New partnership to boost tourism

Published on 19 April 2023

Hepburn Shire Council has endorsed joining a Visitor Economy Partnership with neighbouring councils Ballarat, Moorabool, Pyrenees, Golden Plains, representatives from the tourism industry and the Victorian Government to continue to boost tourism to the region. 

“Tourism accounts for one in seven jobs in Hepburn Shire and creates more than $120 million per annum in value, which flows into multiple parts of the economy,” said Hepburn Shire Mayor, Cr Brian Hood. 

The decision follows recommendations put forward by the Victorian Government in the Visitor Economy Recovery and Reform Plan which aims to attract more international, interstate and intrastate visitors by making the most of marketing expenditure, and ensuring state-wide collaboration, which include partnerships formed with Victorian Government support.

Data released by Tourism Research Australia in December 2022 indicates that the Daylesford Macedon Tourism (DMT) region continues to recover at a rate ahead of the regional Victorian average. 

The region has achieved 80% growth in overnight visitation compared to the same quarter in 2021, taking the top spot ahead of all other tourism regions in Victoria. In addition, on an annual basis, DMT was in equal first place with 52% growth. 

Cr Hood said the results are a testament to the resilience of the region’s operators and strong work to attract visitors.

“Congratulations to DMT who work hard to market the region and support operators with advocacy and resources. We also recognise the role of tourism operators and local businesses who provide a range of excellent options for people who come to our beautiful Shire,” he said.

“As we enter a competitive phase of the recovery with rising interest rates and travellers choosing their destinations more carefully, the region is well positioned to continue to sustainably grow. This is in large part due to the strategic positions and hard work from the DMT team.”

Council, in partnership with DMT, continue to support growth in the visitor economy and is committed to developing strategies that promote the sector and ensure its environmental, social and economic sustainability.

Joining the Visitor Economy Partnership will result in cross regional cooperation and partnerships, maximising visitation to the broader region, especially in the lead up to the Commonwealth Games in 2026. It will also provide additional industry-strengthening support being available to businesses in the west of the Shire.

The new partnership begins on 1 July 2023 and will complement the continued work of DMT to market and attract visitors to Hepburn Shire.

“Hepburn Shire has so much to offer, from active and passive recreation on our walking trails and in state parks, to our beautiful townships and historic towns, artisan produce and picturesque landscapes. This partnership will provide an opportunity for operators to expand and attract more visitors to our region,” said Cr Hood.

Image caption: Albert Street in Creswick. Image by Chris Turner, Daylesford Macedon Tourism.