While many will head for the snow or bigger regional centres, towns such as Benalla are well placed to catch a portion of those holiday makers — being only a couple of hours out of the city and on the Hume Fwy.
Tourism, Sport and Major Events Minister Martin Pakula launched the campaign last month — showcasing the drama of winter landscapes, warming food and wine, scenic drives and cosy accommodation all within easy reach for a short break.
‘‘Forty per cent of our tourism workforce is outside Melbourne,’’ Mr Pakula said.
‘‘Alongside our investments to make regional Victoria a great place to visit, we’re proud to be encouraging Victorians to get out and explore the state.’’
Led by Visit Victoria, the winter campaign has been developed with input from industry and market research and will be featured on television, radio, social media, digital platforms and outdoor advertising.
State Member for Northern Victoria and Regional Development Minister Jaclyn Symes spoke highly of the campaign.
‘‘So many regional communities rely on the money and time tourists spend in their communities,’’ Ms Symes said.
‘‘That’s why we’re working to bring even more people to every corner of our state, year-round.’’
The winter activity for Your Happy Space is part of Visit Victoria’s work to grow visitor spending to $36.5 billion by 2025, which will create thousands of local jobs.
It is complemented by the State Government’s investments in the 2019/20 Budget to boost tourism in Victoria’s regions, including:
●$106 million for 30 new campsites, 30 upgraded campsites, better 4WD tracks and walking trails, a new coastal park on the Bass Coast and reduced camping fees;
●$32 million to attract international, interstate and intrastate visitors;
●$3.8 million to return steam trains to the Yarra Valley for the first time in 40 years;
●$3 million to enhance Hanging Rock with stronger environmental protections and upgraded facilities; and
●$1 million for improvements to the Gippsland Plains Rail Trail.
The State Government said that tourism is pivotal to the strength of Victoria’s local economies and communities — which is why they are investing in marketing and infrastructure to encourage more Victorians to explore their state.
Since 2014/15, Victoria’s visitor economy has generated 22400 jobs, with total visitor expenditure growing from $20.4 billion in 2014 to $28.7 billion last year.
●For more information about the campaign, visit yourhappyspace.com.au
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