Destination Management Plan

The Daylesford Macedon Ranges Destination Management Plan has been prepared to provide a strategic and unified direction to grow and nurture a strong visitor economy in the region over the next 5 years.

The Daylesford Macedon Ranges region attracts approximately 2.4 million visitors annually. The visitor economy contributes $399 million in direct expenditure to Hepburn Shire and Macedon Ranges Shire, which is largely driven by overnight visitors, with an average of $398 per visit. Built on stakeholder input, data and research, this Destination Management Plan aims to identify opportunities, create a refreshed vision and establish priority projects that will elevate the destination into the future.

KEY FINDINGS

The key findings reveal opportunities and challenges for the region:

• Overnight visitor spend is almost 5 times more than daytrip spend.
• Daytrip visitors are spending less that that state average whilst overnight visitors are spending more than the state average.
• Visitation is balanced across the two LGA areas.
• 2022 visitation exceeded 2019 visitation.
• Traditional accommodation is significantly overshadowed by short stay rentals.
• Spring is the most popular time for day trip visitors, yet it is the least popular for overnight visitors alternatively winter is the lowest for daytrip visitors but the highest season for overnight visitors.
• Overwhelmingly the strongest target market is adult couples at 52%.
• Emerging competitors in spa and wellness in other regions of Victoria are forcing the need to make improvements and diversify the product and experience offering in the Daylesford Macedon Ranges region.

A final copy of the Destination Management Plan (DMP) is available to DMT partners through the Content Hub. Please note you must be logged in to access the file.

For the summary DMP document, click here.