Goulburn River Valley Tourism - DMP Background Paper (2014)

Goulburn River Valley Destination Management PlanGOULBURN RIVER VALLEY TOURISM | APRIL 2014

Background Paper

Authors

Mike Ruzzene

Jon Power

© Copyright, Urban Enterprise Pty Ltd, April 2014 This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd.

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Disclaimer

Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes

responsibility in any way whatsoever to any person or organisation (other than that for which this report has

been prepared) in respect of the information set out in this report, including any errors or omissions therein.

In the course of our preparation of this report, projections have been prepared on the basis of assumptions

and methodology which have been described in the report. It is possible that some of the assumptions

underlying the projections may change. Nevertheless, the professional judgement of the members and

employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they

constitute an understandable basis for estimates and projections. Beyond this, to the extent that the

assumptions do not materialise, the estimates and projections of achievable results may vary.

U R BA N E N T E RP R I S E P T Y L T D i

A P R I L 2 0 1 4

CONTENTS

GLOSSARY 3

1. INTRODUCTION 4 1.1 . INTRODUCTION 4 1.2 . DEST INATION MANAGEMENT PLANNING 4 1.3 . PROJECT OB JECT IVES 5 1.4 . REPORT STRUCTURE 5

2. REGIONAL CONTEXT 6 2.1 . REGIONAL TOUR ISM CONTEXT 6 2.2 . THE GRV REGION 6 2.3 . REGIONAL PRODUCT 6 2.4 . SUB-REGIONAL DEST INAT ION CLUSTERS 7

PART 1: BACKGROUND ANALYSIS 10

3. STRATEGY REVIEW 11 3.1 . INTRODUCTION 11 3.2 . SUMMARY 11 3.3 . FEDERAL GOVERNMENT 12 3.4 . V ICTORIAN GOVERNMENT 12 3.5 . REGIONAL POL ICY 16 3.6 . LOCAL POL ICY CONTEXT 17 3.7 . GREATER SHEPPARTON 18 3.8 . STRATHBOGIE SH IRE 23 3.9 . MURRINDINDI SH IRE 26 3.10. M ITCHELL SH IRE 31

4. VIS ITOR PROFILE 34 4.1 . INTRODUCTION 34

4.2 . SUMMARY OF KEY F INDINGS 36 4.3 . GRV REGION V IS ITATION (PAVE ) 38 4.4 . PURPOSE OF V IS IT – OVERN IGHT V IS ITORS 39 4.5 . PURPOSE OF V IS IT – DAYTR IPS 40 4.6 . PURPOSE OF V IS IT - INTERNAT IONAL 41 4.7 . ACTIV IT IES UNDERTAKEN 41 4.8 . LENGTH OF STAY 42 4.9 . BACKPACKERS 43 4.10. ACCOMMODATION 44

5. ECONOMIC IMPACT 47 5.1 . INTRODUCTION 47 5.2 . METHODOLOGY 47 5.3 . ECONOMIC IMPACT OF TOURISM 48

6. MARKET SEGMENTS 49 6.1 . INTRODUCTION 49 6.2 . MARKET SEGMENT SUMMARY 49 6.3 . METHODOLOGY 51 6.4 . FAMILY MARKET SEGMENT 52 6.5 . OLDER COUPLES 55 6.6 . SOC IALLY AWARE / H IGH Y IELD SEGMENT 58 6.7 . INTERNATIONAL SELF DR IVE MARKET 62 6.8 . SPORTING GROUPS MARKET SEGMENT 65 6.9 . BACKPACKER MARKET SEGMENT 69 6.10. MARKET SEGMENT FORECASTS 70

7. STAKEHOLDER CONSULTATION 71

2 G O U L B U R N R I V E R V A L L E Y D M P B A C K G R O U N D P A P E R

7 .1 . INTRODUCTION 71 7.2 . REGIONAL PRODUCT 71 7.3 . GREATER SHEPPARTON 72 7.4 . STRATHBOGIE SH IRE 74 7.5 . MURRINDINDI SH IRE 75 7.6 . M ITCHELL SH IRE 77

PART 2: AUDITS 79

8. PRODUCT AND EXPERIENCE AUDIT 80 8.1 . INTRODUCTION 80 8.2 . GRV REGIONAL PRODUCT OVERV IEW 80 8.3 . REGIONAL D ISTR IBUTION OF PRODUCT 81 8.4 . SUB-REGIONAL DEST INAT ION AUDIT 85 8.5 . K ILMORE / BROADFORD 86 8.6 . SEYMOUR AND SURROUNDS 88 8.7 . K INGLAKE RANGES 90 8.8 . YEA AND SURROUNDS 92 8.9 . ALEXANDRA / MARYSV ILLE / E ILDON 93 8.10. NAGAMBIE AND SURROUNDS 97 8.11. EUROA AND THE STRATHBOGIE RANGES 98 8.12. SHEPPARTON AND SURROUNDS 101 8.13. KEY REG IONAL EVENTS 105

9. INFRASTRUCTURE AUDIT 109 9.1 . INTRODUCTION 109 9.2 . SUMMARY 109 9.3 . ROADS 109 9.4 . RA IL 110 9.5 . A IRPORTS 111 9.6 . CAR H IRE 112 9.7 . V IC NETWORK 112

10. MARKETING AUDIT 114 10.1 . BACKGROUND 114 10.2 . SUMMARY 114 10.3 . PR INT MEDIA 114 10.4 . ONL INE ANALYS IS 115

PART 3: ISSUES AND OPPORTUNITIES 121

11. PRODUCT & EXPERIENCE DEVELOPMENT 122 11.1 . INTRODUCTION 122 11.2 . PRODUCT DEVELOPMENT OBJECTIVES 122

12. ISSUES AND OPPORTUNITIES 123 12.1 . INTRODUCTION 123 12.2 . REG IONAL DEVELOPMENT 123 12.3 . SUB-REGIONAL 124

13. PRODUCT AND EXPERIENCE SUMMARY 132 13.1 . REGIONAL PRODUCT THEMES & OPPORTUNIT IES 132 13.2 . SUB-REG IONAL PRODUCT OPPORTUNIT IES 139

14. NEXT STEPS: DEVELOPING THE DMP 150

GOULBURN R IVER VALLEY TOUR ISM 3

A P R I L 2 0 1 4

GLOSSARY

ABS Australian Bureau of Statistics

IVS International Visitor Survey

NVS National Visitor Survey

TFC Tourism Forecasting Committee

TRA Tourism Research Australia

GRVT Goulburn River Valley Tourism

GRV Goulburn River Valley

DMP Destination Management Plan

VFR ‘Visiting Friends and Relatives’ segment of the visitor market

Daytrip Visitor Day trip or same day visitors are those who travel for a round trip distance of at least 50km, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel.

Overnight Visitor

People aged 15 years and over who undertake an overnight trip of one night or more and at least 40 kilometres away from home are referred to as overnight visitors.


1. INTRODUCTION

1.1. INTRODUCTION

BACKGROUND

Goulburn River Valley Tourism (“GRVT”) has commissioned Urban Enterprise to undertake a

Destination Management Plan for the Goulburn River Valley (“GRV”) region. GRVT is a peak

regional tourism body, formed in 2009, as an initiative of the City of Greater Shepparton,

Murrindindi Shire, Mitchell Shire and Strathbogie Shire Councils.

This Background Paper provides the framework for the development of a Destination

Management Plan, by providing an understanding of the key issues and product opportunities

to emerge from research, consultation, a review of previous strategic direction and a primary

audit of regional product.

GRVT OB JECT IVES

GRVT undertakes a collaborative approach, working closely with key stakeholders, to develop

regional tourism product strengths and strategic opportunities, particularly where they increase

visitor yield, improve visitor experiences and increase overall visitation. The key objectives of

GRVT are to:

Improve the supply and quality of the regions tourism products and experiences;

Increase awareness of destinations, products, experiences and events;

Enhance the skills and experience of tourism industry members; and

Facilitate tourism activities and increase visitation in the region.

1.2. DESTINATION MANAGEMENT PLANNING

APPROACH

Destination Management Planning is a collaborative, holistic approach to tourism development.

It represents more than just a marketing approach and seeks to reflect the unique attributes of

a destination; identifying the product and industry development initiatives that can stimulate

growth in the tourism sector.

The Destination Management Plan and Product Gap Analysis for the GRV region will assist in:

Identifying and prioritising investment projects, and identifying key investment

opportunities;

Improving the supply of tourism services, products and experiences across the region;

Improving the marketing, promotion and quality of the visitor experience; and

Raising awareness and increasing overall visitation across the region.

UNDERSTANDING BEST PRACT ICE

This project follows the Guide to Best Practice in Destination Management, as developed by

the Australian Regional Tourism Network (ARTN). It reflects the principles of best practice in

seeking to provide a holistic and collaborative approach, integrating five key delivery areas

including research and analysis, consultative planning, product development, marketing and

evaluation.

Urban Enterprise has gained a deep understanding of best practice as part of our practical

experience in destination management planning, including being a key contributor to the

development of best practice guidelines as part of the Great Ocean Road Destination

Management Plan Pilot Project.


A P R I L 2 0 1 4

1.3. PROJECT OBJECTIVES The Destination Management Plan will provide a strategic approach to prioritising key tourism

experiences and products in the region. The key objectives of the DMP will be to:

Provide overarching strategic direction for GRVT;

Define clear actions and investment opportunities for the region;

Articulate current market perceptions;

Identify triggers for visitation to the region;

Identify gaps in the current product offer;

Prioritise product development opportunities;

Identify targets for promotion and prepare investment material; and

Follow best practice in destination management.

This Background Paper sets out the background analysis and research that will frame the

identification and prioritisation of key product opportunities across the GRV region. This will

underpin the preparation of a final DMP and investment prospectus for the region.

1.4. REPORT STRUCTURE The background paper is divided into three sections:

Part 1 – Background Analysis, including:

A review of the strategic context for tourism across the GRV region;

Analysis of tourism data for both the GRV region and key region destination clusters;

A review of key target market for the region, using segmented data;

Analysis of visitation data and forecasts and an assessment of economic impact in

the region; and

Consultation outcomes gathered during round table discussions with key

stakeholders, one-on-one business meetings and the results of an online business

survey.

Part 2 – Audits, including:

A detailed product and experience audit to understand the type and geographical

location of existing product across the region;

An infrastructure audit to understand major infrastructure requirements; and

A marketing audit to understand current marketing activity and channels, identifying

any gaps, deficiencies or opportunities.

Part 3 – Issues and Opportunities, providing an assessment of key product opportunities

across the region, drawn from literature, consultation, site visits and knowledge and

experience of developing regional tourism product. These opportunities will provide

discussion to frame the prioritisation of projects as part of the DMP.


2. REGIONAL CONTEXT

2.1. REGIONAL TOURISM CONTEXT The Goulburn River Valley Region has been formed by GRVT to bring attention and focus to

an area that has a collection of high quality tourism destinations, linked by a number of both

diverse and complementary tourism products. The region is not fully recognised in Tourism

Victoria policy; evidenced by the fact that it spans three different campaign regions – none of

which adequately represent or reflect the product offer in the Goulburn River Valley.

The surrounding tourism regions do, however, have synergies with different destinations across

the Goulburn River Valley; including the Yarra Valley, High Country, the Murray and

Metropolitan Melbourne.

2.2. THE GRV REGION GRVT is a cross-collaboration between four regional municipalities which seeks to co-ordinate

activity and focus action on tourism development in the Goulburn River Valley. The key partner

Councils are:

The City of Greater Shepparton;

Mitchell Shire;

Murrindindi Shire; and

Strathbogie Shire.

The Destination Management Plan will draw on key product and destination strengths and seek

to identify investment and development prospects, whilst seeking to develop emerging and

niche product opportunities. These opportunities will focus not only on administrative

boundaries, but on the distinct and cross-boundary tourism geographies that frame the region.

2.3. REGIONAL PRODUCT The GRV region has a number of regional strengths that define perceptions of the tourism

product across the whole region. The key regional product strengths include:

Nature-Based & Adventure/Sports – the region has significant natural assets which draw

visitors to undertake nature based activities; such as Lake Mountain, Lake Eildon,

Kinglake National Park and the Nagambie Lakes. Adventure activities that draw on the

natural assets of the region are also a major strength; including cycling, biking, fishing,

aerosports, motor sports, water-sports and bushwalking.

Food and Wine – the region is a major producer of food and wine, with numerous farm

gate operations and wineries, as well as primary production operators.

Festivals and Events – events-based tourism is strong across the region, which hosts a

number of organised sporting, music, adventure and cultural events.

Business and Conferencing - Shepparton is an important business and conference events

destination. Also, emerging destinations are entering the conference market, such as

Marysville with the Vibe conference centre currently under construction.

History and Heritage – particularly military history in the north and west of the region with

unique assets such as the Tatura War Camps, Vietnam Veterans Commemorative Walk

and the Regional Military Trail. The region also has a number of heritage buildings and

streetscapes within its diversity of townships.

Equine – the region is a major national centre for thoroughbred breeding and equine stud

operations. This product strength is a unique draw, but is not fully utilised for tourism or

visitor purposes.

Arts & Culture – the region has an emerging arts scene, ranging from local art galleries,

retail stores and events in ‘boutique villages’, to the Shepparton Art Museum.

Indigenous Tourism – indigenous tourism product is primarily focused in the north of the

region, where Shepparton hosts a cultural and interpretive centre and has an emerging

indigenous arts product.

Golf – the region has a number of high quality golf courses which can cater for a range of

players and standards.


A P R I L 2 0 1 4

2.4. SUB-REGIONAL DESTINATION CLUSTERS The discussion paper sub-divides the region into 8 key destination clusters. These are generally

based on:

Differences in the product strengths and experiences of destinations;

Data areas - in order to understand visitor data and visitors markets for each sub-region;

and

The proximity and potential synergies with surrounding tourism regions and products.

Clustering the region into distinct destinations allows a detailed analysis of the tourism product,

visitor profile and product development/infrastructure opportunities across different regional

geographies.

A layer of analysis for the whole Goulburn River Valley Region will also articulate:

The key destination product across the region;

Product development themes that are consistent across the GRV region; and

A list of product development priorities for the GRV region as a whole.

Figure 1 illustrates the key destination clusters proposed for the DMP and their primary,

secondary and emerging product strengths. These include:

1. Kilmore / Broadford - combining destinations in the south of Mitchell Shire, with key

product themes including history & heritage and sports (including Broadford’s State

Motorcycle Sports Complex).

2. Seymour and Surrounds – including the townships of Seymour, Tallarook and Tooborac.

Key product strengths relate to military history, the Great Victorian Rail Trail, and

(potential) access to the Goulburn River. The west of the cluster is also influenced by the

Heathcote wine region.

3. Kinglake Ranges – including the townships of Kinglake and Kinglake West. The key

product strengths are natural attractions and nature based experiences. Kinglake Ranges

is also characterised by its proximity to both Melbourne and the Yarra Valley.

4. Yea and Surrounds – focused on north west of Murrindindi Shire, the key strengths of the

sub-region include natural attractions, wineries and events.

5. Alexandra, Marysville, Eildon – this cluster has key strengths in its natural attractions,

water-based activities, adventure activities (including cycling), alpine activities and food

and wine. The sub-region is shaped by its proximity to both the High Country and Yarra

Valley regions.

6. Nagambie and Surrounds– Nagambie is a visitor destination in its own right, which is

characterised by water based activities, equine and food & wine. The region is also in

proximity to the Heathcote Wine Region.

7. Euroa and the Strathbogie Ranges – including the townships of Euroa, Avenel, Strathbogie

and Violet Town. Key strengths of the sub-region include wineries and farm gate produce,

heritage, natural attractions, cycling, equine and events.

8. Shepparton & Surrounds – Shepparton and its surrounding area forms a sub-region at the

northern extent of the GRV region, including Tatura, Murchison and Shepparton. Key

strengths include business & conferencing, festivals & events, history & heritage, arts/

culture and indigenous product.

2.4.1. SUB-REGIONAL PRODUCT

Table 1 illustrates the relative product strengths of each sub-regional destination based on the

strengths of the wider region. The product strengths are categorised as:

Primary – is a well established strength of the region/sub-region, with mature and

recognisable assets in the identified tourism product;

Secondary – established strengths in the region/sub-region. However, not considered to

be the number one tourism product. There is scope to further develop the product to

improve product, awareness and profile.

Emerging – there is evidence of an emerging tourism product in the region/sub-region,

which is either new or relatively limited in scale. There could be scope to further develop

the product to diversify the product offer.


TABLE 1 SUB-REGIONAL PRODUCT STRENGTHS

Sub‐Regional Destination and Key Product

Product Category Kilmore / Broadford Seymour & Surrounds Kinglake Ranges Yea and Surrounds Alexandra,

Marysville, Eildon Nagambie & Surrounds

Euroa & Strathbogie Ranges

Shepparton and Surrounds

GRVT REGION

1. Nature‐Based & Adventure/Sports

Access to Goulburn River, Great Victorian

Rail Trail

Adventure activities, Mountain biking,

Kinglake National Park

Yea Wetlands, access to natural assets, Y

Water Centre

Adventure Alpine (Lake Mountain),

water‐based (Eildon), cycling and biking

Water based activities, the Nagambie waterways

The Strathbogie Ranges

Sports facilities, Kidstown

(adventure), the Goulburn River

2. Food & Wine Wineries & links to Heathcote Wine

Region

Farm gate and local produce, Kinglake

Market

Dining experiences wineries

Warm and cold climate food, farm gate and wineries

Wineries, links to the Heathcote Wine

Region

Wineries, cellar door, local produce

Wineries, cellar door, local produce,

primary food producers

3. Festivals & Events

National Motorcycle Track, Sporting Events,

Cultural Events

Sporting events, Music events (Tallarook), arts/culture, military

Sporting, arts & culture, community

Adventure/Sporting events, cycling

Sports and water based events

Music, art/culture, family

Major sporting events (Tatura Park, Shepparton Sports

Complex)

4. Business & Conferencing

Seymour – Regional

Centre/links to Melbourne

Large conference facilities (Marysville)

Major business centre with events and conference

facilities

5. History & Heritage

Heritage streetscapes Military history

Military and Rail History

Heritage streetscapes and architecture

Military history (Tatura War Camps)

6. Equine Kilmore Racing Track Stables, studs and racing

Stable and stud operations, racecourses

Stable and stud operations, racecourses

Major stud and stable operations

Major stud and stable operations

Racing and Tatura Park

7. Arts & Culture Boutique offer (Tallarook)

Local artists, galleries and retail




Emerging arts and events

The Shepparton Art Museum

8. Indigenous Emerging indigenous arts, interpretive

centre

9. Golf

Primary Secondary Emerging


A P R I L 2 0 1 4

F IGURE 1 SUB-REGIONAL PRODUCT STRENGTHS MAP


PART 1: BACKGROUND ANALYSIS


A P R I L 2 0 1 4

3. STRATEGY REVIEW

3.1. INTRODUCTION This section provides a summary of the Federal, State and Local Government strategies and

policies reviewed to inform the Goulburn River Valley Destination Management Plan.

Much of the focus of Federal and State Government tourism policy is on experience

development, particularly on unique experiences and landscapes that a region can offer.

Regional tourism policy for the Goulburn River Valley has previously been embedded in the

Goulburn River Valley Tourism Development Plan (2011-2016), which sets the framework for

the development of tourism opportunities in the region, following the establishment of GRVT.

This review also provides a local level analysis of strategic planning, tourism and economic

development policy for each of the four partner municipalities within the GRV region. This

identifies the key priorities for tourism and infrastructure development within each Council area.

The policy review does not necessarily reflect the product and infrastructure opportunities that

will be taken forward as part of the DMP.

3.2. SUMMARY Both Federal and State Governments identify the need for investment in tourism product to

enable the country’s tourism industry to meet its full potential over the coming decade. In

particular, nature-based tourism is recognised as the most popular tourism draw in regional

Victoria and the GRV region.

The GRV region is not adequately recognised as a stand-alone tourism region within regional

tourism policy, evidenced by the fact that it is dissected by three different tourism campaign

regions. GRVT has sought to provide a focus for the region and is now a crucial platform in

driving tourism policy across the Goulburn River Valley. Key regional opportunities identified

for development include:

Events and Conferencing – in key service centres such as Shepparton and Seymour;

Food and Wine – across the region, including wineries and farm gate opportunities;

Nature-based Tourism – including supporting water-based activities and outdoor

adventure activities;

Niche Development – including spa and wellness development, heritage and culture (Ned

Kelly, military history and indigenous art), aerosports, cycling (including major event,

mountain bike trail development and motorsport development);

The Equine Industry – including events, equine tourism packages, accommodation and

international promotion; and

Visitor Accommodation – including high quality accommodation, self-contained

accommodation, conference centre, nature-based/eco, farm stay, self-contained

accommodation (in town centres) and winery accommodation.

Across the four municipalities in the region, tourism is embedded as a key pillar of the local

economies. Policy support for tourism development is well established and local strategic

documents identify a number of tourism based product and infrastructure opportunities. A

detailed review of local level infrastructure and product opportunities is provided as part of this

strategy review.


3.3. FEDERAL GOVERNMENT There is strong support from the Australian Government for growth related to the tourism sector.

The National Long Term Tourism Strategy sets out a framework which provides support for

tourism product and tourism related development. The Government’s 2009 National Long

Term Tourism Strategy identifies that in order for Australia to remain competitive in the global

tourism market; continued investment is required to deliver quality sustainable tourism product

and services that provide visitors with compelling tourist experiences.

The Australian Government supports tourism through the Department of Resources, Energy

and Tourism and Tourism Australia. Key Federal Government tourism strategies and research

include:

The Jackson Report on behalf of the Steering Committee: Informing the National Long-

Term Tourism Strategy (2009);

National Long-Term Tourism Strategy, and the Work Plan (2009);

2020 Tourism Industry Potential (2010, updated in 2011);

Tourism Research Australia: State of the Industry, Travel By Australians and International

Visitors in Australia (Sept. Qtr 2011);

Tourism Forecasting Committee: Issue 2, 2011

The Jackson Report, the National Long-Term Tourism Strategy and 2020 Tourism Industry

Potential note the link between investment in tourism product and infrastructure and the

industry meeting its potential for growth over the forthcoming decade.

2020 Tourism Industry Potential specifically refers to the need for investment in quality product

in regional areas, rather than increased quantity. This strategy also recommends for

Governments to reduce red-tape and to facilitate investment in the industry. The National Long-

Term Tourism Strategy highlights the importance of the natural, cultural and heritage assets of

the country to the tourism industry.

3.4. VICTORIAN GOVERNMENT Tourism Victoria has several strategies relevant to the development of tourism in the Goulburn

River Valley Region, including:

Tourism Victoria’s Regional Tourism Action Plan 2009-2012;

Victoria’s Nature Based Tourism Strategy 2008-2012;

Victoria’s 10 Year Tourism and Events Strategy;

Concept Proposals for Tourism in Victoria (2005);

Tourism Victoria Investment Guidelines (2008);

Victoria’s Tourism Plan Summary: Food and Wine 2004-2007; and

Victoria’s Cycle Tourism Action Plan 2011-2015.

Tourism Victoria’s Regional Tourism Strategy 2013-2016

3.4.1. TOURISM VICTORIA

Tourism Victoria is the primary body responsible for governing tourism policy direction and

development in Victoria. Tourism Victoria is committed to securing Victoria’s long term tourism

future and supporting the delivery of quality infrastructure across regional Victoria.

Tourism policy is important in providing strategic guidance on the direction of nature based

tourism policy and development. Tourism Victoria drives policy and strategy for the tourism

industry at a regional level; providing direction for ten tourism regions across the State. The

Goulburn River Valley sits primarily within the Murray Region, as identified by Tourism

Victoria’s 2013 campaign regions, but also crosses borders with the Victoria’s High Country

and the Yarra Valley and Dandenong Ranges campaign regions.

THE REG IONAL TOURISM ACT ION PLAN 2009–2012

Tourism Victoria’s Regional Tourism Action Plan 2009 - 2012 addresses cross-regional issues

and confirms priorities for each of Victoria’s ten tourism regions. At the core of its strategy is

the objective of improving the supply and quality of tourism experiences. It particularly seeks

to secure investment and infrastructure priorities around Victoria’s natural asset base and the

tourism strengths of each region, advance priority investment projects identified for each region


A P R I L 2 0 1 4

and ensure that tourism projects continue to be a priority in Government investment and

infrastructure planning.

Goulburn River Valley crossed three tourism regions, as discussed above. The key strengths

of these regions are illustrated in Figure 2. ‘Food & Wine’ and ‘Festivals and Events’ are

identified as primary strengths across the region, whilst Golf is identified as a primary strength

in the Murray. Victoria’s High Country also has strengths in skiing, adventure and nature based

activities, based on its location in Victoria’s snowfields.

All three regions have established secondary strengths in ‘History and Heritage’, whilst

emerging products include ‘Spa and Wellness’, ‘Arts and Culture’ and ‘Nature Based Tourism’.

The Goulburn River Valley Tourism Region is not well established as part of Tourism Victoria

strategy. Whilst it primarily encompasses the Goulburn sub-region, as part of the Murray

campaign region, strategic direction is not well defined and often focused on the Murray River.

FIGURE 2 TOURISM CAMPAIGN REGION STRENGTHS

Source: Tourism Victoria

FIGURE 3 TOURISM CAMPAIGN REGIONS & SUB REGIONS

Source: Tourism Victoria

Tourism Victoria’s Regional Tourism Action Plan identifies a range of key projects for

development in the Murray Region; however, these are primarily based around the Murray

River in distant locations outside of the Goulburn River Valley region such as Mildura, Wodonga

and Echuca. However, Business Development Opportunities are identified which seek to

“…work with destinations such as Shepparton and Nagambie to determine how they can better leverage Tourism Victoria and regional activities...” As such whilst the action plan recognises

the ‘Goulburn’ as part of the Murray Region, it is not strongly represented throughout the plan

or via the subsequent actions.

Strategy for Victoria’s High Country is focused primarily on the alpine product of the region,

seeking to develop accommodation, infrastructure and product to support this offer. However,

it also promotes investment in:


Boutique accommodation associated with food and wine product; and

The completion of key rail trail and cycle tourism projects including the Murray to

Mountains Rail Trail.

Actions for the Yarra Valley and Dandenong Region also seek to promote boutique

accommodation options to support its food and wine product as well as nature based and

adventure tourism activities including walking and bicycle trails.

Tourism Victoria’s Regional Marketing Development Plan for the Murray mirrors the direction

of the Tourism Action Plan, focussing actions and priorities on the areas river based product.

Tourism Victoria is currently developing a new Regional Tourism Action Plan, which will set the

long term strategic direction for tourism in Regional Victoria.

VICTORIA ’S REG IONAL TOURISM STRATEGY 2013-2016

In December 2013, Tourism Victoria launched its 2013-2016 Regional Tourism Strategy. The

document reinforces other Tourism Victoria Strategy, focusing on Campaign Regions, which

do not adequately reflect either the product or tourism development opportunities in the

Goulburn River Valley. This reiterates the positioning problem for the Goulburn River Valley

and reinforces the need for GRVT to deliver a Destination Management Plan that focuses on

the key tourism opportunities in the region.

VICTORIA ’S NATURE BASED TOURISM STRATEGY 2008-2012

The Nature-based Tourism Strategy seeks to provide a long-term, coordinated approach to

policy, planning, sustainable development and marketing of the nature-based tourism sector.

The strategy aims to stimulate and grow nature-based tourism by:

Addressing barriers to growth to attract public and private investment;

Increasing the sustainability and viability of the nature-based tourism industry;

Encouraging the industry to limit its carbon footprint;

Raising visitor expenditure and tourism yield for provincial Victoria;

Heightening nature-based tourism consumer awareness;

Maintaining the principle of equity of access to public land; and

Contributing to a healthy environment.

The strategy is set out using Tourism Victoria’s campaign regions, with the GRV region

encompassing three broad campaign regions. The strategy sets out the key nature based

activities in the wider region including water-based adventure, 4WD, eco-tourism (including bird

watching and aboriginal cultural heritage), extractive tourism (fishing) and nature retreats. The

key ‘attractions and activities’ in that are identified in The Murray, High Country and Yarra Valley

that could relate to the GRV region include:

Aboriginal cultural heritage;

Red gum wetlands;

Alpine and adventure;

Horse riding;

Mountain biking;

Fishing;

Bushwalking;

The Goulburn River;

Wineries; and

Boutique facilities.

In terms of providing the infrastructure to support nature based tourism experiences across

Victoria, the strategy supports infrastructure development to support the High Country offer,

such as new Alpine Resort accommodation suitable for attracting summer nature-based

tourism visitors, High Country/Alpine Resorts adrenalin mountain biking and a feasibility study

to develop a world-class adrenalin activity centre in the Alpine Resorts including mountain

biking, bungy jumping, zorbing and other activities.

VICTORIA TOUR ISM AND EVENTS STRATEGY 2020

The Strategy focuses on industry wide strategic issues across both the tourism and events

sectors. It considers the actions needed to enhance leadership, industry development,

infrastructure and investment and marketing. The strategy provides a review of the 2007

Tourism and Events Strategy, setting out a number of industry development actions, including:


A P R I L 2 0 1 4

Enhance and support product development in identified priority areas including:

Nature-based.

Golf, soccer and cycle.

Spa and wellness.

Food and wine.

Arts, theatre and cultural.

Indigenous.

Ongoing support for industry development in regional Victoria including:

Fly / drive packages to encourage regional dispersal.

Touring routes and packages.

Accommodation supply.

Further differentiation of the regional events offerings.

CONCEPT PROPOSALS FOR TOURISM DEVELOPMENT (2005)

The study sets out a series of potential tourism development proposals, identifying strategic

tourism investment concepts to grow Victoria as a premier tourist destination relative to its

competitors. North East is included as a sub-region including Strathbogie Shire and Murrindindi

Shire and opportunities relevant to GRV region include:

Vineyard Accommodation - building on cellar door sales and restaurants, allowing the

region to be better marketed for short-break holidays, as well as for special interest food

and wine tourism.

Nature-Based Accommodation and Fishing Lodge - identifying potential sites for new

nature-based accommodation, as well reinvestment in existing properties.

The Murray and Melbourne and Surrounds are also sub-regions which encompass areas of the

Goulburn River Valley, however, these sub-regions do not identify specific sub-regional actions

that apply to the GRV region.

VICTORIA CYCLE TOUR ISM ACTION PLAN 2011-2015

The Cycle Tourism Action Plan is designed to outline Victoria’s current position in relation to

cycle tourism, provide an overview of current visitation and segmentation and propose a

number of directions and actions. The Murray region is identified as having secondary

strengths in ‘Trails’ and ‘Major Events Cycling’. High Country and Yarra Valley and the

Dandenong Ranges have primary strengths in ‘Mountain Biking’, ‘Road Cycling’ and ‘Trails’,

whilst High Country also has a primary strength in ‘Major Events Cycling’.

The document specifically focuses on the potential of the High Country as a premier cycling

destination, seeking to “…establish the High Country as the leading destination for cycle tourism

in Victoria through the development of marketing activities that hero the regions cycle tourism

experiences…”

The strategy selects priority trails which have the potential to attract interstate and intrastate

visitation and increase length of stay, including the Great Victorian Rail Trail, which is proposed

as a shared pathway for cyclists, walkers and horses following a disused rail line for 134km

from Tallarook through Yea to Mansfield with a link between Cathkin and Alexandra.

VICTORIA ’S ABORIG INAL TOUR ISM DEVELOPMENT STRATEGY 2013-2023

Victoria’s Aboriginal Tourism Development Strategy 2013–2023 has been published to provide

a major focus on the positioning of Aboriginal tourism as an urban and accessible experience

both as a stand-alone experience and as an integral component within the broader tourism

industry. It seeks to promote opportunities to leverage current attractions and develop new

experiences in regional Victoria.

A key direction of the strategy is to ‘Develop and promote regional Victorian Aboriginal tourism

offerings’ (Direction 2); building on ‘Rich history and culture’, a ‘Potential cluster of products

and experiences in south-west Victoria’ and ‘existing regional tourism initiatives’. The

document does not specifically reference opportunities in the Goulburn River Valley Region.


3.5. REGIONAL POLICY

THE DRAFT HUME REG IONAL GROWTH PLAN

The Draft Hume Regional Growth Plan provides a regional approach to land use planning in

the Hume Region, which includes the municipalities of Alpine, Benalla, Greater Shepparton,

Indigo, Mansfield, Mitchell, Moira, Murrindindi, Strathbogie, Towong, Wangaratta and

Wodonga. The plan identifies opportunities to encourage and accommodate growth, identifying

locations for future development and key regional priorities for future infrastructure planning

and development.

The key tourism focused directions contained within the Draft Hume Regional Growth Plan

support the development of tourism product and infrastructure which will diversify and enhance

the regional economy. Key objectives seek to:

Support tourism activities (including nature-based tourism) that take advantage of

environmental and cultural heritage assets and the rural environment without

compromising the future of these assets;

Support opportunities for nature-based tourism throughout the region;

Direct large commercial tourism uses to urban locations or to rural areas of lower

agricultural value and away from areas identified as strategic agricultural land;

Facilitate rural tourism activities that support agricultural enterprises such as cellar door

and farm gate sales and accommodation in appropriate regional locations;

Identify areas suitable for the expansion of nature-based and cultural heritage tourism;

and

Support the use of the Hume Region’s tracks and trails by improving public transport

access, providing a greater range of accessible accommodation opportunities and by

improving links to tourism activities and precincts.

The plan supports the growth of the ‘Goulburn Valley’ sub-region, particularly Shepparton as

its major urban growth and development centre.

HUME REG ION STRATEGIC PLAN (2010-2020)

The Hume Region Strategic Plan comprises a Regional Plan and four Sub-Regional Plans,

including the Goulburn Valley Sub-Regional Plan (including the municipalities of Greater

Shepparton, Moira, Strathbogie and Campaspe) and the Lower Hume Sub-Regional Plan

(including the municipalities of Mitchell and Murrindindi).

Key Direction 11 of the Goulburn Valley Sub-Regional Plan seeks to facilitate research and

innovation in tourism, manufacturing and industry to encourage new and evolving business.

Action 11.1.GV2 of this direction seeks to “…develop a Goulburn Valley sub regional strategy

for recreation tourism bicycle paths that is linked to a Hume Region wide cycling

strategy…and…elevate the profile and potential of cycle infrastructure to take advantage of the

Murray River environmental and tourism experience…” Key Direction 14 seeks to develop a

proficient land transportation network, with actions seeking to improve rail and public transport

links, including:

Reinstate the passenger rail line from Strathmerton to Cobram including converting the

Seymour – Shepparton – Tocumwal rail line from broad gauge to standard gauge (Action

14.2.GV4).

Provide Shepparton – Mangalore – Melbourne transport services ( Action 15.1.GV2).

Increase the frequency of the Benalla to Shepparton public transport service level (Action

15.1.GV3).

Provide a Kyabram / Tatura to Shepparton public transport commuter service (15.1.GV5).

Provide a Murchison / Toolamba to Shepparton public transport commuter service (Action

15.1.GV6).

Evaluate the pilot low level Euroa to Shepparton public transport service (15.1.GV7).

Key Direction 11 of the Lower Hume Sub-Regional Plan also seeks to facilitate innovation in

tourism. Specifically, Action 11.1.LH2 seeks to “…examine the feasibility of linking the Mansfield

to Tallarook off road cycle trail to Benalla along the Hume corridor as well as an extension to

Eildon as the Goulburn River High Country Rail Trail…”


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A UN ITED APPROACH TO TOUR ISM: FOR THE MUNIC IPAL IT IES OF M ITCHELL , MURR INDINDI , SHEPPARTON AND STRATHBOGIE (2009)

In 2009, the four GRVT municipalities sought to undertake a co-ordinated approach to tourism

development for the Goulburn River Valley Region, which recognised the complementary

tourism product provided across the region and the lack of recognition for the tourism offer in

existing tourism policy and strategy.

The document primarily addressed industry structure and was a key driver in the establishment

of GRVT.

THE GOULBURN R IVER VALLEY TOURISM DEVELOPMENT PLAN 2011-2016

The Goulburn River Valley Tourism Development Plan was published in 2011 and sets the

framework for the development of the Destination Management Plan. The plan provides a

comprehensive analysis of strategy, current product and the visitor profile of the region;

proposing a number of strategies and actions to support the development of tourism in the

Goulburn River Valley. Recommendations in the plan are based around Product Development,

Infrastructure Development, Industry Support and Administration. The key product

development strategies are focused on:

Events and Conferencing – including supporting key regional events, developing a

regional calendar of events and promoting new conference venues;

Food and Wine – including encouraging local food and wine businesses to develop their

tourism offer, developing destination dining in the region, developing a ‘food product trail’,

encouraging producers to sell locally and encouraging retailers to support local produce.

