General News
22 March, 2025
GWM Tourism boosts recovery at grand prix
Grampians Wimmera Mallee Tourism (GWMT) took a significant step toward regional recovery by showcasing the area at the Australian Grand Prix.
The team used the international event to rebuild visitor confidence and promote the region as a year-round destination for nature, food, wine, and events.
As one of only three regional tourism organisations invited to participate in one of Victoria's biggest events, GWMT engaged directly with Melbourne-based, interstate, and international travellers.
GWMT used this opportunity to boost tourism and support local businesses.
While parts of the region continue to recover from recent bushfires, GWMT focused on the future, mainly restoring awareness, inspiring visitation, and strengthening tourism resilience.
Representatives Ian Gumela and Serena Eldridge promoted signature experiences and upcoming events, including the Wimmera Steampunk Festival and Grampians Grape Escape, which attract domestic drive tourists.
"The response of the visitors was fantastic," said GWMT CEO Marc Sleeman.
"Visitors, including Melbourne crowd, interstate travellers and internationals, have shown much interest in our region during their visit to our booth," he said.
With state government support, GWMT used the high-profile event, which drew over 400,000 people, to showcase the region.
"We handed out hundreds of brochures about the Wimmera Mallee region and its attractions," he said.
"Many students attended the Grand Prix on day one and were interested in visiting the region."
GWMT aimed to inspire visitors to actively participate in the region's recovery.
"For us, it was so helpful and an opportunity to encourage visitors to participate in the region's recovery. A small initiative to support recovery," he said.
During the event, the team actively promoted Grampians National Park and upcoming festivals.
"During the event, we talked a lot about the Grampians National Park and the upcoming events, including the Wimmera Steampunk Festival and Grampians Grape Escape," Mr Sleeman said.
GWMT hopes this engagement will bring more regional visitors and support local businesses.
"I hope it will help and encourage the visitors back to the region," he said.
"It is important to understand that visitors play a vital role in post-bushfire areas and the long-term recovery of the businesses in the region."
