The Region
The High Country IS nature-based adventure in the alpine landscapes of North East Victoria.  History and gold rush towns, snow fields, waterways, and gourmet food and wine offer a rich touring experience.

Regional Map
View a map of Victoria’s High Country

Target Markets
Victoria’s High Country target market has a predisposition to outdoor “soft” adventure holidays.  A short break for them is all about finding balance; it’s about breaking their usual routine, finding a way to relax and unwinding.  It’s a mental and physical break.

It’s never about pushing yourself to the limit.  It’s about having the opportunity to discover or try something new and then sitting back and enjoying the experience or rewards . . . such as riding a mountain bike to a hilltop winery and enjoying a bottle of red when you arrive.

The type of person we are targeting seeks external stimulation from a short break.  They are motivated by holidays that are more active and undiscovered, over cliché “branded” badge value destinations.  They still like the finer things in life and are motivated by high quality experiences.

The target audience is adventurous and are busy individuals.  They embrace change and new products and actively seek out new experiences.  They are outdoorsy people while in their home city and whilst on holidays.

Key markets are:

“Young Couples” (25-34) with a household income of $70K+ in Victoria and southern NSW who agree “I’m always very active on holidays”.

“Couples” (35-49) with a household income of $70K+ in Victoria and southern NSW who agree “I’m always very active on holidays”.

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