Authors Mike Ruzzene Astrid Ruban. Reviewed by Matt Ainsaar

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2 Authors Mike Ruzzene Astrid Ruban Reviewed by Matt Ainsaar Copyright, Urban Enterprise Pty Ltd, August 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. Document Information Filename: Goulburn River Valley Tourism Development Plan Final Report Jan 2010 Last Saved: 10 January :40 AM Last Printed: 10 January :56 AM File Size: 2825 kb 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.

3 CONTENTS GLOSSARY EXECUTIVE SUMMARY CONTEXT TOURISM PROFILE OVERVIEW GOVERNMENT POLICY RURAL ZONES REVIEW VISITOR PROFILE TOURISM PRODUCT AUDIT ACCOMMODATION AUDIT PRODUCT STRENGTHS REGIONAL TOURISM PRODUCT OVERVIEW RECOMMENDED STRATEGIES I III III III III IV IV V VI VI IX X 1. INTRODUCTION BACKGROUND REGIONAL OVERVIEW LITERATURE REVIEW INTRODUCTION STATE AND FEDERAL GOVERNMENT POLICY REGIONAL POLICY AND STRATEGY LOCAL GOVERNMENT AREA POLICY AND STRATEGY CONCLUSIONS PLANNING POLICY REVIEW INTRODUCTION RURAL LAND USE ASSESSMENT OF LAND-USE DEFINITIONS FINDINGS VISITOR PROFILE INTRODUCTION VISITATION VISITOR TRENDS ACCOMMODATION VISITOR DEMOGRAPHIC ROY MORGAN VALUE SEGMENTS FINDINGS TOURISM PRODUCT AUDIT INTRODUCTION PRODUCT AUDIT 63 URBAN ENTERPRISE

4 5.3. EVENTS AUDIT ACCOMMODATION AUDIT FINDINGS TOURISM PRODUCT ASSESSMENT INTRODUCTION LOCAL GOVERNMENT AREAS POTENTIAL GEOGRAPHIC PRODUCT SUB-REGIONS LOWER GOULBURN STRATHBOGIE RANGES WESTERN RANGE UPPER GOULBURN KINGLAKE RANGES MARYSVILLE ALPINE KEY FINDINGS EQUINE TOURISM INTRODUCTION INDUSTRY OVERVIEW CASE STUDIES SWOT GRVT SWOT INTRODUCTION STRENGTHS WEAKNESSES OPPORTUNITIES THREATS STRATEGIES INTRODUCTION PRODUCT DEVELOPMENT INFRASTRUCTURE DEVELOPMENT INDUSTRY SUPPORT AND DEVELOPMENT ADMINISTRATION AND MONITORING STRATEGY ACTION PLAN GLOSSARY PRODUCT DEVELOPMENT INFRASTRUCTURE DEVELOPMENT INDUSTRY SUPPORT AND DEVELOPMENT ADMINISTRATION AND MONITORING 121 APPENDIX A ACTIVITIES UNDERTAKEN 123 APPENDIX B PAVE OVERVIEW AND METHODOLOGY 125 APPENDIX C ROY MORGAN VISITOR MARKET VALUE SEGMENTS 126 URBAN ENTERPRISE

5 FIGURES FIGURE 1 REGION 15 FIGURE 2 PRODUCT STRENGTHS OF TOURISM VICTORIA S CAMPAIGN REGIONS 19 FIGURE 3 PLANNING SCHEME USE DEFINITIONS AND NESTING DIAGRAM TOURIST-RELATED USES 34 FIGURE 4 VISITATION TO REGION 43 FIGURE 5 VISITATION TO TOURISM VICTORIA CAMPAIGN REGIONS 44 FIGURE 6 PURPOSE OF VISIT - OVERNIGHT 44 FIGURE 7 PURPOSE OF VISIT - DAYTRIP 45 FIGURE 8 PURPOSE OF VISIT INTERNATIONAL 45 FIGURE 9 PURPOSE OF OVERNIGHT VISIT REGIONAL COMPARISON 46 FIGURE 10 PURPOSE OF DAYTRIP VISIT REGIONAL COMPARISON 47 FIGURE 11 ACTIVITIES UNDERTAKEN BY VISITORS INTERNATIONAL OVERNIGHT 50 FIGURE 12 LENGTH OF STAY DOMESTIC OVERNIGHT VISITORS 51 FIGURE 13 LENGTH OF STAY INTERNATIONAL VISITORS 52 FIGURE 14 INTERNATIONAL BACKPACKER VISITATION 53 FIGURE 15 ACCOMMODATION USED BY OVERNIGHT VISITORS 54 FIGURE 16 REGIONAL COMPARISON OF ACCOMMODATION 55 FIGURE 17 DOMESTIC OVERNIGHT VISITOR AGE 57 FIGURE 18 DOMESTIC DAYTRIP VISITOR AGE 58 FIGURE 19 INTERNATIONAL VISITOR AGE 58 FIGURE 20 PRODUCT AUDIT LOCAL GOVERNMENT COMPARISONS 65 FIGURE 21 DISPERSAL OF EVENTS THROUGHOUT THE YEAR 67 FIGURE 22 KEY ACCOMMODATION PRODUCT OVERVIEW 69 FIGURE 23 PRODUCT OVERVIEW AND POTENTIAL TOURISM PRODUCT REGIONS 78 TABLES TABLE 1 MITCHELL SHIRE TOURISM PRODUCT AND DEVELOPMENT OPPORTUNITIES 25 TABLE 2 IDENTIFIED TOURISM DEVELOPMENT OPPORTUNITIES 29 TABLE 3 OVERVIEW OF TOURISM-RELATED USES IN RURAL ZONES 36 TABLE 4 NUMBER OF VISITORS TO GOULBURN RIVER VALLEY REGION 42 TABLE 5 ACTIVITIES UNDERTAKEN 47 TABLE 6 REGIONAL COMPARISON OF ACTIVITIES UNDERTAKEN 49 TABLE 7 AVERAGE LENGTH OF STAY* 51 TABLE 8 REGIONAL COMPARISON OF BACKPACKER VISITATION 53 TABLE 9 PACKAGE TOURS 54 TABLE 10 DOMESTIC VISITOR ORIGIN 56 TABLE 11 INTERNATIONAL VISITOR ORIGIN 56 TABLE 12 HOLIDAY PREFERENCES OF KEY VALUE SEGMENTS 59 TABLE 13 TOURISM PRODUCT AUDIT SUMMARY 63 TABLE 14 EVENTS AUDIT 65 TABLE 15 MONTHLY EVENTS CALENDAR 66 TABLE 16 EXISTING ACCOMMODATION BUSINESSES IN THE GOULBURN RIVER VALLEY REGION 68 TABLE 17 GUEST ROOMS IN GRVTR 68 TABLE 18 GREATER SHEPPARTON PRODUCT STRENGTHS 72 URBAN ENTERPRISE

6 TABLE 19 STRATHBOGIE PRODUCT STRENGTHS 73 TABLE 20 MITCHELL PRODUCT STRENGTHS 75 TABLE 21 MURRINDINDI PRODUCT STRENGTHS 76 TABLE 22 GOULBURN RIVER VALLEY REGION PRODUCT STRENGTHS 83 TABLE 23 REGION PRODUCT STRENGTHS COMPARED WITH TOURISM VICTORIA CAMPAIGN REGIONS 84 TABLE 24 ACTIVITIES UNDERTAKEN, FULL COMPARISON 123 TABLE 25 TOURISM VICTORIA S KEY TARGET MARKET SEGMENTS 126 URBAN ENTERPRISE

