The Victorian Tourism Awards represent an industry framework for peer recognition which fosters a culture for business development excellence and innovation.

Operating for over 30 years, more than 4,000 businesses have entered the awards.   This year, for the first time VTIC have released a list of our 2021 Victorian Tourism Award finalists.

Well done to all the businesses who entered this year’s awards, and congratulations to the finalists

Finalists – 2021 Victorian Tourism Awards

Absolute Outdoors/

Grampians Peaks Walking CompanyAccessible Accommodation

Adventure Park Geelong

Alexandra Hotel

Alpine Nature Experience

Anchors Port Campbell

Balgownie Estate Bendigo

Balgownie Estate Yarra Valley

Ballarat City Council

Ballarat Heritage Festival

Beachcomber Holiday Units

Bendigo Visitor Centre

BIG4 Castlemaine Gardens Holiday Park


Living Legends

Melbourne Airport

Melbourne Boat Hire

Melbourne Cable Park

Melbourne Cricket Ground

Melbourne Music Week

Mercure Warragul

Moonlit Sanctuary Wildlife Conservation Park

Mornington Boat Hire

Mornington Peninsula Regional Tourism

Cactus CountryCarmel at Sorrento

Central Deborah Motel

CherryHill Orchards

City of Greater Bendigo

Crowne Plaza Melbourne

Deep Blue Hot Springs Warrnambool

Destination Gippsland

Falls Creek Resort Management

Fed Square

Peninsula Hot Springs

Phillip Island & Bass Coast Visitor Information Centre Network

Phillip Island Nature Parks

Pt. Leo Estate

Quincy Hotel Melbourne

Red Hill Candle Co

RGYC Summer of Sailing

Royal Botanic Gardens Victoria

Geelong Gallery

Genesta House Bed & Breakfast

Golton in the Gap

Grampians Tourism Board

Grape Explorations Australia


Great Ocean Road Regional Tourism Board

Greater Shepparton City Council

Green Olive at Red Hill

Gumbuya World

Sandbar Motel

Sea All Dolphin Swims

Searoad Ferries

Starward Whisky Distillery

Tallawarra Homestead

Tesselaar Tulip Festival

Tour Local

Tourism Holdings Australia Pty Ltd


Harman WinesHawkes Farm

Heytesbury House

Higher Mark – Geelong Cats

Hilton Melbourne Little Queen Street

Holmesglen at Eildon

Hop It

Uniquely Bendigo and the Living Arts Space

Urbnsurf Melbourne

Wildlife Wonders

William Angliss Institute

Wilsons Promontory Cruises

Wyndham City Council

*Please note: the above list does not include individual categories (29-30-31).


Our founder, Alison McDowell has been a judge for the Victorian Tourism Awards for the past seven years.

A tourism veteran, Ali is passionate about understanding what visitors value, and working with destinations and businesses to understand how to adapt and connect with consumers and visitors to achieve their business goals.

Alison is an experienced and multi-talented marketer across private, franchise, mutual and not for profit industries that include tourism, travel, accommodation, conservation, attractions, membership, events, agriculture and engineering.

Her corporate career has involved Director of Marketing, Communication and Digital Strategy for Zoos Victoria and National Marketing Manager for BIG4 Holiday Parks, giving me a strong background in complex brand strategy, target marketing and membership strategy, stakeholder engagement, and innovation and technology driven performance improvement.

Alison earned a Masters of Commerce (Marketing) and a Graduate Certificate in Competitive Systems and Practices (LEAN), is a Judge for the RACV Victorian Tourism Awards, Co-Founder of Live Love Work Port Phillip, and a past Industry Board Member and Acting Chair for Business Without Borders for Swinburne University of Technology.


To discuss your needs and how Roadmap Strategy can help your business, give Ali McDowell, our Founder a call on 0411 135 317 or email