Great Southern Touring Route
The Great Southern Touring Route is one of Australia’s most recognised international self‑drive itineraries. It connects Melbourne with the Great Ocean Road, the Grampians and Ballarat, creating a seamless journey that encourages visitors to travel beyond the city and into regional Victoria. The route is highly valued by international travellers seeking nature, culture and multi‑day touring experiences.
Grampians Wimmera Mallee Tourism has been a long‑standing partner in the program, ensuring the region is consistently represented in global marketing, trade distribution and international touring content. Our involvement supports regional dispersal, strengthens operator visibility and drives high‑yield international visitation.
Driving High‑Yield International Self‑Drive Markets
The Great Southern Touring Route is a key platform for attracting high‑yield international self‑drive travellers. These visitors stay longer, spend more and actively seek national parks, wildlife, walking trails and authentic regional experiences.
The Grampians is positioned as a hero inland destination within the route, offering a strong contrast to coastal and heritage experiences.
Our participation ensures the region appears in trade‑ready itineraries, international marketing activity and global distribution channels used by wholesalers, inbound tour operators and travel agents. This increases awareness, supports bookings and strengthens the region’s year‑round visitor economy.
Priority Markets: UK and Europe
The UK and Europe are priority markets for the Grampians. Travellers from these regions have a strong interest in nature‑based touring including the Grampians Peaks Trail, national parks, wildlife encounters and cultural heritage. They also show high demand for multi‑day self‑drive itineraries, making the Great Southern Touring Route an ideal product for reaching and converting these audiences.
Through coordinated trade engagement and in‑market representation, the route ensures the Grampians is visible to key buyers across the UK and Europe. This supports operators seeking to grow international distribution and strengthens the region’s position within a globally recognised touring product.
Industry Benefits
- Long‑term regional participation that builds credibility and consistent global visibility
- Access to high‑value international markets including UK and Europe
- Inclusion in trade‑ready itineraries used by wholesalers and inbound tour operators
- Stronger digital discoverability through coordinated content, imagery and touring information
- High‑yield self‑drive travellers who deliver strong regional dispersal and spend
- Cooperative marketing investment that amplifies operator reach and impact
For more information on how you can become involved contact GWMT CEO, Marc Sleeman.
