Australia’s East Gippsland Launches Spring Tourism Push to Transform Shoulder Season Travel Growth

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August 19, 2026 07:08 GMT+5:30

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The use of spring-based tourism marketing programs is proving to be an effective approach for regional destinations in Australia, as they endeavor to bring more people to their regions outside peak holiday seasons. The Spring Tastes Different in East Gippsland tourism program launched by East Gippsland Shire Council illustrates how a data-driven tourism marketing campaign can be used to stimulate visits in regions, foster local businesses, and build tourism economies in a region. The new spring-based tourism marketing campaign is targeted at Canberra and ACT tourists.

Why is East Gippsland focusing on spring tourism growth?

East Gippsland Shire Council has introduced a new visitor campaign aimed at strengthening regional tourism during the spring shoulder season, when destinations often seek to increase visitation outside traditional peak holiday periods.

The Spring Tastes Different in East Gippsland campaign represents the first major activation under the region’s updated regional marketing approach. The initiative focuses on using research and measurable outcomes to understand visitor behaviour, improve marketing decisions and identify markets with strong growth potential.

Tourism plays an important role in regional economies across Australia by supporting accommodation providers, hospitality businesses, attractions, retailers and local employment. By encouraging travel during quieter months, destinations can create a more balanced visitor economy and reduce dependence on peak periods.

East Gippsland has positioned spring as an opportunity to showcase experiences connected with nature, local produce, coastal communities and regional hospitality.

How is Canberra becoming a key target market for East Gippsland?

The campaign specifically targets travellers from Canberra and the Australian Capital Territory after market research identified the region as an important opportunity for future growth.

Research conducted during the development of East Gippsland’s Regional Marketing Strategy found that ACT residents already show interest in experiences that match the region’s tourism strengths, including nature-based travel, road trips and short regional escapes.

The findings also indicated that East Gippsland has potential to increase its visibility among Canberra audiences. The campaign aims to address this opportunity by presenting the region as an accessible destination offering diverse spring experiences.

The marketing activity includes radio, digital, print and outdoor advertising across Canberra and surrounding areas. These channels are designed to reach travellers planning short breaks and encourage them to explore regional Victoria.

What makes spring campaigns important for regional tourism?

Across Australia, government tourism organisations have increasingly focused on shoulder-season travel as a way to improve visitor distribution and strengthen local economies.

Spring campaigns allow destinations to highlight experiences that may be overlooked during traditional summer travel periods. Cooler temperatures, seasonal food events, blooming landscapes and outdoor activities often create new reasons for visitors to travel.

For regional communities, attracting visitors throughout the year can provide more consistent income opportunities for tourism operators. Businesses such as cafes, accommodation providers, tour operators and local producers can benefit from a broader visitor calendar.

East Gippsland’s approach follows a wider destination management trend where tourism campaigns are becoming more targeted, data-driven and focused on measurable outcomes rather than broad promotional activity alone.

How are Australian regions using seasonal tourism initiatives?

Several Australian tourism bodies have developed seasonal campaigns to encourage domestic travel and support regional dispersal.

State and territory tourism organisations have promoted regional experiences through initiatives focused on food, nature, culture, outdoor adventure and local events. These campaigns aim to encourage travellers to explore destinations beyond major cities and spread tourism spending across regional communities.

Victoria has consistently promoted regional travel through destination marketing activities that highlight diverse landscapes, regional food and wine, nature experiences and cultural attractions. Government tourism strategies have also emphasised the importance of increasing visitor expenditure and supporting regional communities.

Other Australian regions have similarly used seasonal marketing to encourage visitors during quieter periods, recognising that year-round tourism provides stronger economic resilience.

How will East Gippsland measure the success of the campaign?

A key feature of the East Gippsland initiative is its pilot approach. The council has included an evaluation framework to measure campaign performance and gather insights for future marketing decisions.

The assessment will examine indicators including visitor engagement, website traffic, conversions, audience response and the effectiveness of different marketing channels.

This evidence-based approach allows the council to understand which messages and platforms generate the strongest results. The information collected will help guide future destination marketing investment and ensure resources are directed towards activities with the greatest potential impact.

The campaign is therefore not only a promotional effort but also a learning project designed to improve long-term tourism planning.

What are the wider economic benefits for regional communities?

A successful spring tourism strategy can provide benefits beyond visitor numbers. Increased travel activity can support local employment, encourage business growth and strengthen community confidence.

For East Gippsland, attracting more visitors from Canberra and the ACT could create new opportunities for accommodation businesses, restaurants, retailers and experience providers.

Regional tourism also contributes to destination awareness. When visitors discover a region through seasonal campaigns, they may return during other times of the year or recommend the destination to others.

The broader objective is to build sustainable visitation patterns that support local communities while protecting the environmental and cultural qualities that make regional destinations attractive.

What is the future outlook for spring tourism campaigns?

East Gippsland’s campaign reflects a growing shift towards smarter regional tourism marketing across Australia. Instead of relying only on traditional peak-season promotion, destinations are increasingly using research, targeted audiences and performance measurement.

The results from this pilot will provide valuable insights into traveller behaviour and future investment priorities. If successful, the approach could help shape additional campaigns targeting other visitor markets.

As regional destinations compete for domestic and international travellers, seasonal initiatives that connect visitors with authentic local experiences are expected to remain an important part of tourism development strategies.

Australia’s spring tourism push attracts travellers

East Gippsland’s campaign is part of a wider national trend where regional destinations are focusing on shoulder-season tourism. Instead of concentrating only on summer holidays, tourism authorities are promoting spring as a period for nature experiences, food trails, cultural events, outdoor activities and short regional escapes.

The following initiatives show how Australian regions are using different approaches to attract visitors during and after the spring period.

How does East Gippsland compare with other spring tourism campaigns?

East Gippsland’s approach stands out because it is designed as both a marketing campaign and a learning exercise. The council has positioned the initiative as a pilot project, using visitor engagement, website activity and campaign performance data to understand what attracts travellers from specific markets.

The campaign’s main target, Canberra and the ACT, was selected after market research identified strong potential among travellers interested in nature-based tourism, road trips and regional escapes. This differs slightly from broader state-wide campaigns that often target multiple domestic markets.

The Spring Tastes Different in East Gippsland campaign also focuses heavily on seasonal identity. It connects spring with local produce, coastal landscapes, country hospitality and outdoor experiences. This approach aims to encourage visitors to discover the region when tourism demand is traditionally lower.

Why are spring tourism campaigns important for regional economies?

Government tourism organisations across Australia increasingly recognise that shoulder-season travel can improve economic resilience. More consistent visitation helps accommodation providers, restaurants, attractions, retailers and experience operators generate income throughout the year.

Initiatives such as Queensland’s Regional Rewards campaign and NSW’s regional marketing programmes focus on converting visitor interest into spending opportunities for local businesses. Meanwhile, infrastructure and event-based initiatives aim to create stronger reasons for travellers to visit regional areas.

Tourism Research Australia’s regional tourism analysis highlights the significant contribution regional travel makes to employment, business activity and local economies. Encouraging visitors outside peak periods remains a key strategy for many regional destinations.

Conclusion

Spring promotional strategies have been contributing towards the development of a year-round tourism economy in regions by encouraging travelers to visit during off-peak times. The campaign for East Gippsland targeting Canberra shows how effective research-based marketing can be used to aid businesses and help in deciding on future investments. With the use of seasonal experiences, measurable marketing, and planning, this is an example of how to grow regional tourism. As Australia develops its domestic tourism, marketing strategies such as this can be important in spreading tourism benefits throughout the year.