Nature-based Tourism – including supporting water-based activities and outdoor

adventure activities

Niche Development – including spa and wellness development (Kinglake and the

Strathbogie Ranges), heritage and culture (Ned Kelly, military history and indigenous art),

aerosports, cycling (including major event, mountain bike trail development and the

completion of the Great Victorian Rail Trail) and motorsport development;

The Equine Industry – including events, equine tourism packages, accommodation and

international promotion; and

Visitor Accommodation – including conference centre accommodation (Shepparton,

Seymour/Yea, Marysville), nature-based/eco, farm stay, high quality tourist parks, self-

contained accommodation (in town centres) and winery accommodation.

The Tourism Development Plan also recommends a series of infrastructure actions based on

transport and nature-based infrastructure to support the tourism product and develop a co-

ordinated tourism offer across the region. The plan provides an important guide for the further

development of a Destination Management Plan and will inform and support the final product /

infrastructure recommendations.

3.6. LOCAL POLICY CONTEXT The following section provides a summary of the key product, infrastructure and tourism

opportunities identified within strategic policy for each GRVT municipality. This sets the

context for the tourism product infrastructure and gap analysis at a local level.

The policy review has been prepared to provide a snapshot of strategic policy across the four

partner municipalities. It does not necessarily represent the full range of assets, experiences

or opportunities across the region and is not necessarily a reflection of the product and

infrastructure opportunities that will be put forward in the Destination Management Plan.


3.7. GREATER SHEPPARTON There is strategic policy support at a local level for the development of infrastructure, product and marketing to support new and existing tourism experiences in Greater Shepparton. Whilst Greater

Shepparton is not traditionally seen as a primary tourism destination in Regional Victoria, it is a key regional centre for business and events and is strategically placed with access to the Goulburn

River and at the heart of Australia’s Food Bowl. Strategic policy supports this role along with developing the product and infrastructure development to support it. The diagram below and Table 2

provide a review of the key product and infrastructure opportunities identified at local policy level.


A P R I L 2 0 1 4

TABLE 2 CITY OF GREATER SHEPPARTON: STRATEGY REVIEW

Document Strategy Identified Assets / Experiences Identified Tourism Product Development Relevant Infrastructure Projects

Greater Shepparton 2030

A blueprint for building sustainable economic activity and maximising the quality of life in the municipality over the next 30 years.

Ensure a sustained level of growth in tourism, including promotion of the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries.

Provide tourist services which suitably meet the needs of visitors to the municipality.

Support new tourist based enterprises to achieve an increase in bed stays and visits to the municipality.

Promote the natural features of Greater Shepparton.

Encourage the integration of tourism with heritage, recreation and activity centres.

Encourage the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.

Support public art displays which showcase the area’s strengths and reputation.

Encourage tourist developments to adequately cater for the differing needs of tourists.

Provide for tourist developments that are visually interesting and reflect the character of the municipality.

Greater Shepparton’s reputation as the “Food Bowl of Australia”.

Tours of agri-businesses.

Special events such as International Dairy Week.

Wineries.

Public art relating to the agricultural industry such as the Moooving Cows display.

Recreation activities linked to the Goulburn and Broken Rivers.

Shopping including at the factory outlets of the major food processing companies.

Business seminars and conferences– events including Dairy Week, United Dairy Farmers of Victoria, Assemblies of God, Association of School Councils, and the MG car conference.

Redevelopment of the Shepparton Showgrounds into a first class area of public open space and site for the future growth of the Shepparton show.

Duplication of the Goulburn Valley Highway to Shepparton.

Develop and support the Shepparton bypass

Faster train link between Shepparton and Melbourne, including improved access to airports and surrounding facilities.

Greater Shepparton Tourism and Events Strategy 2011-2014

A strategic approach to the destination management of tourism in Greater Shepparton as well as the broader region in recognition of its importance to the local economy.

To develop an Industry Visitor Services Program.

To have a complete understanding of the nature and range of current tourism product.

Develop an Events Plan to grow the sports tourism market segment.

To develop home grown sustainable events delivered annually in Greater Shepparton.

Develop a Business Events Plan.

Sustainable management of Tatura Park and Shepparton Showgrounds

Natural attributes including the Goulburn and Broken rivers and bushland tracts.

Greater Shepparton as an events destination.

Shepparton Art Gallery - active program of exhibitions.

Kidstown - a family attraction of regional significance.

Diverse and strong retail sector.

The Moooving Art Cows.

Diverse food industry with iconic brands e.g. SPC Ardmona.

Infrastructure investment at locations such as Tatura Park, the Shepparton Showgrounds and Victoria Park Lake will facilitate tourism activity.

Development of Niche Opportunities - e.g. farm gate experiences, indigenous tourism, river based tourism.

Opportunities to bundle together a range of activities that can be marketed as a complete experience using Shepparton as the hub.

The potential for Indigenous related tourism.



Develop an identity for Greater Shepparton which is authentic and reflects the attributes of the region.

Ensure all online services are innovative and progressive.

Greater Shepparton City Council Strategic Plan 2013-2017

Strategy to develop sports infrastructure and participation in Greater Shepparton

Continue to support and promote arts initiatives.

Continue the feasibility investigations for a new location for the Shepparton Art Museum (SAM).

Pursue opportunities for Greater Shepparton to be the location for major sporting events.

Ensure access to appropriate transportation infrastructure.

A range of sporting facilities across Greater Shepparton, including the Shepparton Sports Precinct

Development of the Shepparton North sporting precinct.

Complete the Shepparton Showgrounds redevelopment.

Review and adopt the Tatura Park Master Plan and develop an integrated sporting facilities master plan with the Howley Complex.

Complete the Victoria Park Lake redevelopment project.

Develop a long term plan for the Shepparton aerodrome which includes provision for its possible relocation.

Advocate for the delivery of improved passenger rail services to the Greater Shepparton including "Fast rail" services.

Advocate the Federal and State Governments for a commitment for funding to enable the commencement Shepparton Bypass for the Goulburn Valley Highway.

RiverConnect Strategic Plan (2011)

The mission of RiverConnect is to create a vibrant, more cohesive Greater Shepparton community through developing a strong sense of belonging and connection to our rivers.

Connecting Community - to provide access and facilities, together with activities and information to enable the community to value the river.

Connecting Environment - to protect, repair, enhance and sustain important river, wetland and forest environments.

Connecting aboriginal people - to provide programs, activities and facilities so that the whole community can understand and better appreciate the important historical and cultural significance this area holds for its traditional owners.

Connecting Education - to provide opportunities for the education sector and the broader community to understand the environment, culture and importance of the area.

Communication and Consultation - to provide appropriate, timely information to the community to support the achievement of the overall RiverConnect objectives.

The Goulburn River - the largest river in Victoria, and the section from Lake Eildon to the River Murray has been declared a heritage river under the Heritage Rivers Act. Assets include:

Areas of significant habitat for vulnerable or threatened wildlife;

Native fish diversity;

Fishing opportunities – especially for trout from Eildon to Yea River;

Canoeing opportunities from Eildon to Goulburn Weir;

Cultural heritage sites; and

Scenic landscapes – from Molesworth to Seymour, and from below Seymour to Echuca.

Promote the RiverConnect area as an event and activities location.

Engage with tourism groups to develop river/redgum tourism opportunities.

Develop on-going links with tourism organisations to identify future opportunities for tourism linkages to RiverConnect.

Improved public access to the river at key sites.

Providing access path network extensions along the river.

Improving boat access at preferred sites identified through consultation

Interpretive signage improvements.

Shepparton CBD Strategy (2013)

List of actions and recommendations to enhance the use and development of the CBD.

Develop an events strategy that focuses activities and events in the CBD and showcases Shepparton as a regional cultural capital.

Market and promote the CBD as a tourism destination.

Retail offer.

Events.

Business visitation.

Investigate the feasibility of scheduling a Farmers’ Market on a regular basis in the mall.

Trial hourly bus services on Sundays during a Farmers’ Market hours of operation.

Design CBD way finding signage and pathways signage to indicate the proximity of the river and associated activities to the CBD.

Implementation of CBD way finding signage and pathways signage indicating proximity of the river and associated activities to the CBD.


A P R I L 2 0 1 4


Undertake an economic impact analysis on the contributions that sport and ‘sport-tourism’ make to the Greater Shepparton economy.

Use the showgrounds and Deakin Reserve to further sport- tourism opportunities.

Work with Telstra to facilitate an upgrade of the appearance of the tower and to establish its role as a tourist destination by including such things as a café/restaurant, tourist information and displays and illumination of the tower.

Backpacker accommodation to locate within the commercial areas of the Shepparton CBD with good access to public transport, community and retail facilities.

High-quality accommodation within walking distance of the retail core.

Develop new public art installations, from cultural groups such as indigenous, young people and art students.

Promote the upgraded showgrounds as a key event space for Shepparton and the region.

Implement master plans for Queens Gardens, Monash Park and Chinese gardens.

Undertake a program of streetscape upgrades throughout the CBD

Install interpretive signage to identify key indigenous and non-indigenous heritage in the Shepparton CBD and in conjunction with the RiverConnect Master Plan.

Complete the upgrading of the showgrounds.

Sport 2050 Strategic Plan

Strategy to develop sports infrastructure and participation in Greater Shepparton

Council’s primary role is associated with local and district level facilities that support casual participation, local club and municipal wide competitions. Its role in regional sports facilities is primarily in an economic development role, as the regional centre of the Goulburn Valley, and in order to support tourism to the City.

A range of sporting facilities across Greater Shepparton, including the Shepparton Sports Precinct

Continue to support the development of the Shepparton Sports Precinct to 2050 as the community's premier multi sports ‐ venue.

Recommend that there be contributions by the individual sports and tourism to help support the Shepparton Sports Precinct as a regional hub for events.

General upgrade of sporting facilities, accessibility and useability across Greater Shepparton

Greater Shepparton Accommodation Opportunities Study (2011)

Provides a detailed review of the supply of and demand for accommodation in Greater Shepparton.

Promoting the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries.

Encouraging examples of landmark architecture for the Shepparton CBD.

Encouraging the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.

Diverse volume and quality of motel/hotel establishments.

Wide range of caravan parks / camping sites.

Business and conferencing assets.

Festivals and events

New serviced apartment stock in Shepparton (Quest)

Food and wine and the location within Australia’s Food Bowl.

Retail, commercial and entertainment offer in Shepparton CBD.

Shepparton:

A large format, high quality, modern, branded Hotel establishment with upwards of 100 rooms at 4 to 5 star standard.

Continued development of high quality Serviced Apartment or Self Contained Accommodation of 4 star standard or above – providing up to 30 additional rooms in the medium to long term (5-10 years).

A branded Backpacker Establishment or Hostel facility which could accommodate up to 20 bed spaces.

Mooroopna:

High quality 4+ star Self Contained Accommodation that supports the conference, festival and events market in Shepparton; providing up to 50 rooms.

Murchison

A small scale Motel establishment providing up to 20 rooms.



Two additional Bed and Breakfast establishments providing up to 10 rooms.

Tatura

Two high quality Motel / Self Contained Accommodation Establishments providing up to 50 rooms of 3.5-4 star quality standard.

Rural Balance

An Eco-Lodge or Cabin style establishment based around cycling and mountain bike tracks in Dookie (20 rooms).

Farm Stay accommodation across providing up to 5 rooms across the municipality.

Shepparton MSS

Planning Scheme

Promoting the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries.

Encouraging examples of landmark architecture for the Shepparton CBD.

Encouraging the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.

The tourism industry is mainly focused on shopping for locally produced and manufactured products (particularly canned foodstuffs), the meetings and business events markets, and people visiting family and friends.

Encourage the provision of tourism facilities and services including short term and home hosted accommodation, host farms and similar facilities.

The development of the Goulburn Valley Highway-Shepparton Bypass.

The potential relocation of the Shepparton aerodrome but only following detailed feasibility investigations in the demand for air services, the capacity of the existing facility, and potential locations for a new facility.

Development of a fast train link to Melbourne.

The development of a second river crossing.


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3.8. STRATHBOGIE SHIRE There is strategic policy support at a local level to support tourism and product experiences in Strathbogie Shire. The key assets are based on the natural environment, waterways system, equine

industry and local industry. Key opportunities are centred on the water-based assets and the townships of Euroa, Nagambie and Avenel. Policy is supportive of providing the right product, organisation

and infrastructure to support this offer. The diagram below and Table 3 provide a review of the key product and infrastructure opportunities identified at local policy level.


TABLE 3 STRATHBOGIE SHIRE: STRATEGY REVIEW


Strathbogie Council Plan 2013-2017

Strathbogie Shire Council Plan

Ensure a coordinated and effective approach to economic and tourism development is maintained at all times.

Ensure a desirable and safe destination that supports the development of tourism and hospitality enterprises that drive economic growth across the Shire.

"The Horse Capital of Victoria" and thriving equine industry.

Nagambie as, "The birth place of Black Caviar".

Farming enterprises, environmentally sustainable, intensive agricultural industries.

Goulburn River and eco-tourism activities

Provide RV friendly car parking signage.

Develop a tourist map of all the horse studs in Strathbogie Shire.

Develop the Shire‘s tourism story and café culture.

Investigate the feasibility of providing plaques on each building to advise of the history of that building.

Introduce a phone app. for website with town information.

Investigate and consult in relation to providing a link bridge from the Friendlies Reserve to Memorial Oval, over the Seven Creeks (Euroa).

Support community initiative in securing funding to link the Apex Walking Track across the Seven Creeks near the Rockies (Euroa).

Investigate options to provide a shared pathway connecting the Regatta Centre to the Nagambie Town Centre.

Secure funding to develop options for an additional sport and recreation precinct in Nagambie.

Nagambie On Land On Water Strategy

A strategic plan for the Nagambie Waterways, comprising parts of the Goulburn River, Lake Nagambie, the backwaters and the Goulburn Weir pool

Develop sustainable and appropriate recreation and tourism ventures for the Nagambie Waterways that will contribute to the local economy.

Promote the Nagambie Waterways as a diverse and high quality recreation and tourism destination.

Activities associated with the ‘Nagambie Waterways’ comprising Lake Nagambie, the Goulburn Weir and around 40 kilometres of the Goulburn River.

Support the implementation of recreational fishing access and infrastructure projects.

Provide safe and accessible areas for swimming.

Support investigations to open additional areas of Nagambie Waterways for high speed boating.

Develop an economic development overlay to assist with commercial business leases availability, tenure and opportunities.

Nagambie Waterways Recreational and Commercial Strategy

A strategic plan for issues of lake usage for individuals, clubs and agencies, and to assist in the realisation of the economic, social and environmental potential of Nagambie’s waterways

Provide reasonable recreation opportunities for locals and visitors.

Encourage community activity and social inclusion.

Attract visitors to the region, particularly those who will best support the local economy.

Attract investment in the area’s infrastructure.

Activities associated with the Nagambie Waterways including:

Unpowered boating activities (e.g. rowing, canoeing, fishing).

Powered boating activities (e.g. wakeboarding, skiing and jet skiing).

Fishing.

Swimming.

Hunting.

Rowing.

Continue to support appropriate commercially viable operators onto the waterway.

Assist and offer advice to G-MW around appropriate numbers of new commercial opportunities; including consideration of water taxis, tourism vessels, passive recreational craft hire and other suitable commercial boating opportunities.

Install appropriate signage and communications regarding the location and use of public access points.

Avenel 2030 Strategy

Long term strategic framework and directions for future land use and development of Avenel.

Encourage tourism development to maximise the employment & long-term economic, social & cultural benefits of developing the region as a competitive domestic & international tourist destination.

Tourism attractions and interest in Avenel has a focus on the wine industry and Ned Kelly heritage.

Scenic landscape appeal of Strathbogie Ranges.

Heritage and cultural attractions.

Wine production and intensive agriculture.

Sports events.

A feasibility study is being undertaken into the establishment of a Ned Kelly interpretative and visitor centre at a site adjacent to the Imperial Hotel.

Avenel could provide additional tourist accommodation such as bed and breakfast accommodation to cater for regional tourists, spill over effects from Nagambie and regional events.

Provision of recreation corridors and trails that provide connectivity throughout the town, offer recreational opportunities for residents and visitors and utilise natural features.

Provision of a walking/pedestrian trail along Hughes Creek between the Hume Freeway and Vearings Road.


A P R I L 2 0 1 4


Aerial and aquatic activities.

Award winning wineries.

A tourism focus for the heritage precinct in Bank Street north of the railway line.

Potential of town centre to provide an enhanced community, shopping and tourism role.

Nagambie Growth Management Strategy

Management strategy from the growth of Nagambie township.

Develop and grow the town centre as a tourism destination.

Make access to the town a more welcoming experience.

Improve connections between the town and the lake and provide more opportunities for public access to the lake edge

Improve the management of water-based activities, particularly in relation to safety and environmental considerations

Provide a variety of recreation opportunities as the town grows

A number of recreation areas (Jacobson’s Outlook, Buckley Park and Blayney Reserve) are adjacent to Lake Nagambie.

Proximity of the Lake to the High Street Commercial centre.

The economic benefits to Nagambie and the Shire of the Regatta Centre.

Work with Traders to make the town more attractive as a tourism destination in its own right, and in particular develop consistent trading hours for businesses along High Street that meet local community and tourism needs.

Explore commercial development opportunities available for Lake Nagambie and that provide financial, social and environmental benefits for the key stakeholders and Nagambie community.

Development of a new swimming facility at Buckley Park.

Creation of mooring area at Jacobson’s Outlook.

Realising the social and economic potential of the Lake for tourism.

Development of commercial operations on Lake Nagambie such as tourist vessels, water taxis and hire boats.

Creation of consolidated launching areas that can accommodate a number of complimentary uses.

Develop a signage strategy for Nagambie, in partnership with Nagambie Lakes Tourism and VicRoads, to provide interpretive and directional signage to key tourist destinations, amenities, pedestrian links, car parks and transport stop locations.

Provide facilities for smaller boats to use Lake Nagambie, through the design of car and trailer parking areas and boat ramps.

Investigate the costs and benefits of developing a swimming facility in Buckley Park.

Create on-shore areas where fishing is encouraged.

Investigate options for the strengthening or replacement of the vehicular bridge between Buckley Park and Blayney Lane when required.

Strathbogie Shire MSS

Strathbogie Shire Planning Scheme

Encourage tourism related development that promotes employment, tourism and recreational opportunities.

Strengthen the retail and business sector of the service towns.

Facilitate development of the tourism sector through strategies that protect the natural environment, heritage and town character, promote tourist related industries and strengthen tourism links with surrounding municipalities located in the region.

The scenic landscape appeal of the Strathbogie Ranges, Lake Nagambie and the Goulburn River.

Heritage attractions.

Emerging industries include wine production and intensive agriculture such as herb production.

Mitchelton and Tahbilk wineries.

Conferencing and events.

Aerial pursuits, such as air ballooning, gliding, skydiving and helicopter flights.

The Nagambie Lakes Regatta Centre attracts both major and minor events such as the National Championships and the annual Heads of the River Regatta.

Promote and encourage the ongoing growth of the food and wine sectors.

Promote and encourage the ongoing growth of the Equine Industry.

Encourage the use and development of land for tourist activities in rural areas that are associated with or complement the use of land for agricultural purposes.

Protect and facilitate the future operation and development of the Mangalore Airport.

Enhance the tourism potential of major urban centres including Euroa, Nagambie, Avenel and Violet Town by facilitating improvements to the functions, design and presentation of these town centres and entrances.


3.9. MURRINDINDI SHIRE There is strategic policy support at a local level for the development of the infrastructure and experience that can support tourism development in Murrindindi Shire. Much strategic focus in the Shire

has been on reconstruction and regeneration of key infrastructure and facilities following the 2009 bushfires. The rebuild of this infrastructure is underway and is supported in strategic policy by flagship

projects such as the Y Water Centre in Yea and proposals for a major conference facility with accommodation in Marysville. The diagram below and Table 4 provide a review of the key product and

infrastructure opportunities identified at local policy level.


A P R I L 2 0 1 4

TABLE 4 MURRINDINDI SHIRE: STRATEGY REVIEW


Murrindindi Council Strategic Plan and Resource Plan 2013-2017

Increase the economic, social and cultural benefits to the Shire of a growing tourism sector.

Realise a five per cent per annum increase in day trips.

National Parks and State Forests

Fertile farming land.

Goulburn River.

Lake Eildon.

Assess the feasibility of extending the Great Victorian Rail Trail from Alexandra to Eildon.

Support event managers in the establishment and delivery of new tourism events across the Shire.

Support the establishment of the accredited Visitor Information Centre as part of the Y Water Centre at Yea Wetlands.

Promote access to tourism event funding through the Marysville and Surrounds Marketing and Events Program.

Promote visitation to the Shire through development and distribution of marketing materials and attendance at promotional expos in partnership with GRVT.

Finalise and commence implementation of, the Great Victorian Rail Trail Integrated Identity, Interpretative and Wayfinding Strategy.

Murrindindi Economic Development Strategy 2011-2016

Strategic plan for the growth of the economy in the Shire.

To generate sustainable growth in tourism based revenue for local businesses, leveraging Murrindindi Shire’s natural assets, proximity to Melbourne and links with neighbouring regions, particularly through Goulburn River Valley Tourism and the Yarra Valley and High Country Tourism peak bodies; thus creating opportunities for employment and attracting more people to live and/or work in Murrindindi Shire.

National and State Parks.

Lake Mountain Alpine Resort.

Lake Eildon.

The Goulburn River and tributaries.

Farm gate agriculture sector.

Unrivalled opportunities within 1-2 hours of Melbourne.

Build on the Great Victorian Rail Trail, Lake Mountain & Bowden Spur mountain bike infrastructure and various bike events to establish the shire as a destination of first choice for the growing cycling market.

Develop product focused material to support touring routes, e.g. waterfalls tour and walking/bike trails.

Develop an approach to better link businesses and attractions together, through the use of “packages” and support material (eg. maps, brochures, web based and mobile applications).

Actively support development of new accommodation options and conference centres, particularly the Lake Mountain Eco-Lodge, Marysville Conference Centre and Mt Pinniger Resort.

Employ a full-time Events Coordinator/Manager - clearly differentiate between local and tourism focused events.

Consider the potential to encourage investment in one or more significant man-made attractions.

Support the rezoning of Goulburn Murray Water (GMW) land adjacent to the dam wall at Lake Eildon (i.e. Mt Pinniger) to facilitate the development of a resort.

Investigate the potential link to the Toolangi Forest, Snobs Creek Freshwater and the Yea Wetlands Discovery Centres.

Work in conjunction with VicRoads to ensure towns, major facilities and tourist attractions have appropriate signage (i.e. ensuring visitors are appropriately directed, while minimising impact on the natural environment).

Build a business case for the southern east-west transport link through the shire in readiness for future funding opportunities.



Kinglake Ranges, Flowerdale and Toolangi Plan and Design Framework

A vision for a sustainable future for the local communities of Kinglake, Kinglake West, Pheasant Creek, Flowerdale (including Hazeldene) and Toolangi (including Castella).

Develop a unifying brand identity, building on the environmental and cultural assets of the area, to attract investment and visitors to the area.

Encourage small, creative enterprises in tourism, creative arts, home-based businesses, overnight visitor accommodation and farm enterprises/markets that showcase local produce.

Encourage sustainable agri-business including innovative horticulture, niche and organic farming, and farm gate and tourism-oriented businesses

Develop a tourism and recreational offer based on the Kinglake National Park and other natural assets that encourages tourists to visit townships, provides local employment, and protects and enhances the natural assets.

Kinglake National Park.

State forests.

Niche agricultural production.

Opportunities:

Home-based and farm gate businesses.

Tourist facilities including host farms, bed and breakfast and retail.

New enterprise in creative and cottage industries; accommodation, food and hospitality, outlets for small producers such as farmers markets and farm gates and festivals and events.

Enhance the landscape character of towns and local settlements through better integration of landscape and built form and streetscape improvements in town centres.

Improve walking and cycling access between and within townships.

Marysville and Triangle Economic Recovery Strategy

An economic recovery strategy to rebuild the economy following the 2009 bushfires.

Rebuilding natural attractions, bringing back a broad range of infrastructure and amenities, and developing a multi-faceted events calendar.

An identifiable brand personality is critical for Marysville and the Triangle, supported by consistent marketing and promotion, and a coordinated tourism approach.

A strong economic leadership team including key members of the local business community.

A stimulus and incentives package to kick-start the private sector rebuild.

A phased recovery approach is needed in driving a tourism-led recovery.

Lake Mountain.

Stevenson Falls.

Marysville Township.

Lady Talbot Drive.

Bruno’s Garden.

Progress on bushfire recovery.

Provide a major accommodation/conference facility to build local confidence.

Assist the development of Lake Mountain as a year-round venue - new experiences – e.g., path from Lake Mountain to Marysville.

Assessment of range of interpretive walks available completed – and range of interpretive walks in town and along trails promoted

Local and Triangle interpretative tours and information (iPhone audio tour app, self-guided audio tours device, brochures).

Establishment of an events calendar with promotion and support from neighbouring regions.

Enhance facilities for visitors - Cafe and dining, Visitor information, Interpretive walks, Mountain bike trails.

Establish regular events - Granite grind, Music Festival. One iconic event and four major events per year running/established.

Rebuilding of natural attractions such as Steavenson Falls and Lake Mountain drawing visitors to the Triangle.

Rebuilding of township business and streetscape / signage infrastructure.

Kinglake Ranges Economic Recovery Strategy

An economic recovery strategy to rebuild the economy following the 2009 bushfires.

To encourage population return and develop a sustainable economic future.

Improve local telecommunications and utility infrastructure.

Facilitate effective urban design to connect precincts and better manage traffic flow.

Kinglake National Park.

Nature-based tourism – Waterfalls, Bushwalking and hiking, Camping, Picnicking.

Adventure tourism - Horse riding/equestrian, Cycling, Mountain biking, Adventure camp.

There is considerable community support for the development of a multi-dimensional visitor centre, with Frank Thomson Reserve commonly named as a potential site.

Bollygum Park Adventure Playground Based on the Bollygum story, ‘set in wet bushland with flora and fauna and a rural-urban-fringe setting just like the Kinglake Ranges.

Streetscaping and signage from the western entry point to Whittlesea-Kinglake Rd, through the Kinglake West/Pheasant Creek industrial/commercial precinct to improve appearance and traffic management.

Improve safety for pedestrian access to services on foot or bicycle.


A P R I L 2 0 1 4


Define and build awareness of the value proposition of the Kinglake Ranges as a place to visit

Create nature based tourism ‘magnets’ to attract sustained visitation.

Provide a vibrant visitor experience through a more effective coordinated effort and service levels.

Arts and crafts - Specialist nurseries, Galleries and arts exhibitions, Antiques and collectables, House of Bottles.

Food and produce - Pick-your-own berries, Kinglake Raspberry Fair, Kinglake Market.

Kinglake Resort Located near Pheasant Creek, the resort plans include a conference centre, day spa, restaurant and recreational facilities. Designs include a natural amphitheatre, olive grove and adjacent lake to complement the natural environment.

Enhance infrastructure for soft adventure and recreation tourism associated with the nature-based experience created by the Kinglake National Park.

Tie-ins with other cycling events, e.g. Herald Sun Tour, could assist in raising awareness of the Kinglake Ranges as a cycling and recreational tourist destination.

Infrastructure for motocross, BMX and horse riding.

Dedicated facilities for off road bike and motocross activities would assist in preventing adverse impacts on the environment.

Creation of an events calendar, including annual Kinglake Ranges events that are inclusive and showcase local businesses and community groups.

Landscaping and streetscape to improve the appearance of the main street precinct, including adequate parking for locals and tourists, and providing improved visitor amenities.

Marysville and Surrounds Tourism Events and Marketing Package 2011-2014

Bushfire recovery package.

The purpose of the package is to:

Increase visitation to Marysville and the surrounding region.

Leverage the attraction of surrounding towns for year 1-2 and focus on Marysville in years 3-4.

Support the marketing of new and existing businesses.

Develop a new brand identity.

Improve the long term viability and resilience.

Financial support packages for bushfire recovery based on Administration and Support, Events Support and Marketing and Advertising.

Business Community Marketing Plan: Alexandra, Yea, Eildon

Improving business and marking presence in the townships.

A series of marketing proposals, including:

The formation of a joint marketing group.

The use of Apps and technology.

Creating a range of tourist itineraries.

Investigate tourist / food trails such as Farm gate sales, Wineries and cellar doors, Cafes and restaurants and Produce markets.

Cross promote through events.

Turning businesses into informal VICs.

The provision of consistent signage.



Market direct to target market segments.

Consolidate trading hours.

Murrindindi Planning Scheme MSS

Develop policies and overlays that protect the major landscape features of the Shire.

Protection and recognition of sites and structures of heritage significance based on a heritage study.

Protection of water quality and environmental degradation in relation to new developments.

National parks (Lake Eildon, Kinglake)

State parks (Cathedral)

The major river systems (Goulburn, Rubicon, Big, Yea, Murrindindi, King Parrot, Acheron)

Eildon Township.

Lake Eildon.

Marysville.

Lake Mountain Alpine Resort.

Sites and structures of heritage significance.

Facilitate tourist uses and developments that are linked to the natural environment.

Facilitate recreational and tourism activities that attract tourists year round.

Capitalise on the significant tourism and economic benefits provided by visitors to the municipality, including the potential for Yea to capitalise on its strategic location to capture passing trade.

Ensuring Marysville is rebuilt as a scenic mountain village located in an attractive setting in the Steavenson River valley enclosed by vegetated forest and hills.

Ensuring Marysville has a strong image and role as tourist centre with the presence of large accommodation developments, conference facilities, guest houses and complementary tourist facilities.

Expand beyond the natural resource based tourism in Marysville to broaden the current seasonal based tourism sector.

Marysville will aim to increase tourism visitation in the future, consolidating itself as a year round tourist destination.

Develop the Yea River and wetlands for additional recreational and environmental purposes, including the development of the police paddocks land.

Redevelop Marysville’s large accommodation and former guest houses and resorts sites within landscaped gardens.

Develop thematic signage for all tourist establishments, venues and places of interest.

Investigate and nominate preferred location of future active playground, open space and pedestrian, bicycle and equestrian trails in Kinglake.

Provide for open space, recreation and environmental corridor linkages through the preparation and approval of outline development plans.

Possible provision of bypass routes for Alexandra.

Steavenson River and tributaries provide an important landscape and public open space network through Marysville which will be expanded and enhanced through the rebuilding process.

General streetscape improvements and rebuilding.


A P R I L 2 0 1 4

3.10. MITCHELL SHIRE Policy in Mitchell Shire supports an individual town approach to promoting and developing the tourist offer, due to the diversity and tourism potential of towns across the Shire. Heritage buildings in

towns such as Kilmore and Seymour are recognised as important assets, whilst the equine and sporting (including motor sports) strengths of the regions are recognised and proposed for continued

development. Other townships which are key urban growth locations, such as Wallan, are recognised as important gateway locations. The diagram below and Table 5 provide a review of the key

product and infrastructure opportunities identified at local policy level.


TABLE 5 MITCHELL SHIRE: STRATEGY REVIEW

Document Strategy Identified Assets / Experiences Identified Tourism Product Development Identified Infrastructure Requirements

Mitchell Shire Council Plan 2013-2017

Support Mitchell’s recognition as a tourist destination.

Sustainable growth and development - Shaping communities through forward planning and well built and maintained facilities and infrastructure.

Strong reputation and economy - supporting local tourism and economic development opportunities.

Natural assets, agriculture, industry. Vietnam Veterans Commemorative Walk -Stage 2.

New tracks and trails.

Upgrade roads, streets and footpaths within the Shire.

The strategy seeks to advocate to State Government for:

Telecommunication improvements.

Improvements to public transport.

National Broadband Network roll-out.

Mitchell Shire Tourism Strategy 2010 - 2015

A strategy to guide the actions of the

Economic Development Unit and Council in

developing and promoting tourism

within Mitchell Shire over the next 5 years.

The aim of this tourism strategy is to facilitate Mitchell Shire becoming a recognised tourist destination and to successfully promote townships within the Shire.

By 2015 Mitchell Shire’s towns will be well known and effectively branded, with well developed tourism product, supported by effective co-operative marketing.

Overall – Historical attractions (buildings in Kilmore and Seymour), Heritage Railway and Tramways, Transport connections, Natural attractions (Goulburn River, State Forests, Parks, Walking trails, The Australian Light Horse Memorial Park, Tooborac rocks), Events (Tastes of the Goulburn, Seymour Alternative Farming Expo, Wandong Country Music Festival, Kilmore Celtic Festival, Wallan Market, Tallarook Farmers Market), Sporting venues (Kilmore and Seymour Racing Clubs, Hume International Raceway, Broadford’s State Motorcycle Sports Complex).

Kilmore - heritage buildings, International School and Assumption College, the Kilmore Racing Complex.

Seymour/Puckapunyal - the Goulburn River (under-utilised), railway and military history, heritage railway centre, army base at Puckapunyal and an historic The Australian Light Horse Memorial Park on the Goulburn Valley Highway, a number of small wineries and vineyards are located in and around Seymour.

Broadford area - State Motorcycle Sports Complex, heritage features, natural surroundings, including Mt Piper and the rare species of Ant-blue butterfly.

Wallan - gateway to the Mitchell Shire on the Northern Highway.

Tooborac - rocky outcrops, the Shelmerdine Winery, Tooborac Hotel and Brewery.

Pyalong - historic trestle rail bridge and rocky outcrops surrounding the township.

Wandong and Heathcote Junction - Wandong annual Country Music Festival.

Tallarook - Tallarook State Forest, monthly Farmers Market, starting point for the Great Victorian Rail Trail.

Support MSC Recreation Department to develop walking tracks/trails, parks and reserves.

Support RV Friendly Town initiative in Seymour.

Redevelopment of existing products and a broader accommodation offering.

Support for industry development and training programs.

Conduct marketing and promotional activities which promote Mitchell Shire towns individually rather than a whole shire marketing approach.

Develop and promote an events calendar.

Attract new events including military heritage and water based events.

Improve key infrastructure such as signage. Work with VicRoads and local business to improve tourism and service signage throughout Mitchell Shire towns.

Upgraded Visitor Information Centres in the north and South of the Shire – including a new purpose-built, accredited Visitor Information Centre in Wallan

Support a Recreational Vehicle EzyDump Point.


A P R I L 2 0 1 4

Document Strategy Identified Assets / Experiences Identified Tourism Product Development Identified Infrastructure Requirements

Trawool - access to the Goulburn River, Trawool Valley Resort, the only conference centre in the Mitchell Shire.

Beveridge - Ned Kelly’s childhood home.

Mitchell Shire Economic Strategy (2010)

A strategic framework for interventions by Mitchell Shire Council to achieve economic and tourism development in the municipality.

Support investment and development opportunities for Seymour as identified in the Strategy and advocate for Seymour to be designated as a Regional City for the purposes of State government economic planning.

Support and promote the local equine industry and investigate opportunities to expand this industry sector.

Prepare and implement a Branding Strategy for Mitchell Shire.

Ensure that the planning system works efficiently to facilitate sustainable development.

Undertake a review of rural lands to facilitate viable enterprises and to support potential agricultural-related tourism opportunities.

Support regional initiatives to develop the equine industry (horse racing, training, events etc) including support for the installation of a synthetic track at Kilmore.

Work with the Broadford’s State Motorcycle Sports Complex and local industry to assist in facilitating the development of an automotive testing/research cluster at this location.

Ensure that Visitor Centres, gateways, signage, and Council publications reflect the new Shire and Township branding.

Long-term development and maintenance of the Goulburn River

The need for more comprehensive public transport linkages between townships

Improving rail services including (potentially) fast rail services to Seymour and commuter services which connect the southern part of the Shire to Metropolitan Melbourne

Northern Highway duplication at Kilmore.

Mitchell Shire Sports Development Plan (2011)

The Plan focuses on the current and future planning for sports facility provision and management.

Council will facilitate the provision of a range of sporting facilities across the Mitchell Shire to firstly, ensure that the community has access to a variety of different sporting opportunities, and secondly, to cater for different levels of sporting competitions and needs.

Investigate the feasibility of establishing a new Regional equestrian centre within Mitchell Shire – which could attract national and international events.

Seymour Equestrian Centre – develop a new sand arena and showjumping arena.

