Since Victoria’s first major bushfire activity on 5 January, associated restrictions across parts of the High Country have resulted in changes to travel plans, temporary closures of public land and a pause on regional marketing activity. While these measures are essential to ensure community and visitor safety, they have also coincided with what is traditionally a peak period for our visitor economy.
Tourism North East’s priority, alongside emergency services and government, remains a safety-first approach for residents, visitors and responders. At the same time, we know the economic impact on tourism operators, producers and small businesses is significant.
Introducing: High Country at Home
To support local businesses while travel is limited, Tourism North East is reactivating High Country at Home – a digital marketplace hosted on the Victoria’s High Country website.
A dedicated two-week marketing campaign for High Country at Home will commence Thursday, 15 January.
This initiative gives metropolitan and interstate consumers a meaningful way to support fire-affected regions by:
- Planning and pre-booking future stays and experiences
- Purchasing locally made products and produce including wine, beer and spirits
- Discovering handmade goods and regional gifts
Even when travel isn’t possible, support still is. Every purchase made through High Country at Home contributes directly to local businesses and regional livelihoods.
Why this matters
The visitor economy supports more than 25% of employment across the High Country. In the first three quarters of 2025, the region welcomed 2.7 million trips, generating $1.1B+ in direct visitor spend. Maintaining consumer connection during periods of disruption is critical to sustaining businesses and supporting future recovery.
High Country at Home helps us to:
- Keep the High Country front of mind for consumers
- Generate short-term income opportunities for operators
- Reinforce confidence in the High Country brand
- Encourage “book now, travel later” behaviour
How you can get involved
To be featured in High Country at Home, you will need to have an active ATDW Listing with a link to a website with e-commerce facilities.
We encourage you to participate and promote the marketplace through your own channels by:
- Ensuring your ATDW listings and e-commerce links are up to date
- Share campaign messaging through your channels and post about your e-commerce store or digital gift vouchers on social media, tagging @seehighcountry and using the hashtag #victoriashighcountry
- Aligning your communications with current safety advice
- Encourage guests to reschedule rather than cancel where possible – forward bookings, even for later in the year, can provide certainty during this period
Can't see your business listed in the online store? Contact [email protected]
Unified industry messaging
As conditions continue to evolve, a clear and unified message is critical. Advising guests to defer non-essential travel while warnings are in place helps protect visitors, communities and the long-term reputation of the region.
Looking ahead
High Country at Home is the first phase of Tourism North East’s bushfire response. Planning is underway for a broader regional recovery campaign under Victoria’s High Country masterbrand, to be delivered when conditions allow.
Right now, keeping our region connected to consumers safely, responsibly and authentically, is a vital step in supporting our region now and into the future.
