Visit Grampians: The Grampians, and the quarter of Victoria around them

Visit Grampians runs on Roam’s Tourism Edition: a bespoke theme built on Roam’s shared component library, with ATDW content, search, maps, itineraries, events and AI Discovery included.

Design approach

The brand line is “Restores & Inspires”, and the site opens on it: big country, a slow sentence (“Ancient mountains rise. Big skies stretch wide. Time slows its pace...”), and then the page turns practical.

Every township page and the North and Central hubs carry a line from the client’s FEELS LIKE brand platform. The North “FEELS LIKE the sun sets slower here”. The Central Grampians “FEELS LIKE history, nature and wine collide”. Halls Gap “FEELS LIKE a world away”; Pomonal “FEELS LIKE a place to slow down”.

The Halls Gap and national park pages point Visitors to Brambuk the National Park and Cultural Centre, and the rock-art shelters open to visitors are Products in their own right, alongside the lookouts.

Platform features

Three region hubs, then township pages. North, Central and South each open with a hero and featured Products, then hand off to township pages: Halls Gap, Pomonal, Great Western, Stawell, Ararat, Moyston and Balmoral through the centre, St Arnaud, Horsham and Natimuk to the north. Township pages carry Stay, Eat & Drink, See & Do and Events drawn from the Products database, plus an FAQ block; Halls Gap adds visitor centre hours, drive times to the nearest rock-art shelters and accessible lookouts.

ATDW Products, synced. Accommodation, tours, attractions, places to eat and drink, and the national park itself arrive from the Australian Tourism Data Warehouse. Product pages carry a Mapbox location map, contact details and facilities. The Parks Victoria entry for the national park sits in the same system as the accommodation around it, and ATDW-sourced Products stay current without hand-editing.

A Peaks Trail with a door for every walker. The Grampians Peaks Trail is a 160 km, 13-day, 12-night walk between Mt Zero and Dunkeld, rated Grade 4 for much of its length. Presented as one expedition it filters people out. The site opens it as four doors (Day Walks, Overnight Hikes, Multi-Day Hikes and The Full Trail), with guided-walk Operators, hike-in campgrounds, eco-huts and lodges, and a Before You Go section beside them, so a first-timer and a through-hiker both find their way in.

Editorial itineraries. From “A day in Halls Gap” to a three-day route through St Arnaud and Stawell, each is built day by day, morning to evening, most stops linked to their Product, most walks with distance, time and difficulty.

Also on the site. A What’s On events feed, an Instagram feed, instant search across the site, and an industry section on the same domain for Operators and partners.

AI Discovery, live. Like every Roam site, Visit Grampians publishes and maintains its own llms.txt, with Quick Facts, Accommodation, Attractions, Tours, Food & Drink, Events, Plan Your Trip and FAQs sections, last updated 1 October 2026 when we checked. It is included as standard and needs nothing from the team.

Content and IA

The architecture follows the way people travel here: region, then town, then Product. The site is organised in three regions (North, Central and South), with township pages as the entry points and Products as the leaves, the ATDW-sourced ones kept current by the sync. “You may also like” links at the foot of township pages send a Visitor sideways to another region hub instead of back to the home page.