Kilmore Racecourse – construct a new sand arena.

Mitchell Shire Planning Scheme MSS

Support and develop the tourism industry by encouraging new uses that promote or assist local tourist attractions and visitation.

Encourage the development of tourist related industry (services such as motels, gift shops, local craft stores) to further support the existing and potential tourist attractions.

Enhance the range of attractions based on the rail heritage, wineries, the natural attractions such as the Tallarook Ranges and bushland parks, the variety of heritage buildings and sites, Puckapunyal and the Goulburn River and its surrounds by supporting and encouraging appropriate development initiatives.

Seymour:

Encourage the development of tourist related industry (services such as motels, gift shops, local craft stores).

Enhance the range of attractions based on the rail heritage, wineries, the natural attractions such as the Tallarook Ranges and bushland parks, the variety of heritage buildings and sites.

Kilmore:

Incorporate rest areas, truck stops and other such tourist facilities at appropriate locations.

Encourage and facilitate the horse industry and related activities on appropriate locations within the surrounds of the existing racecourse.

Broadford:

Maintain and encourage the expansion of the existing nature walks through the development of a trail strategy and acquiring land as development occurs.

Improve the attractiveness of towns by the enhancement of their appearance, traffic circulation, urban design and parking.


4. VISITOR PROFILE

4.1. INTRODUCTION This section provides an assessment of visitation and visitor trends in the GRV region. It draws

on data collected from Tourism Research Australia’s National Visitor Survey (NVS) and

International Visitor Survey (IVS), as well and Urban Enterprise’s PAVE visitation model; to

provide trend and demographic data for domestic and overnight visitors to the region.

Analysing visitor markets provides a snapshot of visitor market trends and preferences across

the region. It enables analysis of the visitor market profile that will frame the identification of

target market segments and tourism product/infrastructure opportunities.

An overview of visitation to the GRV region in 2012 uses the Urban Enterprise PAVE model.

The PAVE model estimates visitation to small areas by using a range of datasets including data

from Tourism Research Australia, the Australian Bureau of Statistics as well as primary

research undertaken by Urban Enterprise into the holiday home sector.

The PAVE analysis has been prepared to present a more holistic representation of visitation to

the region. Relying on Tourism Research Australia’s NVS/IVS data in isolation does not

provide an accurate account of total visitation to the GRV region for the following reasons:

IVS and NVS data does not capture visitation for persons 14 years and under; and

Sampling methods for the NVS do not effectively capture holiday home visitors, due to

the biased nature of holiday home ownership.

NVS AND IVS DATA COLLECT ION

NVS and IVS visitation data has been averaged for the year ending 2008 to the year ending

2012 and has been aggregated for each municipality across the region to ensure statistically

relevant sample sizes and to allow for anomalous results within the annual survey.

The data collected from Tourism Research Australia’s National Visitor Survey (NVS) and

International Visitor Survey (IVS) is taken from the Goulburn River Valley Tourism and Upper

Yarra Regions Statistical Area 2. This sample was created to compare and analyse the data in

the most effective and comparative manner. Figure 4 illustrates the Local Government Areas

and the relevant Statistical Area 2 areas that constitute GRV Region. It also illustrates the

statistical sub-regions used in the data sample.

Regional comparisons have been made with surrounding tourism areas including Gippsland,

High Country, Central Murray, Spa Country and Macedon Ranges and also Regional Victoria

in order to identify any similarities and differences when compared to the GRV region.

Australian residents are interviewed annually about their travel for the NVS, capturing interstate

and intrastate visitation. The information NVS provides includes visitor destinations, origins,

activities, nights spent, travel methods, activities and expenditure. The IVS is conducted in the

departure lounges of 8 international airports in Australia: Sydney, Melbourne, Brisbane, Cairns,

Perth, Adelaide, Darwin and the Gold Cost. 40,000 departing tourists are interviewed about

their time in Australia.


A P R I L 2 0 1 4

F IGURE 4 GRV REGION DATA COLLECTION AREAS


4.2. SUMMARY OF KEY FINDINGS Analysis of the visitor data provides context for visitor markets in the region, when compared to

other regional tourism destinations. It provides analysis of visitor origin, purpose of visit,

activities undertaken and the profile of visitors. The key themes to emerge from the National

and International visitor data are:

Daytrips are important to the region, driven by proximity to Melbourne and potentially a

lack of overnight product to generate overnight visitation.

The major service centre of Shepparton, along with traditional holiday destinations such

as Marysville are major drivers of visitation in the region.

Whilst holiday/leisure visitation is strong in traditional destinations, the Visiting Friends

and Relatives (VFR) market is critical to the region, highlighting the importance of this

market when providing visitor product and experiences.

Social activities are popular in the region, driven by the VFR market. Nature based

experiences are also important for visitors to the region.

The majority of visitors to the region stay for one night, illustrating the impact of the short

stay / short break market to the region.

Lifecycle visitation demonstrates that ‘Older working married’, ‘Non-working married’

couples and ‘Families with young children’ are the key market segments for regional

visitation.

A more detailed analysis of visitation data illustrates that:

OVERALL V IS ITAT ION

The GRV region attracted approximately 3.3 million visitors in 2012.

Greater Shepparton attracted the largest number of visitors (36% of all visitation) followed

by Alexandra/Marysville/Eildon (25%), illustrating the strength of Greater Shepparton as

a major business and service centre and the role of the Marysville area as a popular

tourism destination.

The international visitor survey illustrates that the largest proportion of international

visitors visit Shepparton, likely driven by business markets, backpackers and international

touring visitors.

PURPOSE OF V IS IT

The majority of overnight visitors to the region visited for holiday/leisure or to visit friends

and relatives. Key trends illustrate:

Strong holiday and leisure visitation in traditional holiday destinations such as

Nagambie (65%) and Alexandra/Marysville/Eildon (76%).

The importance of the VFR market in areas with a large population base such as

Kilmore/Broadford and Seymour.

The strength of the business market in Shepparton, Seymour and Euroa.

A regional comparison of the purpose of visit for domestic visitors illustrates that the GRV

region has a high proportion of day and overnight visitors that are visiting friends and

relatives when compared to other tourism regions, demonstrating the importance of this

market when targeting visitor product.

When compared to other regions, GRV exhibits significantly higher business visitation,

driven by proximity to Melbourne and major business and service centres at Shepparton

and Seymour.

International visitors to the GRVT region generally visit the region for holiday and leisure

purposes (48%). However, there is also relatively strong visitation for VFR (23%) and

business purposes (12%).

VIS ITOR ACT IV IT IES

Analysis of the activities undertaken by visitors to the region demonstrates that:

Social and other activities are the most popular general category of activity

undertaken across the region.

Nature based activities are popular in Alexandra/Marysville/Eildon, Kinglake Ranges

and Yea and surrounds due to the abundance of natural assets and proximity to the

High Country.

Shepparton & Surrounds has a high level of shopping activity (23%) driven by the

large retail catchment and the quality of amenity in the area.


A P R I L 2 0 1 4

Eating out at restaurants and visiting friends and relatives are the most popular social

activities undertaken by visitors.

13% of visitors visit National Parks in Kinglake Ranges, much higher than National

Park visitation in other regions, owing to the strength of Kinglake National Park.

14% of visitors in Nagambie visit wineries, which represents significantly higher

visitation than other sub-regional destinations which reflects the strength of the sub-

region as a wine producing destination.

LENGTH OF STAY

Kilmore/Broadford exhibits the longest average length of visitor stay with 3.35, which

potentially reflects the strong VFR visitation and large population base.

Yea & Surrounds and Kinglake Ranges demonstrate the shortest average stay which may

reflect the lack of a critical mass of accommodation stock in these sub-regions.

The GRV Region has a high number of 1 night visitors when compared to other

comparable tourism regions, illustrating the importance of the short stay / short break

market to the region. This reflects the proximity to Melbourne and is important in driving

the development of tourism products and experiences. It also highlights the opportunity

to convert 1-2 to night stays into longer visits which will drive yield.

BACKPACKERS

Euroa and Strathbogie Ranges attract the highest proportion of backpackers in the region

with 39%, followed by Kinglake with 33%, Alexandra/Marysville/Eildon with 32% and

Shepparton & Surrounds with 25%.

A comparison of regional destinations highlights that the GRV region has a higher

proportion of backpacker when compared to other areas.

ACCOMMODATION TRENDS

Analysis of accommodation trends across the GRV region data demonstrates that visitors

to the region are most likely to stay at a friends or relatives property, reinforcing the

strength of the VFR market in the region. Other key trends demonstrate that:

Kilmore/Broadford has the highest proportion of visitors staying with friends and

relatives (68%), followed by Alexandra/Marysville/Eildon (57%) and Greater

Shepparton (51%).

34% of visitors to Greater Shepparton are accommodated by a Hotel, resort, motel

or motel inn, reflecting the large stock of commercial accommodation in Shepparton.

Caravans and or camping are a popular type of accommodation used by overnight

visitors in Nagambie (22%) and Euroa (21%).

19% of visitors to Kinglake Ranges stay in a caravan or camp near a road or on

private property, reflecting a lack of commercial accommodation options in the area.

17% of visitors own their own property in Alexandra/Marysville/Eildon and 12% in

Yea and Surrounds, reflecting holiday home ownership in these destinations.

This data will frame the selection of key target market segments and will influence the

identification of key product opportunities across the region.


4.3. GRV REGION VISITATION (PAVE) Table 6 summarises the total number of visitors to the GRV region in 2012, using Urban

Enterprise’s PAVE model. The GRV region attracted over 3 million visitors in 2012, with 1.9m

day trips per annum and 1.3m overnight visitors.

The data illustrates the strength of Shepparton as significant visitor destination, reflecting its

role as major business and service centre, with a large population base. A high level of

visitation is also recorded in Alexandra/Marysville/Eildon, which is traditionally a popular

tourism destination.

TABLE 6 GRV VIS ITATION (PAVE)

Sub‐Regional Destination Overnight Visitors Daytrip Visitors Total Visitors

Kinglake Ranges 9,785 77,000 86,785

Yea and Surrounds 86,911 105,000 191,911

Euroa and Strathbogie Ranges 92,146 89,000 181,146

Seymour and Surrounds 92,617 152,000 244,617

Nagambie 131,880 133,000 264,880

Kilmore / Broadford 97,477 217,000 314,477

Alexandra / Marysville / Eildon 254,606 564,000 818,606

Shepparton & Surrounds 545,795 634,000 1,179,795

GRV Region ‐ Total 1,311,218 1,971,000 3,282,218

Data Source: PAVE, Urban Enterprise 2012

Figure 5 illustrates the proportion of visitation to the sub-regions in the Goulburn River Valley.

Shepparton & Surrounds experiences the highest visitation with 36% of total visitation.

FIGURE 5 % AVERAGE VIS ITATION PER ANNUM TO GRV

Data Source: PAVE, Urban Enterprise 2012

3%

6%

6%

7%

8%

10%

25%

36%

Kinglake

Yea & Surrounds


Seymour & Surrounds

Nagambie & Surrounds

Kilmore/Broadford

Alexandra/Marysville/Eildon

Greater Shepparton


A P R I L 2 0 1 4

4.4. PURPOSE OF VISIT – OVERNIGHT VISITORS The following data relates to the purpose of overnight and daytrip visitation for domestic visitors

in the GRV Region.

Table 7 highlights the purpose of visit in each sub-regional destination across the GRV region.

The majority of overnight visitors to the region visited for holiday/leisure or to visit friends and

relatives. The data highlights strong holiday and leisure visitation in traditional holiday

destinations such as Nagambie (65%) and Alexandra/Marysville/Eildon (76%).

It illustrates the importance of the VFR market in areas with a large population base such as

Kilmore/Broadford, Seymour, Euroa and the Kinglake Ranges. It demonstrates the strength of

the business market in Shepparton, Seymour and Euroa.

TABLE 7 PURPOSE OF VIS IT – OVERNIGHT

SA2 Holiday or leisure Visiting friends and relatives Business Other

Shepparton & Surrounds 46% 17% 29% 7%

Seymour & surrounds 46% 29% 22% 2%

Euroa & Strathbogie Ranges 38% 35% 23% 5%

Kilmore/Broadford 22% 62% 13% 4%

Nagambie 65% 25% 5% 5%

Alexandra/Marysville/Eildon 76% 19% 2% 3%

Kinglake ranges 33% 56% 7% 5%

Yea & surrounds 54% 32% 9% 5%

Data Source: Tourism Research Australia, NVS

4.4.1. REGIONAL COMPARISON - PURPOSE OF VIS IT (OVERNIGHT)

Figure 6 provides a regional comparison of the purpose of visit for domestic overnight visitors.

High Country and Upper Yarra have a high proportion of holiday and leisure visitors, with 66%

and 67% respectively, reflecting their strength as primary tourism destinations.

The GRV Region has a high percentage of overnight visitors that are visiting friends and

relatives when compared to other tourism regions. This demonstrates the importance of this

market to the region when providing visitor product and experiences. It also highlights the

importance of the business visitation market when compared to other regions, driven by a

proximity to Melbourne and major business and service centres at Shepparton and Seymour.

FIGURE 6 OVERNIGHT VIS ITORS


47%34%

66% 67%61% 58%

43%

46%

26% 26% 34% 34%

10%20%

8% 7% 6% 8%

Gippsland Goulburn RiverValley

High Country Upper Yarra Central Murray Spa Country &MacedonRanges

Holiday and leisure Visiting friends and relatives Business


4.5. PURPOSE OF VISIT – DAYTRIPS Table 8 illustrates that the majority of daytrip visitors are visiting the GRV Region to visit friends

and relatives, or for holiday and leisure.

TABLE 8 PURPOSE OF VIS IT – DAYTRIP

SA2 Holiday or leisure

Visiting friends and relatives Business Other

Shepparton & Surrounds 65% 19% 7% 9%

Seymour & surrounds 32% 38% 18% 12%

Euroa & Strathbogie Ranges 35% 45% 16% 3%

Kilmore/Broadford 34% 59% 4% 3%

Nagambie 44% 38% 11% 6%

Alexandra/Marysville/Eildon 79% 15% 5% 2%

Kinglake ranges 49% 39% 5% 7%

Yea & surrounds 41% 42% 2% 14%

. Data Source: Tourism Research Australia, NVS

4.5.1. REGIONAL COMPARISON - PURPOSE OF VIS IT (DAYTRIPS)

Figure 7 represents the regional comparison of purpose of visit for domestic daytrip visitors.

The GRV Region, Spa Country & Macedon Ranges and Gippsland have a large number of

visitors visiting the region for holiday and leisure and to visit friends and relatives.

Compared with other regions, the GRV Region has a low percentage of people visiting the

region for a holiday (25%). However, the GRV region has the highest percentage of visitors

visiting the region to visit friends and relatives (58%) or for business purposes (17%).

FIGURE 7 PURPOSE OF VIS IT - DAYTRIP


41%

25%

57%67%

43%56%

46%

58%

33%

28%

49%

37%

14% 17%10% 5% 9% 6%


High Country Upper Yarra CentralMurray

Spa Country &MacedonRanges

Holiday and leisure Visiting friends and relatives Business


A P R I L 2 0 1 4

4.6. PURPOSE OF VISIT - INTERNATIONAL Figure 8 demonstrates the purpose of visit for international visitors to the GRV region. A higher

proportion of international visitors enter the region for holiday and leisure purposes (48%),

however, the data demonstrates that there is also strong representation for the VFR (23%) and

business markets (12%).

FIGURE 8 PURPOSE OF VIS IT – INTERNATIONAL VIS ITORS


4.7. ACTIVITIES UNDERTAKEN Table 9 provides a snapshot of the activities undertaken by visitors to the GRV region for

domestic overnight and daytrip visitors. It is important to note that the results show all activities

undertaken by visitors during their stay in the regions and that visitors may participate in more

than one activity during their visit.

TABLE 9 ACTIVITIES UNDERTAKEN – OVERNIGHT AND DAYTRIP

Activity Shepparton & Surrounds

Seymour &

surrounds


Kilmore/ Broadford Nagambie Alexandra/

Marysville/Eildon Kinglake ranges

Yea & surrounds

Eat out at Restaurants (S) 28% 27% 32% 24% 29% 24% 20% 25%

Visit friends and relatives (S) 27% 38% 33% 47% 22% 15% 25% 29%

Go shopping (S) 23% 7% 7% 5% 5% 6% 5% 7%

General sightseeing (S) 8% 12% 13% 11% 13% 19% 13% 14%

Pubs, clubs, discos (S) 6% 5% 6% 5% 5% 6% 3% 7%

Bushwalking (N) 1% 1% 2% 2% 1% 8% 9% 6%

Visiting national parks (N) 1% 1% 0% 1% 1% 8% 13% 4%

Going to markets (A) 1% 2% 4% 1% 2% 2% 4% 1%

Go fishing (Sp) 1% 2% 0% 0% 2% 6% 1% 4%

Picnics or BBQs (S) 2% 4% 2% 4% 6% 5% 7% 3%

Visit wineries (A) 1% 1% 1% 1% 14% 1% 0% 0%

S=Social and other, N=Nature‐based, Sp=Sports and outdoor, A=Arts and Culture


48%

23%

12%

7% 6% 4%

Holiday Visiting friendsand relatives

Business Employment Other Education


Analysis of the activities undertaken by visitors to the region demonstrates that:

Social and other activities are the most popular general category of activity undertaken

across the region.

Nature based activities are popular in Alexandra/Marysville/Eildon, Kinglake Ranges and

Yea and surrounds due to the abundance of natural assets and proximity to the High

Country.

Shepparton & Surrounds has a high level of shopping activity (23%) driven by the large

retail catchment and the quality of amenity in the area.

Eating out at restaurants and visiting friends and relatives are the most popular activities

of visitors.

13% of visitors visit National Parks in Kinglake Ranges, much higher than National Park

visitation in other regions, owing to the strength of Kinglake National Park.

14% of visitors in Nagambie visit wineries, which represents significantly higher visitation

than other sub-regional destinations which reflects the strength of the region and wine

producing destination.

The data highlights the diversity of the region in its product offer, but also again reinforces the

importance of providing activities to cater for social and VFR markets, which are critical to

regional visitation.

4.8. LENGTH OF STAY

4.8.1. DOMESTIC OVERNIGHT VIS ITORS

Table 10 demonstrates the average length, in nights that domestic visitors stay in each

municipality of the GRV Region.

Kilmore/Broadford exhibits the longest average stay with 3.35 nights, which potentially reflects

the strong VFR visitation in the region and large population base. Yea and surrounds and

Kinglake Ranges exhibit the shortest average stay which may reflect the lack of a critical mass

of accommodation stock in these sub-regions.

TABLE 10 AVERAGE LENGTH OF STAY

SA2 Avg. Domestic visitor nights

Shepparton & Surrounds 2.27

Seymour & surrounds 2.95

Euroa & Strathbogie Ranges 2.95

Kilmore/Broadford 3.35

Nagambie 2.27

Alexandra/Marysville/Eildon 2.68

Kinglake ranges 1.98

Yea & surrounds 1.93



A P R I L 2 0 1 4

4 .8.2. LENGTH OF STAY FOR DOMESTIC OVERNIGHT VIS ITORS

Figure 9 illustrates the regional comparison of the number of nights stayed across the region.

All tourism regions have more than 50% of domestic visitors staying 1-2 nights. The GRV

Region has the highest number of 1 night visitation at 44%, followed by Gippsland and High

Country (35%).

The data illustrates that the short stay / short break market is critical to the visitor economy in

the region. This reflects the proximity to Melbourne and is important in driving the development

of tourism products and experiences. It also highlights the opportunity to convert 1-2 to night

stays into longer visits which will drive yield.

FIGURE 9 REGIONAL COMPARISON


4.9. BACKPACKERS

4.9.1. GOULBURN RIVER VALLEY TOURISM

Figure 10 provides a snapshot of backpacker visitation to the GRV Region. It demonstrates that

Kinglake Ranges attracts the highest proportion of backpackers with 39%, followed by Yea &

Surrounds with 32%, Shepparton & Surrounds with 32% and Seymour & Surrounds with 25%.

It should be noted that this data uses a low sample size and relies on international visitors being

able to specifically understand the regional areas that they have visited. Therefore, it only

provides a guide to international visitation trends, rather than a definitive statistical

representation of international visitation to the region.

FIGURE 10 INTERNATIONAL BACKPACKER VIS ITATION


44%

35%

26%

35%

25%

32%

30%

29%

30%

36%

32%

38%

9%

15%

17%

11%

17%

16%

14%

17%

22%

15%

21%

11%

2%

3%

4%

2%

4%

2%

Goulburn River Valley Tourism

Gippsland

High Country

Upper Yarra

Central Murray

Spa Country & Macedon Ranges

1 night 2 nights 3 nights 4‐7 nights 8‐14 nights

32%

25%

14%

15%

18%

14%

39%

32%

68%

75%

86%

85%

82%

86%

61%

68%

Shepparton & Surrounds

Seymour & Surrounds


Kilmore/Broadford

Nagambie

Alexandra/Marysville/Eildon

Kinglake Ranges

Yea & Surrounds

Backpackers Non Backpackers


4 .9.2. REGIONAL COMPARISON OF BACKPACKER VIS ITATION

A comparison of regional destinations highlights that the GRV region has a higher proportion

of backpacker when compared to other areas (constituting 30% of international visitors). This

is likely to be a result of the employment opportunities for itinerant workers during fruit-picking

season. This indicates a market segment with potential for high visitor dispersal.

FIGURE 11 REGIONAL COMPARISON OF BACKPACKER VIS ITATION


4.10. ACCOMMODATION Table 11 demonstrates the accommodation used by domestic overnight visitors in the GRV

region. Friends or relatives property is the most utilised type of accommodation, followed by

hotel, resort, motel or motel inn.

It is important to note that some data for Alexandra/Marysville/Eildon and Kinglake Ranges can

exhibit anomalies or inconsistencies, due to the impact of bushfires on the accommodation

stock during the aggregate analysis period.

TABLE 11 ACCOMMODATION USED BY DOMESTIC OVERNIGHT VIS ITORS

Friends or

relatives property

Hotel, resort, motel or motor inn

Caravan Park or commercial

camping ground

Caravan or camping near road or on

private property

Own Property Other

Shepparton & Surrounds 51% 34% 7% 5% 2% 2%

Seymour & Surrounds 39% 19% 18% 8% 8% 8%

Euroa & Strathbogie Ranges 27% 16% 21% 14% 10% 11%

Kilmore/Broadford 68% 16% 4% 7% 3% 3%

Nagambie 28% 29% 22% 11% 7% 3%

Alexandra/Marysville/Eildon 57% 14% N/A 12% 17% N/A

Kinglake Ranges 41% 18% 14% 19% 7% 1%

Yea & Surrounds 40% 25% 9% 12% 12% 2%


24%

30%

16%20%

23%

15%

76%

70%

84%80%

77%

85%


High Country Upper Yarra Central Murray Spa Country &MacedonRanges

Backpackers Non Backpackers


A P R I L 2 0 1 4

Analysis of accommodation data demonstrates a number of distinct trends in the region,

including:

Kilmore/Broadford has the highest proportion of visitors staying with friends and relatives

(68%), followed by Alexandra/Marysville/Eildon (57%) and Shepparton & Surrounds

(51%).

34% of visitors to Shepparton & Surrounds are accommodated by a Hotel, resort, motel

or motel inn, reflecting the large stock of commercial accommodation in Shepparton.

Caravans and or camping are a popular type of accommodation used by overnight visitors

in Nagambie (22%) and Euroa (21%).

19% of visitors to Kinglake Ranges stay in a caravan or camp near a road or on private

property, reflecting a lack of commercial accommodation options in the area.

17% of visitors own their own property in Alexandra/Marysville/Eildon and 12% in Yea

and Surrounds, reflecting not only holiday home ownership in these destinations, but also

a lack of accommodation offer.

4.10.1. ACCOMMODATION ACROSS REGIONS

Table 12 illustrates the regional comparison of the types of accommodation utilised by domestic

overnight visitors. In Gippsland, the Goulburn River Valley Region and Spa Country &

Macedon Ranges almost 50% of visitors stay at a friends or relatives property. A high proportion

of visitors also stay in hotels, resorts or motels and very few visitors own their own property.

32% of visitors to High Country and Central Murray and 28% of visitors to the GRV region

stayed in a Hotel, resort, motel or motor inn. This is a high portion compared to Gippsland and

Upper Yarra (16%).

TABLE 12 REGIONAL COMPARISON OF ACCOMMODATION

Gippsland Goulburn River Valley

High Country

Upper Yarra

Central Murray

Spa Country & Macedon Ranges

Friends or relatives property 49% 48% 29% 31% 31% 47%

Hotel, resort, motel or motor inn

16% 28% 32% 16% 32% 27%

Caravan Park or commercial camping ground

13% 10% 16% 19% 20% 9%

Caravan or camping near road or on private property

10% 7% 13% 15% 10% 4%

Own Property 9% 4% 6% 10% 2% 8%

Other 3% 3% 5% 9% 4% 5%



4.10.2. LIFECYCLE GROUPS

Table 13 displays the lifecycle groups that visit the GRV Region summarised into groups. This table highlights that Families and Older Couples are the most prominent visitors to the region. The key

trends demonstrate that:

Older couples are important to region visitation, reflecting the popularity of the region grey nomad and touring markets.

Family markets are crucial to the region, reflecting the family friendly offer and tourism product. In Alexandra/Marysville/Eildon family visitation constitutes 42% of all visitors.

Family stay reflects the lack of accommodation stock for Alexandra/Marysville/Eildon and Kinglake Ranges post 2009 bushfires, as well as a lack of ‘family friendly’ accommodation.

TABLE 13 LIFECYCLE GROUP – DOMESTIC VIS ITORS (GROUPED)

Shepparton & Surrounds

Seymour & Surrounds

Euroa & Strathbogie Ranges Kilmore/Broadford Nagambie Alexandra/

Marysville/EIldon Kinglake Ranges Yea & Surrounds

Young Single 9% 7% 4% 2% 9% 12% 17% 13%

Midlife Single 9% 6% 11% 3% 6% 7% 16% 1%

Young/midlife couple, no kids 9% 11% 11% 26% 14% 9% 0% 5%

Families 36% 37% 31% 23% 32% 42% 38% 37%

Older Single 9% 11% 8% 10% 5% 6% 11% 7%

Older couple 28% 29% 34% 36% 33% 24% 19% 36%



A P R I L 2 0 1 4

5. ECONOMIC IMPACT

5.1. INTRODUCTION The following section provides an economic impact assessment of tourism in the GRV

region. It provides context to the study and an understanding of the significance of tourism

to the region as a whole.

5.2. METHODOLOGY

5.2.1. EXTRAPOLATION METHOD FOR ECONOMIC IMPACT ASSESSMENT

This component of the study draws on primary and secondary research including:

Population and Visitor Estimator (PAVE) model (as explained in Section 4);

Expenditure estimates from past visitor surveys and from TRA (National and

International Visitor Survey);

Urban Enterprises Input-Output model (See Appendix A);

Australian Bureau of Statistics (ABS) data; and,

Tourism Satellite Accounts.

A summary of the methodology used to calculate the economic impact of tourism and the

performance of the tourism sector in GRV region is outlined below.

NUMBER OF V IS ITORS

The number of visitors to GRV region has been calculated using Urban Enterprise’s PAVE

model. The model uses a number of algorithms which draw on the number of local

establishments and guest rooms, ABS Survey of Tourism Accommodation occupancy rates

and National Visitor Survey visitor proportions as set out in Section 4 of this report.

VIS ITOR EXPENDITURE

Visitor expenditure is calculated by multiplying the number of daytrip and overnight visitors

by the expenditure per visitor identified using TRA Regional Profiles of Visitor Expenditure.

TOURISM EMPLOYMENT

The total number of employees by industry is identified through Census Data (2006),

provided by the Australian Bureau of Statistics. A tourism multiplier is based on the data

from the Tourism Satellite Accounts framework which links to total visitor expenditure

identified.

ECONOMIC IMPACT ASSESSMENT

The Tourism Economic Impact was calculated utilising the Urban Enterprise Input Output

Model. An Input-Output (I-O) analysis is widely used technique for estimating economic

impacts and job impacts of an activity in a region. The Economic Impact Assessment will

examine the direct economic impact (expenditure visitors and holiday home owners) and

indirect economic impact of the expenditure (flow-on expenditure to other industries within

the GRV region). The analysis will also assess the level of Full Time Equivalent (FTE)

employment generated as a result of the expenditure. Tourism multipliers, based on

benchmarks from Tourism Satellite Account, will be utilised to assess the level of FTE

employment generated by tourism expenditure.


5.3. ECONOMIC IMPACT OF TOURISM

5.3.1. TOTAL ECONOMIC IMPACT OF TOURISM TO GOULBURN RIVER VALLEY

TOURISM ECONOMIC IMPACT

Tourism contributed an estimated $424 million to the GRV regional economy and generated

an estimated 3,921 local jobs in 2012. As indicated in Table 15, these jobs account for

approximately 10% of the total employment within the GRV region.

TABLE 14 TOTAL ECONOMIC IMPACT OF TOURISM TO THE GRV REGION

Direct Indirect Total Jobs [Direct]

Economic Impact from Tourism

(Visitor Expenditure)

$424 mil $149 mil $572 mil 3,921 FTE

Jobs

TABLE 15 EMPLOYMENT COMPARISON WITH GRV ECONOMY & THE TOURISM INDUSTRY

Number of Jobs in

GRV

Jobs supported by

Tourism Industry

% attributed to

tourism

Jobs 38,689 3,921 10%

More detail on the economic impact methodology used can be found in Appendix A.

5.3.2. VISITOR EXPENDITURE BY VIS ITORS

V IS ITOR EXPENDITURE PER V IS ITOR

TRA data indicates that domestic day visitors spend an average of $96.30 per trip; and

domestic overnight visitors spend an average of $176.47 per trip to the GRV region.

TABLE 16 AVERAGE EXPENDITURE PER VIS ITOR

Region Average

Expenditure per domestic day visitor

Expenditure per domestic overnight visitor

GRV Region Average $96.30 $176.47

Source: TRA Regional Visitor Expenditure Data, 2013.

DIRECT IMPACT

The table below outlines the estimated visitor expenditure for the GRV region in 2012.

Direct expenditure within the region is estimated to be approximately $424 million with $236

million attributed to overnight visitors and approximately $188 million attributed to daytrip

visitors.

TABLE 17 DIRECT VIS ITOR EXPENDITURE- GRV REGION

Overnight Visitors

Daytrip Visitors Total Visitors

Total GRV Region - Visitors 1,311,218 1,971,000 3,282,218

Total GRV Region - Expenditure $235,796,556 $187,784,458 $423,581,014

INDIRECT IMPACT

Based on direct expenditure of $424 million, the indirect expenditure has been calculated

at $149 million.

JOBS

In total, overall visitor expenditure directly supports over 3,921 full time equivalent (FTE)

jobs in the GRV Region.


6. MARKET SEGMENTS

6.1. INTRODUCTION This section provides analysis of the key target market segments for the region. The target

markets have been selected through consultation, existing visitation data and qualitative

research.

6.2. MARKET SEGMENT SUMMARY The analysis of visitor markets identifies the following segments as critical to driving tourism

in the GRV region:

KEY MARKETS

Families – families often visit friends and relatives or visit for holiday and leisure,

seeking to stay in motels, caravan parks or self-contained rental homes. On average,

they spend more money than the average traveller and like to visit nature, wildlife and

history and heritage attractions.

Socially Aware – socially aware travellers are generally well-educated, socially active,

and technologically up to date. They enjoy natural and cultural experiences such as

food and wine experiences, National Parks, swimming, and wildlife. Socially aware

travellers are generally high yielding and prefer hotel or self-contained

accommodation when they travel.

Older Travellers / Couples – older travellers and grey nomads currently form a large

proportion of visitation to the region. They represent a fast growing market segment

that provides steady visitation and strong passing trade. They are generally a lower

yielding segment and often prefer to stay in a form of caravan/camping

accommodation or motels.

Experience Seeking / Self-drive International Visitors – whilst the international market

does not provide significant visitation for the region at present, it is a market segment

that will be drawn by the development of assets, tourism icons or a critical mass of

packaged tourism products. Experience Seekers are more likely to visit regional

areas, stay longer in the region and have a higher than average yield. They value

personal interaction with natural and cultural values and require a high quality visitor

experience.

NICHE MARKETS

Backpackers – the itinerant worker market is prevalent in the region, particularly in

Greater Shepparton, Strathbogie Shire and Murrindindi Shire. Backpackers are not

high yielding visitors and generally require group accommodation.

Sports markets – sporting events are a key strength of the region. The niche sports

market is interested in both sporting events and activities and will often visit friends

and relatives.


6 .2.1. SEGMENT OVERVIEW

Table 18 provides an overview of the key market segments, based on their proportion of

visitation and length of stay. The Family market is the key market for the region,

representing approximately 36% of all domestic visitation. Families also have a

comparatively long length of stay, staying an average of 2.36 nights in the region.

The Backpacker market represents 25% of total International visitation to the region and

has a significant length of stay at an average of 28 days. They are also more likely to

participate in a greater range of activities than any other market segment whilst in the region

which is as a result of the long length of stay. Although this market represents a very small

proportion of visitation to the region, the market has seen a 185% increase over the ten

year period.

TABLE 18 GRV OVERVIEW – DOMESTIC MARKET

Market

Segment

Proportion of total

domestic GRV visitation

Av. Length

of Stay (nights)

1. Families 36% 2.36

2. Older Couples 27% 2.75

3. Socially Aware 15% 2.17

4. Sporting Groups 8% 2.17

TABLE 19 GRV OVERVIEW - INTERNATIONAL MARKET

Market Segment Proportion of total international GRV visitation

1. International Self-drive 52%

2. Backpackers 25%

6.2.2. ALIGNMENT WITH KEY MARKETS

Table 20 below provides a summary of the alignment of key market segments with regional

tourism themes. It illustrates that the identified market segments align strongly with the key

tourism product themes in the region.

TABLE 20 ALIGNMENT WITH KEY MARKET SEGMENTS

Product Themes Key Market Segments

1. Nature Based & Adventure / Sports

Families

Socially Aware

International

Sporting

2. Food and Wine

Socially Aware

Older Couples

International

3. Festivals and Events

Families

Socially Aware

Older Couples

Sporting

4. Business and Conferencing Socially Aware

5. History and Heritage

Families

Older Couples

International

6. Equine Socially Aware

International

7. Arts and Culture Socially Aware

International

8. Indigenous Socially Aware

International

9. Golf Older Couples

Sporting


A P R I L 2 0 1 4

6.3. METHODOLOGY The following analysis is based on National Visitor Surveys (NVS) survey results from

Tourism Research Australia (TRA). The analysis is intended to provide a general overview

on the key domestic and international tourism markets to the GRV Region.

The surveys undertaken by TRA are used as a basis for this market assessment. For most

of this analysis, ten year averages have been used in order to ensure the figures are

statistically relevant sample sizes and to allow for anomalous results within the survey.

The domestic and international market segments used within this analysis have been listed

below alongside the particular TRA characteristics used to identify these market segments.

6.3.1. KEY MARKETS

FAMIL IES :

Parent with youngest child aged 5 or less;

Parent with youngest child aged 6-14; and

Parent with youngest child aged 15+ and still living at home.

SOCIALLY AWARE/HIGH Y IELD:

Part of a couple (married, de facto, living together);

Annual household income of higher than $78,000 (1998 to 2010) and $85,000 (post

2011); and

Aged between 30 and 49 years.

OLDER COUPLES

Older working married person; and

Older non-working married person.

INTERNAT IONAL / SELF DRIVE

Transport used to first stopover including:

Private or company car;

Rental car; and

Self-drive van, motor-home or campervan

6.3.2. NICHE MARKETS

BACKPACKERS

All international visitors who have stayed in backpacker accommodation during their

stay.

SPORT ING GROUPS:

Sport- participating; and

Sport-spectating


6.4. FAMILY MARKET SEGMENT

6.4.1. SUB REGIONAL PRODUCT ALIGNMENT

In terms of the Family market’s alignment with the product of the GRV, the core experiences

available within the following sub regions most closely match the segment preferences:

Kinglake Ranges;

Euroa & Strathbogie Ranges;

Alexandra, Marysville, Eildon;

Nagambie and Surrounds;

Shepparton & Surrounds.

6.4.2. VISITATION TRENDS (V ICTORIA)

The Family market is the largest domestic segment profiled for the GRV region and

comprises approximately 33% of overnight visitation and 37% of visitation to the region over

a ten year average.

