Grants up to $625,000 to support the Victorian tourism industry deliver innovative visitor information tools, promoting longer stays, higher spending, and exceptional information needs state-wide.
Current status of program
CLOSED
To register your interest in future rounds or discuss alternative grant opportunities please contact us here.
On this page you will find
What is the Visitor Servicing Fund (VSF)?
The Visitor Servicing Fund actively supports the Victorian tourism industry by providing innovative tools that inspire longer stays and increased spending throughout the state. This initiative guarantees that both current and future visitor information needs are not only met but exceeded.
The fund acknowledges the importance of information in travel choices and aims to improve the overall travel experience through better in-person customer service and advanced online technology. By providing visitors with comprehensive information, their enjoyment of the trip can be maximized.
As a vital component of the broader $3 million Visitor Servicing Program, this fund plays a crucial role in Victoria’s strategic plan for economic recovery and revitalization in the visitor economy. By effectively connecting individuals to attractions and local businesses, it strengthens Victoria’s position as a preferred destination for both domestic and international visitors, encouraging repeat visits and sustained growth.
VSF level of support
Grants
- Stream A: Up to $50,000 available for creation or updating of visitor servicing strategies
- Stream B: Between $50,001 and $625,000 to support delivery of major visitor servicing projects
Co-contribution
- No co-contribution required, yet projects with contributions are highly valued to maximize government funding and deliver value
VSF important dates
- This program is currently closed
- Register your interest here with GrantHelper
VSF important details that you will need to know
VSF objectives
The objectives of the VSF are to:
- support development and implementation of collaborative and innovative visitor servicing models and processes
- build capability of visitor servicing stakeholders for better coordinated visitor servicing that meets current and future information needs
Organisations eligible for VSF support
Applicant Eligibility:
Stream A Specific Eligibility Requirements:
- recognised Victorian Regional Tourism Boards (RTBs)
- Victorian Councils not currently aligned with an RTB
Stream B Specific Eligibility Requirements:
- company incorporated in Australia
- incorporated association
- Victorian Regional Tourism Boards
- Victorian Local and State Government entities, including Public Land Managers, Land Management Authorities, Committees of Management, and Local Government Authorities
- universities and educational institutions
- not-for-profit organisations, including community groups, cooperative, or association
- Traditional Owner Corporations, organisations, groups, and Aboriginal-owned businesses
- other incorporated entity approved by the Department
General Applicant Eligibility Requirements (both Stream A and Stream B):
- strategies or projects must encompass one or more tourism regions, or a minimum of three local government areas in non-aligned areas
- collaboration with multiple partner organisations is required
- permitted and encouraged partnerships include RTBs, Councils, State Government departments, airports, First Peoples’ organisations, tourism-related businesses, and more
Ineligible Applicants:
- Visit Victoria.
- Victoria Tourism Industry Council (VTIC)
- Sole trader/individual
- Partnership
- Unincorporated association
- Commonwealth government agency or body
See the guidelines for full details of eligible and ineligible organisations.
Projects eligible for VSF support
Eligible Projects for Stream A:
- collaborative approaches for strategic planning and coordination of visitor servicing
- creation or update of visitor servicing strategies
- focus on visitor information delivery through the visitor journey stages
- inclusions: regional overview, SWOT analysis, recommendations, implementation plan, alignment with frameworks and principles
- collaboration with industry stakeholders and consultation with tourism businesses and communities
Ineligible Projects for Stream A:
- retrospective funding requests
- operational expenditure, communications, travel, entertainment, and office equipment
- ongoing administrative or staffing costs
- marketing, promotional activities, and website development
- visitor information centers or implementation of visitor servicing projects
Eligible Projects for Stream B:
- major projects driving innovation and sustainable impacts in visitor servicing
- focus on visitor information delivery through the visitor journey stages
- support Visitor Servicing Framework principles and Experience Victoria 2033 guiding principles
- streamline provision of visitor information, target key audiences, leverage state assets
- emphasis on increasing stay, spend dispersal, referral, and return visitation
- potential for state-wide application
Ineligible Projects for Stream B:
- development of new tourism-related websites
- development of new marketing campaigns
See the guidelines for full details of eligible and ineligible projects.
Expenditure eligible for VSF support
Eligible Expenses for Stream A and Stream B:
- consultant fees
- stakeholder consultation costs
- short-term staffing costs (related to the project)
- project implementation costs
Ineligible Expenses for Stream A and Stream B:
- retrospective funding requests
- operational expenditure, communications, travel, entertainment, and office equipment
- ongoing administrative or staffing costs
- marketing, promotional activities, and website development
- digital or printed marketing collateral
- any other expenditure determined by the Department
See the guidelines for full details of eligible and ineligible expenditures.
Information to prepare for the VSF application
Applicants must include the following details in their application:
- applicant details
- responses to assessment criteria
- project description
- project budget
- supporting documentation (mandatory):
- partnership letter signed by all partners, outlining commitment, involvement, and resources
- project management plan with scope of works, objectives, outcomes, and risk management plan
- detailed itemized project budget including income sources, co-contributions, and expenditure
- relevant documentation for Stream A or Stream B funding applications
- supporting documentation for Stream A:
- most recent regional visitor servicing plan/s, indicating reasons for updating if applicable
- supporting documentation for Stream B:
- audited financial reports for the last three years
- up-to-date management or interim accounts for the current year
- current business plan or project proposal
- financial projections for the next three years, verified by an accountant
- additional requirement for Stream B Funding (Fair Jobs Code):
- Copy of the applicant’s Fair Jobs Code Pre-Assessment Certificate
See the guidelines for full details of information requirements.
Applying for the VSF
Applications are submitted via the Business Victoria website.
Book a no obligation discovery session with GrantHelper to explore your alignment with this grant and how we can assist you to increase your chances of success.
VSF assessment criteria
Stream A – Visitor Servicing Strategies Assessment Criteria:
| Ref | Criteria | Weighting |
| 1 | Alignment – meeting objectives and outcomes of the Visitor Servicing Fund, Visitor Servicing Framework, and Experience Victoria 2033 – regional benefits – visitor needs and the Visitor Servicing Framework | 30% |
| 2 | Partnership – coordination and need between stakeholders – governance structures and arrangements – financial and in-kind co-contribution | 30% |
| 3 | Readiness – project planning, budget, and timeframes – detailed budget breakdown – demonstration of the need for funding and project delivery capacity | 30% |
| 4 | Value for money – government assistance need – potential economic impacts | 10% |
Stream B – Major Visitor Servicing Projects Assessment Criteria:
| Ref | Criteria | Weighting |
| 1 | Alignment – meeting objectives and outcomes of the Visitor Servicing Fund, Visitor Servicing Framework, and Experience Victoria 2033 – state-wide applicability – collaboration and visitor experience improvement | 30% |
| 2 | Partnership – collaboration with multiple partner organizations and tourism regions – governance structures and arrangements – financial and in-kind co-contribution | 30% |
| 3 | Readiness – expertise and resources identification – preliminary implementation plan and budget breakdown – project timelines and risk management | 30% |
| 4 | Value for money – government assistance need – potential economic impacts | 10% |
VSF resources
How do I get the VSF?
Thoroughly review the Program Guidelines.
Gather all required supporting documents as specified in the Program Guidelines.
Successful applicants will demonstrate:
- alignment with program objectives, frameworks, and long-term vision
- collaboration and coordination with stakeholders for effective project implementation
- strong project planning, including budgeting and timeframes
- clearly identified regional need and capacity to deliver the project
- justification for government funding and potential economic impacts through increased visitor spend and length of stay
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