7 GLOSSARY GRVTR Mitchell Strathbogie Greater Shepparton Murrindindi Country Victoria ABS TRA NVS IVS Overnight Visitor Visitor Nights Daytrip Visitors International Visitors Average Length of Stay Bed Spaces Capacity Establishments Guest Arrivals Guest Rooms Occupancy Occupancy Rate Persons Employed Room Nights Guest Nights Goulburn River Valley Tourism Region Mitchell Shire Strathbogie Shire Greater Shepparton City Council Murrindindi Shire This refers to all Tourism Regions outside Melbourne defined by the ABS. Australian Bureau of Statistics, responsible for national statistics relating to population and industry. Tourism Research Australia National Visitor Survey An Australia-wide phone survey of more than 80,000 respondents per year. International Visitor Survey A survey of international visitors to Australia conducted in international airport departure lounges Australia wide. In the NVS an Overnight Visitor is someone who is taking a trip involving a stay away from home for at least one night, at a place at least 40km from home. Visitor Nights refer to the number of nights spent away from home in association with individual visits. Daytrip Visitors are those who travel for a round trip distance of at least 50km, are away from home for at least four hours, and who do not spend a night away from home as part of their travel. International Visitors are those who are visiting Australia, and staying away from their home country for less than 12 months. Average Length of Stay is expressed in numbers of days and calculated by dividing guest nights by guest arrivals. Three-quarter beds are counted as one bed space; double beds as two bed spaces. Cots are excluded. Capacity in terms of guest rooms/units or bed spaces is the maximum number available to accommodate paying guests during the survey period. The number of hotels, motels and guest houses and serviced apartments within the scope of the survey, which operated for any part of the survey period. The total number of paying guests counted on the first night they stayed in the accommodation establishment. The total number of rooms available at each establishment at the end of the survey period for accommodating short-term paying guests. Units and apartments within serviced apartments are treated as rooms in these survey results. Occupancy in terms of room nights refers to the total number of nights each paying guest stayed during the survey period. Occupancy Rate represents occupancy expressed as a percentage of total capacity available during the survey period. Room Occupancy Rate (%) = Room Nights Occupied (Guest Rooms)*(Room Nights Available) The total number of persons working at each accommodation establishment at the end of the survey period. Number of rooms physically occupied. The number of guests physically staying in the accommodation facility for the particular quarter. i URBAN ENTERPRISE PTY LTD

8 Room Nights Available Small Accommodation Establishments Large Accommodation Establishments Takings from Accommodation The number of guest rooms/units available multiplied by the number of days for which they were available during the survey period. For establishments closing (other than for seasonal reasons) or opening during this period, operating periods only are included. Accommodation establishments with five to 14 rooms. Accommodation establishments with 15 rooms or more. Gross revenue from the provision of accommodation, including bed taxes. Takings from meals are excluded. Takings from accommodation for each month generally represent the takings received during that month. Where payments are received in advance of, or after, the provision of accommodation to guests, the monthly figure for takings from accommodation may not necessarily bear direct relationship to the number of guests accommodated during that month. ii URBAN ENTERPRISE PTY LTD

9 EXECUTIVE SUMMARY CONTEXT Goulburn River Valley Tourism (GRVT) was established in August 2009 as an initiative of the Greater Shepparton, Mitchell, Murrindindi and Strathbogie Councils to encourage a cooperative approach to tourism development, skills training, product development and marketing. This report provides an overview of the nature of the tourism industry including visitor markets and regional tourism product strengths, gaps and opportunities. Directions and strategies have been developed which address these regional tourism product strengths, gaps and opportunities. This project has been supported by the Australian Government and funded under TQUAL Grants. TOURISM PROFILE OVERVIEW 4 LGAs: Greater Shepparton Strathbogie Mitchell Murrindindi 7 Million Visitors 640 Specific Tourism Businesses 4 Wine GI Regions: Heathcote Nagambie Lakes Upper Goulburn Strathbogie Ranges Goulburn River Valley Tourism Region 2500 Accommodation Guest Rooms GOVERNMENT POLICY The existing policy and strategy framework across Federal and State Government provides strong policy support for a coordinated approach to tourism development, in particular where industry can engage cooperatively with the public sector with mutually beneficial aims. Policy also highlights that tourism in Australia and Victoria needs to provide compelling and sustainable experiences to consumers and the need for value-added experiences to natural, cultural and heritage assets. The Goulburn River Valley Tourism Region (GRVTR) is well placed to do this, with a strong existing iii URBAN ENTERPRISE PTY LTD

10 baseline of natural and heritage assets which can be improved and developed further, including National Parks, State forests, lakes and rivers, and pastoral, gold, Indigenous and bushranger cultural heritage sites. RURAL ZONES REVIEW A review of the rural planning framework in Goulburn River Valley Tourism Region has highlighted potential barriers to investment in tourism development. The Farming Zone and Rural Conservation Zones in the rural areas of the four municipalities place significant limitations on tourism use in the region. In particular, the limitations on tourism uses in the Farming Zone include: Prohibition on accommodation, other than a Bed and Breakfast (B&B) and Host Farm, unless used in conjunction with agriculture, outdoor recreation, rural industry or winery; Prohibition on retail sales, other than primary produce sales (which only allows sale of unprocessed produce grown on the property or adjoining property). Not one of the Goulburn River Valley Tourism Region municipalities utilises the Rural Activity Zone to support tourism development in the rural areas. Utilisation of the Rural Activity Zone and other zones such as Special Use Zone will be necessary for the region to support substantial growth in tourism development in rural areas. VISITOR PROFILE The Goulburn River Valley Tourism Region attracts almost seven million visitors per annum. Tourism Research Australia data shows that Goulburn River Valley Tourism Region received more visitors per annum on average over the previous five years than Yarra Valley and the Dandenong Ranges, and Daylesford and Macedon Ranges, despite its comparatively low profile as a tourism destination. The majority of visitors to the Goulburn River Valley Tourism Region are daytrip visitors (71%). Strathbogie Shire receives the highest proportion of overnight visitors (33%), while international visitors make up only 1% of total regional visitation. Goulburn River Valley Tourism Region receives a relatively high proportion of domestic overnight visitation (29%) when compared with some of its neighbouring Tourism Victoria Campaign Regions of Daylesford and Macedon Ranges (24%) and Yarra Valley and Dandenong Ranges (19%) despite being in similar distance to the metropolitan area. Holiday and leisure is the most common purpose of visit to the Goulburn River Valley Tourism Region. Murrindindi receives a particularly high proportion of holiday and leisure visitors (67%) as a result of its large nature-based tourism product offer. Greater Shepparton and Mitchell Shires receive the highest proportion of overnight visitors visiting friends and relatives (49% and 46% respectively) and overnight business visitors (20% and 21% respectively). This is most likely due to their larger resident populations and diversified economies. The average length of stay in the Goulburn River Valley Tourism Region is 2.45 nights for domestic visitors and 6.10 nights for international visitors. This is in line with the domestic average for Daylesford and Macedon Ranges (2.39 nights) and Yarra Valley and Dandenong Ranges (2.49 nights). Over one-quarter (26%) of international visitors to Goulburn River Valley Tourism Region are backpackers. This is highest in Shepparton (35%) and significantly higher than the surrounding campaign regions. iv URBAN ENTERPRISE PTY LTD

11 Only 1% of domestic visitors and 8% of international visitors to Goulburn River Valley Tourism Region are visiting as part of a package tour. This is considerably lower than the proportion of package-tour visitors to the surrounding regions such as High Country (26% domestic and 11% international) and Murray (11% domestic, 9% international). This highlights an opportunity to further market the region through packaging. The majority of daytrip and overnight domestic visitors to Goulburn River Valley Tourism Region originate from Melbourne (61% and 58% respectively). Mitchell receives the highest proportion of interstate overnight visitors (28%) and Greater Shepparton receives the most interstate daytrip visitors (9%). The most common countries of origin for international visitors to Goulburn River Valley Tourism Region are New Zealand (23%) and United Kingdom (17%). This is in line with the regional Victorian average. There is opportunity to leverage greater benefit from visitors travelling to Melbourne via the Hume Highway through increasing awareness of the region and visitor dispersal. This may be achieved through high- quality signage, touring maps and visitor information. The visitor age distribution is consistent across the Goulburn River Valley Tourism Region with 37% of overnight visitors aged between 25 and 44 years and a further 34% aged between 45 and 64 years. Strathbogie Shire receives a slightly lower proportion of visitors aged between 15 and 24 years (9% overnight, 7% daytrip). The age profile demonstrates that the key markets are young families and midlife adult couples. TOURISM PRODUCT AUDIT The tourism product audit identifies over 498 tourism attractions (not accommodation) in the Goulburn River Valley Tourism Region. The tourism product audit highlights that natural attractions and local dining are the highest represented attractions in the region followed by conference venues. Retail product is also highly represented in the region; however this has been omitted due to the subjective nature of classifying tourist retail from retail targeted to local communities. Local dining is consistently strong across all municipalities; however these businesses also service the local population. Mitchell and Shepparton have a higher number of local dining for this reason. Strathbogie and Mitchell have higher concentrations of destination dining which includes high-quality tourism-focused dining experiences. Arts and culture tourism product is also prevalent across all municipalities in the Goulburn River Valley Tourism Region, particularly in Shepparton which has a larger residential population base and a number of Council-operated arts venues. Most townships in the region offer some arts and culture attractions in the way of galleries and locally-made arts and crafts. Boutique tourism retail is also present in towns with an established tourist trade such as Marysville, Alexandra, Yea and Euroa. Local produce attractions are more numerous in the municipalities with longer-established tourism markets such as Greater Shepparton and Murrindindi. This may also be a reflection of the greater number of freshproduce markets staged in these municipalities. Cellar-door attractions are more prevalent in Strathbogie and Mitchell which house most of the major wineries of the Goulburn River Valley Tourism Region. The tourism product audit identifies a large number of tourism businesses across the region, however the quality and scale of the product offer is variable. There are some larger well-developed tourism businesses such as the Lake Nagambie wineries and some high-quality dining facilities in Murrindindi; however the majority of the product is not of a scale which will attract visitors to the region for a specific single-trip v URBAN ENTERPRISE PTY LTD

