Regional Brand

The Daylesford Macedon Ranges region is one of the fastest-growing and highest yielding tourism regions in Australia. Its popularity is partly due to its ‘compact diversity’: there is a huge amount to do in what is one of Australia’s smallest tourism regions. We have four key ‘brand pillars’.

In the food and drink space, we punch well above our weight, with more awards per capita than any other region, whether they be chef’s hats or wine gold medals. Our rich soil and pure mineral water allow our farmers to grow some extraordinary produce that is available in local restaurants and farmer’s markets.

Many people come here to escape and rejuvenate. Indeed, our region is best known as a centre of wellness, having 80% of Australia’s fresh mineral water, many spa and therapy offerings and a huge range of nature-based activities.

The region’s history and culture are also significant and the mineral springs tie into this. Indigenous Australians valued the rich mineral water before the Swiss Italians recognised its value during the gold rush era. The gold rush bestowed on us a number of charming and well-preserved villages dating back to the mid-1800’s.

This history and culture also paved the way for our region’s strong art and artisanal offering. On any day you can find classes and workshops that teach you a ‘lost trade’ and there are many art galleries and installations dotted around the region. We also host many book fairs and writer’s festivals throughout the year. Our region has attracted artists and creatives for many decades.

For a detailed brand architecture please download our Brand and Product framework.