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Victorians are being encouraged to travel with kindness as part of a new tourism initiative launched by Visit Victoria today.

The Travel Kind initiative – part of the Stay close, go further campaign – aims to remind Victorians to book ahead and be patient when they are visiting the state's world-class wineries, laneway restaurants, coastal villages and charming towns.

New data from Visit Victoria showed that 71 per cent of Melburnian travellers were planning a trip to regional Victoria in the next four months. The data also revealed only 14 per cent of travellers book ahead to secure a table at pubs, restaurants and bars and less than a third (31 per cent) lock in things to do before they travel.

“We’re expecting some areas of Victoria to be booming with visitors when travel resumes. Our Travel Kind initiative is about reminding everyone to be kind to our tourism industry operators who have been doing it especially tough over the past 18 months,” Visit Victoria CEO Brendan McClements said.

“While some places will be buzzing with people again, it might mean that visitors will have to wait a little longer for their coffee, brunch or dinner to arrive. To avoid disappointment, book ahead as much as possible – whether it’s for a meal, accommodation, an experience or a tour.”

“We’re also asking people to hit the road less travelled – go a little further than you normally would or discover a hidden gem – it’ll help spread the kindness across the state.”

Victoria Tourism Industry Council CEO, Felicia Mariani, said that while most people recognised that travel would look a little different in the future, many business owners were still adapting to new ways of working, especially when it comes to operating under capacity and density limits and managing vaccination verification of their guests.

“VTIC is thrilled to be supporting Travel Kind initiative because it will help our industry who are gearing up for a bumper summer season. Our operators are preparing to reopen within new settings and managing challenging staffing requirements, so we need to do all we can to help them through this transition while they work to ensure visitors have a great experience.

“This new initiative being launched by Visit Victoria is the perfect reminder to visitors and locals alike that we all need to be patient, be tolerant, and above all, be prepared, as travel resumes across our state,” Ms Mariani said.

Pizzini Wines Brand Manager, Natalie Pizzini shared advice for those eager for a break in the King Valley, “Our main message is: ‘Kindness is King’. We have all been through a tough time and mutual respect is always appreciated. As hospitality operators, it’s in our nature to welcome everyone with open arms and make people happy. I would encourage everyone to book ahead and to call if you need to cancel. Most importantly, have your phone with you and check in everywhere you go.”

More information on the Travel Kind initiative can be found at



Research methodology

The research used data sources from an online quantitative panel. Five hundred respondents who were from Greater Melbourne, aged 18-64 and planning to travel in the next two years and are open to travelling to regional Victoria (84 per cent incidence). The data was weighted to census population demographics for greater Melbourne.

The initiative

The Travel Kind initiative is an extension of Visit Victoria’s Stay close, go further campaign, which encourages Victorians to reconnect with the incredible experiences, businesses and people that make the state so unique.

Uncover stunning lakes, miles-long beaches and silt jetties in East Gippsland or take the road north and watch the majestic Murray River flow aboard a private houseboat. Jaw-dropping vistas upon mountain peaks and winding nature trails await in the Grampians.

Experience the pristine rainforest and culinary credentials of the farther reaches of the Great Ocean Road or taste world-class wine with a side of adventure in the High Country.