New Victorian tourism campaign encourages exploration of local destinations

Visit Victoria in partnership with regional tourism boards are encouraging more Victorians to explore local destinations as part of a multi-million-dollar campaign - Stay Close, Go Further - to support the local tourism industry.

The Stay Close, Go Further campaign will promote Victoria across multiple platforms – television, print, radio, digital and social – as the state prepares to further ease restrictions from midnight.

Victorian Minister for Tourism Sport and Major Events Martin Pakula notes “by holidaying locally, Victorians can support our state’s recovery – backing local communities, businesses and jobs.

“Victoria boasts amazing produce, places and people and we want all Victorians, if they can, to get out and explore our own beautiful backyard.”

Victorians will be able to travel between regional Victoria and Melbourne, while accommodation will open across the state for holidays.

As part of the campaign, advertisements will run across the state from tonight, highlighting the creativity, culture and unique offering of Victoria and its people.

The campaign showcases Victorian makers and creators in some of the regions hit hardest by the summer bushfires and global pandemic, including Gippsland and the High Country. Other locations, including the Great Ocean Road and the Grampians, will be featured in coming weeks.

Video: Gippsland Stay close, go further courtesy of Visit Melbourne

Visit Victoria Chief Executive, Brendan McClements adds “what makes Victoria so special is the creative, entrepreneurial, passionate people behind our tourism businesses.

“Our campaign tells the stories of the products and experiences that exist within our borders and we trust it will inspire Victorians to make some new discoveries.”

The new initiative complements Click for Vic, which encourages Victorians to buy local and support Victorian businesses and jobs. The campaign, supported by an $8.5 million boost by the Victorian Government in September, has helped many businesses stay afloat and prepare to welcome visitors again.

More than 70% of people surveyed by Visit Victoria said the Click for Vic campaign made them look forward to visiting regional Victoria and Melbourne once it was safe to do so.

Last year the domestic overnight intrastate market was worth $9 billion, larger than both interstate overnight and international overnight markets.

Main image courtesy of Visit Victoria.