Australia’s Marlo Tourism Boom Begins as Tiny East Gippsland Town Earns State-Wide Travel Recognition

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August 17, 2026 08:52 GMT+5:30

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The status of Marlo as one of the up-and-coming tourism towns of East Gippsland has been bolstered by its selection as the only East Gippsland town nominated for the Victorian Top Tourism Town Awards for 2026, in the category of ‘Top Tiny Tourism Town’. The nomination has put Marlo on the map as one of Victoria’s top tourism towns.

Top Tourism Town Award is an award by Victoria Tourism Industry Council (VTIC) for towns providing their visitors with a unique experience and showcasing the ability to work together effectively through collaboration of the tourist businesses, local business and community. This award is categorised by population, with the Top Tiny Tourism Town category being awarded to towns with fewer than 1,500 people.

The recognition of Marlo comes after its finalist nomination in the preceding year. In the current entry, there has been an improvement based on the approach used by the community since the visitor experience of the entire town has been showcased rather than concentrating on one specific attraction.

Tourism recognition highlights Marlo’s growing regional appeal

The award recognition has reinforced Marlo’s role within the wider East Gippsland tourism landscape. The destination has been increasingly recognised for offering visitors a slower-paced coastal experience built around natural landscapes rather than large-scale attractions.

Located where the Snowy River meets the Southern Ocean, Marlo has developed a reputation as a destination where waterways, beaches, wildlife and outdoor experiences define the visitor journey. The town has been positioned as a gateway to Cape Conran Coastal Park and the wider Wilderness Coast region, attracting travellers interested in nature-based tourism and peaceful coastal escapes.

The recognition has also reflected a broader tourism trend across Victoria, where smaller communities are gaining attention by offering authentic experiences, local storytelling and less crowded alternatives to major holiday destinations.

Regional tourism numbers show the importance of East Gippsland experiences

A specific annual visitor number for Marlo alone has not been publicly released by Tourism Research Australia, Visit Victoria or East Gippsland Shire Council as of 17 August 2026. Tourism data for smaller communities is generally measured at a broader regional level rather than individual township level.

The available regional figures show that Gippsland remains an important tourism destination within Victoria. The Gippsland Destination Management Plan recorded approximately 7.06 million visitors to Greater Gippsland in the year ending March 2019, generating around A$1 billion in visitor expenditure.

The same tourism strategy identified significant future growth opportunities, with Gippsland projected to reach approximately 8.5 million visitors by 2030 and increase visitor spending towards A$1.5 billion.

These figures provide the wider tourism context in which destinations such as Marlo operate. Growth has been focused on encouraging longer stays, increasing visitor spending and creating stronger connections between coastal towns, nature attractions and regional businesses.

For Marlo, tourism activity has been closely linked with coastal travel, fishing, camping, outdoor recreation and regional road trips. The town’s growing recognition has supported the wider goal of spreading visitor demand beyond Victoria’s major tourism centres.

Marlo’s award journey reflects growing recognition for small destinations

Marlo has developed a stronger presence within Victoria’s tourism awards landscape through repeated recognition in the Victorian Top Tourism Town Awards.

In the 2026 Victorian Top Tourism Town Awards, Marlo was recognised as:

• Category: Top Tiny Tourism Town
• Population category: Under 1,500 residents
• Recognition: Finalist
• Region represented: East Gippsland
• Organiser: Victoria Tourism Industry Council

The recognition followed Marlo’s finalist position in the 2025 Victorian Top Tourism Town Awards, where the town competed in the same Top Tiny Tourism Town category. The category was won by Trentham, while other finalists included Dunkeld, Flinders, Kilcunda, Natimuk and Noojee.

The repeated finalist appearances have demonstrated increasing recognition of Marlo’s tourism potential and the effectiveness of community-led destination promotion.

Other Victorian destinations recognised through the Top Tiny Tourism Town category have included:

These destinations reflect a wider shift in regional tourism, where smaller communities are increasingly attracting visitors through unique landscapes, local experiences and strong destination identities.

Cape Conran Coastal Park strengthens Marlo’s nature tourism appeal

One of Marlo’s most important tourism assets is its connection to Cape Conran Coastal Park. Located nearby, the protected coastal area covers around 11,000 hectares and features beaches, heathlands, banksia woodlands and diverse wildlife environments.

The park provides opportunities for swimming, fishing, boating, diving, rock pooling and coastal walking. Scenic routes, including the Cape Conran Nature Trail and connections towards the broader Wilderness Coast Walk, have strengthened the area’s appeal among outdoor travellers.

The relationship between Marlo and Cape Conran Coastal Park has encouraged visitors to use the town as more than a short stop. The combination of accommodation options, natural attractions and outdoor activities has supported longer regional stays.

The destination has increasingly aligned with the growing demand for nature-based travel, where visitors seek quieter environments, sustainable experiences and direct connections with landscapes.

Marlo travel guide: experiences for visitors exploring East Gippsland

Discover the Snowy River estuary

The meeting point between the Snowy River and the sea remains Marlo’s defining natural feature. Visitors are attracted to the river views, peaceful walking areas, fishing locations and opportunities to observe local birdlife and marine environments.

The estuary provides a scenic setting throughout the year and represents the connection between the town’s coastal identity and its waterways.

Explore beaches and coastal landscapes

The coastline surrounding Marlo offers opportunities for beach walks, photography, wildlife observation and scenic drives. The area’s quieter beaches provide an alternative experience compared with Victoria’s more developed coastal destinations.

Visitors are able to enjoy dramatic ocean views while experiencing a slower pace surrounded by natural landscapes.

Experience Cape Conran Coastal Park

Cape Conran Coastal Park remains one of the region’s strongest outdoor attractions. Visitors can explore beaches, walking trails, fishing areas and wildlife habitats while experiencing one of Victoria’s more remote coastal environments.

The park is particularly suited to travellers interested in camping, coastal exploration and outdoor adventure.

Enjoy fishing and boating experiences

Marlo’s connection with the water has shaped much of its local identity. Fishing and boating continue to be popular visitor activities, supported by access points and facilities for recreational users.

The waterways provide opportunities for visitors seeking relaxed outdoor experiences connected with the Snowy River and coastal environment.

Experience local hospitality

Although small in size, Marlo provides essential visitor services, accommodation options, cafes and hospitality experiences. The Marlo Hotel, overlooking the Snowy River, has become a recognised gathering place for visitors exploring the region.

The town’s hospitality environment complements its natural attractions by providing travellers with opportunities to relax after exploring East Gippsland’s coastline.

Marlo’s future role in regional tourism growth

The recognition of tourism from Marlo indicates that even the smallest communities can attract tourists to their locality, despite not having anything interesting for them. Identity of this particular town lies in its landscapes, participation of the community and experience.

Snowy River, Cape Conran Coastal Park, coastal scenery, wildlife and outdoor activities have helped in creating an interesting proposition of tourism for East Gippsland region.

With all the growing need for slow traveling, connecting with nature, and avoiding congestion, there is potential that Marlo could leverage changing tourist preferences. Sustainable development and long-term residence at the destination will be key for future tourism development.

Even though Marlo is a relatively small coastal town, the fact that it won the Victorian Top Tourism Town Award illustrates perfectly what can be achieved through the passion of the community and nature.