Tourism North East is one of twelve Visitor Economy Partnerships (VEPs), established at the directive of the Victorian State Government. 

Tourism North East is the peak tourism organisation for North East Victoria, the region known as Victoria’s High Country.


Supported by the vision:

To sustain and elevate the High Country as the lead regional tourism destination in Victoria, with a thriving visitor economy based on destinations of choice, and a compelling range of tourism products and experiences.

Tourism North East is charged with developing the long-term and overarching strategic vision and direction for the High Country region, ensuring a platform for future tourism growth. 

These efforts are associated with several key areas:

  • Regional marketing - Developing regional campaigns that look to drive awareness, dispersal and yield
    opportunities for the region.

  • Product development - Identifying gaps in the regional tourism offering and working with local government and industry partners to fill them, particularly in areas where the High Country can achieve differentiated product strengths.

  • Industry development - Working with tourism operators to enhance their offering and ensure long term
    sustainability, delivering a high-quality and consistent regional tourism product.

  • Facilitating tourism investment - Identifying infrastructure and investment opportunities and/or partnerships among private and public entities.

  • Research - Collaborating with local government and industry partners to determine common research
    requirements that can generate insights used for strategic planning for the region.

  • Advocacy - Leading advocacy efforts across a variety of areas including funding support and legislative and policy issues.

  • Strategic planning - Leading the strategic direction of the region as well as providing consultation for State and
    Federal plans and programs in the tourism space.