Chairman Andrew Dwyer visited Bendigo on Thursday to improve the organisation's commitment to regional Victoria. 

He met with representatives of Bendigo Regional Tourism and the City of Greater Bendigo to discuss future opportunities for the region. 

Mr Dwyer said the meeting was part of the organisation's plan to build towards a stronger partnership with Bendigo and surrounds. 

He said regional tourism in Victoria and the market was 'somewhat flat at the moment'. 

"With the high Australian dollar, people are going to Bali instead of regional towns and we haven't been good at selling these areas in the past. 

"But these little towns are made for exploring and we need to get better at spreading the word."

He said Tourism Victoria played an important role in this - and could provide strong market research and help promote region's overseas. 

Mr Dwyer said Bendigo's astounding architecture, heritage and modernity was what set it apart from other regional towns. 

"This is a vibrant town and it doesn't compare to anywhere," he said. 

"I was here 20 years ago and it was just dead. Now you look at it and it's so modern and the regional produce is just outstanding."

Bendigo makes $1 million per day in tourism, which is set to improve with greater promotion of the city. 

Mr Dwyer said part of this tourism expansion would include attracting overseas tourists, especially those from China. 

Tourism Victoria is the Victorian government's lead tourism agency. 

Its tourism strategy includes developing and implementing state government policies, conducting strategic campaigns and familiarisations, and providing in depth research, analysis and insights on the latest tourism data including visitation, expenditure and dispersal.

While in Bendigo, Mr Dwyer and fellow board members toured The Body Beautiful in Ancient Greece and Undressed: 350 Years of Underwear in Fashion exhibitions at Bendigo Art Gallery.