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    Marc Sleeman.

Tourism body unites regions

By Lauren Henry

A new tourism industry body will lead the promotion and development of experiences in the Grampians, Wimmera and Mallee regions. 

Grampians Wimmera Mallee Tourism, GWM Tourism, is supported by the State Government’s Department of Jobs, Skills, Industry and Regions, as well as Ararat and Horsham rural city councils, and Northern Grampians, Southern Grampians, West Wimmera, Hindmarsh, Yarriambiack and Buloke shire councils, along with more than 500 industry partners. 

Formerly Grampians Tourism, GWM Tourism aims to deliver a coordinated approach to destination marketing, product development, industry growth and infrastructure investment. 

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GWM Tourism is also currently recruiting a partnership manager and marketing manager.

GWM Tourism is now one of the largest Visitor Economy Partnerships in Victoria, part of a State Government $633 million Visitor Economy Recovery and Reform Plan announced last year.

The plan is a whole-of-state economy strategy, with a goal of achieving $35 billion in annual visitor expenditure and generating 300,000 jobs by June.

GWM Tourism chief executive Marc Sleeman described it as ‘the start of a new era for tourism’. 

“Through targeted marketing campaigns, strategic product development and investment in key infrastructure, we’ll grow visitor spend and encourage visitors to stay longer, disperse further, and immerse themselves in all that our stunning regions have to offer,” he said.

“Together, we will unlock the full potential of the Grampians and Wimmera Mallee regions, and make them must-visit destinations for travellers from around the globe.

“With the further funding and local government support, we’re now able to deliver destination management at a larger scale.”

Mr Sleeman said while the Grampians and Wimmera-Mallee would still be viewed as two separate regions, GWM Tourism would manage both brands.

“We’ll be promoting the Wimmera-Mallee as that ultimate road trip destination, leveraging all of their big nature destinations – not just the silo art trail,” he said.

“We’ve got the support of local government, the CEOs, and Wimmera Mallee Tourism is backing the new merger.”

The entire April 3, 2024 edition of The Weekly Advertiser is available online. READ IT HERE!