Summer Drives Spark a Visitor Boom in Victoria’s Hidden Gem Towns

Wilsons Promontory

Small Town Stops Are Powering Victoria’s Summer Tourism

As holiday makers hit the road toward Victoria’s most loved summer destinations, a powerful travel trend is reshaping regional tourism. More travellers are choosing to slow down, pull over, and explore the small towns scattered along Victoria’s iconic tourist routes. These brief but meaningful stops are delivering a major boost to local economies and transforming once-overlooked townships into must-visit destinations.

Victoria Tourism Industry Council CEO Lisa Patroni has highlighted the importance of these driving holidays, reminding travellers that many regional towns depend heavily on peak summer visitation. For local businesses, every stop matters and can determine whether doors stay open year-round.

Why Regional Drive Tourism Matters More Than Ever

Victoria continues to be one of Australia’s strongest tourism performers. Tourism Research Australia data shows that in the year to September 2025, the state generated $46 billion in total tourism spend, marking a 5 percent increase on the previous year. Domestic tourism alone contributed $36.4 billion, up 4 percent, alongside an impressive 11 percent rise in domestic day trips.

This growth is not only concentrated in major destinations. It is flowing through regional Victoria, where travellers are spending money on fuel, groceries, cafés, pubs, galleries, and local produce. These everyday purchases provide essential income for small communities that rely on seasonal travel.

Gippsland’s Creative Towns on the Road to Wilsons Promontory

Fish Creek

One of the standout routes this summer is the journey through Gippsland toward Wilsons Promontory. Fish Creek has become a favourite stop, celebrated for its strong creative culture and welcoming village atmosphere. Local galleries and boutique shops reflect the town’s artistic spirit, while the much-loved bookshop owned by renowned children’s author Alison Lester draws families eager for a signed keepsake.

Just a short drive away, Meeniyan continues to attract travellers with its mix of gourmet food stores, farm gate produce, independent retailers, and vibrant galleries. For many visitors, these towns are no longer just a quick break but a highlight of the journey.

Great Ocean Road Detours Worth the Drive

Along the road to the Great Ocean Road, Lake Elizabeth offers one of the most peaceful and scenic rest stops en route to Apollo Bay. Its tranquil rainforest setting makes it ideal for stretching legs and reconnecting with nature before continuing the coastal drive.

Nearby, the internationally acclaimed restaurant Brae has evolved from a celebrated dining venue into a destination in its own right. Food-focused travellers now plan entire trips around a visit, reinforcing how regional excellence can elevate a town’s tourism profile.

From Stopover to Destination Success Stories

Bright

Bright is a clear example of how embracing passing travellers can redefine a town’s future. Once known mainly as a stop on the way to the snowfields, Bright has grown into a year-round holiday destination, attracting visitors in every season. According to Ms Patroni, this evolution shows what is possible when communities welcome travellers and showcase their unique experiences.

Planning a Better Summer Road Trip in Victoria

For travellers heading off on a summer drive, the message is simple. Take the scenic route, stop often, and explore beyond the main destination. Every coffee purchased, gallery visited, or local shop supported helps sustain the character and economy of regional Victoria.

By discovering these towns along the way, holiday makers not only enrich their own travel experience but also play a vital role in keeping Victoria’s regional communities thriving.

Web contact details:
Website: https://theholidayandtravelmagazine.blogspot.com/

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/