aims to honor major events that greatly contribute to Victoria’s tourism industry, boost its national and international reputation, and create lasting economic and social benefits.
“Victoria is known globally for its impressive lineup of major events, from top-tier sporting events to world-renowned exhibitions and cultural festivals,” said Felicia Mariani, CEO of VTIC. “This new category will highlight these extraordinary events that drive tourism, support economic growth, and create a lasting impact on our state’s brand.”
Brendan McClements, CEO of Visit Victoria, emphasized the importance of major events in the state’s economy. “Victoria boasts a world-class calendar of events that play a key role in our $40 billion tourism industry. Visit Victoria is excited to collaborate with VTIC to launch the Hallmark Events category, recognizing events that showcase our state globally and underline how we are ‘Every bit different’,” he said.
To qualify, events must meet the following criteria:
- Attract an average attendance of over 100,000
- Draw interstate and international visitors, who travel specifically for the event or extend their stay due to it
- Deliver measurable economic benefits to Victoria
- Have exceptional media coverage, with national and international exposure reinforcing Victoria’s status as a top global event destination
Nominations are now open. Entries close on May 28, with final submissions due by August 26, 2025.
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