From the mineral spas and galleries, to its magnificent B&Bs and quirky shops, the Hepburn region attracts tens of thousands of visitors every year.

Now the region has a chance to be part of one of the most significant shake-ups of regional Victorian tourism.

The state government is getting on with a once-in-a-generation revival of regional Victoria’s tourism and major events with a multi- million dollar dedicated marketing campaign.

Victorian Premier Daniel Andrews and Regional Development Jaala Pulford last week announced how the newly-unveiled Visit Victoria will market regions, including Hepburn, to Australia and the rest of the world.

Visit Victoria will bring Tourism Victoria and the Victorian Major Events Company together, with a new conventions division that will keep the state a leading destination for business events and conventions.

Visit Victoria will be responsible for growing regional Victoria’s $11 billion visitor economy. 

In announcing the tourism boost, Mr Andrews said Visit Victoria would have a distinct regional division, with its own managing director, designed to work directly with regional tourism boards and operators to grow tourism in Victoria’s regions.

The new entity will also be charged with growing regional Victoria’s enviable calendar of events. Mr Andrews said it mean a more resilient tourism and events industry.

The state government will also invest $3 million to embark on an ambitious regional marketing campaign in Victoria’s history, highlighting regional Victoria’s treasures and showcasing our regions, he said.

Regional Victoria’s tourism and events industry generates 110,000 jobs for regional Victorians each year, but Mr Andrews said the state needed to refresh its approach to maintain an edge over other states.

A new Ministerial Advisory Committee will work closely with industry experts in fields such as international education, arts and culture, and sport to develop an action plan to attract investment and visitors to regional Victoria.