Industry Partner Program
Grampians Wimmera Mallee Tourism (GWM Tourism) is your Visitor Economy Partnership (VEP), working alongside eight Local Government Areas — Ararat Rural City, Buloke, Hindmarsh, Horsham Rural City, Northern Grampians, Southern Grampians, West Wimmera and Yarriambiack. Our mission is to grow a vibrant, sustainable visitor economy by driving destination marketing, industry and product development, partnerships and investment attraction.
As a VEP, we are recognised by the Victorian Government as the peak official voice for the visitor economy in our region. We collaborate closely with the Victorian Government, councils and industry to set the vision and manage growth. Through a mix of supply and demand activities, we deliver on this vision and support the sustainable development of our visitor economy.
Grampians Wimmera Mallee Tourism is dedicated to marketing the Grampians and Wimmera Mallee as a must-visit destination. We’ve built a strong brand that keeps our region top of mind, driving longer stays, wider dispersal, and encouraging visitors to explore every part of our spectacular landscape.
Grampians Partnership Program 2026/2027 NEW
Wimmera Mallee Partnership Program
Our focus is on consistently promoting the region through an ‘Always On’ marketing approach:
• Year-round activity: Maintaining a constant presence via our website, email campaigns, social media and digital advertising ensures there’s always a reason to consider the Grampians and Wimmera Mallee.
• Strategic campaigns: Targeted campaigns, including annual off-peak initiatives, help influence travel during quieter periods & spread demand.
• Partnership marketing: Collaborations with Visit Victoria, Tourism Australia and the Great Southern Touring Route amplify our reach & impact.
• PR & media: Media partnerships, trade famils and proactive PR generate stories that showcase the region’s diversity and experiences.
• Driving conversion: We connect visitors directly to the places, products and experiences they’re seeking, turning awareness into real bookings.
This strong, sustained marketing program grows visitation and delivers measurable benefits across the entire visitor economy.
*To become a GWM Tourism Partner, operators must be listed on ATDW: Australia’s national tourism database and distribution platform. An ATDW listing provides a presence at national, state, regional and destination levels via official tourism websites such as australia.com, visitvictoria.com, visitgrampians.com.au, etc.
Benefits include:
- reaching a global audience
- marketing opportunities
- lead generation and inclusion on sites that rank highly on search engines such as Google.
- Save time with managing one profile only.
- Technical support and training available from Visit Victoria’s dedicated ATDW team.
