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Regional tourism looks ahead to holiday boom

Regional areas saw a spike in visitors over the long weekend, with eased restrictions leading people out into nature. See how tourism providers are preparing for the school holidays.

Top of the world: Enjoying the view in Grampians National Park.
Top of the world: Enjoying the view in Grampians National Park.

AFTER a bumper Queen’s Birthday long weekend for regional Victorian tourism, providers are now turning their attention to preparing for a school holiday boom.

Many regional areas saw a spike in visitors over the long weekend, as city slickers took advantage of the easing of restrictions to head out into nature.

“The Queen’s Birthday weekend was always going to be huge, as pent-up demand (and frustration at being stuck inside) pushed people into regional Victoria. But what’s exciting for us in the tourism game, is that bookings are now pushing weeks in advance,” Daylesford Macedon Tourism chief executive Steve Wroe said.

The Grampians, East Gippsland and the High Country also recorded an influx of visitors, with locals saying it was one of the busiest weekends they can remember.

Businesses have adapted to restrictions and are looking at new ways of marketing their destinations for the post-coronavirus consumer.

Grampians Tourism chief executive Marc Sleeman said the upcoming break would be a good chance to target new values of visitors.

“There’s definitely a trend for people looking for nature, wildlife and a place to connect spiritually and emotionally.

“The post-COVID consumer is looking to escape confinement and the Grampians offers that in spades,” he said.

The current line of marketing for the region is centred around getting people on the road and into the great outdoors.

“We have developed unique road trip itineraries that target different kinds of travellers and offers opportunities to escape and explore in the Grampians,” Mr Sleeman said.

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Original URL: https://www.weeklytimesnow.com.au/news/victoria/regional-tourism-looks-ahead-to-holiday-boom/news-story/a0bcb4dbf92d1bbc7b422938da0376da