12 purpose. There is a lack of destination product targeted to a large market. For instance there is no Penguin Parade, Sovereign Hill or Hepburn Springs in the Goulburn River Valley Tourism Region. The natural attraction product in the region however has drawcard potential. Lake Eildon, Lake Mountain, Kinglake National Park, Cathedral Range and the Goulburn River are existing destinations. Opportunity to leverage business investment off these natural attractions year round is one of the largest challenges for the region. NUMBER OF ATTRACTIONS IN GRVTR Natural attraction Local dining Conference/ Event Venue Arts & Culture Local produce History & Heritage Cellar door Golf Tours & Activities Adventure Destination dining Health spa Education Farm experience Total ACCOMMODATION AUDIT The audit of accommodation highlights 238 accommodation establishments and 2,484 guest rooms in the Goulburn River Valley Tourism Region. Motels provide the largest number of guest rooms in the region (almost 1,000 guest rooms) whilst B&Bs/guest houses are the most numerous type of establishment (however provide only 150 guest rooms). Greater Shepparton contributes half of the accommodation stock (1,200 guest rooms) in the region including almost all of the backpacker accommodation. Strathbogie has the lowest supply of accommodation (270 rooms) in the region. The region is well represented in motel, hotel and caravan park accommodation, however is poorly represented in farm-stay, backpacker and self-contained accommodation. Accommodation throughout the Goulburn River Valley Tourism Region is generally not targeted to higheryield visitors, and there is limited 4+ star branded accommodation in the region. The low supply of highquality large-scale accommodation limits the region s potential for attracting international visitors overnight for holiday leisure reasons. There is adequate supply of medium-quality motels and caravan parks; however there may be opportunity for self-contained accommodation and tourist parks that meet the needs of touring visitors from interstate and overseas. In summary the key gaps in accommodation product include: Self-contained and nature-based accommodation across the region; All accommodation types except motel accommodation in Strathbogie Shire; Resort accommodation across the region; Farm-stay accommodation across the region. PRODUCT STRENGTHS The primary product strengths in the Goulburn River Valley Tourism Region are food and wine, naturebased activities, festivals and events. Adventure, history and heritage are identified as secondary product strengths, with arts and culture, Indigenous and golf tourism identified as emerging strengths. vi URBAN ENTERPRISE PTY LTD

13 The Goulburn River Valley Tourism Region also has a number of niche product strengths relevant to the region. These include cycling, fishing and equine. Primary destinations in the Goulburn River Valley Tourism Region include: Lake Mountain; Marysville; Lake Eildon; Nagambie Lakes; Shepparton. There is potential for the region to be developed through geographic sub-regional product areas, which are not aligned through Local Government Areas (LGAs) but through synergies in geography and tourism product. These areas include: Lower Goulburn: Geographically defined by the Goulburn Valley irrigation area. Product strengths include Nagambie Lakes Wine Region, food production, fishing, recreation and sports, and events. Strathbogie Ranges: Geographically defined by the granitic Strathbogie Ranges. Product strengths include food produce, equine and history and heritage. Western Range: Geographically defined by the central ranges. Product strengths include Heathcote Wine Region, food produce and equine. Upper Goulburn: Geographically defined by the Upper Goulburn Valley. Product strengths include fishing, food and wine, and natural attractions. Kinglake Ranges: Geographically defined by mountain country including Kinglake National Park, Hume Range and Tallarook State Forest. Product strengths include natural attractions and associated outdoor nature-based activities and farm-gate produce. Marysville Alpine: Geographically defined by sub-alpine and alpine areas. Product strengths include outdoor nature-based activities including bushwalking and skiing, and food produce. GOULBURN RIVER VALLEY REGION PRODUCT STRENGTHS PRODUCT CATEGORY Greater Shepparton Strathbogie Mitchell Murrindindi GOULBURN RIVER VALLEY TOURISM REGION Food & Wine Secondary Primary Emerging Secondary Primary Spa & Wellbeing Wildlife Nature Based Emerging Secondary Secondary Primary Primary Arts & Culture Emerging Emerging Emerging Emerging Indigenous Emerging Emerging Emerging Golf Emerging Emerging Emerging Emerging Emerging Adventure Emerging Secondary Emerging Secondary Secondary vii URBAN ENTERPRISE PTY LTD

14 Ski Secondary History & Heritage Secondary Secondary Emerging Secondary Festivals & Events Primary Secondary Secondary Emerging Primary NICHE PRODUCT Cycling Primary Secondary Emerging Secondary Primary Fishing Secondary Secondary Secondary Primary Primary Equine Secondary Primary Primary Secondary Primary Motorsports Secondary Secondary Secondary Secondary Secondary Aerosports Secondary Secondary Secondary Emerging Secondary Military History Primary Emerging Primary Primary viii URBAN ENTERPRISE PTY LTD

15 REGIONAL TOURISM PRODUCT OVERVIEW The following map provides an overview of the tourism geography within the region. This was developed for the purpose of product development and potentially for marketing purposes. It does not advocate for potential administrative boundaries. ix URBAN ENTERPRISE PTY LTD

16 RECOMMENDED STRATEGIES The following strategies have been prepared in response to the product strengths, opportunities, gaps and weaknesses identified within the Goulburn River Valley Tourism Region. Section 9 of this report provides more detail on the rationale for these, whilst Section 10 provides a detailed action plan. PRODUCT DEVELOPMENT Goulburn River Valley Tourism should be responsible for development of regional tourism product strengths and niche strategic product development opportunities, particularly where product can impact on increasing visitor yield, improve visitor experience and increase visitation. Strategy 1 Strategy 2 Strategy 3 Strategy 4 Strategy 5 Strategy 6 Strategy 7 Strategy 8 Strategy 9 Strategy 10 Strategy 11 Strategy 12 Strategy 13 Strategy 14 Strategy 15 Provide marketing and development support for key strategic events that link to the product strengths of Goulburn River Valley and that have the potential of developing into events of state-wide significance. Develop a calendar of regional events that link to the product strengths of the region including equine, food and wine, outdoor/adventure and sports. Promote the attraction of new conference venues in locations which have the right characteristics for conferences. Encourage existing wineries and food producers to further develop their tourism offer. Develop destination dining in the region. Develop a food product trail throughout the region, drawing on the region s diversity of cool- and warm-climate produce and wine. Encourage food producers to sell product locally, through farm gate or local produce stores. Encourage local retailers, cafés and restaurants to support local produce. Prioritise infrastructure requirements in the region in terms of those which have the greatest net tourism benefit. Access grants funding to support key water tourism infrastructure projects. Investigate the potential to expand the River Connect program developed in Shepparton to other municipalities in the region. Conduct a round table with outdoor education providers, Parks Victoria and Goulburn- Murray Water to explore opportunities for outdoor education/adventure and tour operators to access natural resources throughout the region more effectively. Undertake a detailed investigation into the potential for spa development in the Strathbogie and Kinglake Ranges. Goulburn River Valley Tourism to become a driver for the promotion and development of Ned Kelly Heritage and the Ned Kelly Touring Route. Continue to develop military heritage product in the region. x URBAN ENTERPRISE PTY LTD

