The unmistakable call of the High Country sounds once more

Published on 30 January 2026

In a bid to entice tourists back to the High Country, Mansfield Shire Council has launched ‘It’s Better With You Here,’ a marketing campaign that highlights the region’s unrivalled opportunities for tourists.

Council’s Tourism and Economic Development team moved quickly into recovery mode following the recent bushfire impacts, developing a short, targeted campaign to support local businesses and help stimulate the local economy after the fire.

Mayor Cr Steve Rabie feels the campaign will provide a timely reminder of what a special place Mansfield Shire is.

“Mansfield Shire is open to tourists,” he said.

“And our towns and villages, rivers, lakes and mountains, fields and forests, remain special places to visit.”

“Our local businesses are ready to welcome you back and show you a great time.”

“We’re delighted to have been able to work with some of the top-class business operators in our region to remind everybody just how special our little shire is.”

The campaign features an array of businesses, from the breweries and pubs that serve quality beers and wine to restaurants and cafes whose delicious meals will have tourists coming back for more.

The businesses operators have kindly agreed to front the campaign. After all, those familiar local faces from Jamieson, Goughs Bay and Howqua will be the ones who welcome tourists to the area upon their arrival.

The campaign was developed in direct response to feedback received through the business impact survey conducted during the first week of the fires in Mansfield Shire.

The first instalment of the campaign features Mansfield Shire institutions such as the Jamieson General Store, the Courthouse Hotel and, of course, the biggest summer draw of them all, Lake Eildon.

Additional instalments are planned, featuring operators from across the wider shire, including Bonnie Doon and Merton, Mansfield township, Merrijig and Tolmie so keep an eyes out for them on social media, you’re sure to recognise a familiar face or two.

This staged rollout is designed to ensure a fair and balanced representation of the entire shire as part of the broader recovery effort.