Destination Management

/Destination Management
Destination Management 2018-05-29T16:15:31+00:00

Daylesford & Macedon Region

Destination Management

DM Tourism is committed to co-ordinating region-wide Destination Management as a key priority. The ongoing process that underpins Destination Management is based on collaboration and co-operation with all stakeholders with the shared aims of increasing visitation, visitor expenditure and length of stay, and improving the quality of the visitor experience.

What is Destination Management?

 Destination management is a shared commitment to managing a destination (in this case, a region), articulating the roles of the different stakeholders and identifying clear actions that they will take and the allocation of resources. In this context, “manage” is taken in its widest sense, and includes the planning, development and marketing of a destination as well as how it is managed physically, financially, operationally and in other ways.

Destination management is set out in a Destination Management Plan



31 October 2016

The Andrews Labor Government today announced support for planning projects that will increase visitor numbers, create jobs and drive economic growth in the Daylesford and Macedon region.

Minister for Regional Development, Jaala Pulford, today announced $195,000 for three high-impact planning projects through the Labor Government’s $103 million Regional Tourism Infrastructure Fund (RTIF).

The projects each have the potential to boost the regional visitor economy and include:

  • $90,000 towards the development of a Mineral Springs Feasibility Master Plan
  • $55,000 towards a feasibility study to look at creating opera events on Lake Daylesford
  • $50,000 towards a feasibility study to identify the potential for a new health and wellness retreat .

The Daylesford and Macedon initiatives are part of a broader suite of 26 planning projects being funded through RTIF, which invests in growing the visitor economy across regional Victoria.

The grants will assist the development of iconic regional tourism projects that help to drive visitation and create world-class tourism experiences.

The Government has worked closely with Regional Tourism Boards and local governments across the State to develop a pipeline of more than 350 projects that could be suitable for support through RTIF.

Quote attributable to Minister for Agriculture and Regional Development Jaala Pulford

“We’re accelerating the delivery of investment ready, high impact tourism projects in the Daylesford and Macedon Ranges region to help bring more tourists to the area, create local jobs and boost our regional economy.”

Quote attributable to Acting Minister for Tourism and Major Events Philip Dalidakis

“We are improving critical visitor infrastructure in our regions that will not only encourage more private sector investment but will help preserve our state’s iconic natural assets as well.”  

 Quote attributable to Member for Macedon Mary-Anne Thomas

“Our Macedon region has so much to offer and is rich with natural beauty. Under the Andrews Labor Government we will make sure everyone has the opportunity to experience the best of everything.”

About the Daylesford & Macedon tourism region

The Daylesford & Macedon region is located north-west of Melbourne, and is less than an hour by car from the CBD, via the Calder or Western Highways. Once in the region, an extensive network of roads connects the renowned villages of Woodend, Macedon, Sunbury, Bacchus Marsh, Gisborne, Lancefield, Kyneton, Trentham, Daylesford, Hepburn Springs, Creswick, Clunes, Glenlyon, Romsey and more.

The region is positioned as the “wellness region”. Its key product strengths are Spa & Wellbeing; Food & Wine; and Boutique Accommodation. Emerging strengths are Nature-based experiences (esp walking and cycling); and Arts & Culture/Festivals and Events.

The region’s economy is highly dependent on tourism. The most recent TRA reports (2013/14) found this region has Victoria’s second highest economic contribution from tourism (34%). The average for regional Victoria is 18.3%.

According to available data, there are almost 2,000 tourism associated businesses throughout the region. While these businesses vary greatly, they are predominantly micro businesses (0-4 employees) and small (0-19 employees) businesses.

Why does the Daylesford & Macedon region need a Destination Management Plan?

Whilst this tourism region is not the largest region in the State, it is one of the most complex, with multiple stakeholders, competing interests and limited resources.   In order for this region to realise the maximum benefit from tourism it is essential that all stakeholders work together to achieve better use of available resources.

A comprehensive Destination Management Plan will enable this region to strengthen and better coordinate the efforts of all stakeholders.   It will define and prioritise the allocation of roles, resources and activities, so that resources can be used more effectively.

What is included in the region’s Destination Management Plan?

The Destination Management Plan will be continuously reviewed and includes the following elements:

a)  Product Development Plan

This Plan identifies and prioritises regional opportunities, specific investment initiatives, infrastructure and service initiatives and other initiatives that will enhance the region’s tourism products and visitor experiences.

b)  Tourism Action Plan

This Plan establish a framework for the co-ordination of all key tourism stakeholders in the region to achieve best practice destination management.

c)  Regional Marketing Plan

This element will be drawn from DM Tourism RTB’s annual Marketing Plans, and any relevant plans developed by the region’s other key tourism bodies.


What work has been done to date?

Product Development Plan

In 2015/16 DMR Tourism, in partnership with State and Local Government, began developing the region’s Product Development Plan. This work has been done in 3 stages.

The first stage was undertaken in early 2015, and involved Market Research & Gap Analysis by Colmar Brunton. A summary of their findings can be viewed here.

The second stage was undertaken in early 2016 by specialist consultants AEC Group. Their work involved comprehensive stakeholder consultation to identify priority product development opportunities.   AEC Group’s report includes prioritised regional initiatives based on their market appeal, economic viability, investment appeal and potential to increase visitation, extend the length of stay and improve the quality of the visitor experience.

The third stage is the ongoing work on the Product Development Plan, which identifies top priorities and includes pathways to delivery for each opportunity.

Tourism Action Plan

Throughout 2015, a Project Working Group comprised of representatives from the region’s key industry stakeholders (local government, local tourism associations and sector groups) came together to develop a preliminary Tourism Action Plan for the region.

The Tourism Action Plan aims to improve the way stakeholders works together to improve the region’s visitor economy; clarifying the roles of all stakeholders (who does what). The purpose of the Plan is to allow better prioritisation of resources in the future and explore pilot initiatives that will demonstrate better ways of working.

An important outcome in early 2016 from this work was the development of a Governance Framework for tourism in the region, which can be viewed here.

What are the next steps?

DM Tourism is committed to improving engagement with local government across the region and with industry, particularly in regard to the continuous process of Destination Management Planning.

A Local Government Forum was established in 2016 to better co-ordinate DMR Tourism’s and local governments’ plans and activities that support the region’s Destination Management Plan. The Terms of Reference for the Local Government Forum can be read here.

A Destination Management Forum was established in 2016 to be a mechanism for effective collaboration between DM Tourism and individuals representing the region’s tourism industry in all aspects of destination management in the region. The Terms of Reference for the Destination Management Forum can be read here.

DM Tourism is now calling for expressions of interest to join the Forum. There are currently 3 vacancies. If you would like to submit an expression of interest to join the forum please complete the expression of interest form (download as either a .pdf file or a word file ).  Expressions of interest close 23 February 2018.

Downloadable materials 

Download PDF


A downloadable pdf file 124kb

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A downloadable pdf  file 102kb

Download PDF


A downloadable pdf 360kb 

Download PDF


A summary of their findings  pdf 6.7Mb