17 Strategy 16 Strategy 17 Strategy 18 Strategy 19 Strategy 20 Strategy 21 Strategy 22 Strategy 23 Strategy 24 Strategy 25 Strategy 26 Strategy 27 Strategy 28 Strategy 29 Strategy 30 Strategy 31 Strategy 32 Investigate the potential for Shepparton to develop a presence in Indigenous art. Promote the opportunity for aero sports operators to work together on mutually beneficial projects. Undertake a Cycle Tourism Strategy, specifically exploring the following opportunities for cycling development: Goulburn River Valley Pro Cycling Event; Goulburn River Valley Gran Fondo or Classic Event; Mountain-biking trail development in Tallarook State Forest and Strathbogie State Forest; Further development of mountain-biking at Shepparton and Dookie; Completion of the Goulburn River High Country Rail Trail. Goulburn River Valley Tourism to support the establishment of a new-generation botanical gardens in Shepparton. Promote the region s motorsport venues including motor-racing tracks and 4WD locations. Develop touring itineraries for car and motorcycle groups. Continue to develop the equine industry audit, seeking more detailed information on venues and facilities. Develop a festival around the equine industry. Develop equine tourism packages. Support the development of horse-friendly accommodation. Develop an international equine symposium. Promote and develop international equine tourism. Establish communication linkages with appropriate equine organisations. Develop an equine regional calendar of events. Develop on-farm viewing platforms. Attract new investment in accommodation to the region. Undertake a rural tourism planning review to identify rural precincts which could be rezoned to support rural tourism development. xi URBAN ENTERPRISE PTY LTD

18 INFRASTRUCTURE DEVELOPMENT Goulburn River Valley Tourism should advocate for and provide support to major infrastructure project initiatives which will create opportunities for private investment in tourism, improve visitor dispersal and improve visitor experience of tourism assets. Action Strategy 33 Strategy 34 Strategy 35 Strategy 36 Strategy 37 Strategy 38 Undertake a Visitor Information Services Strategy focused on the provision of regional visitor information and taking into account the increasing consumption of information technology. Goulburn River Valley Tourism to develop a signage strategy for directional and tourism signage in the region. The strategy should consider the following: Gateway signage to the region; Major-attraction signage; Information and interpretation at stopping points; Directional signage. Investigate the benefits of sealing roads which link and strengthen existing tourism product in the region. Develop infrastructure, interpretation and signage at lookout points in the region. Undertake a public transport mapping project to identify gaps and opportunities for linking public transport through the region. Further develop infrastructure across the region at natural attractions. xii URBAN ENTERPRISE PTY LTD

19 INDUSTRY SUPPORT AND DEVELOPMENT Goulburn River Valley Tourism should provide opportunities and initiatives for the existing tourism industry to develop in terms of professionalism and capacity and promote the benefits of a regional approach to tourism development. Strategy 39 Strategy 40 Strategy 41 Facilitate famils for operators and Visitor Information Centre (VIC) staff and volunteers throughout the region. Continue to facilitate networking functions throughout the sub-regions of the Goulburn River Valley Tourism Region for local tourism operators. Use these forums to inform tourism operators on a range of topics. Undertake a tourism and hospitality skills audit/strategy. ADMINISTRATION Goulburn River Valley Tourism should develop an administrative structure across the region that allows balanced representation from local areas and product groups to provide a cohesive approach and input to product and regional development. Strategy 42 Establish representative working groups for niche product areas and geographic subregions to work collaboratively on specific tasks for local and regional benefit. Strategy 43 Strategy 44 Develop and agree on an annual research program. Establish a set of targets for the region in terms of industry development to be monitored annually. xiii URBAN ENTERPRISE PTY LTD

20 1. INTRODUCTION 1.1. BACKGROUND Urban Enterprise has been engaged by Goulburn River Valley Tourism to prepare a Tourism Development Strategy to guide the development of Goulburn River Valley Tourism across the Shires of Mitchell, Murrindindi, Strathbogie and Greater Shepparton over the next five years. Goulburn River Valley Tourism was established in August 2009 as an initiative of the Greater Shepparton, Mitchell, Murrindindi and Strathbogie Councils to encourage a cooperative approach to tourism development, skills training, product development and marketing. The four municipalities of the Goulburn River Valley Tourism Region lie on the boundaries of the High Country, Yarra Valley and Dandenong Ranges, Goldfields and the Murray Tourism Victoria Campaign Regions. Despite having a distinct and recognised tourism product offer, the Goulburn River Valley Tourism Region, as defined by the four contingent municipalities, does not receive regional funding or marketing from State and Federal bodies such as Tourism Victoria. This is the key driver of the establishment of Goulburn River Valley Tourism. Through this Tourism Development Strategy, Goulburn River Valley Tourism aims to align its regional tourism development strategy with State and Federal policy with the ultimate goal of elevating the Goulburn River Valley Tourism Region into a fully-fledged Tourism Victoria Campaign Region. Goulburn River Valley Tourism s five-year Tourism Development Strategy will provide the following: A key guiding document aligned to the objectives of Councils and with the support of the industry, Councils and Tourism Victoria which directs tourism development in the region over the next five years; Clear directions for destination development across the region; Direction for the region s role in the supply of sustainable tourism-related infrastructure and amenities including accommodation, attractions, tours and product, information services, conference and events, equine product, local transport and signage; Input to inform the development of a tourism component in local planning, economic development, sustainability and environments and community development strategies for the four Shires; Priorities for the development of new infrastructure and assets and the identification of current infrastructure that needs increased support. 14 URBAN ENTERPRISE PTY LTD

21 1.2. REGIONAL OVERVIEW The Goulburn River Valley Tourism Region consists of the four Local Government Areas (LGAs) of Mitchell, Murrindindi, Strathbogie and Shepparton. This area is shown in Figure 1 below. FIGURE 1 REGION Source: Goulburn River Valley Tourism Strategic Plan As shown in Figure 1, the region follows the course of the Goulburn River and encompasses numerous townships and offers a diverse range of tourism product; however it does not currently enjoy high tourism profile or visitor awareness. This is due, in part, to its location with respect to Tourism Victoria s Campaign Regions. The Goulburn River Valley Tourism Region, as defined by the four LGAs, covers the intersection of the Murray, Goldfields, High Country, and Yarra and Dandenong Ranges Tourism Victoria Campaign Regions. The Goulburn River Valley Tourism Region also shares a common boundary with the Daylesford and Macedon Ranges Campaign Region. 15 URBAN ENTERPRISE PTY LTD

22 Its location at the fringes of these Campaign Regions results in the Goulburn River Valley Tourism Region being underrepresented in Tourism Victoria s marketing campaigns, given that its product offer is somewhat distinct from the core product offer of the respective Campaign Regions. Key geographic features in the region include Lake Eildon, Lake Mountain and the Alps, Kinglake Ranges, Tallarook State Forest, Strathbogie Ranges, the Goulburn Valley irrigation district and the Goulburn River. 16 URBAN ENTERPRISE PTY LTD

23 2. LITERATURE REVIEW 2.1. INTRODUCTION This section of the report summarises the key directions taken from various literature relevant to the development of tourism in the Goulburn River Valley Tourism Region. The literature reviewed in this section includes Federal, State and Local Government policy direction on tourism development, and specific industry sectors and market segments. Industry research and academic articles are also reviewed to identify likely trends and best practice examples. The review aims to identify key strategic directions to ensure that strategies and actions developed as part of this Tourism Development Strategy align with State and Federal policy and complement the development of the wider tourism industry in Victoria. This literature review focuses primarily on the development of tourism governance structure and product development. Although marketing and promotion of the tourism region and sectors is a consistently strong focus of the strategies reviewed in this section, it will not be addressed for the purposes of this Tourism Development Strategy as Goulburn River Valley Tourism is developing a specific marketing strategy concurrently. Each of the four municipalities in the Goulburn River Valley Tourism Region has undertaken strategic planning to guide economic and tourism development within its respective Local Government Area. A review of these documents provides an indication into Councils preferred direction for tourism development with respect to the infrastructure and activities that are likely to be supported within the region STATE AND FEDERAL GOVERNMENT POLICY There are a number of key strategic documents guiding the development of tourism in Victoria and Australia. Overall, these documents focus on the capture of particular market segments at the national level and the promotion and development of specific tourism sectors at a state level FEDERAL STRATEGY The National Long-Term Tourism Strategy was prepared by the Australian Government Department of Resources, Energy and Tourism in The strategy aims to establish an effective governance structure that addresses both the demand and supply side issues for tourism in Australia. Given its national framework focus, the strategy does not directly address any specific issues or directions for the Goulburn River Valley Tourism Region; however it strongly supports a coordinated approach to tourism to achieve substantive policy outcomes across jurisdictions and portfolios. The National Long-Term Tourism Strategy identifies the existing tendency for industry to pursue ad hoc engagement with levels of Government on specific issues rather than an industry-wide approach, and recognises this as a barrier to cohesion and cooperation between the public and private sectors. 17 URBAN ENTERPRISE PTY LTD

