What we do

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Our Vision

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


 Our Role

Destination Gippsland’s role is to inspire, influence and lead positive outcomes through partnerships across Gippsland.


 Our Desired Outcomes

• Increase overnight visitation
• Increase visitor expenditure
• Increase length of stay
• Increase dispersal (throughout Gippsland & across all months)
• Increase visitor satisfaction


 Priority Areas for Destination Gippsland

1. Marketing
2. Industry Development
3. Investment

The Great Social Road
Marketing

What we will do to create consumer awareness and demand
Aim: Potential visitors will be inspired to book, stay
and explore our unique landscapes and vibrant
communities.
Goal 1: Maximise the reach and impact of the ‘Inspired by Gippsland’ brand by making it central to all marketing activity and co-operative partnerships.
Goal 2: Achieve greater digital marketing capability and effectiveness for Destination Gippsland and our industry.
Goal 3: Inform and support the Gippsland tourism industry by providing media, research, imagery and marketing services to help partners achieve their marketing goals.

View the Gippsland Tourism Marketing Plan

Industry Development

What we will do to improve how our industry delivers visitor experiences
Aim: Gippsland will have an effective, engaged and dynamic tourism sector that encourages repeat visits and generates enthusiastic referrals that lead to profitable business outcomes.
Goal 1: Provide opportunities for all tourism businesses and partners to engage with us and each other to contribute to a united tourism industry.
Goal 2: Deliver professional development programs to improve the skills and profitability of tourism
businesses.
Goal 3: Facilitate continuous improvement in the delivery of tourism services in Gippsland.

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ATE
Investment

What we will do to encourage public and private sector funding for new visitor experiences
Aim: Gippsland will be a region that attracts tourism
investment and innovative businesses that exceeds the
expectations of future visitors.
Goal 1: Advocate and encourage political support for major projects.
Goal 2: Provide tourism information, research and services relevant for potential investors.
Goal 3: Lead a strategic planning framework to develop longer term aspirational projects that could transform Gippsland tourism.