The State Government’s tourism campaign Your Happy Space is urging Melburnians to cosy up to winter in regional Victoria – including the Dandenong Ranges and Yarra Valley.
The push is to support tourism businesses and boosting regional jobs.
Tourism, Sport and Major Events Minister Martin Pakula on 12 June launched the winter campaign, which showcases 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.
“We’re proud to be encouraging Victorians to get out and explore the state.”
The Visit Victoria-led winter campaign was developed with input from industry and market research and will feature on television, radio, social media, digital platforms and outdoor advertising.
Regional Development Minister Jaclyn Symes said many regional communities relied on the money and time tourists spent in their communities.
Visit Victoria chief executive Peter Bingeman said the state was the perfect winter playground.
“We have stunning natural landscapes, top-quality wineries, exquisite regional dining and unique cosy accommodation right in our back yard – this campaign will remind Victorians of the happy space awaiting them in regional Victoria,” he said.
The campaign is part of Visit Victoria’s work to grow visitor spending to $36.5 billion by 2025 to create thousands of local jobs.
Since 2014-‘15, Victoria’s visitor economy has generated 22,400 jobs, with total visitor expenditure growing from $20.4 billion in 2014 to $28.7 billion last year.
Visit yourhappyspace.com.au for more information about the campaign.