East Gippsland Launches Spring Campaign Targeting...

East Gippsland Shire Council has launched a new research-led visitor campaign, "Spring Tastes Different in East Gippsland," targeting Canberra and the Australian Capital Territory to drive shoulder-season tourism and support local economies.

The Local Trend Revealed: Capitalizing on the Spring Shoulder Season

Across Australia, regional councils and destination marketing organizations are moving away from a broad, general approach to promotion. Instead, they are implementing data-driven campaigns targeting specific geographic demographics during off-peak periods. The "Spring Tastes Different in East Gippsland" initiative is the first major activation under the council's updated regional marketing approach, designed to stimulate visitation in the shoulder season between the busy winter and summer holiday periods.

Market research identified Canberra and the Australian Capital Territory (ACT) as key target markets. Research completed during the development of the region's tourism strategy revealed that ACT residents show a high interest in nature-based travel, coastal road trips, and short regional escapes. The campaign addresses this opportunity by raising the region's profile through a mix of radio, digital, print, and outdoor advertising across Canberra, presenting East Gippsland as an accessible spring getaway.

Seasonal Tourism Initiatives Across Australian Regions

Destination Region	Marketing Campaign / Program	Coordinating Body	Core Strategic Focus
East Gippsland, Victoria	Spring Tastes Different in East Gippsland	East Gippsland Shire Council / Visit East Gippsland	Targets Canberra and ACT visitors through nature, local produce, and coastal villages
Regional NSW	Regional NSW Tourism Marketing Strategy	NSW Government / Destination NSW	Promotes regional dispersal in Byron Bay, Barrington Coast, Shoalhaven, and Sapphire Coast
Queensland Regions	Regional Rewards Campaign	Queensland Government Department of Environment and Tourism	Encourages booking of regional experiences to support local operators
Queensland Destinations	Destination 2045 Tourism Investment Programme	Queensland Government	Develops long-term tourism infrastructure and regional experiences
Central Victoria	Victoria’s Heartland: Place of Plenty	Destination Central Victoria	Highlights regional food, wine, nature, wellness, and creative tours
Regional NSW	Regional Event Fund 2026/27	NSW Government / Destination NSW	Supports visitor-generating events to extend travel seasons

Cultural & Environmental Value: Supporting Regional Dispersal

For the traveler, the real impact of the East Gippsland campaign is the invitation to practice slow, low-impact travel that supports local coastal and rural communities. Rather than joining the peak summer rush, visiting during the cooler spring months allows travelers to experience the region's diverse lakes, national parks, and rivers sustainably.

This seasonal dispersal, guided by the East Gippsland Shire Council and Tourism Research Australia, helps support local cafes, boutique accommodation providers, and regional farm gates directly. Spreading tourist footprints across the year protects the fragile ecosystem of the Gippsland Lakes, reducing municipal waste and environmental strain on national parks.

To measure success, the council is treating this campaign as a pilot program. An evaluation framework will track visitor engagement, website conversions, and the performance of different marketing channels. This evidence-based approach ensures that future municipal destination investments are directed toward initiatives with the greatest measurable impact.

Destination Specialist Local Insider Tips

To help you explore East Gippsland safely and sustainably during the spring season, travel specialists suggest the following tips:

Visit in Early Spring (September to October): Experience native wildflowers blooming along coastal paths and enjoy mild daytime temperatures ideal for outdoor walks.
Savor Local Gippsland Lakes Flathead: Taste regional culinary specialties. Order fresh flathead or locally harvested mussels at waterfront eateries in Metung or Paynesville.
Explore the Sacred Den of Nargun: Walk the quiet trails of Mitchell River National Park to discover this sacred site, which holds deep cultural significance for the Gunaikurnai Traditional Owners.
Respect Indigenous Etiquette: When visiting cultural heritage sites, stick strictly to designated walking paths, read the interpretive signage, and do not take photos inside the Den of Nargun cave.
Ride the East Gippsland Rail Trail: Rent a bicycle in Bairnsdale to explore this car-free, scenic trail connecting historic farming villages and local farm gates.

Long-Term Outlook: Year-Round Resilience

The long-term outlook for East Gippsland’s tourism sector rests on building a balanced, year-round visitor calendar. The findings and data gathered during this pilot spring campaign will shape future marketing strategies and infrastructure development. As regional destinations across Victoria compete for domestic and international travelers, evidence-based marketing that connects visitors with authentic, nature-based, and culinary experiences will remain the best defense against seasonal economic fluctuations.

By developing sustainable visitation patterns, East Gippsland aims to protect its natural and cultural assets while ensuring regional operators remain economically viable throughout the year.