A new tourism campaign will lean on residents in the Grampians area and surrounding regions to help promote and facilitate tourism.
To help with the ongoing recovery from COVID-19, the Grampians Tourism project will focus on residents inviting family and friends to visit, in turn boosting business across the region.
Grampians Tourism chief executive Marc Sleeman said it was a new emphasis that had not been explored before.
"30 per cent of all visitors to the Grampians are here visiting relatives and friends, so it's a massive part of the equation," he said.
"This new campaign really embraces the local community to be our ambassador.
Mr Sleeman said the campaign was particularly relevant in a post-lockdown state, with interstate travel disallowed and residents keen to reconnect with family and friends.
"The feedback we've had is that a lot of people have been separated from family members during the last few months," Mr Sleeman said.
"We know that for a lot of people, their first line of travel will be to reconnect with their family.
"And the Grampians are a great place to reconnect with family and with nature, so that's a big part of it."
The Grampians region has returned strongly from the second lockdown, as school holidays brought many to the area last week.
Mr Sleeman said local governments were set to assist with additional funding for the campaign. He said it was an exciting new venture, as the region bounces back from a difficult period.
"We're hoping we can mobilise the community by leaning on that sense of pride in your destination," he said.
"All of a sudden, you've got more than 50,000 people doing the heavy lifting for you.
"It's going to be a region-wide approach with a clear message to the community that they are the ambassadors of our region.
"So, please, to all our residents out there, invite relatives to come and visit."