Figure 12 examines overnight and daytrip visitation for the Family market as proportion of

total visitation to Regional Victoria. Since 2003, the Family market has increased from

approximately 33% to 39% in 2012.

FIGURE 12 PROPORTION OF FAMILY MARKET IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012

32%

33%

34%

35%

36%

37%

38%

39%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Regional Victoria‐ Overnight Regional Victoria‐ Daytrips


A P R I L 2 0 1 4

6 .4.3. FAMILY MARKET- LENGTH OF STAY

The average length of stay for the Family market is 2.36 nights, with 74% of visitors staying

1 to 2 nights in the region. Families are less likely than the average visitor to stay more than

two nights.

FIGURE 13 FAMILY SEGMENT – LENGTH OF STAY

6.4.4. FAMILY MARKET KEY ACTIVITIES - OVERNIGHT TRIPS

The following table provides a ten year average of the key activities undertaken by overnight

visitors in the family market between 2003 and 2012. Visiting friends and relatives is the

most common activity (44%) followed by eating out at restaurants (38%), general

sightseeing (23%) and go shopping for pleasure (16%).

The Family market is also more likely to undertake the following activities:

Go fishing;

Other outdoor activities;

Water activities or sports; and

Exercise, gym or swim at a local pool, river or creek.

TABLE 21 FAMILY GROUPS - KEY ACTIVITIES FOR OVERNIGHT VIS ITORS 2003-2012

Activities Families All Visitors to GRV

Visit friends and relatives 44% 48%

Eat out at restaurants 38% 42%

General sight seeing 23% 28%

Go shopping (pleasure) 16% 19%

Pubs clubs discos etc 15% 20%

Go fishing 11% 9%

Bushwalking or rainforest walks 11% 14%

Picnics or BBQs 9% 9%

Visit national parks or State parks 8% 9%

Other outdoor activities (e.g. horse riding, rock climbing etc.) 7% 6%

Water activities or sports 6% 5%

Exercise, gym or swimming at a local pool, river or creek 6% 5%

Play other sports 5% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 night 2 nights 3 nights 4 to 7 nights 8 to 14nights

15 to 21nights

22 or morenights

Total GRV Families


6 .4.5. FAMILY MARKET KEY ACTIVITIES - DAYTRIPS

The key activities, including eating out at restaurants, visiting friends and relatives,

shopping for pleasure and general sightseeing are undertaken at an identical rate to the

average of all GRV visitors; however, the Family market is more likely to undertake the

following activities at a higher rate than all visitors to the region:

Picnics or BBQs;

Visit national parks or State parks;

Bushwalking or rainforest walks;

Attend an organised sporting event;

Other outdoor activities (e.g. horse riding, rock climbing etc.); and

Visit botanical or other public gardens.

TABLE 22 FAMILY GROUPS- KEY ACTIVITIES FOR DAYTRIP VIS ITORS 2003-2012

Activities Families All Visitors to GRV









Attend an organised sporting event 6% 4%


Other outdoor activities (e.g. horse riding, rock climbing etc.) 5% 4%

Visit botanical or other public gardens 3% 2%

Go fishing 3% 3%

6.4.6. FAMILY MARKET ACCOMMODATION

The accommodation preferences of the Family market are generally in line with the patterns

of all visitors to the GRV region, with visitors most likely to stay at a friends or relatives

property (37%), followed by hotel, resort, motel or motor inn (24%).

FIGURE 14 FAMILY MARKET ACCOMMODATION- AVERAGE 2003 TO 2012

41%

24%

12%

8%

5%

5%

3%

2%

Friends or relatives property

Hotel resort motel or motor Inn

Caravan park or commercial camping ground

Caravan or camping near road or on privateproperty

Other

Own property (e.g. holiday house)

Rented house apartment flat or unit

Guest house or B&B

Total Accommodation Families


A P R I L 2 0 1 4

6.5. OLDER COUPLES


In terms of the Older Couple’s alignment with the product of GRV region, the core

experiences available within the following sub regions most closely match the segment

preferences:


Euroa and the Strathbogie Ranges;

Nagambie;

Seymour & Surrounds; and



The Older Couples market comprises approximately 27% of the total market within the GRV

over a ten year period.

The proportion of total domestic visitation for this market to Regional Victoria is also very

similar and comprises an average of 24% which has increased a couple of percent over the

ten year period as highlighted in Figure 15.

FIGURE 15 PROPORTION OF SOCIALLY AWARE IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012

18%

20%

22%

24%

26%

28%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Regional Victoria ‐ Overnight Regional Victoria ‐ Daytrips


6 .5.3. OLDER COUPLES - LENGTH OF STAY

The average length of stay for Older Couples is 2.75 nights with 66% staying between one

and two nights in the region. They are less likely than the average visitor to the GRV region

to stay for longer periods of time; however there is a small proportion of the touring market

which has longer stays of between 15 to 21 nights and 22 nights or more.

FIGURE 16 OLDER COUPLES- LENGTH OF STAY

6.5.4. OLDER COUPLES KEY ACTIVITIES - OVERNIGHT

The key activities undertaken by Older Couples are eating out at restaurants (38%),

followed by visit friends and relatives (40%) and general sightseeing (27%).

There are no activities that older couples are likely to undertake at a higher rate than the

average visitor to the region. They are less likely than the average visitor to eat out at

restaurants, visit friends and relatives, go to pubs, clubs and discos, go shopping for

pleasure and go bushwalking.

TABLE 23 OLDER COUPLES- KEY ACTIVITIES- OVERNIGHT

Activities Older Couples All Visitors to

GRV







Go fishing 5% 9%



Visit wineries 6% 5%


Go on a daytrip to another place 6% 7%

Visit museums or art galleries 5% 5%

Going to markets 5% 5%

Other outdoor activities (e.g. horse riding, rock climbing) 3% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


15 to 21nights

22 or morenights

Total GRV Older Couples


A P R I L 2 0 1 4

6 .5.5. OLDER COUPLES KEY ACTIVITIES - DAYTRIP

In terms of daytrip activities, older couples are more likely to eat out at restaurants, visit

friends and relatives, go shopping for pleasure and general sightseeing than the average

GRV visitor.

TABLE 24 OLDER COUPLES KEY ACTIVITIES- DAYTRIPS

Activities Older Couples All Visitors to

GRV













6.5.6. OLDER COUPLES ACCOMMODATION

Older Couples have a greater propensity to stay in hotels and motels, commercial caravan

or camping grounds, their own property or in a guest house or B&B.

FIGURE 17 ACCOMMODATION PREFERENCES- OLDER COUPLES

41%

24%

12%

8%

5%

5%

3%

2%

33%

29%

13%

6%

3%

8%

3%

4%





Other



Guest house or B&B

Older Couples Total GRV


6.6. SOCIALLY AWARE / HIGH YIELD SEGMENT


In terms of the Socially Aware alignment with the product of GRV, the core experiences



Kinglake Ranges;

Nagambie;

Alexandra, Marysville, Eildon; and



The Socially Aware market for Regional Victoria accounted for approximately 16% of total

visitation over a ten year period. The proportion of total visitation has grown approximately

7% for overnight and daytrip visitation.

FIGURE 18 PROPORTION OF SOCIALLY AWARE IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012

5%

10%

15%

20%

25%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012



A P R I L 2 0 1 4

6 .6.3. SOCIALLY AWARE- LENGTH OF STAY

The average length of stay for the Socially Aware market is 2.17 nights. 81% of this market

stays between 1 to 2 nights and 12% for 3 nights.

FIGURE 19 SOCIALLY AWARE- LENGTH OF STAY

6.6.4. SOCIALLY AWARE KEY ACTIVITIES - OVERNIGHT

The activity most likely to be undertaken by Socially Aware visitors is eating out at a

restaurant (44%) which is slightly above the proportion of all visitors to the region (42%).

Other key activities are visit friends and relatives (43%), general sightseeing (21%) and go

to pubs, clubs and discos (20%).

The Socially Aware market is also more likely to undertake the following activities when

compared to overall visitors to the region:

Go fishing;

Visit national parks or State parks;

Visit wineries;

Exercise, gym or swimming at a local pool, river or creek;

Attend an organised sporting event; and

Visit farms.

0%

10%

20%

30%

40%

50%

1 night 2 nights 3 nights 4 to 7nights

8 to 14nights

15 to 21nights

22 or morenights

Total visitors Socially Aware


TABLE 25 SOCIALLY AWARE KEY ACTIVITIES- OVERNIGHT VIS ITORS 2003-2012

Activities Socially

Aware

All Visitors

to GRV







Go fishing 12% 9%





Other outdoor activities (e.g. horse riding, rock climbing

etc.) 6% 6%


Going to markets 5% 5%


Visit farms 5% 4%

6.6.5. SOCIALLY AWARE KEY ACTIVITIES - DAYTRIPS

The Socially Aware daytrip market is also most likely to eat at restaurants (40%) which is

higher than the average total for all visitors to the region (38%). This is followed by visit

friends and relatives (33%), general sightseeing (18%) and go shopping (15%).

The Socially Aware daytrip market is more likely to undertake the following activities when

compared to all visitors to the GRV region:

Picnics or BBQs;

Visit national parks or State parks; and

Bushwalking or rainforest walks.

TABLE 26 SOCIALLY AWARE KEY ACTIVIT IES- DAY TRIP VIS ITORS 2003-2012

Activities Socially Aware All Visitors to GRV











A P R I L 2 0 1 4

6 .6.6. SOCIALLY AWARE ACCOMMODATION

The Socially Aware market segment predominately stay at friends and relatives properties

(31%), followed by hotel, resort, motel or motor inn accommodation (29%), which is slightly

higher than the overall average across the whole region (24%).

The Socially Aware market is also slightly more likely to stay in their own property, a rented

house, apartment flat or unit and a guest house or B&B.

FIGURE 20 SOCIALLY AWARE ACCOMMODATION

41%

24%

8%

12%

5%

5%

3%

2%

31%

29%

11%

10%

7%

5%

4%

3%





Other



Guest house or B&B

Total Accommodation Socially Aware


6.7. INTERNATIONAL SELF DRIVE MARKET


In terms of the International Self-drive market’s alignment with the product of GRV, the core


preferences:



Nagambie; and

Shepparton and Surrounds.


The international self-drive market comprises an average of 52% international visitors to

the region over the past ten years.

As identified in Figure 21, the self-drive market as a proportion of total visitation in Regional

Victoria has been increasing steadily since 2003, comprising about 58% in 2012.

FIGURE 21 PROPORTION OF INTERNATIONAL SELF DRIVE REGIONAL VICTORIA 2003 TO 2012

30%

35%

40%

45%

50%

55%

60%

65%

70%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

All Regional Victoria


A P R I L 2 0 1 4

6 .7.3. INTERNATIONAL SELF DRIVE – LENGTH OF STAY

The average length of stay for the International Self Drive market 16 nights, reflecting their

longer travel patterns and holiday profile.

FIGURE 22 INTERNATIONAL SELF DRIVE - LENGTH OF STAY

6.7.4. INTERNATIONAL SELF DRIVE KEY ACTIVITIES- OVERNIGHT

The key activities undertaken by the International Self-drive market includes eating

out/dining at restaurants/cafes (86%), sightseeing/looking around (70%) and go shopping

for pleasure (66%). With the exception of visiting friends and relatives, all activities are

undertaken at a slightly lower proportion than all international visitors to the region.

TABLE 27 INTERNATIONAL SELF DRIVE KEY ACTIVITIES

Activity Self‐drive Int’l to GRV

All Int’l visitors to GRV

Eat out / dine at a restaurant and/or cafe 86% 88%

Sightseeing/looking around 70% 74%

Go shopping for pleasure 66% 70%

Pubs, clubs, discos etc 50% 56%

Go to the beach (incl. swimming, surfing, diving) 43% 52%

Visit national parks / State parks 42% 51%

Go to markets 46% 50%

Bushwalking / rainforest walks 34% 38%

Visit wildlife parks / zoos / aquariums 33% 39%

Visit museums or art galleries 31% 40%

Visit history / heritage buildings, sites or monuments 30% 36%

Visit friends & relatives 29% 24%


Visit farms 27% 32%

Charter boat/cruise/ferry 23% 27%

Attend Movies/Cinema 21% 30%


0%

5%

10%

15%

20%

25%

30%


15 to 21nights

22 or morenights

International Self Drive Total GRV International


6 .7.5. INTERNATIONAL SELF DRIVE ACCOMMODATION

The International Self-drive visitor is most likely to stay at the home of a friend or relative

(45%) followed by at a hotel, resort, motel or motor inn (29%).

FIGURE 23 INTERNATIONAL SELF DRIVE ACCOMMODATION 2003-2012

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Home of friend or relative (no paymentrequired)

Hotel resort / motel / motor Inn

Other

Caravan

Backpacker / hostel

International self drive market Total international


A P R I L 2 0 1 4

6.8. SPORTING GROUPS MARKET SEGMENT


In terms of Sporting alignment with the product of GRV region, the core experiences


Alexandra / Marysville / Eildon;

Seymour & Surrounds;

Nagambie; and



The Sporting Groups market is a small proportion of total visitation to the region, comprising

approximately 6% of both the overnight and daytrip visitation to the GRV. The proportion of

Sporting Groups when examining the average across Regional Victoria is similar,

comprising approximately 5% of total visitation in 2012.

FIGURE 24 PROPORTION OF SPORTING GROUPS IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003 TO 2012

0%

1%

2%

3%

4%

5%

6%

7%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012



6 .8.3. SPORTING GROUPS- LENGTH OF STAY

The average length of stay for this market is 2.17 nights with 68% staying between 1 and 2

nights. There is also 10% of the segment which stay for longer periods of between 4 to 7

nights and 15 to 22 nights.

FIGURE 25 SPORTING GROUPS- LENGTH OF STAY

6.8.4. SPORTING GROUPS KEY ACTIVITIES- OVERNIGHT

The key activities undertaken by Sporting Groups is eating at restaurants (42%), followed

by attending an organised sporting event (32%), and play other sports (27%) which are both

predictably higher than the average across all visitors to the region.

They are much less likely to visit friends and relatives than the average visitor to the GRV

as well as general sightseeing and go shopping for pleasure.

The following activities are undertaken with a greater frequency than the average visitor to

the GRV:

Other outdoor activities (e.g. horse riding, rock climbing);

Water activities or sports; and

Visit wineries.

0%

5%

10%

15%

20%

25%

30%

35%

40%


15 to 21nights

22 or morenights

Total GRV Sporting Groups


A P R I L 2 0 1 4

TABLE 28 SPORTING GROUPS- KEY ACTIVITIES- OVERNIGHT VIS ITORS 2003-2012

Activity Sporting Groups

to the GRV

All visitors to

the GRV






General sightseeing 20% 28%

Other outdoor activities (e.g. horse riding, rock

climbing)

14% 6%

Go shopping for pleasure 11% 19%

Water activities or sports 11% 5%

Go fishing 9% 9%


Visit national parks / State parks 7% 9%


Go on a daytrip to another place 6% 7%

6.8.5. SPORTING GROUPS KEY ACTIVITIES- DAYTRIPS

The main daytrip activities include attending an organised sporting event (35%), eat out at

restaurants (26%) and play other sports (24%). Sports visitors are less likely than the

average visitor to the GRV region to eat out at restaurants and visit friends and relatives.

Other activities undertaken with greater frequency than all daytrip visitors to the region

include the following:

Other outdoor activities (e.g. horse riding, rock climbing);

Go fishing; and

Play golf.

TABLE 29 SPORTING GROUPS- KEY ACTIVITIES FOR DAYTRIP VIS ITORS 2003-2012

Activity Sporting Groups

to the GRV

All visitors to

the GRV





Other outdoor activities (e.g. horse riding, rock

climbing)

9% 4%


Go fishing 6% 3%

Play golf 5% 1%


General sightseeing 5% 18%


6 .8.6. SPORTING GROUPS ACCOMMODATION

The main accommodation type for sporting groups is hotel, resort, motel or motor inn

accommodation which accounts for 34% of this market which is greater than the average

for all GRV visitors. They are also more likely to stay in a caravan park or commercial

camping ground as well as caravan or camping near a road or on private property than all

other visitors to the GRV.

This segment is much less likely than the average visitor to the GRV to travel to the region

to visit friends and relatives which is reflected in the lower proportion staying in friends and

relatives properties (19%) compared to the overall GRV average (41%).

FIGURE 26 SPORTING GROUPS ACCOMMODATION

24%

12%

41%

8%

5%

3%

2%

5%

34%

21%

19%

14%

7%

3%

1%

1%


Caravan park or commercial campingground


Caravan or camping near road or onprivate property

Other


Guest house or B&B


All GRV Visitors Sporting


A P R I L 2 0 1 4

6.9. BACKPACKER MARKET SEGMENT This section analyses the backpacker market segment within the International Visitor

Survey. It includes all visitors which have stayed in backpacker accommodation during their

stay in the region.


In terms of the Backpacker market’s alignment with the product of GRV, the core


preferences:

Shepparton & Surrounds; and

Alexandra / Marysville / Eildon.


The backpacker market segment makes up approximately 25% of all international visitors

to the region. This has been a steadily increasing since 2004 with the exception of a drop

in 2007. In 2012, backpacker visitation comprised approximately 36% of all international

visitors to the region, which is at a much higher rate than the total backpacker visitation to

Regional Victoria which was 14% in 2012.

6.9.3. BACKPACKERS- LENGTH OF STAY

Backpacker average approximately 28.53 days in the region, reflecting their longer term

work requirements and ability to travel for longer periods of time.

FIGURE 27 BACKPACKERS- LENGTH OF STAY

0%

5%

10%

15%

20%

25%

30%

35%


15 to 21nights

22 or morenights

Total International Visitaton to GRV Backpackers


6.10. MARKET SEGMENT FORECASTS

DATA SOURCES

Figure 28 depicts the forecast visitation by market segments from 2012 to 2030. Forecast

visitation data relates specifically to the Families, Socially Aware, Older Couples and

International/Self-Drive market segments. Due to lack of available data, forecast visitation

for the Backpacker and Sports niche visitor segments are not provided.

Forecast visitation is calculated by applying the 2012 estimated visitation to the GRV region

to the forecast visitation growth rates. Forecasts visitation growth rates are derived from the

following sources:

Families market segment – ABS forecast population growth rate of Victorian families

with children;

Older couples market segment – ABS forecast population growth rates of Victorian

residents aged 60 year and above;

Socially aware market segment – TRA Tourism Forecast Committee visitation growth

rates of domestic Socially Aware visitors to Victoria; and

International/Self-drive – TRA Tourism Forecast Committee forecast visitation growth

rates of International visitors to Victoria.

FORECAST V IS ITAT ION BY MARKET SEGMENT

Visitation data shows that in 2012, Families represented the largest visitor segment to GRV

region with approximately 1.2 million visitors; this is followed by Older Couples (950,000

million visitors) and Socially Aware (490,000 million visitors).

Forecast visitation data indicates that by 2030, Older Couples will represent the largest

visitors segment in GRV region with approximately 1.5 million visitors. This reflects the

significant ageing of Victorian population.

By 2030, the Families market will represent the second largest market segment (with 1.4

million visitors), followed by the Socially Aware market (600,000 visitors).

Over the same period the International Self-Drive visitor market is estimated to grow from

9,000 visitors in 2012 to nearly 20,000 visitors in 2030.

FIGURE 28 FORECAST VIS ITATION BY MARKET SEGMENT, 2012 – 2030

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Families Socially Aware

Older Couples International/Self-Drive


7. STAKEHOLDER CONSULTATION

7.1. INTRODUCTION This section provides a summary of consultation undertaken to inform the background

review and identification of issues for the Discussion Paper and Destination Management

Plan. Consultation has included:

Discussions with Planning, Economic Development, Tourism and Executive Officers

at Strathbogie Shire, Mitchell Shire, Murrindindi Shire and the City of Greater

Shepparton Council’s;

Industry sessions with local business leaders in Euroa, Marysville and Greater

Shepparton;

A round table session with VIC managers and volunteers from VICs across the GRV

region; and

An Online Business Survey.

The consultation identified a number of assets, issues and opportunities across the GRV

region. The results of consultation do not constitute a definitive list of issues and

opportunities, nor does it necessarily represent the view of Urban Enterprise, GRVT or the

partner Councils. It represents a snapshot of the key issues raised by the diversity of

stakeholders during consultation.

7.2. REGIONAL PRODUCT

7.2.1. ISSUES AND CONSTRAINTS

The consultation identified a number of issues and potential barriers to investment, for the

GRV region, Council municipalities and individual townships. The key issues identified

during the consultation process are set out below.

A lack of quality and diversity in visitor accommodation stock across the region.

A lack of quality dining experiences and a diversity of options, particularly in the night-

time economy.

Under-utilisation of the world class equine strengths / reputation in the region.

The need for infrastructure improvements / accessibility at key water / nature based

attractions across the region.

Signage across the region – barriers include navigation, visitor awareness and

perceptions of the region.

Accessibility by rail – rail has been identified as a major constraint to increased

visitation across the GRV region, particularly in limited service townships such as

Euroa and Shepparton.

A poor east-west connection across the region – the region is dominated by north-

south transport connections, which makes navigation across east-west routes

difficult.

In some cases, a lack of business education and understanding of tourism market

needs across the region, including service provision, business opening and general

product offer/understanding.

Regulatory issues, including planning and red tape.

7.2.2. POTENTIAL PRODUCT AND INFRASTRUCTURE OPPORTUNITIES

The consultation identified a number of issues and opportunities relevant to the wider GRV

region. The key opportunities identified during the consultation process include:

Improved quality and range of accommodation at key destinations across the region,

to meet market segments and identified need.


Linking the food and dining offer in key townships to local produce and the food/wine

production strengths of the region.

Capitalising on the equine strengths of the region, with opportunities such as equine

events, thoroughbred tours, touring routes or an equine museum/centre.

Improving access to the region’s lakes and waterways – and in particular the Goulburn

River.

Providing more accessible and better planned touring routes in the region (i.e. food,

wine, equine; history and heritage; rail and river, nature based etc.).

Cycling and mountain biking product opportunities, including:

Better mapping, co-ordination and infrastructure for trails across the region;

Capitalising on the Great Victorian Rail Trail;

Co-ordinated events and marketing across the region, including new events

opportunities in appropriate locations.

Capitalising on planning change – changes to the Farming Zone will unlock major

opportunities for rural operators and tourism businesses which can be conveyed to

the industry.

Linking to high schools to train appropriate staff and provide work experience

opportunities.

Providing operator education and training programs.

7.3. GREATER SHEPPARTON

7.3.1. STRENGTHS

Retail and shopping.

Business and conferencing facilities – events.

Major events facilities, including Tatura Park and Shepparton Showgrounds.

Major sporting assets (the Shepparton Sporting Precinct) and the ability to attract

major sports events.

Equine industry and equestrian facilities.

The Goulburn River and surrounding wetlands.

Family oriented facilities and offer, such as Kidstown.

History and heritage, such as the Tatura War Camps.

Indigenous culture – including indigenous art.

Emerging arts and culture scene in Dookie.

Murchison providing a boutique township offer.

Major cycling events in Shepparton and the region.

The Shepparton Art Museum.

Education facilities, including medical training facilities.

Agricultural production, irrigation and agri-business.

Quantity (but not quality) of accommodation.

Motoring and motorsports – events, Shepparton Motor Museum, driving routes.


The quality of accommodation – generally average motel standard with limited high

quality stock to service business needs.

The lack of adequate rail service to Shepparton is considered a major impediment to

the growth of tourism.

Improving opening hours and businesses educating businesses on the needs of the

tourism industry.

Lack of access to the Goulburn River; particularly in Shepparton – an audit and

understanding of the opportunities is required.

Product in the region could be better packaged to appeal to key visitor markets, such

as families.

Signage and wayfinding requires improvement.


A P R I L 2 0 1 4

Parking in Shepparton.

7.3.3. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION

MUNIC IPAL ITY-WIDE

Providing tourist trails through the region (food, wine and equine) which utilise the

river and other natural assets.

Hosting new sporting events or potentially sporting teams (i.e. during the 2015 Cricket

World Cup).

Possible adventure tourism opportunities in the region, such as multi-sport events.

Improved access to the Goulburn River, in terms of accessibility and activities.

Potential to leverage opportunities for rail, such as carriage purchase, branded

services and services geared towards events patrons.

Combined trails that combine the river, rail and local produce across the region.

Improving general signage and streetscapes.

Providing basic infrastructure in towns such as toilets, rest and picnic areas.

Attracting students, such as medical trainees and international students to the region

– medical tourism.

Attracting school groups and camps on day and overnight trips.

Agribusiness opportunities, with potential to link with Melbourne Airport and South

East Asia.

Packaging products for the family markets (i.e. Kidstown, events, and activities).

Botanic Gardens redevelopment as part of the Australian Botanic Gardens Plan.

Promoting Shepparton as a place of excellence for disability access.

Providing a twilight market to encourage overnight stays and showcase local produce.

Improving the events offer – events could include food and drink, multiculturalism,

indigenous, education/medical and agricultural/industrial.

Gaining golf market share from locations such as the Murray River.

Geo-caching.

Bird-watching in the region.

SHEPPARTON

Higher quality and more diverse accommodation offer – including 4+ star business

accommodation, branded hotels, self-contained and eco-lodge accommodation.

Possible provision of improved multi-cultural experiences that capitalise on the

diversity of Shepparton (i.e. the former International Village in Shepparton and recent

Emerge festival). Possibilities include events, food and dining or self-guided touring.

Improving the Shepparton streetscape as part of the CBD revitalisation project.

Providing a stand-alone Shepparton Art Museum, which would be a state-wide and

regional icon.

The upgrade of room Quality at the Victoria Parklake hotel to provide 4 star

accommodation.

TATURA

Enhancing the offer and profile of the Tatura War Camp – understanding the

opportunities that are available.

MURCHISON

Promoting Murchison as a boutique destination.

Providing increased diversity in accommodation.

Redeveloping Days Mill to provide a tourism related offer.


7.4. STRATHBOGIE SHIRE

7.4.1. STRENGTHS

Natural assets – Strathbogie Ranges/Tablelands, Nagambie Waterways.

Water-based activities – fishing, boating, swimming (Nagambie Lakes).

Local produce / agri-business – food & wine.

Capacity for mountain biking, cycling and events.

Equine industry and events (nb: Black Caviar statue recently unveiled in Nagambie).

Annual programs of events (i.e. recent Showjumping Championships and water

based events in Nagambie, Carriage driving in Longwood).

Nagambie is an evolving and developing tourism hub – there is evidence of significant

planned development in the pipeline, including new accommodation.

History and heritage, including heritage buildings and military history (such as the

Military Trail – Seymour, Euroa, Benalla, Wodonga and the proposed Honouring Our

Heroes Statues in Euroa).

Sporting events and facilities.

Independent / unique retail in townships.

Mangalore Airport.

Parks and amenity in Euroa.

A pro-active Business / Council relationship.


The lack of adequate rail services to the area is a major constraint.

Lack of visitor information facilities in Euroa – the lack of visitor information facilities in

Euroa is seen as a major barrier to the capture of passing visitation and the ability to

draw visitors from the freeway.

Signage and wayfinding – i.e. poor navigation from highway to Main Street in Euroa.

Service provider quality – in limited cases, an inability to properly service visitors and

to provide a level of service required to meet expectations.

A lack of co-ordination of regional events – information on events is not adequately

co-ordinated in a consolidated calendar.

A lack of tourism resources within Council – tourism, economic growth and planning

are consolidated, which can disperse the focus on tourism and economic

development.

Sourcing of tourism staff with appropriate skills base – businesses find it difficult to

recruit skilled and appropriate staff for their tourism businesses.

Lack of quality accommodation (type and quality) in key townships.

Some tourism businesses, such as wineries and major equine operations, often work

in isolation; making it difficult to co-ordinate packages and promotions.


SHIRE-WIDE

Equine product, with potential opportunities including:

Equine Events – i.e. ‘Horses Birthday Event’ Festival/Carnival centred on the

racing/breeding industry or a family friendly equine event (i.e. pony’s) in Euroa,

or an opening of the Spring Carnival event. Also better marketing and promotion

of existing events, such as the Showjumping Championships, would increase

visitation;

An equine museum in the region to showcase thoroughbred racing strengths;

Equine conference opportunities;

Equine tours to studs and stables for high yield / international visitors (similar

tours/packages have previous been undertaken to key stables). Combining

‘Food, Wine and Equine’ is also an opportunity;

Opportunities to better engage with thoroughbred studs to explore tourism

opportunities;


A P R I L 2 0 1 4

The development of a new arena or stadium for equine events and to showcase

the equine industry in Strathbogie Shire.

Cycling and mountain biking product opportunities.

Sporting events (multi-day and multi-sport, cycling, motor sports).

Developing a niche in car rallying and vintage car clubs across the Shire – offering the

potential for high yield visitation.

Opportunity for the development of Mangalore Airport – including major pilot training

operations, connections to the thoroughbred industry and the potential of Mangalore

as a third airport outside of Melbourne.

EUROA

History and heritage – i.e. the reuse of underutilised heritage buildings.

Developing Euroa as an RV friendly town.

STRATHBOGIE RANGES

The Strathbogie Tablelands have tourism opportunities including olive

growing/produce, scenic views, nature based tourism and cycling/mountain biking.

Support and promote the emerging arts scene, particularly in the Strathbogie Ranges

(i.e. the Altitude Arts Festival).

NAGAMBIE

Improvements to water-based infrastructure (water access, boating, fishing and

swimming facilities).

Eco-tourism (including accommodation), particularly around the Nagambie

Waterways.

Supporting the redevelopment of Nagambie Main Street ($7m traffic and streetscape

project).

Supporting emerging/pipeline opportunities – i.e. accommodation and food and dining.

7.5. MURRINDINDI SHIRE

STRENGTHS

Natural assets and nature based activities – Lake Eildon, Lake Mountain, High

Country.

Adventure activities – cycling, mountain biking, sports, adventure.

Water based activities – boating, fishing, swimming, watersports.

Events – i.e. the Great Victorian Bike Ride, Marysville Marathon.

Accessibility to Victoria’s Snowfields.

The emergence of Yarck as a boutique / emerging tourist destination.

The Great Victorian Rail Trail – success and emerging opportunities.

The rebuild of Marysville – the Vibe Conference Centre is currently underway. Other

investments include the $7m Marysville Community Centre.

Local produce – food & wine.

I SSUES AND CONSTRAINTS

Public transport, both to Melbourne and between townships.

Poor signage – in townships and within National Parks and attractions.

Road cycling infrastructure – such as unsealed roads, shoulders and shared roads

with heavy vehicles (logging trucks).

The need for continued rebuilding in the region following the 2009 bushfires.

Tired accommodation stock in the Shire, with limited high quality establishments.

Lack of night time economy (food, drink) in Marysville.

Limited budgets for marketing and events co-ordination.

Lack of access or infrastructure to realise the potential of the Goulburn River.

Mt Pinniger Resort has been put on hold over environmental concerns.


7 .5.1. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION

SHIRE-WIDE

Capitalising on product opportunities along the Great Victorian Rail Trail – i.e.

accommodation, food and dining, boutique etc.

Improving access to and use of the Goulburn River.

Providing high quality accommodation (4* plus).

Cycling and mountain biking product/infrastructure opportunities.

Support high yield adventure based events.

Tour operation – increasing the quality and range of outdoor/adventure tour operators

in the Shire.

Cold climate food / farm gate (i.e. trout / salmon) – currently focused on primary

produce rather than farm gate.

Developing car and motorcycle touring routes across the Shire.

The formation of ‘Murrindindi Inc’ and the potential for co-ordinated marketing, funding

applications and events.

Toolangi zip line proposals (operator in waiting but the proposal has encountered

regulatory difficulties).

Realising / raising awareness of opportunities following the relaxing of Farming Zone

restrictions (i.e. the Holmesglen Accommodation in Eildon – desire to accommodate

weekend stays).

Farm gate experiences.

Art and culture – linking to operators and events.

Developing new events that can help to brand and raise awareness of destinations.

Eco-tourism and tours.

Geo-caching.

MARYSV ILLE

Marysville to become a wellbeing destination, building on outdoor activities in fresh

mountain air and spa and well-being.

Redevelopment of Marysville Golf Club ($1.8m clubhouse and restaurant

redevelopment).

Potential for a Yarra Valley / High Country Touring Route (Healesville, Marysville,

Yarck, Mansfield).

Continued expansion of retail centre including arts, craft retail and food and beverage

experiences.

Developing the night time economy – i.e. dining/drinking experiences.

Developing Lake Mountain as a summertime destination.

E ILDON

Plans/funding to improve the Eildon streetscape.

Outdoor education and recreation camps (school children) – low yield but can drive

repeat / future visitation.

Waterfront development opportunities – i.e. waterfront dining and accommodation.

Improved access and infrastructure to service Lake Eildon (for boats / swimmers etc).

Rail trail extension from Alexandra to Eildon (as part of the Advancing Country Towns

Project).

700 houseboats on Lake Eildon – opportunities to better servicing of this sector.

YEA

Backpacker accommodation to service farm worker market.

Opportunities to better capitalise on passing visitation.

Implementation of an RV Dump Point (funded).

Improving key gateways into Yea.


A P R I L 2 0 1 4

Improving parking provision.

KINGLAKE

Spa and wellness resort – received permit, but not progressed.

Farm gate offer (i.e. raspberry farm).

7.6. MITCHELL SHIRE

STRENGTHS

Broadford’s State Motorcycle Sports Complex (and proposed expansion).

Military history – Seymour, Puckapunyal, The Australian Light Horse Memorial Park,

Vietnam Veterans Commemorative Walk.

History and heritage streetscape, Kilmore.

Public transport connections to Melbourne (from Seymour).

The Great Victorian Rail Trail (commences at Tallarook).

State Parks and assets – Mount Piper, Tallarook, Trawool Valley.

I SSUES AND CONSTRAINTS

Accommodation stock – inadequate quality, limited options for tourist trade, with year

round high occupancy driven by itinerant workers, army personnel.

Flooding constraints in Seymour are restricting development, particularly on the

riverfront.

Poor signage and wayfinding.

Poor food and dining options limit the ability to retain overnight stays.

Public transport connections between townships.

A lack of child friendly facilities and formal recreation.


SHIRE-WIDE

Increased quantity, type and quality of accommodation. Currently high occupancy

rates and limited options or low quality for holiday/leisure visitors.

Dining options and food and drink establishments (including increased opening hours

i.e. Sundays in Broadford to cater for State Motorcycle Sports Complex visitation).

Military theme across the Shire – Vietnam Veterans Commemorative Walk, The

Australian Light Horse Memorial Park, Puckapunyal, Military History and Heritage.

Unlocking the Goulburn River and providing improved river access.

Improving signage, interpretation and wayfinding.

Equine / racing opportunities – accommodation, tours, country racing (Kilmore and

Seymour).

Farm gate / hobby farm opportunities (i.e. Seven Hills farm stay in Tallarook).

SEYMOUR

Supporting the funding and acquisition necessary to install a flood levee on the

Goulburn River, to alleviate flooding issues and unlock riverside development

opportunities.

As part of the Seymour Structure Plan (proposed for 2014), supporting a masterplan

for the riverside precinct.

Riverside opportunities as part of a masterplan, including identification of

opportunities to support riverside dining, fixed accommodation and recreational open

space.

High quality, four star self-contained accommodation to support the business market.

Remodelled town centre and streetscape – including access and pedestrian/vehicular

flow.

Develop Seymour as a military/military history themed town.


Provide a café in proximity to the Vietnam Veterans Commemorative Walk to service

visitors and increase length of stay.

The Australian Light Horse Memorial Park – potential for a light and sound show (i.e.

Ballarat).

Possible opportunity for a dedicated events/expo facility.

Expansion of the rail trail from Tallarook to Seymour.

KILMORE

Support the preferred alignment of the Kilmore bypass project (to be completed 2017).

Unlocking creek access and exploring development opportunities.

Restoration of heritage streetscape (Sydney Street).

Improved food / dining / local produce offer.

Diversifying the accommodation offer in terms of type and quality.

BROADFORD

Expansion and redevelopment of Broadford’s State Motorcycle Sports Complex to

accommodate National level events and potentially accommodation.

Developing the tourism product in Broadford to leverage off visitors to the track, i.e.

food and dining and motel/self-contained accommodation.

Promotion/marketing/positioning of Broadford as a motorcycle themed town;

complementing the State Motorcycle Sports Complex.

TALLAROOK

Limited new accommodation – capitalising on the rail trail, farmers market, arts scene

and heritage buildings.

A local produce store / café to support the boutique offer / rail trail visitation.

