Our primary strategic document, the Destination Management Plan, can be found here. We consulted widely, and worked with renowned planners, Urban Enterprise, to develop our 2023-2027 Destination Management Plan. We are grateful to the team at the Department of Jobs, Skills, Industry and Regions for the support provided, as well as the many community members, tourism operators, and Council staff who took their time to help us develop the plan.
A Product Reference Group, comprised of industry experts from various sectors, across the region, meets regularly to ensure that priority projects are advocated for, and have momentum behind them.
We work closely with both Visit Victoria, the State Tourism Office, and the Department of Jobs, Skills, Industry and Regions. Below, you’ll find key state-level plans.
This is the state’s visitor economy strategy, providing a state-wide direction for tourism development and aligns closely with our Destination Management Plan: DOWNLOAD PDF
As we emerged from the effects of the Covid-19 pandemic, the Victorian Government produced a plan which guided our recovery. You can find it here: DOWNLOAD PDF
Tourism Australia is our National Tourism Office. Their primary remits are to manage ‘brand Australia’ and attract overseas visitors. Here’s their plan: VISIT WEBSITE