Council adopts Tourism and Events Strategy

Published on 02 December 2019

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At its meeting on 27 November, Murrindindi Shire Council adopted the much-anticipated new Tourism and Events Strategy. The Strategy is set to guide development of and investment in our local tourism and events sector over the next five years.

Communications, Tourism and Events Portfolio Councillor, Jackie Ashe said this Strategy is a map to help Council, businesses and local organisations work together to transform the Shire into one of Victoria’s leading nature-based tourism destinations.

“We have a plan for Murrindindi Shire to appeal to family markets, adult couples, nature-based tourism enthusiasts and emerging international markets. Plus, we’re going to support our local entrepreneurs to expand our food and agribusiness industries and improve our accommodation options,” Cr Ashe said.

“It was great to talk with community members and groups, business operators and organisations, and industry stakeholders from every corner of the Shire while we were developing this Strategy. Together we looked at everything from current visitation patterns and demographics to existing products, experiences and locations. We examined how the industry was functioning and being governed, and how we might reshape it to best take advantage of opportunities. We believe this Strategy brings together all these ideas and has created a shared vision for our future.

“Given our aspirations, Council will take the lead coordinating the delivery of the big-picture tourism goals from the Strategy, including establishing a committee of Council as the key governing body in the tourism industry. This committee will be made up of industry representatives as well as relevant Council officers. We’re hoping to have this up and running by 1 July 2020.

“We are excited to embark on this path toward sustainable, innovative and profitable tourism in Murrindindi Shire,” Cr Ashe said.

Check out the Tourism and Events Strategy here to find out more.