Events – i.e. the Boogie Festival - possible scope for further boutique events and

festivals.

Leveraging from the Great Victoria Rail Trail.


S E P T E M B E R 2 0 1 2

PART 2: AUDITS


8. PRODUCT AND EXPERIENCE AUDIT

8.1. INTRODUCTION The tourism product and experience audit for the GRV Region has been prepared to

understand the diversity of product across the region and current gaps in the tourism

product and experience offer. The audit uses GRVTs product database as the primary

source of information, supplemented by a review of marketing collateral, consultation and

web based research.

The product and experience audit provides an overview of key product at the regional level,

followed an analysis of tourism product at a sub-regional level. This will identify key product

strengths, weaknesses and gaps at an appropriate and action orientated scale.

The experience audit has been provided for each subregion. It profiles the following with

regard to the way visitors experience the region:

The visitor journey;

The landscape and setting; and

The product experience.

The experience audit is a subjective account of how visitors ‘may’ experience the sub

regional destinations, from the perspective of a visitor from Melbourne, the key geographic

market for the region. It has been developed in a way that helps define the essence of a

visitor experience to the GRV region.

8.2. GRV REGIONAL PRODUCT OVERVIEW

8.2.1. OVERVIEW

The GRV region provides a diversity of visitor product and experiences, which have some

common themes across the region, but also reflect the differences in terms of landscape,

location, accessibility of the distinctive sub-regional destinations.

Tourism products and experiences that span the GRV region often have close links to the

Goulburn River, with many townships being historically developed along the river. It is

referred to as being ‘the life blood of the region’ and provides irrigation, agricultural and

recreational assets for the region; such as fishing and water based recreation.

The region is renowned for its food and wine production, and reputation as the ‘Food Bowl

of Australia’. In particular, key food and wine experiences, such as Tahbilk, Mitchelton

Wines and Fowles Wine offer both cellar door and quality dining experiences. Food, wine

and farm gate touring routes also provide self-drive touring opportunities for visitors to

explore the best of the regional produce.

Adventure and nature based recreational experiences are also crucial to the product profile

of the region, including water based recreation at Lake Eildon and Nagambie and iconic

walks and waterfalls in Marysville. Canoeing on the Goulburn River, bush walking, hiking

and cycling and mountain biking are key experiences in the region’s nature based product

and experience offer. Driving routes through the Cathedral Range State Park, Kinglake

Ranges, Yarra Ranges National Park and the National Trust Trawool Valley are important

assets in the nature based experience.

History and heritage across the region, including military history and heritage architecture

are also key product experiences that define the region. In addition, the Ned Kelly Touring

Route includes points of interest at Beveridge, Avenel and Euroa.

In summary, the GRV region has a diverse mix of product across the region. The

destination is not characterised by one distinct tourism product, but rather clusters of

product that flow across municipal boundaries.


A P R I L 2 0 1 4

Figure 29 provides an overview of key product areas within the GRV region. The product

which is most common across the region is nature based tourism, followed by wineries.

Other secondary strengths of the region are history and heritage and arts and culture.

Whilst the equine sector has been identified as a competitive strength of the region, the

activation of produce that is accessible to the public is mainly limited to racecourses at

present.

FIGURE 29 GRV PRODUCT OVERVIEW

Product Proportion of Total Product

Example Regional Attractions

Noteworthy Dining 8% The Teller Collective, Bank St Wood Fired Pizza and Garden, Fowles Wine Cellar Door.

Wineries 22% Tahbilk Winery, Fowles Wine, Mitchelton Winery and Monichino Winery (north of

Greater Shepparton), Sedona Estate Winery.

Nature Based Tourism 31% Lake Eildon National Park, The Great Victorian Rail Trail, Kinglake Ranges, Lower Goulburn

National Park, Strathbogie Ranges, Lake Mountain

Equine 6% Tatura and Shepparton Racing Club, Shepparton Harness Racing Club, Kilmore

Racing Club, Seymour Racing Club, Alexandra Racing Club, Tatura Park.

History & Heritage 13% The RAAC Memorial & Army Tank Museum, Vietnam Veterans Commemorative Walk,

Hume and Hovell Cricket Ground, Shepparton Motor Museum, Historical Society of

Mooroopna, Tatura Irrigation and Wartime Camps Museum, Seymour Railway Heritage Centre, Alexandra Timber Tramway and The

Australian Light Horse Memorial Park.

Arts & Culture 13% Shepparton Art Museum (SAM), Gallery Kaiela, Bangerang Cultural Centre.

Golf 7% Shepparton Golf Course, Mooroopna Golf Club, Hilltop Golf and Country Club and

Marysville Golf Club.

8.3. REGIONAL DISTRIBUTION OF PRODUCT

8.3.1. WINERIES

Wineries in the GRV region are dispersed throughout, aligning with the Strathbogie

Ranges, Upper Goulbourn and Nagambie Wine Regions. Whilst there are numerous

wineries within these clusters, many do not have cellar doors and are only open by

appointment, as illustrated in Figure 30.

FIGURE 30 GRV WINERIES AND VINEYARDS LOCATION

Source: Urban Enterprise, 2013


8 .3.2. ACCOMMODATION

Figure 31 illustrates that the primary accommodation node in the region is in Shepparton.

Other accommodation clusters primarily exist around key townships throughout the GRV

region as illustrated below.

FIGURE 31 GRV ACCOMMODATION BUSINESSES CLUSTER MAP

Source: Urban Enterprise, 2013 Note: Location is indicative only, particularly where accommodation clusters exist.

Table 30 depicts the number of establishments and room capacity by accommodation type

in the GRV Region.

The majority of fixed accommodation capacity is located in Greater Shepparton (986

rooms), whilst the highest number of camping/caravan park capacity is located in

Alexandra, Marysville and Eildon (679 sites).

Alexandra, Marysville and Eildon region contains the highest number of accommodation

establishments; however this is due to the higher number of small operators in the region

(bed and breakfasts, farm stays, etc.).

TABLE 30 GRV REGION ACCOMMODATION SUMMARY

Number of Establishments %

Room Capacity (No. of rooms)

%

Caravan/Camp

Site Capacity

%

Kilmore/Broadford 13 8% 65 4% 80 4%

Seymour and Surrounds 16 10% 100 6% 152 7%

Nagambie 16 10% 112 7% 390 17%

Shepparton & Surrounds 32 20% 986 60% 659 29%

Euroa and Strathbogie Ranges 21 13% 94 6% 110 5%

Yea and Surrounds 14 9% 52 3% 183 8%

Alexandra/Marysville/Eildon 39 25% 192 12% 679 30%

Kinglake Ranges 7 4% 54 3% 0 0%

GRV Region 158 100% 1655 100% 2253 100%

*Note: Indicates an understated number of beds due to lack of data.


A P R I L 2 0 1 4

QUAL ITY OF ACCOMMODATION

There are very few large, high quality ‘internationally branded’ tourist accommodation

establishments in the GRV region. The highest branded and quality accommodation

consists of four star hotels and motels, including:

Quest Shepparton;

Quality Hotel Park Lake Shepparton;

Best Western – The Carrington;

Best Western – Wyndhamere Hotel.

These hotels/motels are all located in Shepparton. Generally across the GRV region there

is a lack of high quality accommodation stock, to cater for high yielding and international

markets; with much of the higher star self-rated accommodation being in the form of B&Bs,

guest houses and holiday home/self-contained accommodation.

Accommodation rating data is sourced from web-based information, including

accommodation self-ratings and booking websites. Data is often limited due to its reliance

on self-ratings for accommodation quality. However, due to lack of available information,

the data is considered reasonable for the purposes of a broad product analysis.

8.3.3. NATURE BASED TOURISM ASSETS

Figure 32 provides a summary of the key nature based tourism assets in the GRV region.

The majority of nature based product is located to the south and east of the region in

Strathbogie and Murrindindi Shires. This aligns with the rugged Great Dividing Range

which runs through most of Murrindindi Shire.


FIGURE 32 NATURE BASED TOURISM ASSETS


8.4. SUB-REGIONAL DESTINATION AUDIT Analysing the tourism product and experiences across sub-regional destinations provides

an in-depth assessment of tourism product at a destination level. The region has been sub-

divided into 8 sub-regional destinations, based on differences in the product strengths, data

collection areas and potential synergies with surrounding tourism regions and products.

The purpose of the sub-regional audit is to determine key attractions and identify strengths

and potential opportunities for each sub regional cluster. Noteworthy dining in the sub-

regions has been included to highlight establishments which have a strong visitor profile

and reputation.

The eight sub-regional destinations include:

1. Kilmore/Broadford;

2. Seymour & Surrounds;

3. Kinglake Ranges;

4. Yea & Surrounds;

5. Alexandra/Marysville/Eildon;

6. Nagambie and Surrounds;

7. Euroa & Strathbogie Ranges; and

8. Shepparton & Surrounds.

FIGURE 33 SUB-REGIONAL DESTINATION AUDIT

Source: Urban Enterprise. 2013


8.5. KILMORE / BROADFORD

8.5.1. EXPERIENCE PROFILE OF KILMORE/BROADFORD

THE V IS ITOR JOURNEY

The Kilmore / Broadford area is only 45 minutes from Melbourne’s CBD. The quality of

road infrastructure and ease of travel from Melbourne ensures that both Kilmore and

Broadford are an easy daytrip or half daytrip from Melbourne.

The region is also accessible by public rail transport and requires only a short trip on the

regional railway line from Southern Cross Station.

THE LANDSCAPE EXPER IENCE

The landscape of Kilmore / Broadford and the southern Mitchell Shire is in stark contrast to

the urban environment of Melbourne’s metropolitan area. Both towns are tucked within the

Great Dividing Range which forms rolling hills as a backdrop to visitors.

When visitors enter Kilmore they are greeted by a main street that is steeped in history, a

well preserved town with grand heritage buildings, many of which date to the 19th century.

Visitors to Broadford are greeted by a quiet country town with a spacious and pleasant

streetscape. The township is set close to Mount Disappointment and Tallarook State

Forests, which provide a mountainous backdrop. Broadford is largely vegetated with native

gum trees which provide a parkland setting for the visitor.

THE PRODUCT EXPER IENCE

The experience profile of this sub region is largely history and heritage based with several

notable buildings to view in both Broadford and Kilmore. Kilmore has over 40 notable

nineteenth century bluestone buildings and there are several noteworthy heritage buildings

in Broadford, including Pioneer Cottage and the Broadford Courier. There are also a

number of historic trestle bridges in the region.

The activation of the heritage buildings in both towns however is limited. There is

opportunity for reuse of the heritage buildings with a tourism focus in the future.

Kilmore is an emerging destination and whilst an easy daytrip from Melbourne the product

experience for most visitors is limited to a stopover for food and drink. The key products

which draw visitors to the town, other than the highway traversing Sydney Street include

the Kilmore Golf Club and Racecourse.

Broadford draws many visitors to town to utilise the State Motorcycle Sports Complex. The

track draws mainly daytrip visitors as the town has little provision for overnight visitation.

Whilst the track is a key attraction, it has poor links with the Broadford Township.

Heritage experiences in Kilmore include the Tramways museum at Bylands just south of

the township which displays a preserved tramway fleet as well as the Old Kilmore Gaol in

which visitors can be part of a small guided tour.

The main nature based experiences available in this sub region relate to those available at

Mount Disappointment including hiking, viewing native wildlife, bird life and trail bike riding,

most of which is accessible from near Wandong.

8.5.2. PRODUCT OVERVIEW

Table 31 provides an overview of the destination product in the Kilmore/Broadford region.

Nature based product is the most common in the region in terms of quantity, however the

overall depth of experience for the visitor is limited to the key attractions.

In the case of Broadford, the State Motorcycle Sports Complex is a key drawcard, however

there is a lack of complementary product.


A P R I L 2 0 1 4

TABLE 31 KILMORE/BROADFORD – KEY PRODUCT

Number of Product Example Key Product

Noteworthy Dining 1 Kilmore Kurry Palace

Wineries 1 Mt William Winery

Nature Based Tourism 5 Mt. Disappointment, Mt Piper

Equine 3 Kilmore Racing Club, Uncle Nev’s Trail Rides, Pretty Sally Trail Rides

History & Heritage 2 RAAC Memorial and Tank Museum, Heritage Architecture/Buildings

Arts & Culture 3 Kilmore Art Expo, Glass Blower

Golf 3 Kilmore Golf Club, Hidden Valley Golf & Country Club, Broadford Golf Club

8.5.3. ACCOMMODATION

The majority of fixed accommodation establishments are Hotel/Motels and Bed and

Breakfasts in the Kilmore / Broadford region, as illustrated in Table 32. There are a total of

65 rooms and 80 campsites in Kilmore / Broadford region. There is also casual camping

on public land, such as at Mount Disappointment.

The overall accommodation offer is of limited quality, and would benefit from an increased

quality/quantity of accommodation to cater for major events and VFR markets. Although the

product audit has found two small scale self-rated 4 star establishments1.

1 Laurel Hill Cottage and Annies Cedars Farm Cottage.

TABLE 32 KILMORE/BROADFORD ACCOMMODATION SUMMARY

Type Number of Establishments % Number of

Rooms/Sites %

Apartments/Self Contained 0 0% 0 0%

Bed and Breakfast* 5 42% 10 7%

Farm Stay 3 25% 7 5%

Group Accommodation 0 0% 0 0%

Hostel 0 0% 0 0%

Hotel/Motel 3 25% 48 33%

Total Fixed Accommodation 11 92% 65 45%

Caravan Park/Camping* 1 8% 80 55%

Total Accommodation 12 100% 145 100%


TABLE 33 ACCOMMODATION STAR RATING

1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Kilmore/Broadford 0 0 4 2 0 7

8.5.4. PRODUCT GAPS

The product audit has identified gaps and opportunities for the sub-region, based around

the tourism product and infrastructure offer. These include:

1. A lack of noteworthy dining in the Kilmore / Broadford region. A quality bistro style

food option would suit the region, particularly Broadford.


2. Limited quality in terms of the food and beverage offer in Kilmore, with limited niche

or boutique offer. An improved offer to cater to day-trippers, passing traffic and

weekend visitors would increase yield and length of stay in the region.

3. Accommodation in Broadford that caters for events visitors (particularly the

Motorcycle track) and VFR visitors, who are a major market for the region.

Accommodation to cater for this market includes self-contained and/or motel stock.

4. Self-contained accommodation in Kilmore to cater for VFR and events visitation.

5. The under-utilisation of heritage buildings for tourist uses in Kilmore.

8.6. SEYMOUR AND SURROUNDS

8.6.1. EXPERIENCE PROFILE


Seymour and surrounds is accessed by excellent highway and public transport

infrastructure. One hour from Melbourne the township is an easy daytrip from Melbourne

via road or train. Seymour proves to be a popular stopping location for visitors prior to

reaching Melbourne from regional Victoria and interstate as it is the last major town before

reaching the metropolitan area.


Seymour is located on the Goulburn River flats, just north of where the Goulburn River

breaks through Tallarook and Strathbogie Ranges.

The ranges provide a scenic backdrop for the large urban township, whilst the river parkland

reminds the visitor of the rural setting surrounding the township.

For the visitor, Seymour can be a confusing town to navigate, the location of Seymour’s

Main Street is not obvious and there are a number of small commercial precincts dotted

throughout the township. In addition the railway line, the river and the irregular road

patterns intersect the town which add to the confusion.

The visitor arriving at Tallarook is greeted by a small picturesque village at the head of the

Great Victorian Rail Trail. Tallarook’s relaxed country setting, large private gardens and

heritage buildings provide the visitor with a true sense of escape.


The product profile of the sub region focuses on the history and heritage value of the region,

and in particular, the rich military and rail service history.

A diversity of historical attractions can be experienced in Seymour, such as the Seymour

Railway Heritage Centre where visitors can experience historic carriages, steam and diesel

locomotives. Seymour region is also home to the largest armour museums in the Southern

Hemisphere, the Army Tank Museum at Puckapunyal. A new experience which aligns well

with the military history, and the region’s historic base as a training ground for troops prior

to leaving to Vietnam, is the Vietnam Veterans Commemorative Walk.

Visitors also have the opportunity to experience history and heritage through the diverse

range of historical buildings in the area, including the Royal Hotel and the Old Courthouse

in Seymour. The Old Post Office Fine Art Gallery & Licensed Restaurant is also of

significance and a key location to view Australian art.

The nature based experience in the Seymour area is focused on a number of Goulburn

riverside parks which are used for the basis of recreational activities including picnics,

fishing and boating. It is also a key water sports location with river cruises, boat hire and

rafting available to visitors. The Great Victorian Rail Trail commences in Tallarook which is

becoming a key visitor attraction in the region, and major biking route. Adventure

experiences are also on offer in the region including hand gliding in Tallarook State Park

and several popular rock climbing sites.

Seymour is marketed as being the gateway to the Goulburn Valley and Heathcote wine

regions and it is situated within close proximity to several local wineries. Local wineries

and regional produce is celebrated annually at one of the region’s key food and wine events,

Seymour’s Tastes of the Goulburn, which provides an opportunity for visitors to experience

the regional food and wine. The Tooborac Hotel and Brewery is also a feature of the food

and wine experience offering in the sub region, where visitors can sample craft beers within

a heritage building.

The food and dining experience in Seymour is also limited to very few cafes and there are

limited quality food experiences in the town.


A P R I L 2 0 1 4

8 .6.2. PRODUCT PROFILE

The product profile of Seymour & Surrounds highlights the greatest quantity of product lies

in nature based tourism. However the quality of the nature based product is not at an iconic

or drawcard level.

The main attractions which act as drawcards to the region are the history and heritage

product, in particular the Vietnam Veterans Commemorative Walk, Tramway Museum and

The Australian Light Horse Memorial Park.

TABLE 34 SEYMOUR & SURROUNDS – KEY PRODUCT


Noteworthy Dining 1 No. 96 Café

Wineries 4 Rocky Passes Estate

Rowanston on the Track

Nature Based Tourism 10 Seymour Multipurpose Walking Trail

Equine 1 Seymour Racing Club, Seymour Dressage and Showjumping Club

History & Heritage 4

The Australian Light Horse Memorial Park

Seymour Railway Heritage Centre

Bylands Heritage Tramway Museum

Tank Museum

Vietnam Veterans Commemorative Walk

Arts & Culture 5 Old Post Office and Fine Art Gallery, Tallarook Art Show, Tastes of the Goulburn

2 Product audit has also found two self-rated 4 star establishments, including Auto Lodge Motor Inn and Saratoga Lodge; which are self-rated properties.

8.6.3. ACCOMMODATION PROFILE

The majority of accommodation beds are supplied by Motels in Seymour & Surrounds, with

approximately 100 rooms and 152 caravan/camping sites available. The majority of

accommodation is 3 star rated motel accommodation 2 , with limited high quality

accommodation available in the sub-region.

The audit highlights a lack of diversity in the accommodation capacity available with 33%

in motel and 60% in Caravan Parks. One of the gaps is potentially larger scale self-

contained accommodation in Seymour.

TABLE 35 ACCOMMODATION SUMMARY – SEYMOUR AND SURROUNDS


Rooms/Sites %



Farm Stay 1 6% 2 1%


Hostel 0 0% 0 0%








1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Seymour and Surrounds 0 0 7 2 0 7

8.6.4. PRODUCT GAPS


the tourism product and infrastructure offer. These include:

6. A quality café / boutique / coffee offer in Seymour; this could be linked to the Vietnam

Veterans Commemorative Walk. This could increase yield, capture passing trade and

cater to strong business markets.

7. General quality of dining options in the region.

8. High quality self-contained accommodation in Seymour that caters for VFR and

business markets, similar to a small/medium scale Quest accommodation.

9. The provision of conference facilities in Seymour to capitalise on the accessibility and

stature of the town as a regional centre.

10. Boutique accommodation offer in Tallarook, which can capitalise on the location at

the start of the Great Victorian Rail Trail.

11. A high quality local produce or artisans store in Tallarook that capitalises on the rail

trail.

8.7. KINGLAKE RANGES



The Kinglake Ranges can be accessed via a number of roads exiting Melbourne including

the Yea Whittlesea Road, Melba Highway, Healesville Kinglake Road and Heidelberg

Kinglake Road. The journey for each varies, but the common theme is rising above the

Melbourne plain into a lush forested environment.

The trip from Melbourne via most routes is just over an hour; however the road infrastructure

is mainly single lane and built up.


The Kinglake Ranges environment is vastly different from the plains of Melbourne, with

significantly higher rainfall, large areas of forest and in some areas temperate rainforest.

Upon arriving in the Kinglake Ranges the fresh eucalyptus infused air is a welcome escape

from the urban environment below the ranges.


The major attraction in this region is the Kinglake National Park, an important Nature Based

Tourism Product for the GRV region, within close proximity to Metropolitan Melbourne.

Promoted as being situated conveniently close to Melbourne and offering striking views of

the Melbourne skyline it provides a number of opportunities for visitors to go camping,

bushwalking and enjoy the outdoors at a number of picnic spots including Masons Falls

Picnic Area.

Although much of the park is still in its regeneration phase following the 2009 fires, the

park’s ‘natural revival’ is in itself promoted as one of the selling points of the experience

within this park. The Kinglake Ranges also have various mountain streams which are home

to fishing and other water activities such as King Parrot Creek and the catchment for Yea

River.


A P R I L 2 0 1 4

Kinglake is a popular destination for road cyclists with two challenging climbs from

Melbourne via Humevale and St Andrews. Bowden Spur also offers formal mountain biking

infrastructure for bikers to experience the region.

Kinglake is an area of high quality soils and high rainfall. There are various producers in

the region growing raspberries, cherries, blueberries and strawberries and other fruit and

vegetables. There are farm gate and road side stops which operate on weekends which

can be experienced by vehicles touring through the region.

Kinglake is often explored by horse, with a number of tracks throughout the Ranges being

horse friendly. The undulating terrain and forests provide an excellent backdrop for horse

riders to explore the country in close proximity to Melbourne.

8.7.2. PRODUCT PROFILE

The product profile for Kinglake is limited to nature based, farm gate and equine. In order

to drive further visitation further product development that leverages from the natural

environment and high quality agricultural soils should be explored.

TABLE 37 KINGLAKE RANGES – KEY PRODUCT


Noteworthy Dining 2 Flying Tarts Bakery and Cafe

Wineries 3 Phillip Lobley Wines

Nature Based Tourism 4 Kinglake National Park

Equine 1 Melbourne Indoor Equestrian Centre


The audit identified 7 accommodation establishments in the Kinglake Ranges which include

bed and breakfasts and an adventure camp in Kinglake West, totalling 54 rooms.

The overall capacity is very limited and results in a very low overnight visitation to the

Kinglake Ranges. Past research undertaken by Urban Enterprise for the Kinglake

Equestrian Centre Feasibility Study highlights opportunities for group and self-contained

accommodation.

TABLE 38 ACCOMMODATION SUMMARY – KINGLAKE RANGES


Rooms/Sites %



Farm Stay 0 0% 0 0%


Hostel 0 0% 0 0%





8.7.4. PRODUCT GAPS


the nature based offer in the sub-region. These include:

12. Farm-gate attractions and farm-gate businesses across the Kinglake Ranges to

attract day trip / passing visitation from Melbourne.

13. Farm stay and B&B accommodation to link with the local produce offer and to cater

for weekend short-break visitors from the Melbourne market.

14. Self-contained accommodation/B&B and/or group accommodation units catering for

the Nature Based Tourism experience.

15. The potential for a nature based catalyst product or adventure activity in the Kinglake

Ranges/Toolangi, such as a zip line or other major adventure based product.


8.8. YEA AND SURROUNDS



Yea is visited by most as a stopover on the way to the high country, lakes and rivers. The

Yea–Whittlesea Road, Goulburn Valley Highway and Melba Highway all arrive in Yea and

provide the visitor with a welcome stopover one hour and a half from Melbourne.

The journey to Yea by car along the three main highways that reach the township from the

south are interesting scenic drives and on the weekends are enjoyed by motor enthusiasts,

car clubs and motor cycle clubs. Gateways in to the town however, are visually poor and

could benefit from improvement.


Yea is set in a valley surrounded by steep hillsides. Yea provides the visitor with a

picturesque setting, a main street with a large parkland median and historic retail buildings.

Yea is also surrounded by the Yea River wetlands, currently under improvement and

development as a stopover destination.


The product experienced in Yea by most visitors consists mainly of food and beverage by

passing visitors. The Main Street of Yea provides an excellent and accessible setting for

stopovers for coach and car visitors with adequate parking at most times.

The range of food provided in Yea is suited to a quick stopover and generally meets a broad

range of segment needs.

Yea and surrounds is a burgeoning food and wine area, with a number of wineries within

close proximity to Yea, including Sedona Estate and Rocky Passes. The level of

experience by the visitor however is limited in a food and wine sense with many operators

not being open to the public or being open by appointment only

Yea also has a self-guided heritage walk experience for visitors which outlines the town’s

heritage links and includes several National Trust buildings.


Yea and surrounds, whilst being a popular food stopover, has only one noteworthy dining

establishment. The key products in the region include wineries and nature based tourism.

Both however are largely underdeveloped. The Yea Wetlands and new interpretive centre

will create a strong nature based product in town.

Whilst nine wineries are located in the region, they are largely under developed from a

tourism perspective, with most being open only by appointment and have limited

complimentary food offer.

TABLE 39 YEA AND SURROUNDS – KEY PRODUCT


Noteworthy Dining 1 Yea Peppercorn Hotel

Wineries 9 Sedona Estate

Nature Based Tourism 5

Strath Creek Falls

Black Range State Forest

Yea Wetlands

Murrindindi Reserve (Wilhelmina Falls)

Equine 1 Yea Racecourse

History & Heritage 2 Hume & Hovel Cricket Ground

Arts & Culture 3 Gallery 34, The Highlands Studio Gallery

Golf 1 Yea Golf Club


There is a mix of visitor accommodation stock in Yea, including motels, B&Bs,

apartments/self-contained units and caravan/campsites. Accommodation is generally of


A P R I L 2 0 1 4

average quality; however, the region has four self-rated 4 star establishments3 including

the Yea Peppercorn Hotel.

TABLE 40 ACCOMMODATION SUMMARY – YEA AND SURROUNDS


Rooms/Sites %



Farm Stay 1 7% 2 1%


Hostel 0 0% 0 0%






1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Yea and Surrounds 0 0 2 4 0 8

8.8.4. PRODUCT GAPS


the experience and product offer. These include:

3 Arora Castle Cottages, Halls on Falls Homestead, Yea Peppercorn Hotel and Strath Valley B&B.

16. A boutique retail operator in Yea, such as an arts / crafts / local produce store, could

capture passing snowfields visitation and diversify the township offer.

17. High quality self-contained accommodation in Yea.

18. Contemporary dining options in Yea to support the night time dining offer.

19. Backpacker/group accommodation to capture the itinerant worker visitation in

Murrindindi Shire.

20. Providing product and infrastructure to capitalise on Yea’s location as a key

destination on the Great Victorian Rail Trail.

8.9. ALEXANDRA / MARYSVILLE / EILDON



Marysville is accessed from Melbourne via Healesville and the Black Spur, a twisting road

through towering mountain ash and temperate rainforest. Visitors coming from interstate

access Marysville via the Maroondah highway, with the Cathedral Ranges and Cathedral

Ranges State Park providing a magnificent backdrop on the visitor journey.

Alexandra is located on the Maroondah Highway and can be accessed from Melbourne via

Yea or Via the Black Spur. In any case, the journey from Melbourne approaches two hours.

Eildon is located on the southern shores of Lake Eildon at the Goulburn River, and can be

accessed in just over 2 hours from Melbourne via Alexandra. The town is built around a

central garden which fronts Main Street and enjoys a dramatic mountain backdrop.


The visitor is provided with a true sense of escape when arriving in Marysville, surrounded

by the overpowering Victorian High Country.

The lush countryside of the Marysville and Buxton area is a vast contrast to Melbourne and

most areas of Australia.


Marysville has long been a tourist destination at the foot of Lake Mountain. Following the

bushfires the township has taken on a starkly different character. Once a town dominated

by cottage type architecture, the township is now a hub for a contemporary urban

experience. From that sense Marysville offers something completely unexpected for a

visitor to regional Victoria. Marysville provides access to the Marysville Trails; which

constitute 14 trails in and around Marysville that take in numerous natural features and

iconic waterfalls, such as Steavenson Falls.

Alexandra is a quaint township with a strong service sector role. A walkable and compact

township core provides the visitor with a strong sense of place.

Eildon Township may confuse a new visitor; expectations of a lakeside town are quickly

diminished, with the township located well below the weir. A township which served its role

as a temporary workers village, the architecture and township layout does not provide a

particularly picturesque setting. The experience of the township highlights a need for

improved master planning and streetscapes.

PRODUCT EXPER IENCE

The Alexandra / Marysville / Eildon region has a strong nature based tourism product,

including Lake Eildon National Park, the Great Victorian Rail Trail, Cathedral Range State

Park and the Murrindindi Scenic Reserve. It is also characterised by its proximity to the

High Country and alpine tourism in the winter months at Lake Mountain. The key townships

of Eildon, Alexandra, Lake and Marysville offer opportunities for visitors to engage in nature

based activities, including water and snow based activities, walks and scenic waterfalls.

A large range of activities can be carried out on Lake Eildon including kayaking, water-

skiing, and wakeboarding. Visitors can also relax by the lake’s edge by renting a houseboat

or camping by the shore. Native bushland, wildlife and scenic views of Mt Buller can also

be enjoyed along trails within Lake Eildon National Park.

Marysville has key experiences relating to its proximity close to the alpine resort of Lake

Mountain (with skiing, tobogganing and snow based activities) and nature based

experiences with the Yarra Ranges National Park. Cycling is also prominent in the area,

such as the Lake Mountain leg of the 7 Peaks Ascent Challenge which is a 22km ride form

Marysville to the top of Lake Mountain. Surrounded by State Forest, the product in

Marysville is focused on nature with walks and waterfalls, such as Michaeldene Track and

Steavenson Falls, being iconic experiences in the region.

Trout fishing is also a key recreational experience in the sub-region, with the Goulburn River

and Eildon Pondage described as two of the best locations in Victoria to go trout fishing.

The town of Buxton is also highlighted as a trout fishing destination and home to the Buxton

Trout and Salmon Farm.

Alexandra provides opportunities to experience historic architecture, such as the National

Trust-classified post office, national bank and law courts. The Timber Tramway and

Museum also displays artefacts from the timber industry.


The profile of product in the sub region highlights a strong nature based offer, with key

attractions such as Lake Mountain.

The region is also emerging as a wine destination and arts and cultural destination.


A P R I L 2 0 1 4

TABLE 42 ALEXANDRA / MARYSVILLE / E ILDON – KEY PRODUCT


Noteworthy Dining 1 Marysville Patisserie

Wineries 5 Buxton Ridge, Little River


Lake Eildon National Park

Great Victorian Rail Trail

Cathedral Range State Park

Murrindindi Scenic Reserve

Equine 2 Alexandra Race Club

History & Heritage 1 Alexandra Timber & Tramway Museum

Arts & Culture 5 Bruno's Art and Sculpture Garden

Golf 3

Alexandra Golf Club

Eildon Golf Club

Marysville Golf Club


Alexandra / Marysville / Eildon provide a significant accommodation base in the south east

of the GRV region, including a significant base for camping/caravanning, hotels/motels and

self-contained accommodation.

Accommodation in Alexandra / Marysville and Eildon is generally of a medium-level quality,

although the product audit has found four self-rated 4 star establishments 4 . The

accommodation offer in Marysville will vastly improve with the completion of the Vibe

Conference Centre.

4 Mittagong Homestead and Cottage, Clyde Cottage, Sugarloaf Road Boathouse and Elite Stays.

TABLE 43 ACCOMMODATION SUMMARY – ALEXANDRA / MARYSVILLE /E ILDON


Rooms/Sites %





Hostel 0 0% 0 0%






1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Alexandra/Marysville/Eildon 0 0 7 5 0 27


8 .9.4. PRODUCT GAPS


the experience and product offer. These include:

21. Quality food and dining options in both Alexandra and Eildon (i.e. waterfront dining in

Eildon).

22. Food and dining experiences in Marysville to service the night-time / overnight

economy – including a pub and high quality dining establishment.

23. Retail provision in Marysville (which continues to rebuild following the bushfires) to

supplement the nature-based attractions.

24. B&B accommodation in Marysville to rebuild the accommodation stock to pre-bushfire

levels.

25. High quality resort style accommodation in Eildon to improve and diversity the offer.

26. Eco-lodge accommodation at Lake Mountain to diversify the product offer and attract

year round visitation.

27. New self-contained accommodation opportunities across the sub-region to cater for

high yielding and family markets.

28. A catalyst product or strategic development opportunity in Marysville to diversify and

increase its product offer.

29. Waterfront activities, operations and development opportunities on Lake Eildon.

30. High quality boutique café / produce store and boutique accommodation in Yarck to

complement the existing boutique offer and capture rail trail visitation.


A P R I L 2 0 1 4

8.10. NAGAMBIE AND SURROUNDS

8.10.1. EXPERIENCE PROFILE OF NAGAMBIE AND SURROUNDS


Nagambie is accessed from Melbourne via the Hume Freeway and Goulburn Valley

Freeway. The journey to Nagambie is predominantly on two lane freeway and can be

accessed from Melbourne in around one and a quarter hours.


The region provides the visitor with a mix of nature based and horticultural setting. The

township of Nagambie was once a thoroughfare for large trucks prior to the bypass. The

township is now in transition from being a stopover town to a destination. The large wide

street and views across the lake provide an excellent backdrop for a tourism experience.


Nagambie and Surrounds is known for high quality wineries and dining options as well as

water and nature based experiences.

Water based recreational experiences are central to the product profile of Nagambie

including sailing and water skiing on Lake Nagambie, which hosts Australia's national

standard rowing and canoeing titles each summer. Visitors can also experience the variety

of bird life, native plants and animals along the Nagambie Waterways.

Nagambie has a strong reputation for food and wine, with two renowned wineries at Tahbilk

Winery and Mitchelton. The food and wine experience at Tahbilk Winery is enhanced as

part of a unique nature based experience at the winery where can access the wetlands as

part of a guided tour or through the adjoining Wildlife Reserve. Also, the recently launched

the Goulburn Explorer is a cruise which links Mitchelton and Tahbilk via the Goulburn River.

The equine thoroughbred industry is also a major asset to the region, with a number of

internationally renowned studs operating in Strathbogie Shire. Whilst this currently

5 3One7 on High Jetty Apartments, Nagambie Lakes Leisure Park, Comfort Inn and Harvest Home.

provides limited formal tourism product, there is significant interest in this sector from a wide

range of visitors.

The region also offers several opportunities to view the Strathbogie Ranges and

surrounding plains from the air with various operators providing sky diving, gliding and hot

air ballooning opportunities.


The product profile highlights the key strength of the sub region is food and wine, with a

number of destination dining restaurants and large wineries.

The nature based product offer is centres around the Nagambie Lakes.

TABLE 45 NAGAMBIE & SURROUNDS – KEY PRODUCT


Noteworthy Dining 5 Tahbilk Café, Mitchelton Restaurant, Bank Street Woodfired Pizza & Gardens, Fowles Wine & Cellar Door

Wineries 8 Tahbilk Winery, Mitchelton Winery

Nature Based Tourism 4 Tahbilk Wildlife & Wetlands Reserve, The

Goulburn Explorer (cruise)

Equine 1 Black Caviar Statue

History & Heritage 6 Goulburn Weir

Arts & Culture 1 Avenel Maze

Golf 2 Avenel Golf Club, Nagambie Golf Club


Accommodation is generally comprised of camping and caravan parks, hotels/motels and

apartments/self-contained units. The product audit has found four self-rated four star

establishments5.


The accommodation supply in Nagambie is generally adequate for current demand,

however in Avenel, there is a limited supply. Small self-contained accommodation may be

explored in Avenel.

TABLE 46 ACCOMMODATION SUMMARY – NAGAMBIE AND SURROUNDS


Rooms/Sites %





Hostel 1 6% 13 3%






1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Nagambie and Surrounds 0 2 3 4 0 7

8.10.4. PRODUCT GAPS


the existing product offer. These include:

31. Quality dining options in Nagambie (preferably waterfront) to cater for its growing

status as a holiday/leisure destination.

32. Commercial boating and tour operations to service the Nagambie Waterways.

33. An equine tour, touring route, event, or museum/centre to capitalise on the

thoroughbred strengths of the region.

