Daylesford’s spa and wellbeing experiences are the focus of a new $7.3 million advertising campaign by Tourism Victoria to encourage more interstate visitors to the region.

Isabel Lucas in the Tourism Victoria campaign

The ‘Daylesford. Lead a double life’ campaign, staring Hollywood-based Australian actress Isabel Lucas, will enable Victoria to capitalise on the rapidly expanding spa and wellbeing industry.

Victoria’s tourism and major events minister Tim Holding said the Daylesford and Macedon Ranges region was the perfect vehicle to spearhead Victoria’s tourism campaign over the next three years, drawing more than 1.7 million domestic visitors to the region in the last year.

“The Brumby Labor Government continues to support tourism to Melbourne and regional Victoria which helps boost economic activity and create Victorian jobs,” Holding said.

“The new Daylesford campaign will position Victoria as the nation’s leading spa and health destination, which is a rapidly growing market particularly amongst baby boomers, while also showcasing the food and wine and nature-based offerings in Victoria.

“Victoria’s tourism industry is holding up well following the Black Saturday bushfires and the Global Financial Crisis. This multi-million dollar advertising campaign will ensure Victoria is able to overcome these challenges while continuing to buck the downward international trend in tourism.

“Daylesford’s mineral springs, boutique accommodation, art galleries, outstanding restaurants and proximity to Melbourne make it a great year-round tourism destination,” he said.

Holding said the campaign is in addition to the $5 million Melbourne marketing campaign and the joint Victorian and Commonwealth $10 million campaign to restore tourism in bushfire affected areas.