The Grampians Tourism region is represented internationally by Great Southern Touring Route (GSTR).
GSTR is an incorporated association and cooperative marketing group pooling resources from Geelong and Bellarine Regional Tourism Board (RTB), Great Ocean Road RTB, Ballarat RTB and the Grampians RTB. GSTR is also funded via a General Service Agreement with Tourism Victoria (TV) as one of three touring route’s directly promoted by TV.
GSTR activity is managed via a four-year Strategic Plan and implemented via an annual Marketing Action Plan. Key Performance Indicators (KPI) for each market and specifically, each campaign, are identified within the Marketing Action Plan.
GSTR’s total annual marketing and sales spend is between $550,000 and $600,000. GT’s commitment ensures the Grampians is promoted in its three primary markets of UK/Europe, Singapore and China and also in nine emerging or new markets.
The majority of international visitors to the Grampians are self-drive who visit on their way to Adelaide, or by looping through the Grampians and back to Melbourne. Visitors generally arrive via the Great Ocean Road by turning off around Port Fairy (Dunkeld as the gateway), or via the Western Highway (through Beaufort, Ararat and Stawell). Visitors’ attraction to the Grampians is nature and wildlife so they generally stay in or around the Grampians National Park.
GT encourages all businesses to become Internationally Ready – that is, be able to work with international sales agents who make commission-based sales on behalf of them. As an Internationally Ready business, individual membership of GSTR is encouraged to maximise benefits of the marketing program.