Destination Expert Spotlight: Nina's NFL FAM in Victoria

Swain Destinations Australia Expert Nina traveled to Victoria for a FAM (short for familiarization) trip in September for the first NFL regular-season game played in Australia. The Los Angeles Rams took on the San Francisco 49ers at the Melbourne Cricket Ground (MCG) on September 11, 2026. In addition to the big game, Nina was hosted by Visit Victoria at several favorite destinations and lodges throughout Victoria. She came home with a new energy for Victoria and a few new favorite places to include in travel itineraries.

The Itinerary

The trip started at LAX, where the gate was all jerseys. I observed a surprising amount of 49ers jerseys despite being in Los Angeles. The man next to me on the plane was going to spend three days in Sydney with friends before the football game.

Events like this give Americans a unique reason to book Australia, and many of them build a bigger trip around the game. The NFL has a three-year agreement to play in Australia, so it's expected that there will be more games. I hope to work with Swain Destinations football fans in the future to make the most of their time in Australia.

Daylesford and Lake House

Once on the ground in Australia, I made the easy one-hour transfer from the Melbourne airport to Daylesford for a stay at Lake House, where the staff were attentive from the moment I checked in. Dinner and breakfast were built around produce from the property's own farm and I could taste just how fresh it was. I walked the beautifully manicured grounds in the morning before we left.

For clients making the journey to Victoria who have the extra time, I would absolutely start an itinerary in Daylesford at Lake House. With a luxurious spa on-site and the Hepburn Bathhouse nearby, it's the perfect place to recharge before hitting the city.

The Grampians

This part of our trip was all about exploring nature. We hiked three trails and did some rock climbing. On a separate tour, we followed our guide up to the best lookout in the range. Spring was in full bloom, with flowers and new growth all around us.

We also saw Aboriginal rock art, which I hadn't realized was so easy to reach in Victoria. I highly recommend booking a guide for hiking in The Grampians because there is so much history, culture and nature to discover, plus it could be easy to get lost.

At Grampians Wine Cellar, the shelves hold wines from across the region. I tasted my go-to favorites, rosé and chardonnay. While we tasted, a steady flow of locals came in for a glass of wine with the owners, making it truly feel like we were hanging out with locals.

On our last night, we went high in the mountains for stargazing. There was no light pollution whatsoever, giving us a clear view of the stars and the Milky Way. Through the telescope we found Neptune. While it was chilly, it was worth every minute and we finished with a hot cocoa. There's good reason that stargazing is a growing travel trend and I look forward to including this experience for my clients.

While in the area, we did a site visit at the Royal Mail Hotel, a popular choice in Swain itineraries. The hotel sits right in the town of Dunkeld, within walking distance of shopping, and at the foot of the southern Grampians mountains. The rooms are clean, tidy and simple, with mountain views. What sets the property apart is everything around the rooms. Two wallabies crossed our path during the property tour, the on-site restaurant cooks with seasonal produce from the hotel's farm, and there are hikes for every fitness level. I'd put travelers here who want food, wine, wildlife and walking in one stay. Did I mention that they have a wine cellar of more than 30,000 bottles?

Melbourne and 1 Hotel

With the beautiful spring weather, the riverbanks were full of people walking and cycling, and the restaurants along the water were hopping every evening. September truly is a spectacular time to visit Melbourne.

1 Hotel Melbourne sits on the Yarra, a 20-minute walk along the river to Federation Square. It feels small in the best possible way: the lobby is compact, the elevators come quickly, and you're in your room within minutes. My favorite touches were the large bowl of local fruit for guests to enjoy at the entrance and live plants in the rooms. Another special eco-friendly feature: guests may donate items that they no longer need for travel to be passed along to local charity.

We did an Aboriginal walking tour with the Koorie Heritage Trust and it was fascinating to learn just how much Aboriginal culture is held within the city. In fact, the cultural heritage of the Traditional Owners is so important that the Trust performed the opening ceremony of the NFL game.

