Whether it be water-skiing on the Murray River, cycling mountain tracks and rail trails or admiring mural or silo art, there are a multitude of experiences for tourists in North East Victoria.

Of course most of those reading this would know that, but getting that message to those that do not is crucial.

Melbourne by itself is a huge and growing market with nearly five million residents.

However, a lot of those denizens know little of the North East, particularly immigrants who have moved to the Victorian capital.

That is why marketing is so important and Tourism North East chief executive Amber Gardner is so buoyant about 2018-19 visitor data.

It shows there has been more than a million extra nights spent in the North East by visitors and follows campaigns targeting Melburnians interested in cycling or snow adventures.

With the High Country further than Ballarat's Sovereign Hill and Bendigo's art gallery and trams and less manageable in a long day trip than the Twelve Apostles, there is a great opportunity to drive up overnight stays.

Compared to the rest of regional Victoria, which had 12 per cent growth in overnight stays, there has been a 21 per cent rise in the North East.

There is also potential for Chinese and Indian migrants, who have moved to Melbourne, to bring their visiting family and friends to the North East and open up the region to more foreign tourism.

Underlining the importance of travellers to the High Country is the role it plays in the jobs market.

More than one in five employees, or 21 per cent, work in tourism in the North East, compared to 10 per cent in other parts of country Victoria.

So whether it be a winery cellar door, Ned Kelly souvenir shop at Glenrowan or caravan park, tourists' tentacles are spread across the region and cannot be ignored as other sectors, such as manufacturing, face jobs pressure.