GRAMPIANS Tourism chief executive Will Flamsteed believes the region is on target to return to the higher visitor numbers recorded more than a decade ago.
Tourism Research Australia’s quarterly statistics, released last week, showed the Grampians was continually increasing visitor numbers.
The statistics demonstrated the Grampians was a leading region for overnight visitation.
Compared with figures from this time last year, the Grampians saw an 11 per cent increase in domestic visitors in the September quarter.
The number of nights those visitors stayed increased by 23 per cent, while international visitors increased by 10.8 per cent.
Mr Flamsteed said it was the eighth consecutive positive result showing tourism growth for the Grampians.
“The statistics show we are on track to reach the higher visitor numbers that had been recorded around the year 2000,” he said.
“The past decade has seen many obstacles for the tourism industry, ranging from natural crises to tough economic times, to the increase in low-cost airlines offering enticing fares to overseas destinations.
“To record growth in light of those conditions is a huge achievement.”
Mr Flamsteed said marketing activities, including Grampians Tourism’s successful Instagrampians social media campaign, were clearly having an effect.
“That particular campaign is a great example of how we were able to capture, then amplify, examples of experiences visitors were enjoying,” he said.
“This in turn helps to keep the Grampians top of mind for intending visitors.”
Mr Flamsteed said research showed many visitors were looking for destinations that allowed them to decompress from their busy lives.
“I think the Grampians fits the bill,” he said.