The day before the football game, Visit Victoria hosted the Big Play Forum for travel industry professionals. My key takeaway: there is A LOT to do in Victoria. If you're considering two nights, don't underestimate this state. It is relatively compact, so you can see and experience many highlights with Melbourne as a home base. My short list for the state: Melbourne's markets, Great Ocean Road, Phillip Island, wine tasting in the Yarra Valley and the Grampians. I especially enjoyed meeting folks from the Hepburn Bathhouse and learning more about the South Melbourne Markets, recently ranked one of the best food markets in the world.

Game Day at the MCG

We boarded a river cruise right outside 1 Hotel and stepped off in front of the MCG. It was clear and sunny, and arriving at the stadium by water was a great way to start the day.

I'm a 49ers fan through my husband, and over the years I've been to three or four of their games in San Francisco. I was at their last game at Candlestick Park before the move to Santa Clara. Even so, the MCG had a different kind of energy. Before kickoff I walked the whole stadium watching people. Fans wore jerseys from every team in the league and were just happy to be at an American football game. The stadium food was fantastic.

It's estimated that about 10% of the more than 100,000 fans traveled from the US, making it a mostly Aussie crowd. And they were almost entirely behind the 49ers. My guess is that the team won them over by arriving early and spending time exploring Melbourne. Fun Fact: the game was the 7th most-attended regular-season game in NFL history!

Kickoff was at 10am on a Friday. Once the 49ers pulled well ahead, the atmosphere in the stadium changed to a more playful vibe. "Sweet Caroline" had the whole crowd singing. In the last two minutes, fans folded the banners from our seats into paper airplanes and sent them flying toward the field.

The post-game festival next to the MCG had a Super Bowl feel. There were displays on NFL history and team jerseys, a line to take a photo with the Lombardi Trophy, games, concerts and a large NFL merchandise store.

I truly hope I have the opportunity to plan client itineraries for future NFL games in Australia.

Geelong and the Bellarine

The day after the football game, we headed to the seaside getaway of Geelong and the Bellarine Peninsula. Not much of a seafood connoisseur, I was surprised by how much I enjoyed our deluxe seafood tour. The crew showed us how they harvest mussels, gave a cooking demo, and mixed cocktails with local gin. I tried abalone and really liked it. I also learned that they keep their wine stored underwater to keep it cool.

Next, we sat at the Whiskery with the owner of Bellarine Distillery tasting their most popular whiskies and gins. My favorite was the Teddy & The Fox Gin that has a hint of orange. I also tried moonshine for the first (and probably last!) time.

The Mornington Peninsula and Jackalope Hotel

The Mornington Peninsula is where a trip slows down. It suits couples, honeymooners and groups of friends planning around spas, wine and food. Everything from produce to seafood is so fresh and I could have eaten my way through the whole region.

Jackalope Hotel was pure luxury. The sleek black interiors look out over rolling vineyards and forest. Their small all-inclusive touches had a big impact, like bottomless popcorn and ice cream, and s'mores on the balcony at sunset. The hotel is ideal for couples. On my last night, I watched a marriage proposal in Doot Doot Doot, the hotel's hatted restaurant.

Visit Victoria planned the perfect conclusion to our FAM trip with time spent at the Peninsula Hot Springs. There are hot and cold pools, mineral baths, small coves, pools lined with smooth stones to walk through, and pools higher up the hill with views over the peninsula. This was just what I needed before heading to the airport the next morning.

Planning Victoria

Victoria suits travelers who want a city, wildlife, food and wine, some adventure, and a few slow days mixed in, all in one state. I recommend at least 6 to 9 nights. Melbourne alone deserves 3 nights at minimum, and 4 or 5 is better.

My advice: don't try to see everything at once. Some days are long; the Great Ocean Road can be a 12-hour day, so let's plan an easy day after it.

Melbourne and Victoria work best at the start or end of a longer Australia trip. I'll be steering travelers toward more multi-night stops outside Melbourne: a night or two in Daylesford to get over jet lag on arrival, or a few days at the end in the spas and wine regions to talk over the trip they've just had.