Tourism Victoria was established under the Tourism Victoria Act 1992 to market Victoria as a competitive tourism destination. Its broad objective is to improve the contribution of tourism to the Victorian economy by maximising the number of travellers to and within Victoria, the length of their stay and their level of expenditure.

Tourism Victoria actively markets Victoria as a tourist destination both domestically and internationally through advertising strategies and marketing. It also develops industry partnerships to ensure the growth of the tourism industry within Victoria. Tourism Victoria is run by a Board, appointed under the Tourism Victoria Act 1992.

A statutory body, Tourism Victoria also implements current State Government policies as they relate to tourism development in Victoria and contributes to whole-of-government programs and policy implementation in relation to tourism.