The 2022 campaign will target residents in Melbourne and Adelaide to address critical workforce shortages.
Grampians Tourism chief executive Marc Sleeman said further partnerships with industry, employers, real estate agents and property developers could ensure ‘Live the Grampians Way’ became a self-sustaining business model.
He said the 2022 campaign would continue to encourage sign-up through the website www.grampianslife.com.au but would facilitate better connections between new residents and local government through a concierge-style service.
A greater emphasis will be placed on assimilation and welcome strategies from councils and community networks.
Mr Sleeman said more than 55,000 people from outside the region visited the Grampians Life website between January and December 2021.
Of these, 5700 viewed job vacancies; and more than 1200 people registered on the platform indicating an interest in relocating to the region. A new version of the platform includes a dedicated resource to match interested candidates to jobs.
Mr Sleeman said about 12,000 jobs were expected to become available across the region within the next three years.
“The Grampians region has been experiencing record visitation numbers year-on-year,” he said.
“With figures predicted to continue this trajectory, we face a major labour shortage across the region.
“As a result of the above and impacts of COVID-19, the Grampians region job market is experiencing a labour shortage and is well positioned to welcome Australians who are seeking new career paths.
“On average, we have more than 500 open roles at any time, with the most difficult jobs to fill being in healthcare, trade professionals, tourism and hospitality roles.”
The population in the region has grown by 1.56 percent in the 10 years from 2006 to 2016, Census data shows. This compares to a 20.16 percent increase in the Victorian population during the same period.
This lack of population growth equates to a loss of about $828-million of gross regional product per year for the region.
“With a continued population decline, the Grampians region will face significant economic and social challenges in the years to come,” Mr Sleeman said.
“This is and will continue to be felt most in smaller, rural townships with the closure of local schools, government service offices and small local businesses that service these communities.”
Mr Sleeman said a Regional Development Victoria survey had found that people who had relocated to the region identified a lifestyle change, followed by affordable housing, as the reasons for their choice.
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