24 Responding to challenges including drought and the impact of climate change is addressed in the National Long-Term Tourism Strategy. The strategy maintains a focus on the opportunities presented through an increased focus on environmentally-sustainable opportunities. The report notes that the tourism industry s sustainability is based on obtaining the greatest economic value with the least environmental cost. With respect to product development, the report states that: The future of tourism will depend on ensuring the industry provides compelling and sustainable experiences to consumers. The value of the natural, cultural and heritage assets is likely to become increasingly important as consumers actively seek sustainable and authentic tourism experiences. The Goulburn River Valley Tourism Region is well positioned to comply with this direction for product development with a strong regional focus on nature-based product offer incorporating river, lakes, ranges and National Parks. This Federal policy-driven focus on environmentally-sustainable tourism is further supported by the Department of Resources, Energy and Tourism s report released in July 2008 entitled Tourism and Climate Change A Framework for Action. This framework sets out strategies in response to the challenges presented by climate change in recognition of the potential impacts on Australia s natural attractions and tourism-related infrastructure. The framework notes that tourism businesses need to adopt different investment patterns and business models in order to remain commercially viable. The framework supports a research and education approach to securing tourism businesses against the impacts of climate change. This approach is mirrored at a state level through the implementation of Tourism Victoria s Environmentally-Sustainable Tourism Strategic Plan STATE GOVERNMENT STRATEGY The key strategic document direction for tourism development in regional tourism at a State Government level is Tourism Victoria s Regional Tourism Action Plan Like the National Long-Term Tourism Strategy, this document takes a broad non-region-specific approach to tourism development and maintains a strong marketing and campaign focus. The Regional Tourism Action Plan recognises that domestic tourism is the key driver for overnight tourism in regional Victoria, accounting for more than 97% of visits. It also acknowledges that although the international market presents long-term opportunities, these visitors, particularly those from high growth markets such as China and India, have lower levels of regional dispersal. The Regional Tourism Action Plan recognises the importance of regional industry structures in building successful tourism destinations, and many regional tourism organisations in Victoria have played a role in the development of regional tourism with direct influences on visitation, yield and visitor satisfaction. Destination Gippsland Limited is one such organisation that is identified as a successful body in this respect. The Regional Tourism Action Plan provides an overarching strategy through which Tourism Victoria s specific regional and market segment strategies such as the Campaign Region Destination Market Plans and the Nature-Based and Backpacker Tourism Action Plans are implemented. 18 URBAN ENTERPRISE PTY LTD

25 The key product strengths of Tourism Victoria s Campaign Regions are identified in the Regional Tourism Action Plan as shown in Figure 2. FIGURE 2 PRODUCT STRENGTHS OF TOURISM VICTORIA S CAMPAIGN REGIONS Source: Regional Tourism Action Plan , Tourism Victoria. Page 18 Figure 2 shows that the core products as identified by the three Campaign Regions covering the Goulburn River Valley Tourism Region (Yarra Valley and the Dandenongs, The Murray and High Country, and Daylesford and Macedon Ranges) are food and wine, and festivals and events. These products are quite strong across all Campaign Regions and remain a focus for development and, as such, do not create a competitive advantage for the Goulburn River Valley Tourism Region. History and heritage are established secondary products across all three regions. The key emerging tourism products are spa and wellness, arts and culture, and golf tourism. It should be noted however that these do not correspond with the primary strengths of the Goulburn River Valley Tourism Region. It is also evident from Figure 2 that the Murray and High Country Campaign Regions have relatively well-established tourism product while Yarra Valley and Dandenong Ranges has a wider breadth of product and incorporates more emerging and secondary tourism product. With respect to the specific regional strategies, the Regional Tourism Action Plan contains very little directly relating to the product offer or area contained within the Goulburn River Valley Tourism Region. Tourism Victoria s specific Regional Marketing and Development Plans do not offer further detail relating to the Goulburn River Valley Tourism Region. Strategies for the Murray Campaign Region focus primarily on the river-based product, however a business development strategy is also included with the aim to work with destinations such as Shepparton and Nagambie to determine how they can better leverage Tourism Victoria and regional activities. Strategies to further develop tourism in the High Country Campaign Region focus primarily on the alpine resorts, however a core intent of the strategy is to develop the area as a year round tourism destination through investment in infrastructure and events. The requirement for 19 URBAN ENTERPRISE PTY LTD

26 additional boutique accommodation is also noted, along with the significant potential to enhance the offer of nature-based attractions including rail trails. The potential to leverage improved food and wine opportunities from the ongoing bushfire recovery program is also noted. Nature-based tourism and boutique accommodation opportunities are also identified as areas of opportunity for tourism development in Yarra Valley and Dandenong Ranges, along with the facilitation of large-capacity, high-quality accommodation infrastructure developments REGIONAL POLICY AND STRATEGY A COORDINATED APPROACH In March 2009, Tourism Alliance Victoria published A United Approach to Tourism: For the municipalities of Mitchell, Murrindindi, Shepparton and Strathbogie. This report set out the framework for a coordinated approach to tourism development for the four municipalities and was the key driving strategy for the development of Goulburn River Valley Tourism. The report recognised the complementary tourism product offer in the four municipalities and that this particular suite of products was not strongly represented by Tourism Victoria s Campaign Regions. A United Approach to Tourism primarily addresses industry structure in the region rather than specific attractions; however the report identifies a number of barriers to tourism development in the region and opportunities. The report also notes that investment in tourism development and infrastructure is not a high priority amongst the four individual municipalities and that a coordinated approach to product and infrastructure development would be mutually beneficial to all Councils. With respect to funding tourism development, the Murrindindi Enterprise and Opportunity Economic Development Strategy incorporates a strategy to investigate the feasibility of introducing a tourism levy to fund resources and promotion of tourism within the Shire. This strategy is mirrored in the Mitchell Shire Council Tourism Development Strategy to implement streetscape improvements following their adoption by Council. Weaknesses identified across the region include a general lack of industry engagement. This is an issue mirrored in the respective tourism and economic development strategies prepared by the four regional municipalities. The low level of interest in tourism from local businesses is identified as a weakness in the Mitchell Shire Tourism Development Strategy. A similar issue is noted in the other Shires in the Goulburn River Valley Tourism Region as a barrier to a cohesive approach to tourism development and industry investment. This strategy includes encouraging local tourism businesses to increase their opening hours to extend to peak visitation times including weekends. In relation to tourism product and infrastructure development, the Murrindindi Economic Development Strategy aims to provide support to tourism businesses, events and industry bodies to remain viable and encourage growth. The strategy encourages place-based initiatives to improve specific townships and their relative appeal, such as undertaking streetscape improvements and small attractions such as lookout points on major connector avenues between townships. The Mitchell Shire Council Tourism Strategy supports a united approach to tourism in the region with a particular focus on the events and packages. The continued support of festivals 20 URBAN ENTERPRISE PTY LTD

27 and events, including in collaboration with neighbouring Shires, is also noted as a strategy in the Murrindindi Enterprise and Opportunity Economic Development Strategy Collaboration with surrounding regions is also noted as an opportunity for tourism development in the Greater Shepparton City Council Economic Development Strategy This strategy recognises that, In terms of tourism, Shepparton may not have a lot of local features (for example, no heritage buildings), but it is located within a short drive of the Murray River and the wineries in NE Victoria and around Heathcote and Nagambie, and this accessibility should be promoted NATURE-BASED TOURISM Given the strong focus on natural attractions within the Goulburn River Valley Tourism Region, the promotion of sustainable principles and practices is a core concern that is consistent across all four municipalities. Victoria s Nature-Based Tourism Strategy prepared by Tourism Victoria outlines five key strategies to stimulate and grow nature-based tourism in Victoria. These strategies aim to support growth through attracting public and private investment, and increasing visitor yield and expenditure, while maintaining a sustainable approach to limit the industry s carbon footprint. The Nature-Based Tourism Strategy defines a nature-based visitor as one who undertakes at least one nature-based tourism activity during their trip. These activities can include bushwalking and visiting State and National Parks. The strategy addresses directions for development in Tourism Victoria s Campaign Regions. The High Country Campaign Region is considered primarily with a focus on increasing year-round visitation to alpine resorts by promoting activities and events outside of the ski season. Although fishing is identified as a type of nature-based tourism in the High Country Region, this activity and its relevant destinations such as the Goulburn River Valley are not specifically addressed in the strategy. The High Country and Murray Regions are identified as areas of rich natural and cultural heritage with potential to increase Aboriginal tourism product offerings. The Yarra Valley and Dandenong Ranges Campaign Region is not subject to any specific action in Victoria s Nature-Based Tourism Strategy BACKPACKERS Tourism Victoria identifies the backpacker and flashpacker market segments as target markets for growth in regional Victoria. It is recognised that, as a market segment, backpackers tend to stay longer and disperse further throughout a region, bringing with them benefits of increased regional expenditure. Anecdotally, backpackers are also more environmentally-sensitive visitors. The Backpacker Tourism Action Plan aims to implement strategies to promote regional hubs to backpacker visitors based on a work/leisure purpose of visit. Shepparton and the Murray Region including Mildura are traditional backpacker destinations as a result of their itinerant and seasonal working opportunities. Yarra Valley is also identified as a destination for backpackers looking for work. The High Country Campaign Region is identified as a backpacker leisure destination. 21 URBAN ENTERPRISE PTY LTD

