VTIC introduces new award category

One event likely to be eligible for the Hallmark Events award is the Cadel Evans Great Ocean Road Race, which had an estimated 120,000 spectators at this year’s edition. Photo: JAMES TAYLOR

THE Victoria Tourism Industry Council (VTIC) and Visit Victoria have launched an new award category in the 2025 Victorian Tourism Awards that will recognise the state’s most outstanding events.

The Hallmark Events category will honour major events that significantly contribute to Victoria’s visitor economy, enhance its national and international brand, and create lasting economic and social impact.

VTIC chief executive officer Felicia Mariani said the new category reflected the vital role hallmark events play in shaping Victoria’s identity as a global destination.

“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.

“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 the state stood out as the nation’s events capital, with a vibrant sporting, cultural and food scene driving visitors here in droves.

“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’.”

To be eligible for the Hallmark Events award, events must demonstrate:

An average attendance of at least 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, and
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 May 28 and final submissions due by August 26.

For more information, head to vtic.com.au/victoriantourismawards