GRAMPIANS Tourism will launch a spring social media campaign to boost visitation throughout the region.
The tourism group will use photo-sharing site Instagram to give people a snapshot of what the region has to offer.
Grampians Tourism chief executive Will Flamsteed said the campaign would keep the Grampians at the front of people's minds.
"We are more than ever positioning ourselves socially and digitally, rather than through more traditional means," he said.
"Our campaign will be a multifaceted social and digital media campaign where we will use a lot of imagery.
"At the moment Instagram is the second-quickest growing social media site, so it is all about connecting with people in different ways.
"If one person distributes a photo of the Grampians all of their friends will see it, which is the beauty of the campaign."
Visitors to the Grampians can share their Instagram photos by using the 'springinthegrampians' hashtag.
The campaign comes after Grampians Tourism released figures showing there had been an increase in visitor numbers last year.
The region attracted 15.3 per cent more international overnight visitors to December 2012 than in the previous year.
There were also significant increases in domestic overnight visitors and the total number of nights spent in the Grampians.
Mr Flamsteed said the Grampians had also seen strong visitor numbers during winter despite the cold and wet conditions.
"We are seeing a fairly consistent rate of visitors during all seasons now," he said.
"We are seeing pockets of the Grampians, such as Halls Gap, that have had pretty decent visitor numbers although winter is generally not a big time to tour.
"The Australian dollar is also not as high as it was a year ago, which means people are probably choosing local or domestic holidays."
Grampians Tourism hopes the spring campaign will drive tourism across its five municipalities Horsham, Northern Grampians, Ararat, Pyrenees and Southern Grampians.
"For us it is about encouraging visitor dispersal throughout the region and increasing visitor nights; if we can do that we are winning," Mr Flamsteed said.
"What a lot of people don't realise is that whenever I talk about tourism, I am talking about $224 million in direct and indirect benefits.
"It is vital that we continue to grow and invest in tourism to help all of the destinations we have in the Grampians.
"The more people we have coming through, the more money they will spend."