28 FOOD AND WINE Tourism Victoria identifies the opportunity for increased provision of boutique accommodation associated with food and wine product for the High Country and the Yarra Valley and Dandenong Ranges Region in its Regional Tourism Action Plan. This further supports increased synergies between the food and wine tourism sector and other complementary products and is identified as a key area that can leverage off bushfire recovery efforts SPORTS AND RECREATION Tourism Victoria identifies the opportunity for increased promotion and completion of key rail trail and cycle tourism projects in the High Country Region in its Regional Tourism Action Plan including the Murray to Mountains Rail Trail. This plan identifies that the Regional Awareness and Perceptions Study 2007 found that recreation and sport was a prominent attraction of the High Country Campaign Region EVENTS The seasonality of regional visitation is recognised as an issue to be addressed by Tourism Victoria and the Local Governments within the region. Tourism Victoria aims to use events and promotions to encourage greater year-round visitation through improved product to the alpine region of the High Country, which will bring flow-on benefits to townships in the Alpine Corridor LOCAL GOVERNMENT AREA POLICY AND STRATEGY The local economic and tourism development strategies for the four regional Councils recognise the importance of sustainability and a nature-based focus on tourism product and infrastructure development. Strategies to support the development of this sector generally focus on leveraging future development off the existing natural assets and comparative advantages of the region, rather than promoting entirely new attractions. The continued support and promotion of the Goulburn River Valley Tourism Region is particularly salient in the wake of the February 2009 bushfires in order to leverage off redevelopment funding and to combat the perception that the region s natural attributes were destroyed in the fires GREATER SHEPPARTON The recent Greater Shepparton Economic Development Strategy prepared by Essential Economics recognises the need to improve tourism in Greater Shepparton, although does not provide detail with regard to specific product or infrastructure development. The report indicates that sport tourism could be an area of opportunity and warrants further investigation in addition to strengthening the existing market sectors of conferencing and events, including the annual SheppARTon Festival. It is acknowledged that Shepparton has little to offer in the way of heritage attractions such as architecture and tourism development, as outlined in the Economic Development Strategy, and is focused on marketing and the promotion of Shepparton in relation to nearby attractions such as the Murray River and the Heathcote and Nagambie wine regions. The opportunity to pursue a collaborative approach to regional tourism is supported in the Economic Development Strategy. Clause of the Greater Shepparton Planning Scheme notes that, The tourism industry is mainly focused on shopping for locally-produced and manufactured products (particularly canned 22 URBAN ENTERPRISE PTY LTD

29 foodstuffs), business events markets, and people visiting family and friends. As such, Clause aims to encourage the provision of tourism facilities and services including short-term and home-hosted accommodation, host farms and similar facilities. Particularly with respect to nature-based tourism, the Greater Shepparton Economic Development Strategy notes that Shepparton is relatively underdeveloped but appears to have growth potential, especially where linked into the wider surrounding region (Murray River and Goulburn River regions and the North-East). The Greater Shepparton Economic Development Strategy incorporates aims to continue to promote Shepparton as a conference and events destination through the continued support of the existing facility base. The promotion of the annual SheppARTon Festival is also identified as an opportunity for the increased promotion of events in Shepparton STRATHBOGIE Tourism policy and strategy relating to Strathbogie Shire aims primarily to leverage off the Shire s existing tourism strengths of natural attractions, equine tourism, food and wine and agriculture. The Avenel 2030 Structure Plan recognises that the current tourism focus of the area is on wine and Ned Kelly, but there is scope to further develop heritage and cultural tourism within the township. The strategy also identifies opportunity to provide additional B&B and boutique accommodation to cater for overflow visitation during events at nearby Nagambie. The draft Euroa Structure Plan identifies an existing tourism focus on the equine and wine product of the region; however the plan also notes that the tourism role of the township is not defined. The Structure Plan recognises that there is scope to build on existing product and bolster the heritage and cultural tourism offer within the township. It is also noted that Euroa is well positioned to leverage off its proximity to the Hume Highway to promote Euroa as an RVfriendly town and daytrip destination. The Nagambie Growth Management Strategy recognises that water-based tourism development around Lake Nagambie is hampered by poor access to the lake. The strategy identifies scope to provide more boating and hire facilities in addition to strengthening the conference/convention capabilities and link with wine tourism. The Local Planning Policy Framework of the Strathbogie Planning Scheme recognises the importance of tourism to the economic development of the Shire, noting in Clause that tourism is a prime growth sector offering opportunities for economic growth and employment. With regard to emerging tourism sectors, Clause goes on to state, Emerging industries include wine production and intensive agriculture such as herb production, in a number of areas throughout the Shire. This trend has seen large areas planted for premium wine grape production in the Strathbogie Ranges and along the Goulburn River around Nagambie. The increasing popularity of aerial pursuits is also noted in addition to the existing strengths of the Shire s festivals and events and water-based activities at the Nagambie Lakes Regatta Centre MITCHELL SHIRE Clause of the Mitchell Planning Scheme recommends that tourism infrastructure and product development should 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. 23 URBAN ENTERPRISE PTY LTD

30 The major attractions and events in Mitchell Shire are most commonly located within township settings with the exception of the natural attractions which primarily constitute the surrounding State Forests, parks and waterways. The major events cover a range of themes including agriculture, horse racing, local produce and music. The Mitchell Shire Tourism Strategy identifies the ongoing progress of the Tallarook to Mansfield High Country Rail Trail as a major ongoing tourism development in addition to a number of cultural heritage tourism investments such as the Old Goulburn Bridge and the Vietnam Veterans Commemorative Walk in Seymour. Table 1 outlines the key townships and attractions of Mitchell Shire as identified in the Tourism Development Strategy: 24 URBAN ENTERPRISE PTY LTD

31 TABLE 1 MITCHELL SHIRE TOURISM PRODUCT AND DEVELOPMENT OPPORTUNITIES Township Population Product Opportunities Kilmore 4,700 Strong historical aspect with a number of heritage buildings in town, antique shops and a claim to being the oldest inland town in Victoria. Educational presence with a number of schools including the International School and Assumption College. Regular race meets both thoroughbred and harness, at the Kilmore Racing Complex. The main street has a number of retail outlets which seem underutilised and the streetscape is less than optimal. Seymour/ Puckapunyal 7,200 Boarded on three sides by the Goulburn River, heritage railway centre, an army base at Puckapunyal and an historic Lighthorse Park on the Goulburn Valley Highway. A number of small wineries and vineyards are located in and around Seymour. Underutilised and underpromoted resource. Broadford 3,050 State Motorcycle Sports Complex which has regular and major motorcycle events. Heritage features, natural surroundings including Mt Piper, and the rare species of Ant-blue butterfly. Nestle Australia s Allen s Lollies factory but this is not a tourist attraction and is not open to the public. Wallan 7,000 Potential gateway to the region encapsulated by the new United Tourism (Shepparton, Strathbogie, Murrindindi and Mitchell) initiative. Tooborac 270 Shelmerdine Winery, Tooborac Hotel and Brewery. Pyalong 269 Historic trestle rail bridge and rocky outcrops surrounding the township. Wandong & Heathcote Junction 2,400 Wandong has an annual Country Music Festival which draws large numbers of visitors. Wandong has a recognised branded entrance in the symbol of a wombat. Tallarook 300 Located at the base of the Tallarook State Forest, monthly Farmers Market. Tallarook will be the starting point for the Goulburn River High Country Rail Trail which is currently being developed (anticipated completion 2011). Trawool 100 Located on the Goulburn Valley Highway and provides access to the Goulburn River. Trawool Valley Resort, the only conference centre in the Mitchell Shire, and other accommodation and dining outlets. Beveridge 1,190 Ned Kelly s childhood home still stands in Beveridge. Area set to see a rapid increase in residential growth in coming years. Source: Mitchell Shire Tourism Development Strategy The equine sector presents tourism development opportunity in both Mitchell and Strathbogie Shires. The continued support and strengthening of events and facilities in this sector is identified in the respective strategic documents. The location of the region with respect to the major tourism destinations of the alpine resorts, the Murray River and the Melbourne Sydney Touring Route is recognised as a comparative advantage of the Goulburn River Valley Tourism Region. As such, many Local Government 25 URBAN ENTERPRISE PTY LTD

