The campaign speaks to the truth that a short-break to regional Victoria can provide not only happiness, but also space to take time out from the rush of everyday life.
Your Happy Space aims to challenge the 53 per cent of Melburnians that did not take a short-break to regional Victoria in the last twelve months to get out and enjoy the multitude of offerings in their own backyard.
Research suggests that as well as making people feel healthier, 88 per cent of people claim that travelling in the state's regions made them feel happy. Additionally, people who took five (or more) short breaks were are more likely to feel 'happy', than those who took no breaks at all (61 per cent).
Your Happy Space is part of a long-term strategy aimed at growing the visitor economy for Victoria to $36.5 billion by 2025. It will continue building on the momentum achieved by the Wander Victoria campaign and continue to position regional Victoria by raising awareness of regional experiences and driving consideration for Melburnians to explore their own state.
Visit Victoria chief executive officer Peter Bingeman said that through the Your Happy Space campaign, Visit Victoria is building on the success of previous campaigns to maximise conversion and encourage continued visitation to regional Victoria.
Says Bingeman: "We're working alongside industry and Regional Tourism Boards across Victoria to develop initiatives that will allow them to leverage the campaign to promote visitation.
"Everyone needs a bit of space to break free from their everyday routine and the hustle and bustle of city life, and that's a good thing, because regional Victoria has all kinds of spaces where you'll find a variety of sights, sounds, tastes and experiences."
Says John Eren, Victorian minister for tourism and major events: "Our regions rely on the money and time tourists spend in their communities - that's why we're working to bring even more people to every corner of our great state."
The campaign will highlight the diversity of Victoria's regional offering which, according to Victoria Tourism Industry Council (VTIC) chief executive Felicia Mariani, is complemented by a passionate and dedicated industry who will welcome the chance to get behind this new campaign.
Says Mariani: "The tourism industry across Victoria is committed to delivering the best experiences possible for their visitors, helping them to create wonderful memories in all the amazing happy spaces our regions have to offer.
"This new regional campaign will remind Melburnians of the incredible adventures they can find right in their own backyard. Whether it's a daytrip to the regions around Melbourne, an overnight visit, or something longer, everyone needs to take some time out to find their own happy space in regional Victoria."
Since Visit Victoria was established on 1 July 2016 the company has worked tirelessly to shift the dial on the visitor economy by renewing critical marketing activity internationally, nationally and within Victoria, as well as embarking on an ambitious strategy to acquire the world's best events. With the latest results showing double digit visitor growth rates outpacing every other state - it's clear that the strategy is working.