34. High end, large accommodation facility to support the high quality winery offer.

35. Eco-tourism opportunities linked to the Nagambie Waterways.

8.11. EUROA AND THE STRATHBOGIE RANGES



Euroa and Violet Town are accessed from Melbourne via the Hume Freeway, an easy 1.5

hour drive from Melbourne.

The Strathbogie Ranges however, have much lower grade roads; this is evident on the trip

to both Strathbogie and Ruffy. The Hume Freeway journey traverses alongside the

Tallarook and Strathbogie Ranges, which provide an interesting backdrop to the journey.


The terrain in the subregion is typified by hill and boulder country. Giant granitic rocks are

strewn throughout the country side and a trip into the ranges is met with interesting

formations along the roadsides.

The region is predominantly dry land grazing and cropping with the odd winery or olive

grove providing relief.

Euroa provides the visitor with an interesting heritage experience, with various historic

buildings dotted through the town. The journey on the old Sydney Road through the town

provides remnants of the town’s prior focus to the service the passing traveller. The reuse

of old service station sites is still to be completely realised.

Locating precincts within the township of Euroa can be a challenge for the visitor.


Euroa and the Strathbogie Ranges have some attractive Nature Based offerings, including

the Strathbogie Ranges, Polly McQuinns and Gooram Falls. The towns of Euroa,


A P R I L 2 0 1 4

Longwood, Ruffy, Violet Town and Strathbogie offer a country experience with heritage

architecture.

Part of a longer heritage trail, key historical buildings along The Ned Kelly Trail are situated

in Euroa in which visitors are able to learn about the region’s links to the Kelly family. Euroa

is also planning to install three ‘Honouring Our Heroes’ statues, to honour its Victoria Cross

awardees and link into the military heritage product in the region.

The Violet Town Community Market is claimed to be one of the largest and best markets in

North East Victoria, regularly attracting from 2,000-4,000 people.

The Strathbogie Ranges has developed as a well-recognised wine region, particularly

thorough Fowles Wine which has a well-developed cellar door and restaurant, in Avenel on

the Hume Highway. Fowles Wine has recently won the Victorian Tourism Award in the

wineries and distilleries category for the second year in a row. There are a number of other

smaller wineries in the region which also produce high quality wines and grapes grown to

make sparkling wine.


The sub region has its strengths in wineries and nature based tourism. However the

wineries are underdeveloped in their tourism offer and the nature based attractions

generally have limited infrastructure.

TABLE 48 EUROA AND THE STRATHBOGIE RANGES – KEY PRODUCT


Noteworthy Dining 4 White Hart Hotel, Euroa Butter Factory, Albert’s, Ruffy Food Store

Wineries 11 Fowles Wine, Wonga Estate, Baarrooka Wines, Maygars Hill Vineyard and Cottage

Nature Based Tourism 11 Strathbogie Ranges, Polly McQuinns,

Gooram Falls

Equine N/A -

History & Heritage 3 Farmers Arms Hotel Museum

Arts & Culture 3 Rockery Gemstone Museum

Golf 2 Euroa Golf Club


Accommodation type is generally Motels, comprising a large proportion of the number of

beds. Bed and Breakfast establishments as well as apartments / self-contained units are

also prevalent in the region.

There is limited accommodation in the Strathbogie Ranges and the motel accommodation

in Euroa is need of investment.


TABLE 49 ACCOMMODATION SUMMARY – EUROA AND THE STRATHBOGIE RANGES


Rooms/Sites %





Hostel 0 0% 0 0%






Accommodation is generally comprised of moderate level quality accommodation. Although

the product audit has found four self-rated four star establishments6.


1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Euroa and Strathbogie Ranges 0 0 7 4 0 10

6 Ain Garth B&B, Euroa Butter Factory, Forlonge B&B, and Strath Hill Motel.

8.11.4. PRODUCT GAPS



36. Farm gate / farm stay opportunities in the region, capitalising on the strengths of local

produce.

37. Events or tours relating to the thoroughbred and/or wider equine industry.

38. Product that capitalises on the strategic location of Seven Creeks Park in Euroa.

39. Night time dining options in Euroa.

40. The development of RV facilities to capitalise on the stopover potential of Euroa.

41. Self-contained accommodation in the Strathbogie Ranges.

42. Motel accommodation in Avenel.

43. Self-contained accommodation in Euroa to diversify the product offer.

44. A food / beverage establishment in Avenel to cater for passing visitors.

45. The under-utilisation of heritage buildings for tourist uses in Euroa.


A P R I L 2 0 1 4

8.12. SHEPPARTON AND SURROUNDS



The recent Nagambie bypass has led to high quality dual highway access to Shepparton

from Melbourne. The journey takes no more than two hours and whilst it is not particularly

compelling it provides an easy trip for the visitor. On the journey the visitor might expect to

drive through orchards and intensive horticulture, however much of this activity does not

occur on the Melbourne side of Shepparton.

The journey to Murchison provides the visitor with an interesting visitor experience,

particularly if accessed via Nagambie and Kirwan’s Bridge. This journey follows the

Goulburn River closely and gives the visitor a true sense of the country side.

The journey to Tatura provides the visitor a much stronger sense of the horticultural

strengths of the Shepparton area and is accessed via extensive plantations of fruit trees

and other horticultural activities.


Shepparton and surrounds is at the heart of the Goulburn Valley, the region is typified as a

flat irrigated horticulture area which becomes more obvious if the visitor explores the region

beyond the Shepparton urban centre. The Goulburn River is a major feature of the

Shepparton landscape which is often underutilised and not fully apparent to the visitor.

Shepparton is a large urban centre and the visitor is provided with that sense upon entry to

the township, which includes a long dual lane road with significant levels of commercial

activity. The Victoria Park Lake area provides the visitor with a scenic backdrop which is in

stark contrast to the commercial focus of the Shepparton CBD and residential urban

neighbourhood. Visitors are drawn to the Lake which has been significantly improved.

Mooroopna is located on the banks of the Goulburn River adjacent to Shepparton, where

the Midland Highway crosses the river between the two towns. A further 20 minutes down

the highway, Tatura is a town which is located amidst a network of irrigation channels and

fertile land, hosting a growing number of farming industries including crops, fruit, vegetable

cultivation, dairy, sheep and cattle; with the Cussen Park wetlands host to an array of

wildlife, bird life and mammals

Dookie is located in the dryland area to the east of Shepparton and is distinct in character

when compared to the river flat areas around Shepparton, Murchison and Tatura.

Murchison is a picturesque village located on the Goulburn River; the commercial buildings

of town are predominately of Victorian heritage and face the River parkland.


Shepparton and surrounds has a variety of key attractions including Arts and Culture,

History and Heritage, Dining, Equine and Golf. The region is also known for business

conferencing and events and as the ‘food bowl of Australia’.

Shepparton has a number of family friendly experiences, the principal one being the town’s

SPC Ardmona KidsTown Adventure Playground, which is based to the west of the

township, which is marketed as one of the largest outdoor playgrounds in Australia. The

Victoria Park Lake precinct also provides key recreational experiences along with the

Aquamoves aquatic complex and S-Cape skate park. The Emerald Bank Adventure Park

is also a family friendly experience which offers a number of activities including a miniature

railway.

Shepparton also has a strong arts and cultural scene. The Shepparton Art Museum

provides an iconic experience for visitors, with one of the leading collections of Australian

ceramics. Shepparton also features the Moooving Art initiative which has life-size fibreglass

cows throughout the town in celebration of the region's dairy industry. Shepparton is also

the indigenous heart of the Goulburn River Valley with attractions such as the Bangarang

Cultural Centre and Gallery Kaiela.

The Goulburn River is described as the lifeblood of the region and forms a key recreational

facility in which visitors can go fishing, boating and other water based activities. These are

also experienced in the Broken and Murray Rivers and Waranga Basin. Tatura is also

home to Lake Bartlett and Cussen Park Wetlands providing 33 hectares of passive

recreational space in which to experience indigenous plants and animals. The Lower

Goulburn National Park / Reedy Swamp and Gemmills Swamp in Mooroopna also provide

important wetlands in the region.

Visitors have the opportunity to explore the history and heritage of the region through two

main community museums, the Tatura Irrigation and Wartime Camps Museum, which

presents donated WWII artefacts form the region as well as the Shepparton Heritage Centre

Museum, Shepparton Motor Museum and Mooroopna Medical Museum.


The region is home to many of Australia's, and the worlds, largest food processing plants

including SPC Ardmona, Campbell’s, IXL and Bonlac which are all household names and

offer opportunities to purchase from the factory outlet.

Shepparton is also a major regional centre which has strong business visitation and a

number of conferencing and events facilities. It is also a major events destination, with

particular strengths in the hosting of regional sporting events.

With a reputation as a key food producing district of the region, visitors can experience what

the region has to offer is through the Food, Wine & farm gate touring route. The route

includes farm gate and produce stores in and around the surrounding towns of Shepparton

and visitors have the opportunity to taste locally grown food, wine and pick your own fruit.

The cellar door experience in the region includes those at Monichino Wines, the Longleat

Estate and Tallis Wine in Dookie.


The core product strengths for Shepparton and surrounds are history and heritage, arts and

culture, food and wine and nature based tourism. These products provide a significant

critical mass of product that, along with the commercial and business offer, provide a

package of compelling reasons why a visitor would come to Shepparton.

The product offer in some areas however, has not fully reached its potential, for example

the nature based tourism offer and access to the Goulburn River. There is an opportunity

to develop product to be more accessible to visitors and more tourism focused.

The cultural offer in Shepparton is the strongest of the region, and there are a range of

elements which suggest that Shepparton could appeal to a socially aware visitor market, if

a strong brand can be associated with the product.

TABLE 51 GREATER SHEPPARTON – KEY PRODUCT


Noteworthy Dining 4 The Teller Collective, Cellar 47, Yiche, Sebastian’s, The Last Straw

Wineries 6 Monichino Wines (North of Shepparton), Tallis Wines, Longleat Estate


Dookie Rail Trail, Goulburn River, Lower Goulburn National Park, Reedy Swamp, Cussen’s Park Tatura

Equine 5 Tatura & Shepparton Racing Club, Shepparton Harness Racing Club, Tatura Park, WB Hunter Reserve (showjumping)

History & Heritage 10

Shepparton Museum, Murchison Museum, Shepparton Motor Museum, Mooroopna Museum, Tatura Museum, Tatura War Camps, Flats Interpretive Walk

Arts & Culture 10 SAM (Shepparton Art Museum), Bangerang Cultural Centre, Galley Kaiela, Dookie, Moooving Art

Golf 5 Shepparton Golf Club, Mooroopna Golf Club, Kialla Country Club, Hill Top Golf & Country Club


The majority of accommodation in the Greater Shepparton region is Motels and Hotels, the

majority of which are between a 3 and 3.5 star ranking. Nevertheless, the region contains

the highest branded and quality accommodation in the GRV region, including:

Quest Shepparton;

Quality Hotel Park Lake Shepparton;

Best Western – The Carrington;

Best Western – Wyndhamere Hotel.

The product audit has also identified a large number of self-rated four star establishments.


A P R I L 2 0 1 4

TABLE 52 ACCOMMODATION SUMMARY – SHEPPARTON AND SURROUNDS


Rooms/Sites %



Farm Stay 0 0% 0 0%


Hostel 5 16% 91 6%

Hotel/Motel 26 81% 744 45%





1 - 1.5 2 - 2.5 3 - 3.5 4 - 4.5 5 N/A

Greater Shepparton 0 1 17 13 0 1

Greater Shepparton is a key business and conferencing centre of the GRV region.

Shepparton has a variety of venues that cater to large business conferences and events.

TABLE 54 SHEPPARTON KEY CONFERENCING VENUES

Conference Centre Capacity

Emerald Bank Woolshed 200-300

Goulburn Ovens Institute of TAFE 6-180

Quality Hotel Parklake Shepparton 250 max

Quality Hotel Sherbourne Terrace 300 max

The Carrington 150 max

Dookie College 60-440

Hilltop Golf and Country Club, Tatura 150 max

Kialla Paceway/Shepparton Harness Racing Club 300 +

Pine Country Club Motor Inn 30

Tatura Park (Exhibition & Events Complex) 300 max

Quest Shepparton 70 max

The Connection Function Centre 70

Eastbank 900+

McIntosh Centre 200+

The Olive House 180

GV Hotel 700


8 .12.4. PRODUCT GAPS



46. New or modern high quality motel or hotel stock (4+ star), including a large format,

high quality branded hotel in Shepparton.

47. Hotel/motel offer in townships surrounding Shepparton, such as Tatura and

Murchison.

48. Bed and breakfast and guest house accommodation in regional townships, such as

Dookie, which caters for small groups or couples.

49. An established branded backpacker establishment to service the backpacker / worker

market.

50. Accommodation leveraging off the Goulburn River and its Parkland.

51. B&B accommodation and a local produce store in Murchison to service the boutique

offer.

52. Motel accommodation in Tatura to service the conferencing and events overspill

market from Shepparton.

53. Improved tourism product associated with the Tatura War Camps, to service national

and international visitor markets.

54. Development of the arts / cultural offer, particularly the development of indigenous

tourism product.


8.13. KEY REGIONAL EVENTS

8.13.1. SUMMARY

Table 55 summarises some of the key annual events across the GRV by sub region. It

provides a breakdown of each key recent events by month and a total of all events across

the year. This synopsis does not provide a full calendar of events for the region, but

provides a snapshot of key events for the past year using the GRV product audit. Events

have been classified into the following categories:

Racing / Equine;

Sport;

History/Heritage;

Art / Culture / Music;

Food / Wine; and

Show / Family Events / Expos.

The analysis illustrates that Shepparton & Surrounds has the most key events at 35,

followed by Marysville, Alexandra and Eildon (26) and Seymour & Surrounds (14). The

most common events across the region are race meeting/horse racing events and art /

culture / music events.

8.13.2. GAPS

In terms of the sub-regional spread of key events, the analysis highlights that the following

destinations all have much lower events visitation than Shepparton and the Alexandra /

Marysville / Eildon area:

Kinglake Ranges;

Kilmore / Broadford;

Yea and Surrounds;

Euroa and the Strathbogie Ranges; and

Nagambie and Surrounds.

Kinglake Ranges currently does not have the scale of infrastructure in terms of

accommodation and supporting product, to support major events visitation, however, the

other identified destinations in particular have sufficient scale and levels of infrastructure to

cater for an increased number of key events.

In terms of the type and category of key events across the region, the events audit provides

a picture of where the key gaps in provision are evident. The gaps are perceived to be in:

Food and Wine – there is potential to provide and increased number or diversity of

food and wine events in the region, capitalising on a key strength of the Goulburn

River Valley;

Equine – there is potential to provide an equine event that showcases the

thoroughbred strengths of the region, which is not an actual horse racing event;

History and Heritage – linked to heritage streetscape, township history or the military

history of the region;

Indigenous – an indigenous event that capitalises on the indigenous history of

Shepparton and the north of the region;

Multi-cultural – a multi-cultural events offer in Shepparton which draw on the diverse

nature of immigration to the area; and

Business and conferencing events – such as a medical event linked to the medical

education and training strengths of Shepparton.


TABLE 55 KEY RECENT EVENTS BY MONTH, SUB REGION & TYPE

Key: Racing/Equine Sport History / Heritage Art / Culture / Music Food / Wine Show / Family Event / Expo

Kilmore / Broadford Seymour & Surrounds Kinglake Ranges Yea & Surrounds Marysville, Alexandra, Eildon Nagambie &

Surrounds Euroa & Strathbogie

Ranges Shepparton & Surrounds

Jan Kilmore Hospital Dual Code & Kids Day Out (Kilmore).

Yea Cup Day. Yea Arts Carnivale

True Blue Family Fun Day (Alexandra). Strathbogie Summer

Festival.

Shepparton Harness Gold Cup. International Dairy Week (Tatura).

Feb

Broadford Carnival (Broadford). Kilmore Turf Club (Kilmore).

Seymour Alternative Farming Expo (Seymour).

HiArts Art Exhibition & Family Festival (Highlands). St. Pat's Picnic Race Meeting (Yea)

The Granite Grind (Lake Mountain). Marysville Lake Mountain Challenge (Marysville)

NWSC Water Skiing (Nagambie).

Victorian Appaloosa Championships Show (Tatura). GV Summer Sizzler Quarter Horse Show (Tatura). Fruit Salad Day (Mooroopna).

Mar Kilmore Country Music Festival & Ute Competition (Kilmore).

Seymour Military Heritage Weekend (Seymour). Puckapunyal Army Day Cup (Seymour).

Yea Autumn Festival (Yea)

The Alexandra Cup (Alexandra). Samurai Challenge (Lake Mountain). Stonelea Alexandra Cup (Alexandra). Highland Fling Raceday (Alexandra). Marysville World’s Longest Lunch (Marysville).

Nagambie on Water Festival. APS Heads of the River Rowing Regatta (Nagambie).

Goulburn Region Masters Series (Tennis)

SheppARTon Festival (Shepparton). Tatura Show (Tatura). Andalusion Horse Association of Australia Show (Tatura). Murchison Tomato Festa (Murchison). Dragon Boat Regatta (Shepparton). Tastes of Tatura (Tatura). National Welsh Pony Show (Tatura). Tatura Cup (Tatura).

Easter Boogie Music Festival

Yea Easter Art Exhibition (Yea). Molesworth Easter bazaar & Clearing Sale (Molesworth).

Lions Club of Eildon Easter Market (Eildon). Rotary Easter Art Show (Alexandra). Alexandra Easter Fair (Alexandra).

Inner Varnika Music Festival (Ruffy).

Easter Tennis Tournament (Shepparton).


A P R I L 2 0 1 4




Apr Kilmore Art Expo (Kilmore).

Seymour Racing Day (Seymour).

Hot Rod Show (Nagambie). Aussie Wine Month (GV Wine Region)

Australian Carriage Driving Classic (Longwood). Ride the Ranges Euroa Cycling Event (Euroa & District). Relay for Life (Euroa).

Rotary Car Show (Shepparton). GV BMX Classic (Shepparton). Tatura Gold Cup (Tatura).

May

Tallarook Art Show (Tallarook). Seymour Racing Day (Seymour).

Victorian Masters Rowing Regatta (Nagambie).

Jun

Kilmore Celtic Festival (Kilmore). Kilmore Racing Day (Kilmore).

Seymour Racing Day‐ Ladies Day (Seymour).

Alexandra Truck & Ute Show (Alexandra). Lake Mountain Family Fun Day (Lake Mountain). Lake Mountain Cross Country Sprint 'X' (Lake Mountain).

Northern Victoria Sled Dog Championship (Kialla). Shepparton Junior Cycling Tour (Dookie). Regional Challenge Cup Soccer (Shepparton).

July Seymour Racing Day (Seymour)

Eildon Junior Cycling Tour (Eildon). Lake Mountain Mini Series (Lake Mountain). Winter Warrior Challenge (Lake Mountain).

Aug Lake Mountain Cup ‐ Toboggan Race (Lake Mountain).

Euroa Show jumping Classic (Euroa).

Southern Seven Cutting Horse Association (Tatura). Shepparton Marathon (Shepparton).

Sep Degani Kinglake Ride (Whittlesea/Kinglake).

Crankster Rod & Kustom Club Victoria Hot Rod Event (Nagambie).

Euroa Show jumping Classic (Euroa).





Oct

Kilmore Pacing Cup (Kilmore). Kilmore Antiques & Collectible Fair (Seymour).

Tastes of the Goulburn (Seymour). Tooborac Hotel & Brewery OcTOOBerfest (Tooborac). Seymour Cup (Seymour). Tooborac Rabbit Ramble (Tooborac). Arts Beyond the Divide (Seymour).

Alexandra & District Open Gardens (Alexandra). Eildon Big Fish Challenge

Australian National Show & Shine (Euroa). Wool Week Spring Festival & Euroa Show (Euroa).

Tourism Month (Greater Shepparton). Mammoth Scale Fly In (Shepparton). Shepparton Show (Shepparton). Girls Day Out (Tatura).

Nov Toolangi and Castella festival (Toolangi).

Yea Race Meeting (Yea).

Marysville Marathon (Marysville). Marysville Sparkling Wine Festival (Marysville). Targa High Country (Eildon & High Country). Buxton Boot Camp (Buxton). Alexandra Spring Fair (Alexandra). Kris Kringles' Festival of Racing (Alexandra).

Euroa Cup (Euroa). Balmattum Cup Eve Celebration (Balmattum). Australian Carriage Driving Classic (Longwood).

Spring Car Nationals (Shepparton). World Cup Show jumping (Shepparton). Campbell's Ironman 70.3 (Shepparton). Victorian Arabian Championships (Tatura). Victorian Open Bowls (Shepparton). Victorian Quarters Horse Show (Tatura).

Dec Kilmore Show (Kilmore). Sister Olive Handicap

Race Day (yea). The Warrior Challenge Alexandra Speedway

Green EDGE Cycling Event (Nagambie & Surrounds). New Year’s Eve Fireworks (Nagambie).

Italian Plate Day (Tatura). Victorian Welsh Pony Show (Tatura). Greater Shepparton Junior Basketball Competition (Shepparton). Christmas Cycling Carnival (Shepparton).

Key Event Theme

Equine Art / Culture / Music

Equine Art / Culture /

Music ‐ Equine

Art / Culture / Music

Show / Family Event / Expo Sport Equine

Sport Show / Family Event /

Expo Equine

Equine Sport

No. Key Events 9 14 2 9 26 10 13 35

Please note that this audit picks out key events only and may not include smaller or one-off events in each sub-region or locality


9. INFRASTRUCTURE AUDIT

9.1. INTRODUCTION The infrastructure audit is intended to identify the key pieces of infrastructure related to

tourism in the GRV region. This audit includes road and rail infrastructure, airports, car hire

operators and accredited Visitor Information Centres.

9.2. SUMMARY The infrastructure audit provides an overview of key transport and VIC infrastructure across

the region. The key gaps and opportunities are identified as:

The implementation of highway bypasses at Kilmore and Shepparton;

An increase in the frequency and capacity of rail services in the north of the region,

servicing Shepparton, Nagambie and Euroa;

Developing Mangalore as a key regional airport and centre for pilot training

excellence; and

Providing an accredited VIC in Euroa to cater for visitors travelling on east-west routes

across the region.

9.3. ROADS There are three main road types through the GRV region. These are major Highways or

Freeways, main roads and smaller roads.

There are a number of key entry points from the South to the GRV region including the

Hume Highway, the Melba Highway and the Maroondah Highway. These are the roads that

predominately run North-South through the region. There is also a secondary entry point

on the Western side via Melbourne-Lancefield Rd.

The key roads in an East-West direction include the Midland Highway and the Goulburn

Valley Highway. The Hume Highway can also be used as an East-West link particularly

between Seymour, Euroa and Violet Town. The GRV region is also heavily serviced by

smaller roads, which provide convenient access across the region.

Highway bypasses in Kilmore and Shepparton will be important in improving accessibility

in the region and facilitation key township improvements.

FIGURE 34 GRV INFRASTRUCTURE - ROADS


Source: Urban Enterprise, 2013

9.4. RAIL V-Line operates a regional train service for North Eastern Victoria, servicing the GRV region

on the Seymour line.

Seymour is a junction point in which the line either heads north toward Shepparton or north

east to Wodonga/Albury.

Stations in the region include Wallan, Heathcote Junction, Wandong, Kilmore East,

Broadford, Tallarook, Seymour, Avenel, Euroa, Violet Town, Benalla, Nagambie,

Murchison East, Mooroopna and Shepparton.

FIGURE 35 GRV INFRASTRUCTURE - RAIL

The table below shows the frequency at which trains services run in the GRV region. The

three key services are Melbourne to Seymour, Melbourne to Shepparton and Melbourne to

Albury / Wodonga.

The region between Melbourne and Seymour is most frequently serviced by train, with 20

services departing Seymour to Melbourne daily. Towns between Shepparton and Benalla

are less frequented by train. Many services to Shepparton are supplemented by coach;

however, this is a less efficient way to travel, particularly for tourists.


A P R I L 2 0 1 4

There is scope for the frequency of train services to be upgraded. This is particularly

applicable to the Melbourne to Shepparton service and the Melbourne to Albury / Wodonga

service both during the week and on the weekends.

TABLE 56 TRAIN SERVICE FREQUENCY

V/Line Service

Melbourne to Seymour (number of stops)

Train Services Monday to Friday Saturday Sunday

Wallan 18 12 10

Heathcote Junction 15 10 9

Wandong 17 12 10

Kilmore East 17 12 10

Broadford 17 12 10

Tallarook 15 10 9

Seymour 21 15 13

Seymour to Melbourne (number of stops)

Monday to Friday Saturday Sunday

Seymour 20 13 13

Tallarook 14 8 8

Broadford 17 10 10

Kilmore East 17 10 10

Wandong 17 10 10

Heathcote Junction 14 8 8

Wallan 17 10 10

Melbourne to Shepparton (number of stops)


Nagambie 3 2 2

Murchison East 3 2 2

Mooroopna 3 2 2

Shepparton 3 2 2

V/Line Service

Shepparton to Melbourne (number of stops)


Shepparton 3 2 2

Mooroopna 3 2 2

Murchison East 3 2 2

Nagambie 3 2 2

Melbourne to Albury / Wodonga (number of stops)


Avenel 3 3 3

Euroa 3 3 3

Violet Town 3 3 3

Benalla 3 3 3

Albury / Wodonga to Melbourne (number of stops)


Benalla 5 3 3

Violet Town 3 3 3

Euroa 3 3 3

Avenel 3 3 3

Source: V/Line Train Service Timetables, 2013

9.5. AIRPORTS Mangalore Airport is the largest airport in the region. It is centrally located between

Nagambie and Seymour. Smaller airports include those at Shepparton and Nagambie.

Mangalore airport has significant potential for expansion, both as a centre of pilot training

excellence and to provide increased air traffic, servicing both the tourist and food

transporting industries. A key issue in this development is the ability to deliver reticulated

water to Mangalore.


9.6. CAR HIRE Car hire providers are generally limited to the Shepparton airport, servicing the large

business and conferencing market, as well as leveraging off Shepparton airport. Car hire

companies in the region include:

Avis Shepparton Airport

Hertz, Shepparton

Good fellows Car & Truck Rentals, Shepparton

Europcar, Shepparton

9.7. VIC NETWORK The provision of visitor information throughout the GRV region is provided through the

following Visitor Information Centres:

ACCREDITED

Shepparton VIC (currently relocated to an in-town position, reflecting a new approach

following a fire at the Victoria Lake VIC);

Seymour VIC; and

Yea VIC (the Y Water Centre will become Level 2 accredited once open).

NON-ACCREDITED

Alexandra VIC;

Eildon VIC;

Nagambie Lakes VIC;

Kilmore VIC; and

Marysville VIC – Currently going through the process to gain accreditation status.

These centres are shown on the map below. Visitor Information Centres are generally

clustered around the towns in the south east of the region as well as along the Goulburn

Valley Highway, between Seymour and Shepparton. There is opportunity for Visitor

Information Centres to have more consistent and recognisable branding and product in

order to increase the recognition and consistency of message across the GRV region.

Euroa in the North East of the region has a Visitor and Community Centre planned on

Binney Street, which is due to be open early in 2014. This will provide a mixture of visitor

and community services, but will not be an accredited VIC. There exists an opportunity to

provide an accredited / formalised VIC in Euroa to cater for visitors travelling on east-west

routes across the region. This would also encourage an increased number of visitors to

stop in Euroa and increase their length of stay in the town.


A P R I L 2 0 1 4

F IGURE 36 GRV INFRASTRUCTURE – VIS ITOR INFORMATION CENTRES


10. MARKETING AUDIT

10.1. BACKGROUND The following section presents an audit of all marketing sources related to the region

including print media, web based material and social media channels.

An analysis of destination keywords as examined through Google AdWords has also been

carried out which identifies the top 38 search terms for the region.

The marketing analysis provides a snapshot of tourism marketing activity across the region,

which supports an analysis of the key gaps in current marketing and branding, both

regionally and in specific destinations.

10.2. SUMMARY The print and online marketing presence in the region provides a thematic approach at GRV

level and a destination focused approach at a sub-regional level. The print media presence

for the region could benefit from a more co-ordinated approach, at GRV level down to sub-

regional level, to ensure that the region is cohesively marketed; focused suite of visitors

products and experiences in destinations across the region.

In terms of improving the region’s online visibility, the development of an online strategy is

recommended to address perceived gaps in the online experience. Key gaps which should

be addressed include:

The absence of a regional approach on the visitvictoria.com website;

Limited online sub-regional representation;

There are issues with the accuracy, management and control of online content on

websites operated by third parties;

A lack of social media synergy and limited options for visitors to promote the region

through social media networks;

Static information which deters repeat online visitation.

Target audience confusion, with some websites targeted at both the visitor and the

local community / tourism industry;

A misrepresentation of key product strengths in the region; and

Gaps in itinerary development, interactive maps of where and how to access

particular attractions, package deals and references to events held in the region.

10.3. PRINT MEDIA The GRV region has a number of paper based promotional materials, most of which can

also be accessed online. There are three Tourism Victoria branded Official Visitor Guides

for the region all of which are linked to municipal boundaries.

10.3.1. GOULBURN RIVER VALLEY TOURISM REGION

GOULBURN R IVER VALLEY HOL IDAY PLANNER

The Goulburn River Valley Holiday Planner is a GRVT-wide destination marketing

brochure.

The key promotional tagline identifies the region as being in the ‘Heart of Victoria’ and

clearly highlights natural attributes, adventure and food and wine as key assets to the

region. Award winning wines and gourmet produce as well as opportunities to learn about

the past of the region through the Ned Kelly story are strongly referenced. Events, festivals

and fresh produce markets are also a focus, to highlight the activities available throughout

the year.

The brochure is divided into several key destination highlights which draw on the following

themes:


A P R I L 2 0 1 4

A Good Drop Pieces of History

Creative Flair Country Markets

Experience Murrindindi’s Great Outdoors Delicious Things

Great Victorian Rail Trail Fun for Families

Let’s Go Shopping Let’s Get Active

The GRVT regional marketing provides a regional umbrella that consolidates region wide

marketing activity. It is the platform for understanding regional experiences, however, the

regional approach could benefit from a destination focused, rather than thematic approach

to marketing that concentrates to the core destinations and suite of visitors products and

experiences available in each.

10.3.2. REGIONAL OFFICIAL VIS ITOR GUIDES

SHEPPARTON OFF IC IAL V IS ITOR GUIDE

Unlike the other destinations in the GRV region, Shepparton’s core strengths are less

focused on adventure and nature based recreation. There are two key strengths that are

highlighted at the beginning of the guide, one being the reference as the ‘Food Bowl of

Australia’ and the associated product that has developed, and secondly, the emphasis on

the destination as being family friendly and the various visitor attractions available.

The sub themes featured within this OVG are diverse and include seven topics:

Outdoors and Family Fun

Arts, Culture & Heritage

The Great Outdoors

Cycling

Golf

Motoring

Food, Wine and Farm gate

Events Calendar

NAGAMBIE LAKES & THE STRATHBOGIE RANGES OFF IC IAL V IS ITOR GU IDE

The core themes presented in this material relate to the food, wine & equine; and adventure

and nature based features of the region, in particular the water based activities on Lake

Nagambie and nature based activities in the Strathbogie Ranges. The award winning wines

as well as its links to thoroughbred racing are also core to the motivational language used

to promote the region.

LAKE MOUNTAIN , LAKE E ILDON & UPPER GOULBURN R IVER OFF IC IAL V IS ITOR GUIDE

This publication focuses on product within the Kinglake Ranges, Upper Goulburn and

Marysville Alpine region. The key motivational messages are predominately adventure and

nature based with the brochure in the first instance referring to the region as being ‘Back in

Play’, which refers to the regeneration of the tourism industry in the Murrindindi Shire post

2009 bushfires.

The marketing messages really relate to the regional strengths of adventure and nature

based activity and its proximity to Melbourne with the imagery largely focused on

highlighting the water based and tracks and trail recreational activities. ‘Naturally in

Murrindindi’ is one of the key taglines which highlights recreational activity including, Nordic

skiing, bushwalking, fishing, camping, cycling and scenic rides or drives.

10.4. ONLINE ANALYSIS There are 15 destination websites identified to promote the GRV tourism region (see Table

57), inclusive of two websites representing the region as a whole and the visitvictoria.com

website. Most sites have been compiled by community organisations and tourism and

trader groups representing sub regions or townships and are, with the exception of the two

whole of region sites, contained within each municipal boundary.

The Marysville, Alexandra and Eildon sub region has the greatest number of websites with

four sites representing these three townships.


TABLE 57 REGIONAL ONLINE PRESENCE

SUB REGION ONLINE TOWNS DETAILS WEBSITE MANAGED BY

VICTORIA

www.visitvictoria.com

Aside from individual product listings, the GRV towns featured within the visitvictoria.com website include Alexandra, Eldon, Kilmore, Marysville, Nagambie, Seymour and Shepparton

At present, the GRVT Region is not recognised officially as a Tourism Victoria region. As a result, information regarding the region on visitvictoria.com is dispersed across the four regions of Yarra Valley & The Dandenong Ranges, The Murray, Daylesford and the Macedon Ranges and the High Country.

Tourism Victoria

GRVT www.goulburnrivervalley.com.au

GRVT Region This website presents a comprehensive overview of the region with a plethora of motivational language and imagery which highlights the key attributes of each town. The site is a visitor, industry and media reference to the region.

GRVT

KILMORE/ BROADFORD

www.mitchellshire.vic.gov.au/tourism-and-business/tourism.aspx

Seymour, Kilmore and Tallarook

The information presented is within the Mitchell Shire website and is not visitor information but more of a shire reference regarding Mitchell’s involvement in tourism. There are references to GRVT, the Rail Trail, Seymour Heritage Weekend and the Vietnam Veterans Commemorative Walk as well as links to a calendar of events.

Mitchell Shire

SEYMOUR & SURROUNDS

www.seymourvictoria.com.au Seymour This website is a comprehensive list of Seymour tourism businesses. There is very little imagery and there are aspects which are incomplete including the photo gallery of the region.

The Seymour We Want Inc.

www.mitchellshire.vic.gov.au/tourism-and-business/tourism.aspx

Seymour (with references to Kilmore Visitor Information Centre and the Rail Trail through Tallarook)

See above Mitchell Shire

KINGLAKE RANGES

www.kinglakeranges.com Kinglake The website is for the business and general community as well as delivering general visitor information. The website cites that it is currently for sale which may explain the numerous gaps in information.

Kinglake Ranges Business Network

YEA & SURROUNDS

www.visityea.com.au Yea The Information is largely out of date and poorly proofed with the duplication of information and incomplete listings.

Tourism Channel

www.yea.com.au Yea This website encompasses a complete range of information relating to Yea for residents and visitors. Although the website has some detailed and well designed product pdfs, they are not easy to find.

www.visityarck.com.au Yarck This website is not complete and an unclear reflection of the visitor offering in the town and surrounding area. The website can be user edited, raising possible issues with content.

Tourism Channel


A P R I L 2 0 1 4

SUB REGION ONLINE TOWNS DETAILS WEBSITE MANAGED BY

www.lakeeildon.com Yea The information presented about Yea is more about the history and development of the town than tourism related information.

Turbo Productions

MARYSVILLE/ ALEXANDRA/ EILDON

www.marysvilletourism.com Marysville, Taggerty, Lake Mountain, Narbethong, Thornton and Buxton

The website is a comprehensive insight into what Marysville and the surrounding villages have to offer, with clear drop down menus highlighting the various things to do including the nature based attractions which is core to the experience offering.

Mystic Mountains Tourism

www.alexandratourism.com Alexandra This website is an online directory of tourism and retail businesses that are members of the Alexandra Traders and Tourism Association. It is both a visitor resource and a member site.

Alexandra Traders & Tourism Association

www.visitmarysville.com.au Marysville Provides a website that provides product and accommodation information. The website can be user edited, raising possible issues with content.

Tourism Channel

www.lakeeildon.com Eildon and Alexandra (as well as Yea, Mansfield, Bonnie Doon and Howqua/Jamieson)

This website presents visitor and community information about the Lake Eildon region and surrounding towns. It clearly identifies the key regional strengths for the online viewer at the top of the page, including water based and adventure and nature based recreation.

Turbo Productions

NAGAMBIE & SURROUNDS

www.nagambielakestourism.com.au Nagambie and surrounding wineries

This site is a visitor website for Nagambie as well as the four wineries surrounding the township. It has four distinct sections, Play, Stay, Wine and Dine. It also contains some community information.

