Gippsland and the Latrobe Valley will benefit from extra tourism funding to attract more visitors, boost local businesses and create more jobs.
Destination Gippsland will receive $3.2 million from the State Government to give more people the opportunity to experience the best of everything Gippsland has to offer.
A new marketing program will showcase the best of the region’s produce and agriculture, including food and wine.
Wander Victoria will also take a good look at key tourist destinations and experiences in Gippsland to track where people are spending their money and determine whether greater investment is needed.
In the meantime, a dedicated Gippsland campaign as part of Wander Victoria will continue to market hot spots like Mt Baw Baw and Walhalla.
Gippsland welcomed 5.2 million visitors in the year ending December 2016, who spent $791 million in the region.