A NEW tourism campaign will encourage visitors to choose Gippsland for their next day trip, overnight visit or longer stay, as the community continues to manage fires and the recovery effort.
State Tourism, Sport and Major Events Minister Martin Pakula visited Cannibal Creek Vineyard at Tynong North to launch the new tourism brand for Gippsland - 'GIPPS all kinds of wonder LAND'.
Despite the effects of the bushfires and the persistent drought and dry conditions, Gippsland is open for business and ready to welcome visitors.
One of the region's most popular destinations, Wilsons Promontory, has reopened to the public, Jindivick is set to host the Melbourne Food and Wine Festival at the end of the month and work has begun to return the Gippsland Lakes to an iconic recreational fishing destination.
The state government is providing $3.2 million to help Destination Gippsland promote the region and give visitors more opportunities to explore all that the region has to offer.
The new campaign, led by Visit Victoria and Destination Gippsland, will showcase the region's hidden attractions, food and wine experiences and lesser known areas, including historic towns, lush vineyards, pristine beaches and alpine forests.
The campaign will build on the success of Visit Victoria's 'Your Happy Space' and 'Wander Victoria' campaigns which feature key destinations including Mt Baw Baw and Walhalla.
The Gippsland region welcomed 5.4 million visitors in the year ending September 2018, who spent $907 million in the region.
"The Gippsland community has faced many challenges, including bushfires over summer, and it's vital that we give them all the support we can," Mr Pakula said.
"There are so many great experiences waiting to be discovered in Gippsland."
Eastern Victoria MLC Jane Garrett said regional communities relied on tourism and the economic benefit it generated, so it was important to support local tourism operators and promote the region.
Fellow Eastern Victoria MLC Harriet Shing said Gippsland was a region which had it all.
"Natural and cultural brilliance, a foodie's paradise, and some of the warmest hospitality you'll ever experience - and we can't wait to see more visitors discover all that's on offer," she said.
The 'GIPPS all kinds of wonder LAND' campaign will launch in April and continue through until June 2020.