Event organisers in the Ararat and Northern Grampians can access up to $20,000 to help them attract more people.
Tourism, Sport and Major Events minister Martin Pakula this week announced the funds under a dedicated Bushfire Recovery round of the Regional Events Fund.
A government spokesman said the two Grampians region councils were among 15 statewide declared as eligible for bushfire support under Commonwealth-State Disaster Recovery Funding Arrangements.
He said applications would require the support of either a local council or regional tourism board.
Grampians Tourism chief executive Marc Sleeman said the organisation met on Tuesday to consider how to steady the region's visitation in the wake of the bushfire season.
He said there was "no appetite" for the new state government funding at the organisation as they already had some money allocated.
"(The meeting) was around the March through to June marketing opportunities to further promote the destination, and we will be launching some specific tactical marketing initiatives to get people leaving key markets into the Grampians," he said.
"But it's not about requiring funding to do that, we've allocated funds to support this - local government are supporting this with $12,000 each to support this tactical marketing."
Grampians Tourism creates tourism campaigns for Northern and Southern Grampians shires and Ararat and Horsham Rural City councils.
Visit Victoria will manage the program and applications will open this month, with a fast-tracked application process. It will also spend up to $2 million on marketing in coming months to support regional communities.
Ararat Rural City Council chief executive Tim Harrison welcomed the funding, saying Western Victoria had suffered the secondary effect from the bushfires of fewer summer tourists.
"Council is keen to talk to any organisers who would like our support to do so," he said.
Dr Harrison said the council would be happy to support organisers wishing to bring in new, events to the region, including conferences and symposiums.
On Monday, Grampians Music Festival organiser Carly Flecknoe took to Facebook to call for people to attend the Halls Gap event to secure it financially.
"This year's bushfires, extreme weather and festival cancellations have had a huge flow on effect to our ticket sales and our musical baby is not where it should be," she said.
The festival takes place on February 28 and 29.
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