Strathbogie Shire

www.nagambielakesandstrathbogieranges.com.au Avenel and Nagambie This is a visitor website representing the towns within the Strathbogie Shire, with online accommodation booking. Some of the links including the events calendar link to the shire site.

Strathbogie Shire

EUROA & STRATHBOGIE RANGES

www.nagambielakesandstrathbogieranges.com.au Euroa, Longwood, Violet Town and Ruffy

See above. Strathbogie Shire

www.euroa.org.au Euroa This website presents visitor information as well as some community information about Euroa.

Business Enterprise Euroa

SHEPPARTON & SURROUNDS

www.discovershepparton.com.au This website is a visitor resource outlining the variety of things to see and do. Although not exactly aligned to the sub categories presented in the OVG, it does direct browsers to the various activities on offer.

City of Greater Shepparton


10.4.1. GAPS IN ONLINE DELIVERY

As visitor engagement with the online world rapidly increases, it is important for destinations to

improve the way they promote themselves online. There is the potential to analyse and improve

the way the region is perceived online and the opportunity to highlight where this improvement

can be achieved as part of the DMP. Firstly, it is important to identify the key gaps in online

presence and delivery – these are considered to be:

The absence of a regional approach on the visitvictoria.com website. Information is

spread across four regions, which makes it hard for visitors to piece together the

destinations as one distinct regional experience. This is an ongoing problem for GRVT

with the way Tourism Victoria promotes is strategic campaign regions and not one which

can be easily addressed. GRVT currently plays an important role in linking together and

promoting the region in the absence of Tourism Victoria recognition.

The GRVT site is a comprehensive, up to date visitor resource; however, accessing the

region’s key product strengths contained in the Holiday Planner Section of the site is

difficult for the visitor to find and could be relocated to a more prominent position.

References to social media channels could also be included in the site.

Sub regions which have limited online representation, particularly those located in the

southern part of the region, including Kilmore/Broadford, Kinglake Ranges and Yea and

Surrounds. Some information in these areas is out of date, inaccurate and/or incomplete.

There are issues with the accuracy, management and control of online content on

websites operated by third parties, or where user content can be uploaded, such as the

Visit Yea, Yarck, Alexandra and Seymour web pages.

There is a lack of social media linkage and very few ways for visitors to promote the region

through their social media networks, such as Facebook, Twitter and Trip Advisor. There

could be conversation and community created about the destination through the

destination websites, or at least clear links to the social media outlets where this

community interaction exists.

Much of the information presented is static, including businesses listings which do not

change with the commencement of a new event season or new activities within the

destination. This deters repeat online visitation.

There are blurred lines on several websites as to whether the site is tailored to the visitor

or to the community / tourism industry. This could be addressed by introducing member

only login pages, or a distinct industry section on the websites.

The key product strengths of the region are largely misrepresented online with an ad hoc

development of key activities and businesses.

There could be a greater number of calls to action across the websites, including itinerary

development, interactive maps of where and how to access particular attractions,

package deals and references to events held in the region.

The need for a review of imagery, photography and representation of the region in order

to provide authenticity to attract visitors via online (and print) mediums.

10.4.2. KEY GOOGLE SEARCH TERMS

The following section examines the top 38 search terms for the region as highlighted in Google

Adwords. The keyword search is based on the average number of times people searched for

these exact terms. All key towns, attractions and activities were entered into Google AdWords

in order to identify the top monthly web searches for the region.

Variations of the search terms as presented in Table 58 were also examined, but only the top

ranking terms are presented in the graph. For example, the term Shepparton hotels only

receives an average of 170 searches per month and hence does not feature in this analysis.

All township names in isolation without a travel or tourism related term attached, such as

‘accommodation’ or ‘things to do’ has been omitted from this list as it is difficult to identify

whether or not it is a tourism related search.


A P R I L 2 0 1 4

TABLE 58 TOP 30 GRV GOOGLE SEARCH TERMS

ANALYT ICS LESSONS

Shepparton accommodation is one of the highest search terms, receiving an average of 1,600

searches per month, which is reflected in the bulk of regional accommodation situated in

Shepparton. As a Victorian comparison, some of the higher searched destinations in terms of

accommodation are Mornington peninsula accommodation which receives an average of 3,600

searches, Echuca accommodation, 4,400 searches and Bendigo accommodation, 4,400

searches.

In terms of township searches in the region, the town of Shepparton features most frequently,

including key search terms, Shepparton golf club, Shepparton caravan parks, SPC Shepparton,

Shepparton art museum and things to do in Shepparton. This reflects the high levels of visitation

to Shepparton in comparison to other regional destinations. There are also number of terms

relating to Nagambie including Nagambie Caravan Park, Nagambie lakes, Nagambie accommodation and Nagambie lakes Leisure Park, reflecting the strength of Nagambie as a

holiday and food & wine destination.

The highest searched individual attraction in the region is Tahbilk, which has 1,600 searches.

However, this could include visitor searches for online wine sales as well as visitors wishing to

find out information about the cellar door and restaurant/café. The term Mitchelton winery is

also ranked highly within these search terms and receives about 880 searches on a monthly

basis. The term Mitchelton receives 1,900 average searches per month, however, Mitchelton

is also a suburb in Brisbane and therefore searches could also be related to this. Other Food

and Wine related search terms featured within this list include violet town market, Buxton trout farm and SPCShepparton.

Nature based assets feature quite strongly within this list, with the top search terms being

Kinglake national park, Nagambie lakes and the Yarra ranges national park, Goulburn River, Lake Eildon National Park, Mt disappointment, and the Strathbogie Ranges. Key

accommodation phrases appearing in the key terms are camping and caravanning, with

caravan parks in Nagambie, Eildon, Shepparton, Yea and Seymour featuring in the top

searches, ahead of searches with the word hotel or motel attached to these townships.

Being a relatively young region in tourism terms, the main destination words or string of words

including Goulburn river valley, rate very low (10 average monthly searches) which highlights

the general unfamiliarity with the concept of the Goulburn River Valley Region. Searches linked

to the river ranked much higher at 590 average monthly searches.

‐ 200 400 600 800 1,000 1,200 1,400 1,600

seymour caravan parklake eildon camping

euroa accommodationmitchelton winesyea caravan park

black spur innshepparton art museum

riverlinksaquamoves shepparton

strathbogie rangesseymour accommodation

mooroopna golf clubspc shepparton

flowerdale estatealexandra accommodation

eildon accommodationlake nagambietahbilk winery

buxton trout farmmt disappointment

lake eildon accommodationlake eildon national park

goulburn rivernagambie lakes leisure parkshepparton caravan parksnagambie accommodation

shepparton golf clubyarra ranges national park

eildon caravan parknagambie lakes

accommodation sheppartonmitchelton winery

marysville accommodationnagambie caravan parkkinglake national park

violet town markettahbilk

shepparton accommodation

Average searches per month


IMPROVING ONL INE V IS IB IL ITY

In terms of improving the region’s online visibility, additional research and the development of

an online strategy is recommended. At present, the region’s destination website

www.goulburnrivervalley.com.au does not appear when township specific information is

entered into Google. With the absence of prior awareness of the Goulburn River Valley region,

unless the exact terms are entered in, or the exact url used, visitors may find it difficult to

discover the region.

10.4.3. SOCIAL MEDIA

The following section presents the various quantifiable social media channels associated with

the region and the extent to which the region is featured. Channels such as Flickr, Trip Advisor

and Instagram, whilst important opportunities for the region, have been omitted from this audit

due to the difficulty in searching for destination specific entries.

In general terms, the region is not well represented across social media channels. The

Goulburn River Valley Region has an opportunity to improve profile and brand strength through

increased participation in social media channels. Although ensuring the destination is

promoted and up to date information is presented across all social media channels is

acknowledged, focussing on the most widely used channels including Facebook, Twitter, You

Tube and Pinterest could help develop a greater online conversation about the destination.

FACEBOOK

There are six destination Facebook pages that have been identified in the region (excluding

individual business pages and auto generated destination pages). The Visit Marysville page

has the greatest number of ‘likes’.

Goulburn River Valley Tourism (24 likes);

Visit Marysville (1,399 likes);

Discover Shepparton (693 likes);

Lake Eildon (454 likes);

The Seymour We Want Inc. (151 likes); and

yea.com.au (169 likes).

TWITTER

Although the destination is ‘tweeted’ about in general terms, the two destination specific twitter

accounts are both from Shepparton. Although the Greater Shepparton account does include

council related information, it also highlights visitor information.

Discover Shepparton- @discovershepp (469 followers)

Greater Shepparton- @GreaterShepp (1,615 followers)

YOUTUBE

There are three destination managed tourism channels that have been identified on YouTube.

The Marysville Tourism account generates the greatest amount of activity, with the Buxton

Trout Farm having the greatest level of activity.

Goulburn River Valley (4 videos, updated 1 year ago)

Most watched video- Goulburn River Valley High Country Rail Trail (1,845 views)

Discover Shepparton (5 videos, updated 5 months ago)

Most watched video- SPC Ardmona Kids Town (114 views)

Marysville Tourism (9 videos, updated 1 week ago)

Most watched video- Buxton Trout Farm (2,328 views)

P INTEREST

Two Pinterest destination ‘boards’ have been found. This excludes boards that represent the

destination that have been created by people outside of the region.

Seymour Victoria- a board established by www.seymour.com.au (1 pin)

Visit Yea, Victoria, Australia- established by the Tourism Channel (27 pins)

10.4.4. APPS

The use of Apps, such as the Visit Marysville App is sporadic across the region. The use of

apps can play an important role in the way visitors access information and travel whilst in the

region. They provide an important source of real time information and are an increasingly

popular information source in the Smart Phone age.


A P R I L 2 0 1 4

PART 3: ISSUES AND OPPORTUNITIES


11. PRODUCT & EXPERIENCE DEVELOPMENT

11.1. INTRODUCTION The analysis provided in this background paper, along with extensive consultation with key

stakeholders and businesses, provides the framework for the development of a suite of tourism

product and infrastructure development opportunities across the region.

Tourism development opportunities are divided into:

1. GRV Regional Themes and Opportunities, providing:

Common regional product themes and initiatives; and

Major regional infrastructure opportunities.

2. Sub-Regional Destination Opportunities, providing:

Primary existing product strengths for development; and

Identification of new emerging product strengths for development.

11.2. PRODUCT DEVELOPMENT OBJECTIVES The GRV Destination Management Plan seeks to capitalise on existing tourism assets and

support the growth of tourism visitation and business across the region. The key objectives in

new tourism opportunities include:

Increasing overall visitation to the GRV region;

Increasing visitor yield and length of stay in the region;

Raising awareness of the region’s existing tourism product assets;

Improving the product offer in terms of attractions, experiences and infrastructure;

Developing GRV’s towns in order to target market expectations and preferences; and

Developing tourism businesses in the region to service visitor markets and provide

product to meet visitor expectations.


A P R I L 2 0 1 4

12. ISSUES AND OPPORTUNITIES

12.1. INTRODUCTION The following discussion provides a lead-in to the DMP in identifying potential catalyst projects

and key product, including:

Key regional themes, which transcend individual destinations and have the potential to

define the regional offer; and

Sub-region destination projects and key supporting products.

This analysis seeks to provide context for the suite of development opportunities contained in

section 13, and provides discussion on how the development opportunities combine to

capitalise on the strengths of the region and each distinct destination.

12.2. REGIONAL DEVELOPMENT

DISCUSS ION

At a regional level the DMP will need to focus on understanding:

The key regional product and infrastructure opportunities that will define the GRV as a

destination and how these opportunities will need to develop;

How individual destinations within the GRV should be developed; and

How the region is branded and marketed to its audience.

The GRV region is a developing tourism region which has not fully defined or developed a full

suite of regional products and experiences. Nature based tourism in Murrindindi Shire and food

and wine production across the region are the two key strengths that underpin the regional

offer. The DMP provides the opportunity to build on these strengths and diversify the product

offer in the region.

The catalyst opportunities at a regional level provide the opportunity to provide the product and

infrastructure to lift the visitor offer in the region to the next level, based around unlocking

products and experiences (such as water based access), developing new experiences (such

as the spa and wellness offer), building on existing strengths (such as events) and capitalising

on underutilised assets (such as the equine industry). To support this, the region needs to

address issues around the supporting product it provides, by improving the supply and quality

of the accommodation offer and providing supporting consumer product to match target market

need. Major infrastructure issues such as accessibility (by road and rail), township perceptions

and streetscape, and rail/public transport access also provide a major opportunity to better

promote the region and provide visitor accessibility.

The DMP will seek to define how individual destinations in the region should be developed, in

terms of their identity, marketing and branding within the wider region. Whilst the GRV region

provides an important umbrella for promoting the region, destinations within GRV have distinct

landscapes, products and target markets which should have a strong individual identity and

marketing presence.

REGIONAL CATALYST PROJECTS

1. Creating new products and experiences – such as a spa and wellness offer or zip line

enterprise.

2. Accessing water across the region – providing access to key underutilised assets including

the Goulburn River, Nagambie Waterways and Lake Eildon.

3. Iconic events - delivering iconic events and co-ordinating existing events across the

region.

4. Delivering accessibility – via the rail network and through highway and air infrastructure

improvements.

5. Capitalising on the equine industry – by delivering regional tours and events, linked to

complementary products.

6. Identifying new touring routes – defining new routes that capitalise on natural assets,

produce strengths, history & heritage and boutique/arts villages across the region.

7. Delivering iconic strategic developments – by providing opportunities to develop iconic

attractions such as the Shepparton Art Museum.

KEY SUPPORT ING OPPORTUNIT IES

Accommodation that provides increased supply, diversity and quality in locations where

gaps have been identified.


Quality food and dining to meet the needs of daytrip and overnight visitors – destination

dining, local produce / paddock to plate, boutique, evening dining, quality cafes / coffee.

Commercial tours options to assist in packaging the regional offer – water-based activities,

equine, history & heritage, food and wine touring routes.

Improving accessibility, signage and wayfinding across the region; including at gateway

entry points.

12.3. SUB-REGIONAL

12.3.1. KILMORE / BROADFORD

Kilmore

DISCUSS ION

The Kilmore / Broadford sub-region services an important VFR market and population base on

the periphery of the metropolitan area. Key to improving profile and existing visitation to the

region will be to leverage from existing assets, such as the heritage streetscape in Kilmore and

State Motorcycle Sports Complex in Broadford.

Kilmore has a unique opportunity to reinvigorate its streetscape and town centre public realm

following the implementation of the preferred highway bypass in 2017. It provides an

opportunity to fund streetscape works, attract new business and improve perceptions of the

town. Other opportunities, such as supporting a major new event or improving the Kilmore

racecourse will also serve to increase visitation and improve awareness of Kilmore as a

destination.

Broadford has an opportunity to re-position itself as a motorcycle themed town, based on its

most significant asset: the State Motorcycle Sports Complex. The supporting opportunities can

provide the product to better leverage from events and motorcycle visitation; capturing visitors

which currently bypass the township due to the supply and quality of accommodation and dining

options.

POTENT IAL CATALYST PROJECTS

1. Timely delivery of the preferred Kilmore bypass – providing the catalyst to unlocking

development opportunities, attracting new investment and allowing Kilmore to revitalise

its heritage streetscape.

2. Unlocking the Kilmore Creek – providing development opportunities and creating a new

tourism product which utilises the waterfront as part of a place-making project or

masterplan for the precinct.


Improved quality of food and dining.

Small scale boutique B&B accommodation to service weekend getaway market.

An iconic annual or bi-annual event in Kilmore.

Broadford


1. Expansion of Broadford’s State Motorcycle Sports Complex – enabling the complex to host

national level motorcycle competition and other motorsports, and supporting the

development of Broadford as a themed town.


Food and dining to leverage from events visitation.

Investigate options for a medium scale motel and / or self contained accommodation to

cater for motorcycle / events visitation, either within the State Motorcycle Sports Complex,

in the town, or both.


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12.3.2. SEYMOUR AND SURROUNDS

DISCUSS ION

Seymour is a major service centre in the region which caters for a significant VFR and business

market. There is an opportunity for Seymour to better service these sectors by providing

appropriate supporting product, including accommodation and conference facilities that will be

key to servicing existing markets and growing new overnight business visitation.

Also, in meeting visitor expectations, as well as encouraging touring and ‘stopover’ visitation,

Seymour needs to enhance the physical configuration of the town; both in the town centre and

along its major underutilised asset, the Goulburn River. A Structure Plan and Masterplan for

the township and riverside precinct will provide some strategic direction and momentum for

Seymour that is not embedded in existing strategic policy. This focus will unlock new

opportunities, particularly on the riverfront if the funding and property acquisitions necessary to

deliver the flood levee can be achieved. Seymour also has the opportunity to align itself more

robustly with the military strengths of the region, building on assets such as the Military History

Trail, the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park

and Puckapunyal army base.

Tallarook is developing as an important ‘boutique village’ in the region, which has benefited

from the opening of the Great Victorian Rail Trail. Tallarook has the opportunity to capitalise

on this by delivering small scale, high quality, boutique product to match high yield markets.

An emerging music scene in Tallarook, boosted by the Boogie Festival, offers an opportunity

to attract new music, arts and cultural events or festivals that complement the existing offer and

the promotion of Tallarook as a boutique and culture rich destination.

Seymour


1. Development of the Goulburn River flood levee – the levee will be critical in providing a

platform to unlock waterfront development opportunities as part of a potential ‘Riverfront

Precinct Masterplan’ project.

2. Implementing a Seymour Structure Plan – providing the framework to reconfigure the town

centre in terms of its streetscape, permeability and public realm; which will attract

investment and improve visitor perceptions.


A medium sized, high quality self-contained accommodation and conference centre

product to service business and VFR markets.

A café (possibly military themed) to support the Vietnam Veterans Commemorative Walk.

Tallarook


1. Event or street festival – building on Tallarook as an emerging events destination in music,

arts and culture.


Boutique, quality food and dining to continue to develop Tallarook as a ‘Boutique Village’.

Small scale B&B and/or self-contained accommodation options to cater for high yielding

and rail trail visitation.

12.3.3. KINGLAKE RANGES

DISCUSS ION

The Kinglake Ranges is an area which continues to transition and rebuild following the 2009

bushfires. The focus for the area is to continue to develop a critical mass of tourism product as

part of the rebuilding process, particularly in terms of accommodation which, as illustrated in

the gap analysis, is in severely short supply.

There is an opportunity for the Kinglake Ranges and Kinglake National Park to diversify its

product offer and provide new catalyst experiences that define the tourism product in Kinglake

into the future. There could be an opportunity to develop a high quality spa and wellness

retreat/offer in the region that caters for the short-break socially aware Melbourne market.

Another catalyst opportunity could also be a zip line operation, which has been in discussion

for the Toolangi forest and could cater for younger market segments from Melbourne.



1. A high yield wellness retreat – providing a new product in the region with the potential to

capitalise on natural assets and proximity to Melbourne.

2. A zip line in the Toolangi Forest – providing an opportunity to create a catalyst and stand-

alone driver of new visitation to the Kinglake Ranges which taps into younger market

segments.


Improving the supply of accommodation in the region, which is critically low.

Providing farm gate experiences to cater for weekend visitors to the region.

Supporting the development of premier mountain biking infrastructure at Bowden Spur.

12.3.4. YEA AND SURROUNDS

DISCUSS ION

Yea is currently an attractive town that leverages significant yield from passing touring routes

and snowfields visitation. The key opportunities for Yea lie in maximising the yield achievable

from this day/passing visitation, rather than necessarily competing with other destinations in

the region for significant overnight visitation. Initiatives such as high quality food and dining

and supporting RV friendly facilities would help to maximise this potential. There could,

however, be an opportunity for Yea to provide backpacker accommodation that capitalises on

its position at the heart of Murrindindi Shire.

The current supporting product offer in Yea is of reasonable quality and provides a number of

options for passing visitation. However, the streetscape, and particularly the gateways into the

town, would benefit from revitalisation and improved interpretation/wayfinding in order to

improve perceptions and draw visitors into the town.

Yea currently has a range of existing events based activities such as the Autumn Festival, a

monthly Country Market and a Twilight Market which is part of the new Yea Arts Carnivale.

There is the potential to build on this existing offer and seek to promote Yea as a key events

destination in the region.

Yarck is boutique destination with aligns regionally with the other small boutique villages.

Whilst it is generally perceived to be successful, it could benefit from new high yield

accommodation options to leverage from rail trail activity.


1. Improving the public realm and streetscape at key entrance points to the town – to improve

the ability of Yea to capture passing visitation and strengthen it as key stopover destination

in the region.

2. Capitalising on Yea as a key visitor destination on the Great Victorian Rail Trail – capturing

visitation between Tallarook and Alexandra and leveraging from iconic rail trail attractions,

such as the Cheviot Tunnel; as well as investigating what is required to promote Yea as

the key location to leave the rail trail and ‘discover’ surrounding townships.


Yea

A new annual music event in Yea.

Promoting Yea as an RV Friendly town by providing a dump point and adequate RV

parking.

Providing a high quality dining establishment.

Group accommodation to service the itinerant worker market and group bookings in

Murrindindi Shire.

Opening the Y Water Centre and understanding the potential opportunities that will

emerge.

Yarck


1. Provide the product to capitalise on Yarck as a boutique destination on the Great Victorian

Rail Trail – building on existing township strengths and the potential of rail trail visitors by

providing a high yield accommodation option.


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12.3.5. ALEXANDRA / MARYSVILLE / E ILDON

DISCUSS ION

The Alexandra / Marysville / Eildon sub-region provides a diversity of tourism product and

natural landscapes, and provides a significant area within which to drive nature based visitation

in the GRV region. It is intrinsically linked to surrounding tourism regions such as High Country

and Yarra Valley, but also to the Kinglake Ranges and Melbourne fringe. The product

development opportunities in the sub-region differ between destinations based on the existing

product and future potential, with destinations such as Alexandra operating as service centres

and Marysville as a traditional holiday/leisure visitor destination.

Marysville is a traditionally strong tourism destination, which is in a transition/recovery phase

following the 2009 bushfires. This provides an opportunity to develop new emerging destination

strengths, such as spa & wellness, which can build on this transition and provide a unique offer

for the region. A spa and wellness offer in Marysville could target the family market segment,

which would not compete with high end established wellness destinations such as Daylesford

and the Mornington Peninsula Hot Springs. This could support the existing and emerging spa

offer, such as the recently opened White Lotus Spa in Narbethong and a Day Spa to open as

part of the Vibe Complex in Marysville. Critical to maintaining Marysville’s recovery and

supporting new tourism experiences, is providing the supporting product in terms of

accommodation and food/drink. In particular, the night time economy should be supported to

encourage overnight visitation and night time activity.

Alexandra functions as a key service centre in the region, but lies on east-west, rather than

north-south transport routes; limiting the potential for passing daytrip visitation. As such,

Alexandra is not traditionally a strong tourism destination, however, the Great Victorian Rail

Trail could unlock opportunities to capture new visitors and build on existing strengths such as

sporting infrastructure and events.

Eildon provides a major opportunity for increased visitation and improvement, leveraging from

Lake Eildon as a premier regional asset. Key opportunities for Eildon are based around

reconfiguring infrastructure in both the township and on the waterfront – to unlock opportunities

and support increased water based activity. These critical infrastructure and development

opportunities could be supported by an improved tourism focus, such as commercial tour

operations and a co-ordinated private houseboat enterprise.

Alexandra


1. Build on Alexandra as an events destination, particularly for sports in the south of the GRV

region – building on sporting infrastructure and existing events capacity.

Marysville


1. Spa and/or wellness centre in a wildlife setting – providing a family friendly offer that caters

for the family market and provides a new catalyst product for Marysville; supported by an

existing and emerging spa offer, such as the recently opened White Lotus Spa in

Narbethong and a Day Spa to open as part of the Vibe Complex in Marysville.

2. Continued investment in commercial recovery and development of a strong night-time

economy – continuing to increase the retail, arts and craft offer in Marysville and providing

a family focused pub and high quality dining offer to revitalise the night time offer.


B&B and self-contained accommodation to support recovery.

Mountain biking infrastructure between Lake Mountain, Marysville and Buxton.

Catalyst commercial operator such as a brewery / micro-brewery.

Eildon


1. Unlocking opportunities on Lake Eildon – providing access, infrastructure and sites to

unlock commercial waterfront development opportunities and recreational experiences;

capitalising on Eildon’s major asset.

2. Eildon Township Masterplan / Structure Plan – comprehensive reconfiguration and

improvement to the existing streetscape, in the form of a Structure Plan/Masterplan, is

required to improve visitor perceptions, amenity and access to the Lake.


3. Extending the Great Victorian Rail Trail from Alexandra to Eildon – unlocking a major

opportunity to continue the success of the rail trail and unlock the potential of Eildon.


Providing commercial tour operations on Lake Eildon.

Investigating tourism operator opportunities resulting from changes to the Eildon

Houseboats Association.

12.3.6. NAGAMBIE AND SURROUNDS

DISCUSS ION

Nagambie is a destination with significant potential for growth. The Nagambie bypass and

proposed streetscape revitalisation will provide the catalyst for the organic attraction of new

commercial business and enterprise in Nagambie. This organic growth is likely to drive the

growth of Nagambie as one of the GRV region’s premier holiday destinations, providing quality

nature based activities and a destination wine offer linked to the Heathcote wine region.

Critical to supporting the growth of Nagambie is the need to unlock access and opportunities

on Lake Nagambie and the Nagambie waterways. Providing the infrastructure, accessibility

and commercial development on the waterways will stimulate increased water-based

recreation and support the development of new tourism products and experiences.

A major underutilised strength of the GRV region is its equine assets, particularly as the heart

of Victoria’s thoroughbred racing and breeding industry. Engaging the equine sector and

investigating equine related product and experiences is an opportunity for both Nagambie and

the GRV region as a whole. Seeking to combine tours with the food and wine offer could cater

for high yield target markets in the region if the thoroughbred sector can be fully engaged at a

regional level. A major horse themed event in the region (either in Nagambie or Euroa, or both)

would raise the profile of the industry and increase engagement. There is also a product gap

in terms of showcasing the industry, with the potential to investigate the feasibility of a museum

/ centre that charts the history and significance of the horse racing industry to region, for

example, a showcase of memorabilia/historical artefacts from previous Melbourne Cup runners

and major Group 1 winners.


1. Unlocking equine opportunities – providing equine tours and events, and investigating the

feasibility of an equine museum/centre in Nagambie linked to the thoroughbred racing

industry.

2. Unlocking opportunities on the Nagambie Waterways – providing access, infrastructure

and sites to unlock commercial waterfront development opportunities, such as food and

dining and eco-tourism accommodation.


Improving and revitalising the Nagambie streetscape.

Providing new high quality and boutique accommodation that aligns with target markets

and Nagambie’s growth as a primary holiday and leisure destination in the region.

Developing Mangalore Airport as a major destination for the training of new pilots in SE

Asia.

12.3.7. EUROA AND THE STRATHBOGIE RANGES

DISCUSS ION

Euroa has an underutlised heritage streetscape which, if capitalised upon, provides a

significant opportunity to improve perceptions, length of stay and visitation to the town.

Improving amenity, including signage and wayfinding in the township, would attract new

business, investment and product opportunities. Euroa and Strathbogie Shire could capitalise

on its major equine thoroughbred assets by promoting an annual racing/thoroughbred themed

event (in conjunction with Nagambie) to raise the profile of the industry and cater for equine

visitors. An important supporting product in Euroa is a quality evening dining facility to cater

for overnight markets, which is currently limited, in low supply and of average quality. The gap

analysis also identifies potential to provide formal visitor information services in Euroa, to

service the north east gateway to the region and draw north south visitors from the freeway.

The Strathbogie Ranges has an opportunity to capitalise on its strengths in local produce and

cycling, to increase visitation, length of stay and yield. These products could be supported by

farm stay or boutique accommodation opportunities to cater for socially aware weekend break

markets. There is also an opportunity to continue to develop villages such as Strathbogie,

Violet Town and Ruffy as the GRV region’s emerging art and culture / boutique villages; building


A P R I L 2 0 1 4

on the emerging strengths, such as the Altitude Arts Festival, Violet Town Market and Ruffy Art

Show.

Euroa


1. Revitalise heritage assets – an audit of heritage buildings in Euroa would provide an

opportunity to bring significant heritage assets to market.

2. Major equine event –marking the start of the Melbourne Spring Carnival or horses’

common birthday in August (possibly in conjunction with Nagambie).

3. Delivering an accredited VIC and visitor destination at Seven Creeks Park – to provide a

visitor stop on a key gateway from the east of the region and to encourage increased

stopovers and length of stay in Euroa.


Improving the quality and supply of night time dining establishments in Euroa.

Providing the infrastructure, including RV parking and a dump point, to promote Euroa as

an RV friendly town.

Providing new self-contained accommodation to diversify the accommodation stock and

reinvesting in existing stock where required.

StrathbogieRanges


1. Sealing road infrastructure over the Strathbogie Ranges to improve cycling infrastructure

– providing the infrastructure to accommodate new cycling product opportunities and

cycling events.

2. Support farm gate and farm stay tourism opportunities – building on local producers,

particularly in the olive industry and potentially linking in with wider GRV food and wine

touring routes.


Supporting the emerging arts scene in Strathbogie Shires boutique villages (Strathbogie,

Ruffy and Violet Town).

Delivering farm stay and self-contained accommodation.

Reinvesting in the streetscape and public realm on Strathbogie’s main street.

Avenel

KEY OPPORTUNIT IES

Providing new accommodation supply, including boutique, B&B and self-contained

accommodation.

12.3.8. SHEPPARTON AND SURROUNDS

DISCUSS ION

Shepparton is the primary service centre of the GRV region. It is both an economic driver and

attractor of over 30% of overall visitation across the region. The scale and breadth of

opportunities in the region reflect this role and seek to build on existing assets. The

opportunities in Shepparton seek to reflect the requirements of core target markets, including

touring visitors, older couples, business markets and families; whilst seeking to continue to

grow new high yielding markets such as the socially aware/weekend break sector.

A standalone Shepparton Art Museum would provide an iconic arts and cultural attraction in

both the region and regional Victoria. Proposals to include a significant indigenous collection

would further enhance the offer and have the potential to attract international markets.

Undertaking the investigative work and providing the infrastructure necessary to unlock the

Goulburn River would provide a major catalyst to diversify the product and experience offer in

Shepparton. It would unlock both water based activities potential and opportunities to provide

waterfront commercial opportunities. Alongside this, a comprehensive masterplan for the

Victoria Park Lake complex would provide an opportunity to deliver new tourism product on a

key gateway into Shepparton, including a Visitor Information Centre and Interpretive Centre,

and provide a framework that details how the lakeside precinct could interact with new

opportunities on the Goulburn River.


The current Shepparton CBD revitalisation project will be important in improving the amenity of

the CBD and catering for important retail, business and VFR markets. Also important in

Shepparton will be the provision of new accommodation, particularly in the high quality bracket

with the ability to cater for business and VFR markets.

In Tatura, the war camps have the potential to provide a regionally significant product. The war

camps museum contains a wealth of historical and interpretive memorabilia that chart the

history of one of Victoria and Australia’s largest war camps. The war camps themselves could

provide a lease or purchase opportunities where a tangible war camp park or product could be

developed. Tatura also has an opportunity to provide an increased accommodation supply that

caters for a growth in events and overspill business and events visitation in Shepparton.

Murchison and Dookie have the potential to be promoted as GRV ‘boutique towns’ and which

provide an attractive destinations in a countryside setting. To support this, there is an

opportunity to provide an improved supporting dining and accommodation product. In

Murchison, Days Mill provides a significant heritage asset which is currently inviting

expressions of interest into its future use. The development of a working/heritage farm in Days

Mill would complement the Murchison offer and the agricultural strengths of the region. There

is also an opportunity to support the Murchison to Rushworth Rail Trail, with has secured

$150,000 of funding for part of the trail, which is proposed to be operational in 2014.

Dookie has an emerging arts scene and has secured funds which will deliver new audio visual

arts equipment. Dookie has the opportunity to continue to develop as one of the boutique niche

arts villages that support the regional arts and culture offer.

Shepparton


1. Standalone SAM – providing a major arts and cultural icon in Regional Victoria, which

would host a significant indigenous art collection.

2. Unlocking opportunities on the Goulburn River – providing access, infrastructure and sites

to unlock commercial waterfront development opportunities, such as eco-tourism

accommodation or indigenous attractions such as a bush food garden, and access to the

river itself.

3. Supporting and delivering the Shepparton CBD revitalisation project – to improve the town

centre streetscape and amenity.

4. Capitalising on the indigenous and multicultural offer – investigating the feasibility of an

indigenous/multicultural event in Shepparton and supporting and indigenous bush garden

on the Goulburn River.

5. Providing diversity in accommodation - including a high quality internationally branded

hotel and/or four star self-contained accommodation, and a branded backpacker

establishment.


Supporting Shepparton as a primary business, sports and events destination – attracting

new events and supporting the redevelopment of existing facilities such as Shepparton

Showgrounds and the Shepparton Sports Precinct.

Supporting the relocation of Shepparton Aerodrome and investigating pilot training

opportunities.

Tatura


1. Developing the Tatura War Camps product – providing new product/development

opportunities, tour operations and investment in the existing War Camps Museum to

provide a product to cater for key target markets.


The development of Tatura Park as a major events facility.

Providing high quality motel accommodation so service the events / overspill market.

Murchison


1. Securing investment in Days Mill – providing a heritage based tourism product that

capitalises on the building’s outstanding heritage features.

2. Supporting the Murchison to Rushworth Rail Trail – realising existing funding commitments

and linking the region with surrounding tourism regions.


A P R I L 2 0 1 4


Boutique B&B accommodation to support Murchison as one of the region’s boutique

towns.

Providing a local produce or artisans store to lift the food and dining offer.

Dookie


Supporting the emerging arts scene and Dookie as one of the region’s ‘Arts Villages’.


13. PRODUCT AND EXPERIENCE SUMMARY

13.1. REGIONAL PRODUCT THEMES & OPPORTUNITIES Figure 37, Table 59 and Table 60, provide a detailed summary of the product and infrastructure themes that are common to the wider GRV region. This includes a tabulated summary of key regional

tourism experience opportunities, providing an indication of the broad destinations for product development across the region; and a summary of the key supporting tourism product and major

infrastructure required to support tourism development across the region. The regional product and infrastructure overview provides a high level analysis of the key regional opportunities that are

explored in more detail in each sub-regional destination cluster, and that will be developed further as part of the Destination Management Plan.

FIGURE 37 REGIONAL PRODUCT DEVELOPMENT OVERVIEW


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TABLE 59 SUMMARY OF OPPORTUNITIES: REGIONAL TOURISM EXPERIENCES

Tourism Experience / Theme

Key Product Development Opportunities Key Product Location(s) Matching Key Target Markets

1. Nature-based & Adventure/Sports

a) Bushwalking – support and develop bush-walking and tracks/trails across the region, especially in bush-fire affected areas.

Marysville.

Kinglake.

Regional.

Families.

Older Couples.

b) Mountain biking - develop regional biking/cycling infrastructure and promote the region as a premier mountain biking destination, focussing on two premium destinations.

Kinglake Ranges - Bowden Spur.

Lake Mountain/Buxton/Marysville and surrounds.

Sports.

Socially Aware.

c) Cycling – support the upgrade of cycling road cycling infrastructure across the GRV and investigate new cycling routes and events in the region.

Murrindindi.

Strathbogie.

Greater Shepparton.

Socially Aware.

Sports.

d) Water based activities – develop the GRV region as a premier water-sports / water-based recreation destination by:

Encouraging commercial watersports and tour operations on key waterways;

Improving access to key waterways to provide boating, swimming, fishing and water-sports opportunities; and

Investigating canoeing opportunities along the Goulburn River.

The Goulburn River (Shepparton, Seymour, Alexandra).

Lake Eildon.

The Nagambie Waterways.

Families.

Socially Aware.

Sports.

Backpacker.

e) Tour operations – seek to encourage tour operators to diversify into the region, capitalising on key natural assets and activities such as water-based, climbing/abseiling, aerosports, cycling/biking, hiking/bushwalking, outdoor education and wildlife.

Lake Eildon.

Kinglake.

Nagambie.

Mangalore.

Families.

Socially Aware.

International.

f) Catalyst adventure – investigate the feasibility of a zip-line enterprise in the region to strengthen the adventure sports product and provide a catalyst attractor.

Toolangi Forest (or alternative areas considered feasible following investigation).

Socially Aware.

International.

Sports.

Backpacker.

2. Food and Wine a) Farm gate - investigate and support new farm gate, cellar door and local produce development opportunities across the region to develop food and wine into a primary regional strength.

