The Victorian Tourism Industry Council (VTIC) announced the new event award today, adding it to the categories of the Victorian Tourism Awards.
VTIC CEO, Felicia Mariani, said the Hallmark Events category would honour 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,” she said.
However, the new award will not be part of the national Australian Tourism Awards, with VTIC noting on its Victorian Tourism Awards page that the winner of the award will not progress to a national competition.
Currently, the Australian Tourism Awards has a category for major events over 50,000 attendees, with candidates competing at state level before battling it out for national glory.
Victoria’s Hallmark Events award appears designed to recognise Melbourne’s established major event calendar, which includes the Australian Open tennis grand slam, the F1 Australian Grand Prix, the AFL Grand Final, the Melbourne Cup and the Boxing Day Test.
Major pop concerts, including Taylor Swift’s 288,000-attendee, three-day event at the MCG in February 2024, or Ed Sheeran’s one night stand at the G which drew a record 106,000 in March 2023 are outside the qualification period which stands as the financial year 2024-2025, but future tours may qualify.
Apart from the minimum 100,000-strong crowd, the terms and conditions specify “attraction of interstate and international visitors specifically travelling for – or extending their stay due to – the event, 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 close on May 28 this year with final submissions due by August 26, 2025.