32 Strategies, including the Mitchell Shire Council Tourism Strategy , incorporate strategies to support and grow the tourism visitor market segment. This includes strategies aimed to draw a larger number of caravan and recreational vehicle (RV) travellers into townships. This can be achieved by increasing the provision of infrastructure such as EzyDump sites for caravans and motor homes and supporting the RV-friendly town program. The strengths identified for tourism development in Mitchell Shire include rail trails and walking tracks, and historical and natural attractions. This focus is further supported by the strategies aimed to capture the tourism market by increasing amenities for caravans and recreational vehicles, such as providing additional EzyDump points throughout the Shire. Sporting venues such as horse-racing clubs and motorsports centres are also identified as tourism strengths in Mitchell Shire. With respect to tourism opportunities, the Seymour Economic Opportunities report identifies that the key tourism product in Seymour is focused on the agriculture and equine sectors; however there is a recognised lack of general tourism attractions in the area. Historically, the local accommodation sector in Seymour has a particularly high rate of occupancy, driven by the visitors to the army base at Puckapunyal. In response to the existing situation in Seymour, Council s preferred direction is to focus on the equine and events tourism sectors and grow these in conjunction with complementary product, including the Goulburn River and food and wine tourism. Establishing a less seasonal events calendar is also identified as a strategy in the Mitchell Shire Tourism Strategy In this, Council aims to leverage off existing events to expand the calendar with a particular focus on events which highlight the natural resources and history of the Shire and its towns. This strategy also identifies the opportunity to bring water-based events to the Shire MURRINDINDI Clause notes that the Shire of Murrindindi adjoins the municipalities of Strathbogie, Mitchell, Mansfield, Whittlesea, Nillumbik and Yarra Ranges. Like Murrindindi, the adjoining municipalities are strongly influenced by the form of the Central Highlands. The natural assets of the Shire and surrounding region are recognised for their economic contribution through tourism. The major townships of the Shire constitute tourism nodes for their cultural and heritage values. Recent natural events including drought conditions and bushfire have heavily impacted Murrindindi s key townships including Kinglake, Yea and Marysville. Clause of the Murrindindi Planning Scheme notes that, The bushfires of 7 February 2009 devastated Marysville. The redevelopment of Marysville and the surrounding Triangle communities as safer, more sustainable settlements is supported with a continuing important tourism role. Clause Tourism Strategies of the Murrindindi Planning Scheme states, The natural environment is critical to the future development of the tourist industry within the shire. Significant natural attributes include the popular national parks (Lake Eildon, Kinglake), state parks (Cathedral), the major river systems (Goulburn, Rubicon, Big, Yea, Murrindindi, King Parrot, Acheron), Lake Eildon, the alpine resort of Lake Mountain and the general rural environment. These attributes combine to provide a comprehensive and diverse tourist product. These natural assets in addition to the high accessibility to the Shire s key townships via the Melba, Goulburn Valley and Maroondah Highways, form the basic framework of tourism strengths in the Shire. The strategic location of the Shire in relation to visitors to the Lake Mountain Alpine 26 URBAN ENTERPRISE PTY LTD

33 Resort and High Country also provides an additional dimension to the breadth of tourism markets. The importance of Lake Eildon as a tourism asset is also noted in the Murrindindi Planning Scheme which incorporates policy in Clause which aims to Protect the natural environment surrounding Lake Eildon from obtrusive development that may spoil the undeveloped landscape features of the environs. This policy outlines design and development guidelines for new works around Lake Eildon and stipulates that No building or works should be constructed closer than 200 metres to the full supply level of Lake Eildon. With respect to tourism development strategies, Clause of the Murrindindi Local Planning Policy Framework aims to expand beyond the natural-resource-based tourism to broaden the current seasonal-based tourism sector. This sentiment is echoed in strategies across the three contingent municipalities which aim to create a year-round destination through the broadening of tourism product and extension of the existing events programs. The Murrindindi Draft Economic Development Strategy incorporates a particular focus on encouraging tourism development with a sustainability theme and development which helps to diversify the Shire s tourism product offer, such as food and wine, beyond the existing water- and snow-based activities. This includes support for the Yarra Valley to High Country Touring Route as a sustainable attraction along with the Mitchell, Murrindindi Rail Trail, the Rubicon Historical Precinct, Pinninger Point Development and the Kinglake Resort development. Sports and recreation tourism in Murrindindi is focused on the sport and snow themes provided by Lake Eildon and Lake Mountain Alpine Resort IMPACT OF DROUGHT AND BUSHFIRE The impact of drought and bushfire on the region s municipalities has also been the subject of strategic review. The destruction caused by these single impacts creates an opportunity to comprehensively develop and leverage funding for new and improved infrastructure and product. This is the key premise of the Economic Recovery Strategies prepared for the Kinglake Ranges and Marysville and Triangle areas following the February 2009 bushfires. These strategies provide a broad-brush approach to regenerating the previously existing cultural, heritage and natural tourism product and supporting the development of a more comprehensive approach to tourism industry sector development. The Boston Consulting Group s Economic Recovery Strategy for Marysville and Triangle identifies that the future opportunities in tourism development in the area have the potential for a 20% to 50% economic increase from pre-fire levels. Nature-based tourism product development is a key focus in the economic recovery plans, in addition to nature-based sport and recreation destinations such as Lake Mountain Alpine Resort and cycling and rail trails. These are viewed as complementary products that can leverage off each other with respect to target markets and infrastructure and amenity development. The opportunity for increased conference and business sector capture is also highlighted, along with the existing assets of the region and their potential to be employed in the growth of the lifestyle and community, and food and produce visitor markets. These strengths are considered with a particular focus on the daytrip market, given the relative close proximity to metropolitan Melbourne. 27 URBAN ENTERPRISE PTY LTD

34 Across all tourism development strategies and initiatives identified in the economic recovery plans, a consistently strong focus is given to ensuring that response times to redevelopment opportunities remain as short as possible so that the bushfire-affected areas retain their tourism profile and previous visitors IMPACT OF FARMING ZONES Parsons Brinkerhoff was engaged by Strathbogie Shire Council to undertake a review of farming zones across the Shire in An issues and opportunities paper was prepared in November of that year which noted that despite not being currently applied in the Shire, the Rural Activity Zone is appropriate in areas where commercial, tourism or recreational development will complement existing agricultural pursuits, natural resources and landscape values. With respect to Lake Nagambie, the Shire s key tourism precinct, the Farming Zone Review notes that Council seeks to encourage sustainable tourism, but that the potential to encourage preferred tourism uses around the lake is restricted as the area is under a Farm Zone and the caravan park is owned by Goulburn-Murray Water and zoned Public Use. The Farm Zone in particular restricts the use of the area for tourism activities such as renting and hiring canoes and water activities. It is recognised that the area is underutilised with respect to its capacity for recreational boating and jet-ski activities, however Goulburn-Murray Water has indicated that there is a possibility to increase the number of operating licences on the lake to encourage this form of tourism activity. It is identified that the Lake Nagambie tourism area could be better utilised under the Rural Activity Zone with respect to encouraging a greater number of uses such as tourism ventures. A rural zone review was also undertaken for the City of Greater Shepparton; however the recommendation to reduce the amount of Rural and Farm Zone land in the City to facilitate economic development including tourism opportunities was unanimously rejected by Council in favour of maintaining majority agricultural uses on the land. The draft Murrindindi Economic Development Strategy incorporates an action under its objective to support and grow tourism to Continue to advocate for greater flexibility in the Farming Zone to attract investment in tourism development in appropriate locations. The Murrindindi Economic Development Strategy also contains specific recommendations to advocate for greater flexibility in Farming Zones to reduce the impact of these zones on future tourism development in the Shire. Further discussion on the impact of the rural zones is included in Section 4 of this report CONCLUSIONS SUMMARY The existing policy and strategy framework across Federal and State Government provides strong policy support for a coordinated approach to tourism development, in particular where industry can engage cooperatively with the public sector with mutually beneficial aims. Policy also highlights that tourism in Australia and Victoria needs to provide compelling and sustainable experiences to consumers and the need for value-added experiences to natural, cultural and heritage assets. The Goulburn River Valley Tourism Region is well placed to do this, with a strong existing baseline of natural and heritage assets which can be improved and 28 URBAN ENTERPRISE PTY LTD

