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The Story behind Grampians Tourism

The Grampians region of Victoria is characterised by the magnificence of the Grampians National Park covering 168,000 hectares. Renowned for its rugged mountain ranges, majestic waterfalls, rich cultural heritage and breathtaking views, the Grampians National Park is one of Victoria’s most popular destinations. The park is also regarded for its ecological diversity and south-eastern Australia’s highest concentration of Aboriginal rock art. Whilst the core strength is ‘big nature’ there is also a significant food and wine story with the Grampians Wine Region and wine village of Great Western, arts, history and culture including dark tourism offerings and a unique events calendar giving the region an eclectic and vibrant mix of experiences.

Who are the people behind your business

Grampians Tourism consists of a small, but very passionate operational team. Marc Sleeman – CEO Serena Eldridge – Business Manager Sarah Myers – Marketing & Brand Manager Amanda Cochran – Marketing Assistant

Tell us something quirky or memorable about you, your customers or your business

Work on the Grampians Way commenced back in 2012. A scoping study was completed identifying a new tourism product; a physical touring route as a means of increasing tourism to the region. This route was named ‘The Grampians Way’ and was a proposed 285km ring road circling the Grampians National Park using the existing road network to connect products. The objective of the touring route was to increase dispersal & create tourism investment opportunities whilst providing an alternative route around the park. Fast forward 5 years and a new CEO was appointed; Marc Sleeman, who found merit in the Grampians Way concept. Marc saw the potential to use the Grampians Way tagline in a more figurative manner, to promote visitors to “do things the Grampians way’ when they visit the region.

In the financial year 18/19 Halls Gap Zoo increased it’s income by 31.5%. In the previous financial year (17/18) our business increased by 24% so we believe that some of the % of Halls Gap Zoo’s continued growth can be allocated to our ongoing partnership with Grampians Tourism and the Grampians Way Marketing Campaign. The provision of the industry toolkit on the Grampians Tourism Corporate site also ensures that, as a business, we have access to the imagery, collateral and design elements that we can use to leverage the broader destination messaging.

What is a thing you love about your business?

We love the region. The natural beauty, the sheer depth of cultural history, the fact that we are living and working in an environment that has direct evidence of human habitation predating European settlement. It is awe-inspiring. It is beautiful and we are proud to tell everyone about what a treasure we have here.

What is the company background?

Grampians Tourism was established in 2009 and is the peak industry body for tourism in the Grampians region. It encompasses and is directly supported by Ararat Rural City, Horsham Rural City, Northern Grampians Shire, Southern Grampians Shire. Our primary purpose is to deliver a coordinated approach to marketing, product development, infrastructure investment and industry development for the Grampians Region. We do this by creating cooperative marketing and advertising opportunities with industry to increase our region, it experiences and destinations, exposure in key markets. Our key asset is www.visitgrampians.com.au – the gateway to the Grampians region.

What is your ultimate vision for your business?

The ‘Grampians Way’ campaign strategy aims to: • Raise destination awareness • Drive visitation all year round including off-peak periods • Encourage dispersal around the region by promoting the diversity • Connect tourists with operators
Grampians Tourism

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Brisbane
Head office

Suite 1,
57 Woodfield Rd
Pullenvale QLD 4069 
Australia

Sydney

Suite 101,
18-20 Victoria St
Erskineville NSW 2043
Australia

Melbourne

11 Yeomans Street, Northcote VIC 3070
Australia

Adelaide

Level 8, 50 Grenfell St Adelaide SA 5000 Australia

Agnes Water

139 Bicentennial Dr
Agnes Water QLD 4677
Australia

Europe

36C Rte de St Cergue
1260 Nyon
Switzerland

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Our team would like to acknowledge the traditional custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today. We acknowledge that the sharing of knowledge has occurred across the lands and waterways of Australia for many thousands of years. As we continue to share stories and support small tourism businesses we try to listen to the knowledge and practice that has always existed here and consider how we can contribute to the preservation of culture and Country wherever we live and work.

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