Grampians Tourism latest report reveals region is full of investment opportunities

Commissioned by Grampians Tourism and key partners, the ‘Invest in the Grampians’ report  and prospectus reveal compelling numbers and opportunities for investment in the region.

The Grampians National Park, known to the local indigenous people as Gariwerd, is located in western Victoria and spans well over 160,000 hectares from north to south and east to west.

With a wide range of activities and breathtaking natural sites, alongside an impressive selection of hospitality options, the area is a haven for hikers, families and food lovers alike. The natural beauty of the region is complemented by a plethora of activities ranging from rock climbing, camping and hiking right through to luxury escapes, high end food, local produce and award-winning boutique wineries.

Commissioned by Grampians Tourism and key partners, the Invest in the Grampians report found accommodation demand will outstrip supply by 2026, with visitation expected to double over the next 10 years.

Soaring visitor numbers will be driven by government investment in key tourism attractions, including the flagship Grampians Peaks Trail ($33 million in state and federal funding), MacKenzie Falls walking trail and visitor area ($7.76 million), Brambuk – The National Park and Cultural Centre ($6 million) and the Ararat Hills Mountain Bike Trail Project ($2.7 million).

Grampians Tourism Chief Executive Marc Sleeman says the region represented an unparalleled opportunity for investors looking for an uncrowded accommodation market with built-in demand.

“We have so many pieces of the puzzle in our region — one of Australia’s great long walks, rich Indigenous culture, fabulous food and wine, waterfalls and lakes and the third most visited national park in Victoria. Now we’re looking to build on that by expanding our accommodation offerings. We’d love to see everything from glamping and eco pods to luxury wellness resort-style offerings.

“This report tells us the demand is there, and is only going to increase. We have highly supportive local councils, a prime location between Adelaide and Melbourne, a wealth of cultural experiences to share and a region of unique natural beauty.

“All that puts us in a great place to foster and help investors interested in putting down roots in our region, in what we believe will be a win win situation.”

The report identifies 15 high priority investment opportunities in the region, from a high-end eco lodge near Ararat to a destination holiday park near Horsham to a geothermal spa complex near Dunkeld to electric houseboats on Lake Bellfield, Lake Fyans or Rocklands Reservoir to a branded business hotel.

It also found opportunities exist for other tourist attractions including an indoor activity centre, a wine and produce centre and an aviation activity hub centred around Horsham Aerodrome.

The report found that in the lead up to the pandemic, visitation to the Grampians region was growing 7.5% per year, with nights spent in the region growing by 7% per year.

It projected that by 2026, demand for 3-star and higher accommodation in the region will have exceeded demand, with the shortfall growing to almost 300,000 commercial guest nights per year by 2032.

Sleeman says Grampians Tourism and local government partners can help investors with the likes of location scouting, planning applications, introductions to key supporters and decision makers and council liaison.

Sleeman adds “we have a five-star natural environment, but we really need a greater diversity of accommodation options to match that.

“We have seen what’s possible when areas of incredible natural beauty have a wide variety of interesting places to stay and things to do. That’s our ambition for the Grampians and we’re ready to get to work to make it happen.”

The area is popular among tourists in all seasons, hosting over 1.7 million visitors from winter escapes to summer wine tours and festivals. The region is broken into four main zones, north, south, east and west, connected by The Grampians Way, which circumnavigates the national park.

The unique and rugged landscapes of the region in addition to the countless activities, attractions and exceptional experiences make the Grampians an exceptional destination for all.

For more information, head to www.investgrampians.com.au