Grampians Tourism has won a Finalist Award for its Grampians Way Campaign.
Announced at the RACV Victorian Tourism Awards, the tourism body took out the award for destination marketing campaign of the year for the campaign which showcased the region.
The Grampians Way campaign commenced in 2012 after a study was completed which identified the need for a new tourism product; a physical touring route as a means of increasing tourism to the region.
This route was named the Grampians Way and was a proposed 285 kilometre ring road circling the Grampians National Park using the existing road network to connect the four local government partners.
The objective of developing the touring route was to increase dispersal and create tourism investment opportunities whilst providing alternative routes around the park. In addition to the new route, the Grampians Way also illustrates the sense of freedom experienced when exploring the vast beauty of the region.
Chief executive Marc Sleeman said the tourism body was "thrilled" The Grampians Way was recognised at the awards.
"I'd like to thank our amazing partners, Visit Victoria, Parks Victoria, local government and the Grampians tourism industry for your hard work and dedication that has resulted in a wildly successful campaign and double-digit growth in visitation to our region," he said.
The Grampians Way campaign will continue through to June 2020 and was developed and co-funded in collaboration with Visit Victoria, local government partners and industry.