General News
18 July, 2025
'You' are the focus of new tourism campaign
Grampians Wimmera Mallee (GWM) Tourism has officially launched their latest campaign, helping to drive tourism recovery through the power of local expertise.
'YOU are the reason' campaign was officially launched in Dimboola last Thursday, July 10, which leans on "local legends" to create a suggested itinerary across the Grampians and Wimmera Mallee regions.
GWM Tourism chief executive Marc Sleeman said it's been a "challenging time" across the region after the recent bushfires.
“Recovery doesn’t always come from big gestures. Sometimes, it starts with a simple message: Come stay with us!” he said.
"People come for the lakes and waterways but the most popular attraction is you.
“When friends and family visit, they don’t just see the sights. They support small businesses, help sustain local jobs and bring energy back into our regional communities.”
The campaign highlights the Visiting Friends and Relatives market, one of the strongest and most reliable drivers of regional tourism.
"This attracts spending in local hotels and cafes across the region," Mr Sleeman said.
While many are hosted by locals, many book accommodation, especially when travelling in groups or for longer stays.
According to Hindmarsh Shire Council, Dimboola's Riverside Caravan Park recorded 26,000 nights spent at the park during the 2024/25 financial year.
A short survey will also run alongside the campaign, helping build a better understanding of this important visitor group.
At the heart of the campaign is a group of "local legends", whose familiar faces and vital local insight are helping to spread this message through posters, postcards, digital and social media content.
"Locals have pride in their community," Mr Sleeman said.
Visit www.visitgrampians.com.au/YOU where locals can explore ready-made itineraries from the campaign’s local legends, find deals to share with friends and family and more.