To help with the ongoing recovery from COVID-19, the Grampians Tourism project will focus on residents inviting family and friends to visit, in turn boosting business across the region.

Grampians Tourism chief executive Marc Sleeman said it was a new emphasis that had not been explored before.

"30 per cent of all visitors to the Grampians are here visiting relatives and friends, so it's a massive part of the equation," he said.

"This new campaign really embraces the local community to be our ambassador.

"It has got a real local focus and flavour."

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Mr Sleeman said the campaign was particularly relevant in a post-lockdown state, with interstate travel disallowed and residents keen to reconnect with family and friends.

"The feedback we've had is that a lot of people have been separated from family members during the last few months," Mr Sleeman said.

"We know that for a lot of people, their first line of travel will be to reconnect with their family.

"And the Grampians are a great place to reconnect with family and with nature, so that's a big part of it."

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Mr Sleeman said local governments were set to assist with additional funding for the campaign.

He said it was an exciting new venture, as the region bounces back from a difficult period.

"We're hoping we can mobilise the community by leaning on that sense of pride in your destination. All of a sudden, you've got more than 50,000 people doing the heavy lifting for you," he said.

"It's going to be a region-wide approach with a clear message to the community that they are the ambassadors of our region.

"So, please, to all our residents out there, please invite relatives to come and visit."

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