Tourists flocked to the Grampians in huge numbers last weekend, the first since the regional Victoria and metropolitan Melbourne "ring of steel" was scrapped.
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Grampians Tourism chief executive Marc Sleeman said visitor numbers were fantastic across the region.
"It was like a celebration," Mr Sleeman said.
"The numbers weren't just fantastic in Halls Gap, but Dunkeld, Hamilton, Horsham and Stawell.
"There were people all over the region."
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A flurry of visitors is welcome news for an industry hit hard by the coronavirus pandemic and subsequent lockdowns.
To coincide with eased restrictions, Grampians Tourism will launch its Visiting Friends & Relatives campaign on Wednesday.
The Horsham Rural City Council, Ararat City Council and Northern Grampians Shire Council have teamed up to encourage residents to become the 'Host with the Most'.
The aim of the campaign is to support the tourism industry, which contributes more than $540 million to the local economy.
Mr Sleeman said locals are encouraged to invite family and friends to the region to explore its attractions, cultural expeditions, culinary experiences and breathtaking scenery.
"We are asking locals to become important advocates for our destinations and to reconnect with their friends and relatives in the region and spend time in their own backyard," he said.
Hosts will have access to special offers, guides and invitations to send to loved ones.
A Host with the Most passport is available from participating visitor centres, which enables hosts to collect three stamps from participating operators to redeem special offers.
By collecting three stamps, entrants go in to the draw to win the grand prize of a Grampians luxury escape or one of 10 runner-up prizes.
To learn more, check out the Visit Grampians website from Wednesday.
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