Regional – particularly Strathbogie Shire and Murrindindi Shire.

Socially Aware.

International.

Older couples.

b) Evening dining and destination dining – seek to improve the quality of dining experiences across the region by providing higher quality night-time dining opportunities, and destination dining establishments.

Marysville.

Yea.

Seymour.

Eildon.

Euroa.

Socially Aware.

International.

Older couples.




Nagambie.

c) Wineries – encourage wineries to develop their tourism offer across the region, including cellar door operations and farm stay accommodation (possibly expedited by changes to the farming zone).

Regional. Socially Aware.

International.

Older couples.

d) Touring routes – investigate the potential to promote and develop food and wine touring routes across the region which capitalise on wineries, farm gate and local produce stores.

Links over the Strathbogie Ranges.

Valley to mountains produce tour.

Food, wine and equine.

International.

Older couples.

e) Boutique villages – seek to capitalise on the regions strengths in local production and food and wine; by seeking to attract new local produce / boutique stores where opportunities may exist to develop the boutique offering.

Yarck.

Tallarook.

Euroa.

Strathbogie.

Dookie.

Avenel.

Ruffy.

Murchison.

Socially Aware.

3. Festivals and Events a) Sporting events – develop the region as a hub for major regional and national sporting events (including national motorsports, equine – racing and showjumping, local and regional team sports events, cycling & mountain biking, running/marathons and alpine sports).

Organised Team Events (Shepparton/Tatura Sporting Facilities).

Motorsports (Broadford).

Mountain Biking (Kinglake Ranges, Lake Mountain).

Running, Triathlon (Murrindindi Shire).

Alpine (Lake Mountain).

Cycling (Regional).

Families.

Socially Aware.

Sports.

b) Music, arts and culture – investigate possibilities across the region to support existing and attract new music, arts and cultural festivals.

Tallarook (Music and Art/Culture).

Strathbogie Ranges (Arts).

Nagambie (Music).

Shepparton (Arts).

Yea (Music).

Dookie (Arts).

Socially Aware.

c) Food and wine – investigate the feasibility of and support events that link the food and wine strengths of the region (and surrounding regions such as the Yarra Valley).

Strathbogie Shire.

Shepparton.

Seymour.

Socially Aware.

Older couples.

d) Equine – investigate the potential for major equine events to complement the strength of the equine product in the region.

Nagambie.

Euroa.

Socially Aware.

International.


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e) Markets – develop new and existing markets (food, produce, arts and crafts) across the region to position GRV as a primary destination for boutique markets.

Violet Town.

Alexandra.

Euroa.

Nagambie.

Shepparton.

Avenel.

Kinglake.

Yea.

Seymour.

Tallarook.

Broadford.

Marysville.

Socially Aware.

Families.

Older couples.

f) New events spaces – investigate the potential to develop new events spaces across the region.

Euroa. Business.

Families.

4. Business and Conferencing

a) New conferencing destinations / facilities – support new conference facilities across the region to strengthen GRV as a key conferencing destination in proximity to Melbourne.

Marysville.

Eildon.

Seymour.

Business.

b) Existing business facilities and supporting product – support the upgrade of existing facilities and complementary tourism product, such as high quality accommodation, in the region’s key business centres.

Shepparton.

Seymour.

Murrindindi Shire.

Business.

5. History and Heritage a) Military history – capitalise on the regions rich military history by marketing and developing the region / sub-regional destinations as a premier nation-wide location for military history (i.e. Tatura War Camps and Military History Trail).

Seymour and surrounds (including Puckapunyal).

Shepparton/Tatura.

Euroa.

Military Trail (Seymour, Euroa, Benalla, Wodonga).

International.

Older couples.

b) Ned Kelly – promote the GRV region as a key destination on the Ned Kelly touring route and support key product development (i.e. the restoration of Kelly House in Beveridge).

Avenel.

Euroa.

Beveridge.

International.

Older couples.

Families.

c) Interpretation of history and the landscape – seek to interpret stories and historical events and experiences across the region using technological story telling techniques in heritage places and locations.

Regional. All

d) Heritage buildings & streetscapes – seek to a restore key heritage buildings and streetscapes in heritage townships across the region.

Kilmore.

Euroa.

Nagambie.

All




Alexandra.

Yea.

Murchison (Days Mill).

6. Equine a) Thoroughbred – seek to improve the accessibility to and experiences of equine thoroughbred equine industry (i.e. stud tours, events, touring possibilities). Undertake engagement with thoroughbred horse studs to understand and synergies and potential tourism opportunities.

Regional (particularly Strathbogie Shire). International.

Socially aware.

b) Events – provide regional events that capitalise on the equine strengths of the regional and the concentration of equine studs – examples may include a ‘Horses Birthday Festival’ or ‘Spring Carnival Festival’.

Euroa.

Nagambie.

Families.

c) Tours and touring – investigate tour opportunities with key equine operators (particularly thoroughbred). Investigate potential equine touring routes, coupled with the regional food and wine offer.

Euroa and the Strathbogie Ranges.

Nagambie and surrounds.

Shepparton and surrounds.

Seymour and surrounds.

Socially Aware.

International.

Older couples.

d) Racing – promoting the regions racing and picnic racing events and meetings.

Key race tracks in the region. Families.

e) Equine museum / centre – investigate the potential for an equine museum or centre in the region, to showcase particularly the thoroughbred strengths (i.e. memorabilia/artefacts from past Melbourne Cup Horses and major regional stars, such as Black Caviar).

Nagambie. International.

Older couples.

7. Arts and Culture a) Support a standalone Shepparton Art Museum – provide a major regional arts and cultural draw both in the GRV region and across the State.

Shepparton. Socially Aware

International

Older Couples

b) Support community ‘Arts/Boutique Villages’ – support and develop emerging local arts and cultural assets, including events, galleries and retail outlets in boutique villages across the region.

Strathbogie.

Dookie.

Ruffy.

Violet Town.

Tallarook.

Yarck.

Socially Aware.

Families.

Older Couples.

8. Indigenous a) Events – support a regional indigenous event or festival that draws on the indigenous and settlement history of the region.

Shepparton. Socially Aware.

International.

b) Art – promote local indigenous art galleries and retail that highlight the indigenous strengths of the region.

Shepparton Socially Aware.

International.


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9. Golf a) Develop the product – support the redevelopment of existing golf courses in the region to provide improved facilities, including accommodation, food and dining and events space. Potential to draw market share from other regions such as the Murray; capitalising on proximity to Melbourne.

Regional. Older couples.

Business.

Sports.

Socially Aware.

b) Events – seek to attract major golf events to the region in order to raise the profile and awareness of the offer.

Regional. Older couples.

Business.

10. Spa and Wellness a) Spa and wellness destinations – develop spa and wellness offer, as an emerging product strength in the region, by developing spa and wellness product in suitable locations.

Marysville.

Kinglake Ranges.

Families.

Socially Aware.

TABLE 60 SUMMARY OF OPPORTUNITIES: SUPPORTING REGIONAL PRODUCT & INFRASTRUCTURE

Tourism Product Themes Key Product Development Opportunities Primary Product Location(s)

Supporting Product and Major Infrastructure

1. Accommodation a) Improved quality – seek to attract new quality accommodation operators (4 star plus) to the GRV region matched to market need.

Regional.

b) Diversity – improve the accommodation stock, to include a more diverse range of accommodation including nature-based/eco accommodation, large format branded accommodation, farm stay accommodation, Bed & Breakfast, self-contained accommodation and niche accommodation (wineries, equine, history & heritage).

Regional.

c) Accommodation to support key experiences – target accommodation and new and existing product experiences, such as nature based attractions/experiences, festivals and events, conferencing venues, equine stables and spa and wellness destinations.

Regional.

2. Public Transport Infrastructure a) Rail service provision – lobby for improvements to the capacity, frequency and reliability of rail services in the region.

Euroa.

Shepparton/Nagambie.

b) Enhancing connectivity – improve public transport connections between key service centres and surrounding townships (to support any rail infrastructure improvements), by seeking to support an increase in the frequency and reach of local bus services.

Seymour and surrounds.

Shepparton and surrounds.

3. Major Road Infrastructure a) Major highway improvements – supporting key bypass proposals to improve township quality and accessibility across the region.

Kilmore.

Nagambie.

Shepparton.

b) Sealing roads over Strathbogie – improving road infrastructure, including the sealing of key roads, to support touring routes and cycling over the Ranges.

Strathbogie

Euroa.


Tourism Product Themes Key Product Development Opportunities Primary Product Location(s)

4. Air Services a) Airport development – support the development and expansion of the regions airports to provide continued services in pilot training and the transport of regional produce.

Mangalore.

Shepparton Aerodrome.

6. Signage, Interpretation and Visitor Information

a) Improve signage and interpretation in key townships –undertake an audit and review of signage across the region in order to improve signage, interpretation and wayfinding within and around towns, on highways and on township gateways to enhance the visitor experience.

Regional.

b) Support new VICs where gaps are identified – to improve the visitor experience and increase length of stay.

Shepparton (relocation – VIC/interpretive centre).

Euroa – accredited VIC (Seven Creeks Park).

Y Water Centre, Yea (open 2014).

7. Amenity a) Streetscape enhancements – support the improvement of streetscapes and public realm in key townships.

Shepparton.

Nagambie.

Kilmore.

Euroa.

Eildon.

Seymour.

Yea.

Alexandra.

Marysville.

Avenel.

Broadford.

b) Gateway improvement - Improve gateways into key townships. Yea.

Seymour.

c) Township amenity improvements - Improve amenity in townships across the region, including public toilet infrastructure to encourage passing visitors to stop and increase their length of stay.

Regional.

8. Nature-based Infrastructure c) Water access and infrastructure – improve infrastructure to support water based activities and unlock waterfront development opportunities.

Goulburn River (Seymour, Nagambie)

Nagambie Waterways.

Lake Eildon.

d) Access to natural attractions - provide infrastructure improvements to support visitation to key natural attractions.

Key attractions (i.e. Masons Falls, Snobs Creek).

National Parks infrastructure.

The Goulburn River.


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13.2. SUB-REGIONAL PRODUCT OPPORTUNITIES Figure 39 and Table 61 provide an overview of the detailed product and infrastructure opportunities that have been identified for each of the 8 sub-regional clusters. They provide a suite of opportunities

that have been identified as a part of consultation, strategy analysis and primary research, including:

Experience development opportunities, capitalising on the strengths of the destination, or looking to develop new product or experiences; and

Supporting product and infrastructure opportunities, including accommodation and other infrastructure required to support the identified product strengths and opportunities.

These opportunities will be rationalised, prioritised and analysed in further detail as part of the Destination Management Plan.

3


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TABLE 61 DETAILED SUB-REGIONAL PRODUCT AND INFRASTRUCTURE OPPORTUNITIES

Sub Regional Cluster / Destination

Destination Strengths Product Experience & Infrastructure Opportunities Outcomes

1. Kilmore / Broadford

a) Kilmore and Surrounds History and Heritage – Kilmore Streetscape.

Equine – the Kilmore Racing Complex.

Location and proximity to Melbourne.

Experience Development

i. Investigate the feasibility of attracting new events to Kilmore, building on existing events such as the Kilmore Celtic Festival – key opportunities include equine or heritage themed events.

ii. Improve accessibility to Kilmore Creek and investigate opportunities and sites with development potential that front the Kilmore Creek for new tourism product – prepare a masterplan for the precinct that identifies key development sites and supports streetscape improvements.

iii. Seek to attract a local produce, cellar door or artisans store to Sydney Street.

iv. Support the planned development and improvement of Kilmore Racecourse.

v. Investigate the feasibility of a heritage walk in Kilmore, supported by signage and interpretation.

Developing the equine strengths of the region and improving racecourse facilities.

Attracting new events that can generate new visitation and raise the profile of the township.

Creating new development opportunities and the potential for a new waterfront precinct in Kilmore.

Building on the local produce and adding to the boutique offer in Kilmore.

Supporting Product and Infrastructure Development

i. Diversify the Kilmore accommodation offer by providing self-contained and/or B&B accommodation options.

ii. Support the preferred Kilmore bypass project to be in place by 2017.

iii. Seek to fund restoration works to the Kilmore heritage streetscape (Sydney Street).

iv. Investigate opportunities to provide access infrastructure to Kilmore Creek (to unlock development opportunities).

Providing the product and accommodation to meet market expectations and encourage overnight stays.

Raising the profile and awareness of Kilmore as a historic township.

Safeguarding historic assets.

Improving perceptions of the town and encouraging passing visitors to increase their length of stay.

b) Broadford and Surrounds Motorsports –Broadford’s State Motorcycle Sports Complex.

Natural attractions, such as Mount Piper.


i. Support the expansion and redevelopment of Broadford’s State Motorcycle Sports Complex.

ii. Investigate/consider positioning Broadford as a motorcycle themed township, including interpretation, public art and monuments.

iii. Improve the Broadford food and dining product to better leverage from motorcycle events/visitation - seeking to provide bistro-type food and dining and extending opening hours during key events.

Enabling Broadford’s State Motorcycle Sports Complex to host national competitions.

Increasing events potential.

Raising awareness of Broadford as a township and providing a stronger marketing and branding identity.

Providing the product to meet target market.


i. Provide medium scale motel and/or self-contained accommodation in Broadford to cater for motorcycle event visitation – either in the township, the State Motorcycle Sports Complex, or both.

Providing accommodation to capture event market share and increase length of stay and yield.




2. Seymour and Surrounds

a) Seymour History and heritage streetscapes.

Excellent rail access to Metropolitan Melbourne.

Military history and heritage (including the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park and Puckapunyal Army Base).

The Goulburn River.

Wineries in Seymour surrounds.

Touring stopover location.


i. Prepare a ‘Seymour Riverside Precinct Masterplan’ – to unlock riverside development opportunities (such as accommodation and dining) and create a new visitor destination on the Goulburn River. Assist with commercial business leases, tenures and business opportunities (linked to installation of the flood levee).

ii. Promote Seymour as a military themed town, drawing on the strengths of the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park and Puckapunyal.

iii. Provide a military themed café in proximity to the Vietnam Veterans Commemorative Walk to service users and increase length of stay.

iv. Support Stage 3 of the Vietnam Veterans Commemorative Walk.

v. Define and promote a new touring route within the GRV region that has Seymour as a commencement point and links with Euroa and Tatura.

Creating a new visitor destination and experience in Seymour.

Attract public and private sector investment to the riverside precinct.

Capitalising on the rich military presence and history in the region.

Supporting key historic assets with tourism product that will enhance the experience.


i. Investigate sites for a high quality self contained accommodation complex (such as a medium sized Quest)

ii. Provide conference facilities to support business visitation.

iii. Support and secure the funding/acquisitions necessary to install the Seymour Flood Levee on the Goulburn River.

iv. Support the development of a Seymour Structure Plan to provide design options for the re-configuration of the township (such as access, permeability, vehicular flow, public realm and streetscape).

v. Investigate the feasibility of extending the Great Victorian Rail Trail from Tallarook.

Providing the tourism product to cater for the business market.

Unlocking the Goulburn River and major development opportunities.

Providing a more coherent and navigable township.

b) Tallarook Farmers market.

Events, including the Boogie Festival.

Destination strength as the start of the Great Victorian Rail Trail.

Natural assets, including the Tallarook rocky outcrops and Tallarook State Forest.


i. Support existing events, such as the Boogie Festival, and investigate the feasibility of additional annual events or a street festival for music, arts or culture.

ii. Seek to attract a local produce store/boutique café in the Tallarook Township.

Increased visitation and profile as a major niche visitor and events destination in Mitchell Shire.

Capitalising on the boutique and unspoiled nature of the town and promoting Tallarook as a boutique village.

Capitalising on the position of Tallarook as the start of the rail trail.

Providing the product to service high yielding target markets and rail trail visitors.


i. Provide new B&B and/or self-contained accommodation to service high yield visitors and rail trail users.

Providing the accommodation to service high yielding target markets and rail trail visitors.


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3. Kinglake Ranges

a) Kinglake and Surrounds Kinglake National Park.

State forests and other nature based assets.

Kinglake Market.

Local produce and farm gate attractions.

Mountain biking (i.e. the Bowden Spur downhill trail built in 2012).


i. Investigate sites for a high yield/high end spa and wellness resort in the Kinglake Ranges.

ii. Support farm gate and local produce businesses, both on farms and in townships across the Kinglake Ranges.

iii. Continued development of the Bowden Spur Mountain Bike Infrastructure, such as the development of cross country trails, and promotion of the area as a premier mountain biking destination.

iv. Support the development of the Kinglake Equestrian Centre.

Strengthening the regions farm gate and local produce offer.

Strengthening the area as a mountain biking hub within the GRV region.

A high end spa and wellness offer in the Kinglake Ranges could complement more affordable spa and wellness opportunities in Marysville.

Delivery of a regional equestrian and events centre in Kinglake.


i. Increase the accommodation offer, by providing farm stay, B&B and self-contained accommodation.

ii. Identify areas where improved infrastructure is required at key natural attractions (including National Parks and Waterfalls).

Meeting gaps in the accommodation offer and seeking to encourage overnight stays in the region.

Increasing supply to satisfy critical need.

b) Toolangi Toolangi State Forest.

Nature based activities.


i. Investigate zip line proposals in the Toolangi State Forest.

ii. Investigate opportunities for the Toolangi Forest Discovery Centre – such as use as a tour hub (i.e. for a zip line enterprise), visitor information centre, hub for surrounding bushwalks or centre for new events.

Providing a catalyst to drive nature based tourism to the region, which appeals to a wide range of visitor markets.

4. Yea and Surrounds

a) Yea Strong passing snowfields visitation.

High quality accommodation and dining – The Peppercorn.

History and heritage.

Yea Wetlands.

The opening of the Y Water Centre @ Yea Wetlands.

Access to the Great Victorian Rail Trail and Goulburn River.

Watersports (summer).


i. Investigate an annual music event to Yea and improve existing events capacity.

ii. Encourage a boutique food and dining operation to capture touring visitors.

iii. Market Yea as a key destination on the Great Victorian Rail Trail, in proximity to iconic attractions such as the Cheviot Tunnel and as a destination for the start and end of rail trail routes.

iv. Investigate the interpretation and signage required to promote Yea as the key location to leave the rail trail and ‘discover’ surrounding townships.

v. Investigate the potential of the new Y Water Centre as a hub for information, tours of the region or events.

Providing access to an underutilised asset and delivering new nature based tourism experiences.

Increased length of stay of passing visitors.

Capitalising on Yea’s strategic location, both on touring routes and on the Great Victorian Rail Trail.

Understanding the potential of a major new facility in the region, the Y Water Centre.


Capture of travelling worker market visitation.




i. Provide group accommodation to service the farm worker market, low cost family market and nature based groups.

ii. Investigate accommodation opportunities to support the Great Victorian Rail Trail.

iii. Improve the public realm and streetscape on key entrance points into the town.

iv. Support RV Friendly facilities in Yea including the provision of an RV dump point and RV parking.

Improving visitor perceptions and the aesthetic quality for visitors.

Increased length of stay of touring and RV markets.

5. Alexandra, Marysville, Eildon

a) Marysville and Surrounds Alpine activities - access to the Snowfields / Lake Mountain.

Natural assets – i.e. Steavenson Falls, the Marysville Trails and associated natural assets.

Cathedral Range State Park.

Nature based activities – tracks, trails, cycling, mountain biking.

Events – i.e. the Marysville Marathon.

Success in rebuilding following 2009 bushfires.

The upcoming Vibe Conference Centre – conferencing and events.


i. Investigate spa and wellness opportunities and promote Marysville as an affordable, family-oriented wellbeing destination.

ii. Investigate outdoor spa opportunities (i.e. Peninsula Hot Springs, Hamner Springs) within a wildlife setting – focused on family markets.

iii. Investigate sites / opportunities for a brewery/micro-brewery in Marysville.

iv. Support the continued development and expansion of mountain biking infrastructure between Marysville, Buxton and Lake Mountain.

v. Investigate opportunities for eco-lodge accommodation at Lake Mountain to support green season activities such as cycling, mountain biking and bushwalking.

vi. Support the continued expansion of the retail core in Marysville, including boutique arts & crafts and food & beverage.

vii. Develop the night time economy, including a family focused pub and a high quality dining establishment.

viii. Promote Marysville as a hub for adventure sports events, building on existing events such as the Marysville Marathon, the Marysville/Lake Mountain Challenge and the Warrior Challenge.

ix. Support the development of the Rubicon Historic Reserve Railway.

The development of a niche in spa and wellness offer for the Marysville area – building on natural assets and attracting key family markets.

Developing Lake Mountain and Marysville as a premier regional mountain biking destination.

Continued improvement of the retail and night time offer as part of the bushfire recovery.

Providing the product to support overnight stays in Marysville.


i. Seek to attract new self-contained and family friendly accommodation to service key visitor markets.

ii. Continued investment and improvement of tracks, trails and experience infrastructure.

Restoration of the accommodation stocks following bushfires.

Servicing of key markets.

b) Alexandra and Surrounds History and heritage.

Events hosting – such as the annual Truck, Ute and Rod Show, Alexandra Racing Club and Speedway.

Monthly craft markets.


i. Support the extension of the Great Victorian Rail Trail from Alexandra to Eildon.

ii. Support Alexandra and surrounding townships as a key destination on the Great Victorian Rail Trail.

Build on the success of the rail trail across the Shire.

Increased visitation driven by major events.


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Proximity to Goulburn River. iii. Build on existing events and investigate the feasibility of Alexandra becoming a hub for major events in Murrindindi Shire, supported by ‘Alexandra Events’.

c) Eildon Lake Eildon and surrounds.

Water-based activities - boating, fishing, swimming, water-sports.

Adventure / Sports – fishing, hunting, bush-walking.

Houseboat ownership.


i. Support the extension of the Great Victorian Rail Trail from Alexandra to Eildon.

ii. Investigate large scale accommodation and conferencing investment opportunities on the site of the former Mt Pinniger Resort proposal. Support the production of and investment prospectus to market the site to potential investors.

iii. Encourage commercial enterprise and tour operators to provide water-based activities (watersports, boating, and fishing).

iv. Investigate the potential to provide waterfront development opportunities in Eildon and assist with commercial business leases, tenure and business opportunities – including accommodation and waterfront dining.

v. Investigating tourism operator opportunities resulting from changes to the Eildon Houseboats Association (i.e. a leasing operation similar to Daylesford Getaways).

Capitalising on the benefits of the Great Victorian Rail Trail.

Providing education opportunities to drive repeat/future visitation.

Developing Lake Eildon as a premier destination for watersports and water based activities.

Providing the tourism product that capitalises on Eildon’s access to the lake.

Providing a product that can attract high yielding visitation.


i. Support a comprehensive Structure Plan or Masterplan for Eildon to understand opportunities for township reconfiguration, streetscape improvements, waterfront opportunities, commercial development and accessibility/infrastructure.

ii. Provide improved lake access and infrastructure, including boat ramps and swimming access.

Improving access to Lake Eildon and providing the facilities/infrastructure to support water-based activities.

Improving the streetscape and public realm to create a more visitor friendly experience.

Improving amenity in Eildon and understanding key development opportunities.

d) Yarck The Great Victorian Rail Trail.

Boutique tourism product.


i. Seek to attract local produce, cellar door or artisan store to Yarck to support Yarck as a ‘boutique village’ and to support the rail trail and to replace the gap left by the recently ceased, Tea Rooms of Yarck.

Providing the tourism product to support the development of Yarck as a boutique destination.

Capitalising on the increasing popularity as a key destination on the Great Victoria Rail Trail


i. Develop multi use and/or group accommodation to support the popularity of the Great Victorian Rail Trail.

Providing the tourism product to support the development of Yarck as a boutique destination.




6. Nagambie and Surrounds

a) Nagambie Water based recreation and activities around the Nagambie Waterways.

History and Heritage Streetscapes.

Equine operations and thoroughbred studs.

Growing township with new and planned tourism product.

Major Wineries (such as Mitchelton and Tahbilk) and links to the Heathcote wine region.


i. Support commercial tour/boating enterprise opportunities on the Nagambie Waterways – such as water taxis, tourism vessels, passive recreation craft hire and other commercial boating opportunities.

ii. Identify waterfront development sites and assist with commercial business leases, tenure and business opportunities on the Nagambie waterways.

iii. Capitalise on Equine Strengths by investigating the feasibility of stud tours.

iv. Investigate the feasibility of an equine themed event (possibly in conjunction with Euroa).

v. Investigate the feasibility of an equine themed museum or centre to showcase the racing strengths of the region and the wealth of top class thoroughbreds that have been bred or at stud in the region.

vi. Investigate opportunities for ‘food, wine and equine’ tours to cater for high yield markets.

Providing opportunities to develop new tourism product along the Nagambie Waterways.

Improving tour operations to increase yield and develop Nagambie as premier water based destination.

Capitalise on the equine strengths of the region which are currently underutilised – attracting high yield visitation, including international markets.

Capitalising on the significant food and wine strengths of the region.


i. Provide the improved water-based infrastructure, including water access, boating ramps, fishing and swimming facilities.

ii. Investigate the feasibility of a Lakeside Boardwalk, adjacent to High Street, which connects to Buckley Park and includes boating facilities.

iii. Support the funding and redevelopment of the Nagambie streetscape (Main Street).

iv. Improve connectivity between High Street and Regatta Centre in Nagambie.

v. Provide a 4 star accommodation establishment to improve the accommodation offer and support the development of one of the sub-regions premier destinations.

vi. Investigate eco-tourism accommodation opportunities on the Nagambie Waterways.

vii. Provide high quality boutique B&B and/or self contained accommodation in Nagambie to support growth.

viii. Develop Mangalore Airport as a centre of excellence for pilot training throughout South East Asia.

Improved access to the Nagambie waterways.

Continued development as a key water-based tourism destination.

Improved perceptions and attractiveness of Nagambie Main Street.

Exposure to international markets.

Provision of new nature based accommodation in the region.

Provide high-quality, premier accommodation in the region.


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7. Euroa and the Strathbogie Ranges

a) Euroa and surrounds History and heritage buildings

Proposed Honouring Our Heroes statues.

Accommodation base.

Natural setting.

Local Produce.

Equine.

Cycling/Biking trails.

Events.


i. Investigate the potential for a Seven Creeks Park Precinct, including an accredited VIC, park side café and walking tracks and activity linkages.

ii. Seek to attract increased quality of night time dining options to Euroa.

iii. Investigate possibilities to provide a major annual equine event in Euroa, to coincide with ‘Horses’ Birthday’ (August) or the commencement of the Spring Carnival (October).

iv. Undertake an audit of heritage buildings in Euroa and investigate the potential to acquire funding to restore vacant or underused assets.

Addressing the lack of night time economy options currently on offer.

Better promoting the area as a centre of the equine / thoroughbred racing industry.

Capitalising on Euroa’s underutilised built heritage assets.

Provide product within a natural setting.

Enhance stopover facilities and increases length of stay.


i. Provide the infrastructure (dump point and car parking) to promote Euroa as an ‘RV Friendly’ town.

ii. Provide self-contained accommodation to diversify the accommodation stock and cater for major events.

iii. Reinvest in motel accommodation in Euroa.

Greater ability to capture the RV market and increase length of stay.

Improving the accommodation product for potential target markets.

b) The Strathbogie Ranges Natural attractions.

Emerging arts and culture scene.

Local produce – such as olive production.

Cycling.


i. Support existing arts and cultural events such as the Altitude Arts Festival and investigate the potential for new event(s) – promoting Strathbogie as one of the GRVs emerging ‘arts villages’.

ii. Encourage local olive producers and other local producers to provide tourism and farm gate opportunities.

iii. Promote the reuse and reinvestment in the main street of Strathbogie for commercial tourist uses.

Develop the emerging arts and culture scene.

Provide farm gate experiences that cater for regional target markets.

Improve the vitality and amenity in Strathbogie Township.


i. Look to provide / support farm stay accommodation, linked to farm gate experiences.

ii. Improve cycling infrastructure over the Strathbogie Ranges (by sealing key roads) to encourage increased cycling visitation and major events.

Improving the accommodation product for potential target markets.

Improved cycling infrastructure across the Ranges.

c) Avenel Ned Kelly heritage

Boutique Township.

Surrounding natural assets.


i. Continue to develop the town as a stopover point that provides quality food/produce.

Increased daytrip visitation and increased length of stay in the township.


i. Investigate funding options to improve/enhance the Avenel streetscape and public realm.

Improved perceptions and attractiveness of the township.




ii. Support a new motel in Avenel. Improve the diversity and supply of the accommodation offer.

8. Shepparton and Surrounds

a) Shepparton Business and conferencing.

Major events – including sports/sporting assets.

History and heritage.

Family based activities and product (i.e. Kidstown).

The Shepparton Art Museum (SAM).

Indigenous product.

Education and medical training strengths.

Retail and shopping.

Agri-business.


i. Provide increased commercial water based opportunities linked to the Goulburn River and Victoria Park Lake, including boating, fishing, watersports and wildlife/bird watching.

ii. Investigate opportunities to provide a new VIC and interpretive centre at Victoria Park Lake (as part of a comprehensive masterplan).

iii. Support the development of a stand alone Shepparton Art Museum, including an indigenous art gallery.

iv. Support the development of the Shepparton Sports Precinct.

v. Continue to market Shepparton to the sporting events market and seek to attract major events or visiting teams for major events (such as the 2015 Cricket World Cup)

vi. Investigate new events in Shepparton, including as a multicultural event, an indigenous event, food and produce event and medical training/conference event.

vii. Investigate the feasibility of a regular indigenous market in Shepparton.

viii. Investigate opportunities to provide an indigenous bush food garden along the Goulburn River Parkland (contemporary design i.e. Cranbourne Botanic Parklands).

ix. Support the Botanic Gardens redevelopment proposals.

x. Support the redevelopment of Shepparton Showgrounds.

xi. Support the development/redevelopment of the Goulburn Valley Equine Precinct.

xii. Support the Shepparton Food Hub Project, which will be a multi-functional site for growing food, teaching about fresh food production, local food trading and nutrition as well as generating tourism for the site and region.

Unlocking the potential of the Goulburn River as a key asset.

Providing a premier regional arts and culture offer, with the potential to draw national and national visitation.

Strengthening the diversity of the events market and utilising the supporting product in Shepparton.

Developing the product to cater for major regional events.

Building on the indigenous strengths of Shepparton and providing opportunities to develop indigenous product in the region.


i. Improve the quality and diversity of the accommodation offer by providing a high quality branded accommodation and quality self-contained accommodation to cater for the business and events markets.

ii. Provide a backpacker establishment to cater for the travelling/itinerant worker market in the region.

iii. Seek to provide boutique B&B accommodation in Dookie and Murchison.

iv. Investigate eco-tourism accommodation opportunities along the Goulburn River.

v. Investigate access and infrastructure opportunities on the Goulburn River, to unlock development and experience opportunities.

Providing accommodation of a quality that will continue to grow Shepparton as a premier regional business destination.

Unlock riverfront and water-based opportunities and utilise a major underutilised asset.

Improve CBD perceptions and quality.


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vi. Support the Shepparton CBD revitalisation project to improve amenity and the shopping core.

vii. Support the redevelopment, expansion and/or relocation of Shepparton Aerodrome. Investigate training opportunities in conjunction with Mangalore.

viii. Support the Shepparton bypass project.

b) Tatura Military History

Tatura Park – equine strengths.

Sport and events.


i. Investigate product development options at the Tatura War camps, including interpretation and the restoration of structure/features. Investigate the purchase of land at Waranga Basin for a War Camp Memorial and Park.

ii. Redevelop the Tatura War Museum.

iii. Provide organised commercial tours to the Tatura War Camps, from the War Museum.

iv. Support the development and improvement of Tatura Park as a major events facility.

Providing a military history attraction that has international appeal and capitalises on the existing assets in the Tatura War Museum.

Continued development of Tatura Park as a major regional events venue.


i. Provide high quality motel accommodation to cater for the events / overspill market.

Providing accommodation to support events in the region.

b) Murchison Boutique destination.

Proximity to Nagambie and links to the Heathcote Wine Region.

History and Heritage, including Days Mill

River and natural setting.


i. Investigate opportunities to support the redevelopment of Days Mill for tourism purposes such as a working farm or farm gate business.

ii. Attract a local produce, cellar door or artisans store to Murchison.

iii. Support the delivery of the Murchison to Rushworth Rail Trail.

Capitalising on the major potential of Days Mill as a significant heritage asset.

Developing Murchison as a boutique holiday destination.

Linking with surrounding tourism regions.


ii. Provide a small scale motel and boutique B&B establishment in Murchison.

Providing accommodation to Murchison’s development as a boutique destination.


14. NEXT STEPS: DEVELOPING THE DMP

The Discussion Paper has provided the framework for the development of a Destination Management Plan for the region. The DMP will take forward the findings of the discussion paper and seek to

identify and prioritise the key products, projects and experiences that will develop GRV as a tourism region. The following diagram provides a sample of the types of themes and projects that will frame

the next stage of the project and the development of the DMP, drawn from the product and opportunities discussion. They seek to capitalise on the key strengths of the region, whilst seeking to

encourage realistic and achievable new products and projects.

1. Improving the accommodation offer

• Increasing supply

• Providing diversity

• Improving quality

• Matching market preferences

2. Enhancing the food and dining

product

• Providing quality

• Linking to local produce

• Supporting boutique destinations

• Meeting visitors expectations

4. Providing access to water

• Infrastructure

• Development opportunities

• Providing experiences

• Commercial operators

5. Engaging the Equine Sector

• Tours offers

• Events

• Touring routes

• Combining the offer (i.e. food and wine)

• Showcasing the offer

6. Realising strategic development opportunities

• Unlocking waterfront opportunities

• SAM

• Capitalising on underutilised sites (i.e.

Days Mill)

7. Fully utilising transport networks

• Rail capacity and frequency

• Investigation tourist rail opportunities

• Road improvements (bypass, sealing)

• Air opportunities

8. Capitalising on the GV Rail Trail

• Providing product to meet the growing

market• Food and dining

options

• Accommodation along the trail in key

townships

9. Defining new touring routes

• Food and wine

• Local produce

• Equine

• NBT

• Rail and river

•Military

10. Investigate new catalyst products

• Spa and wellness retreats (Maysville and

Kinglake Ranges)• Zip line

3. Focusing on major events

• Gaps in the event calendar

• Events that match to regional strengths

• Events that match to target markets


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APPENDICES


Appendix A : URBAN ENTERPRISE INPUT-OUTPUT MODEL

INTRODUCTION

The following section provides the description of use and methodology of the economic

impact assessment through a regional input-output table. Urban Enterprise has constructed

regional specific input-output multipliers for the areas within the GRV Region.

WHAT I S AN INPUT-OUTPUT TABLE?

An Input-Output (I-O) table fulfils two key functions; it is a descriptive framework for showing

the relationship between industries and sectors and between inputs and outputs in an

economy. It is also an analytical tool for measuring the impact of autonomous disturbances

on an economy’s output, employment and income. Utilising the Leontief Inverse and

several other augmentation methods, the economic impact of expenditure in the region can

be depicted through the I-O model.

INPUT-OUTPUT MODEL METHODOLOGY

As regional input-output models are not readily available, top-down techniques drawing and

modifying direct import coefficients from the most recent 2006-2007 Australian National I-

O tables are necessary to study the economic affects within small regional areas.

The report will further utilise input-output model technique from Flegg and Webber (2000),

the Augmented Flegg Location Quotient (AFLQ) adjustment technique to construct a

Regional Input-Output Table7. The AFLQ adjustment technique will allow for accounting the

regional industry mix of the region, the relative size of the region’s economy and cross

industry relationships.

The report will utilise the ABS 2007 Input-Output Industry Groups (IOIG) consisting of 111

industry sectors for the economic impact analysis. The Total Economic Impact is

constructed through three categories:

7Flegg. A.T., Webber, C.D., and Elliot, M.V., 1995, On The Appropriate Use of Location-Quotients In Generating

Regional Input-Output Tables, Regional Studies, Vol. 29, No. 6,

Initial Output Effects – the estimated initial expenditure on the general regional

economy.

Production Induced Effects – this is the estimated impact of the Initial Output Effects

on the general economy. The Production Induced Effects are made up of two

components:

The First Round Effects – is the amount of output required from all industries of

the economy to product the Initial Output Effect; and

Industrial Support Effects – the effects of the second and subsequent rounds of

induced production;

Consumption Induced Effects – the induced production of extra goods and services

as a result of private final consumption expenditure of households affected by the

initial output affects.

Documents

Goulburn River Valley Tourism - DMP Background Paper (2014)