We’ve compiled a list of frequently asked questions to help you understand the who, what, why, and when of the VEP transition. Keep reading to learn more about what’s changing and what it means for you.
If you have any questions or feedback, feel free to reach out to our CEO, Steve Wroe.
A Visitor Economy Partnership (VEP) is an independent, government-recognised organisation that leads the visitor economy in its region. VEPs have replaced what were formerly known as Regional Tourism Boards (RTBs).
These partnerships work closely with the Victorian Government, local councils, tourism bodies, and industry stakeholders to develop and implement a shared vision for sustainable tourism growth, guided by the region’s Destination Management Plan (DMP).
VEPs deliver this vision by supporting supply and demand initiatives and fulfilling key responsibilities, including:
Since 2023, existing RTBs have been transitioning into VEPs. Those already operational include:
In addition to Daylesford Macedon Tourism, the following are in transition:
Following extensive consultation with local government, industry, and the State Government, DMT has prioritised an ‘industry-first’ approach—one that delivers greater value and enhanced services for all stakeholders.
A workshop held in November 2022 reaffirmed a strong preference for maintaining independence from major metropolitan tourism entities. Based on this feedback, DMT will be dissolved at the end of this financial year and replaced by Destination Central Victoria – a newly established VEP.
This new entity will represent four local government areas:
To our existing partners, business groups, LGAs and communities, one of our guiding principles (noted above) as we navigate the transition is ‘there will be no compromise on service’. This means that with our increased resourcing we will continue to deliver as good, if not better, service to all existing stakeholders.
To stakeholders in our ‘new’ parts of the region, welcome!
We already work with a number of businesses (and the Council) in Mt Alexander Shire and have established very productive partnerships. Now that we are ‘officially’ your VEP, this will grow as our resourcing allows us to spend more time working with you and promoting the wonderful assets in the Shire.
We are also very excited to be working with Central Goldfields Shire. The rich goldrush history, charming towns, expansive scenery, active and nature-based recreation opportunities give us much to work with. And clearly the Goldfields World Heritage work is a once-in-a-lifetime opportunity we are excited about.
The Regional Review (2020) identified the need for a streamlined, more effective structure to drive sustainable tourism outcomes. This was further reinforced by the pandemic and climate challenges, which highlighted structural gaps in regional tourism resilience.
Key benefits of transitioning to a VEP include:
Additional advantages:
The revised Rules of Association require that each LGA be represented by an industry director on the VEP board.
The proposed board structure for Destination Central Victoria includes:
Strategic direction will be guided by the Destination Management Plan (DMP), shaped collaboratively by the Board and regional stakeholders.
No. Daylesford Macedon Tourism will evolve into Destination Central Victoria (DCV)—the new, region-wide VEP leading tourism development, promotion, and collaboration across the four LGAs.
The proposed name is Destination Central Victoria (DCV)—a name that reflects the expanded scope and ambition of the new regional entity.
DCV will carry forward the brand equity of DMT while embracing the broader identity, culture, and tourism offering of the new region.
DCV will operate on a sustainable, multi-source funding model including:
These funds will be governed through an annual agreement aligned with the DMP and its implementation plan.
The VEP Board will develop the region’s Destination Management Plan (DMP), with clear KPIs and measurable goals. Members will have opportunities to contribute to DMP development and ensure its alignment with industry priorities.
Absolutely. A refreshed membership model has been developed for 2025–2026 to ensure regional inclusion, value, and support.
Three membership tiers will be offered:
Details are outlined in the [2025–2026 Media Kit]
A new brand identity is currently in development, with a focus on:
A specialist tourism branding consultant is leading this process with input from a dedicated working group. The brand will be finalised in late July and rolled out in October 2025.
Alongside the brand launch, DCV will introduce:
Current members will transition automatically. When their existing membership expires, they’ll be invited to renew under the new model. New members can join at any time by completing [this form] or requesting a meeting [here].
July 2025
November 2025
December 2025 – January 2026
From January 2026 onwards