About

Gippsland beach
The Organisation

Destination Gippsland is the Regional Tourism Board and the peak tourism organisation for the region in eastern Victoria. We were established in 2008 with the support of Tourism Victoria, Parks Victoria and the six member councils of the Gippsland Local Government Network. We are a not for profit public company governed by a skills based board and supported by staff and committees focused on Marketing, Industry Development, Infrastructure Strategy and Finance.

Our role is to grow and serve the Gippsland tourism sector and work in partnership with the industry and government to deliver rewarding and lasting economic, environmental and social outcomes.

Between 2008 and 2011, Gippsland has outperformed regional Victoria and national figures for domestic and international visitation percentage growth. Despite a challenging environment over that period, tourism in Gippsland remains a resilient and important industry. It generates approximately $837 million in direct economic benefits for Gippsland by attracting 1.7 million domestic overnight visitors and 61,000 international visitors staying a total of 5.83 million nights. In addition there are 2.9 million daytrip visitors. As a result, tourism creates 4,850 full time jobs and supports over 1,300 businesses who derive the majority of their income from the visitor economy.

A Strategic Approach

VISION

Gippsland’s natural beauty and authentic experiences inspire the world to visit.

OBJECTIVES

The following five destination objectives guide our strategic priorities and goals:

1.To encourage overnight visitation
2.To increase visitor expenditure
3.To increase length of stay
4.To increase dispersal (geographical and seasonal)
5.To increase visitor satisfaction

STRATEGIC PRIORITIES

To achieve our vision, objectives and goals we will pursue six priority areas over the next three years:

1.Advocacy
2.Destination management
3.Industry success
4.Product development
5.Marketing
6.Governance

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