Grampians Tourism Seeks Investors

The Grampians region represents one of Victoria’s most compelling tourism investment cases, according to a new report. 

Commissioned by Grampians Tourism and key partners, the Invest in the Grampians report found accommodation demand will outstrip supply by 2026, with visitation expected to double over the next 10 years. 

Soaring visitor numbers will be driven by government investment in key tourism attractions, including the flagship Grampians Peaks Trail ($33 million in state and federal funding), MacKenzie Falls walking trail and visitor area ($7.76 million), Brambuk – The National Park and Cultural Centre ($6 million) and the Ararat Hills Mountain Bike Trail Project ($2.7 million). 

Grampians Tourism CEO Marc Sleeman says the region represented an unparalleled opportunity for investors looking for an uncrowded accommodation market with built-in demand. 

“We have so many pieces of the puzzle in our region — one of Australia’s great long walks, rich Indigenous culture, fabulous food and wine, waterfalls and lakes and the third most visited national park in Victoria. Now we’re looking to build on that by expanding our accommodation offerings. We’d love to see everything from glamping and eco pods to luxury wellness resort-style offerings,” he says. 

“This report tells us the demand is there, and is only going to increase. We have highly supportive local councils, a prime location between Adelaide and Melbourne, a wealth of cultural experiences to share and a region of unique natural beauty. 

“All that puts us in a great place to foster and help investors interested in putting down roots in our region, in what we believe will be a win win situation.” 

The report identifies 15 high priority investment opportunities in the region, from a high-end eco lodge near Ararat to a destination holiday park near Horsham to a geothermal spa complex near Dunkeld to electric houseboats on Lake Bellfield, Lake Fyans or Rocklands Reservoir to a branded business hotel. 

It also found opportunities exist for other tourist attractions including an indoor activity centre, a wine and produce centre and an aviation activity hub centred around Horsham Aerodrome. 

The report found that in the lead up to the pandemic, visitation to the Grampians region was growing 7.5 per cent per year, with nights spent in the region growing by 7 per cent per year. 

It projected that by 2026, demand for 3-star and higher accommodation in the region will have exceeded demand, with the shortfall growing to almost 300,000 commercial guest nights per year by 2032. 

Mr Sleeman says Grampians Tourism and our local government partners can help investors with the likes of location scouting, planning applications, introductions to key supporters and decision makers and council liaison. 

“We have a five-star natural environment, but we really need a greater diversity of accommodation options to match that,” Mr Sleeman says.

“We have seen what’s possible when areas of incredible natural beauty have a wide variety of interesting places to stay and things to do. That’s our ambition for the Grampians and we’re ready to get to work to make it happen.” 


– 1.7 million visitors per year 

– $297 million in visitor spend per year 

– Visitation projected to double over 10 years 

– Accommodation demand will outstrip supply within four years 

– $250 million investment in visitor experiences already in the pipeline 

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