35 developed further, including National Parks, State Forests, lakes and rivers, and pastoral, gold, Indigenous and bushranger cultural heritage sites. OPPORTUNITIES The following table provides a list of tourism development opportunities as identified in strategic and policy documents reviewed. TABLE 2 IDENTIFIED TOURISM DEVELOPMENT OPPORTUNITIES Tourism Development Opportunity Location Shire Strategy Link to regional development opportunity Improved visitor services and resources Kinglake National Park Murrindindi Murrindindi draft EDS Review of visitor services across the region required to identify gaps in provision Streetscape improvements Kinglake township Yea township Murrindindi draft EDS Key tourist towns in the region need a UDF or master plan focused on tourism Improved tourism signage Murrindindi Shire Mitchell Shire Murrindindi Mitchell Murrindindi draft EDS Consistent tourism signage across the region Develop Murchison Spur Lookout Strath Creek and Flowerdale Murrindindi Murrindindi draft EDS Lookout points to be identified and marked across the region Establishment of Wetlands Discovery Centre Tourism infrastructure at Lake Mountain including snow dome Upgrade toilet at Narbethong Hall as a service for visitors travelling the Black Spur Yea Murrindindi Murrindindi draft EDS Lake Mountain Murrindindi Murrindindi draft EDS Narbethong Murrindindi Murrindindi draft EDS Establish the Eildon Alexandra Pipeline Trail Murrindindi Murrindindi draft EDS Opportunity to expand and link cycle paths to rail trail Promote and improve Eildon National Park Eildon Murrindindi Murrindindi draft EDS Investigate the establishment of the Taggerty Cathedral Trail Support development of/investment in nature-based tourism accommodation Rubicon Historic Precinct Murrindindi Murrindindi Murrindindi draft EDS Murrindindi draft EDS Pinninger Point development Murrindindi Murrindindi draft EDS Kinglake Resort Development incorporating a conference centre, day spa, restaurant and recreational facilities Murrindindi Murrindindi draft EDS Maximise the potential of the Toolangi Forest Discovery Centre and Snobs Creek Discovery Centre Murrindindi Murrindindi draft EDS Opportunity to review all interpretive centres in the region to provide a consistent message Develop Mitchell, Murrindindi, Mansfield Rail Trail Murrindindi Murrindindi draft EDS Continue to develop the rail trail Investigate the feasibility of a regional food and wine centre Murrindindi Murrindindi draft EDS 29 URBAN ENTERPRISE PTY LTD

36 Bollygum Adventure Park Playground incorporating a skate park Murrindindi Kinglake Ranges ERS Kinglake Ranges National Park Visitor Centre incorporating education and interpretation and Parks Victoria offices Murrindindi Kinglake Ranges ERS Kinglake Ranges bushfire memorial Murrindindi Kinglake Ranges ERS Kinglake Ranges arts and culture hub incorporating gallery and exhibition space Murrindindi Kinglake Ranges ERS Tie-ins with existing cycling events such as the Herald Sun Tour to promote awareness of the region Murrindindi Kinglake Ranges ERS Opportunity to establish a pro cycling event with participatory gran fondo public cycling event Creation and promotion of a regional touring route incorporating branded maps and collateral to increase regional awareness and visitor dispersal and expenditure. May incorporate nature-based attractions, key adventure tourism products, links between key food and produce destinations. Murrindindi Kinglake Ranges ERS Quickly re-establish key natural attractions including Lake Mountain and Stephensons Falls Murrindindi Marysville and Triangle ERS Extend existing product offer by leveraging off existing attractions to incorporate new aspects such as summer offerings at Lake Mountain Murrindindi Marysville and Triangle ERS Rebuild at least one conference centre in the short term as an anchor tenant Murrindindi Marysville and Triangle ERS Explore the feasibility of an ecologically-sustainable township model Murrindindi Marysville and Triangle ERS Create multi-faceted events calendar underpinned by an iconic event Murrindindi Marysville and Triangle ERS Regional events should be established Bring water-based events to Mitchell Shire, including camping and recreation Mitchell Mitchell Shire EDS Water-based events are a key opportunity across the region Encourage extended opening hours for local businesses Develop walking tracks/trails, parks and reserves Mitchell Mitchell Mitchell Shire EDS Mitchell Shire EDS Encourage the packaging of local tourism attractions, products, accommodation and food and drink venues Create information kit to assist organisers holding events in Mitchell Shire Provide tourism events funding to a diverse range of events Mitchell Mitchell Mitchell Packaging should be explored across the region Opportunity for GRVT to provide This could be considered by GRVT 30 URBAN ENTERPRISE PTY LTD

37 Creation of Local Tourism Association Develop a process for adequate collection of visitor statistics Attract tourism business of a high standard Support new accredited VIC in Wallan. Maintain accreditation for Seymour VIC Mitchell Mitchell Mitchell Mitchell Whilst not the responsibility of GRVT, there is a need to consolidate the LTAs which feed into GRVT This is required by GRVT; research should be undertaken at minimum on an annual basis Very important for GRVT; strategy around this will be required VIC accreditation is very important; a strategic review of visitor services across the region should be undertaken Support the RV-Friendly Town initiative Seymour Euroa Mitchell Strathbogie Mitchell EDS Euroa Structure Plan Support Special Charge scheme initiatives for streetscape improvements Support a new accredited VIC in Wallan Wallan Mitchell EDS Facilitate the development of cafés, restaurants and boutique retail Enhance cycling and horseriding facilities Euroa Strathbogie Euroa Structure Plan Euroa Euroa Structure Plan Across region promote key cycling opportunities Themed school camp Euroa Strathbogie Euroa Structure Plan Establish a greater events and tourism calendar Further develop the Butter Factory for tourism uses Euroa Strathbogie Euroa Structure Plan Euroa Focus on wine and Ned Kelly Avenel Strathbogie Avenel 2020 Increase tourism facilities on Lake Nagambie including investigation into boat hire, regatta events, synergies with food and wine tourism and accommodation opportunities Nagambie and Lakes Strathbogie Nagambie Issues and Opportunities Paper Water facilities need improvement across the region Increase eco-tourism opportunities linked to townships Increased upmarket and boutique tourism ventures such as wineries Investigate opportunities for educational and recreational boating tourism Nagambie Strathbogie Nagambie Issues and Opportunities Paper Nagambie Strathbogie Nagambie Issues and Opportunities Paper Nagambie Strathbogie Nagambie Issues and Opportunities Paper 31 URBAN ENTERPRISE PTY LTD

38 3. PLANNING POLICY REVIEW 3.1. INTRODUCTION This section of the document provides a high-level review of planning policy which may affect tourism development in the region, in particular the impact of the Farming Zones on rural tourism development RURAL LAND USE EXISTING PROVISION There are four Rural Zones found throughout Victoria, which municipalities can use to control land development. These are summarised below: FARMING ZONE The Farming Zone is the most widely used rural zone throughout the GRVTR. All municipalities utilise this zone extensively across rural areas. The purpose of the Farming Zone is: To provide for the use of land for agriculture; To encourage the retention of productive agricultural land; To ensure that non-agricultural uses, particularly dwellings, do not adversely affect the use of land for agriculture; To encourage use and development of land based on comprehensive and sustainable land management practices and infrastructure provision; To protect and enhance natural resources and the biodiversity of the area. RURAL CONSERVATION ZONE The Rural Conservation Zone is used by Mitchell and Murrindindi Shires. The purpose of the Rural Conservation Zone is: To protect and enhance the natural environment and natural processes for their historic, archaeological and scientific interest, landscape, faunal habitat and cultural values; To protect and enhance natural resources and the biodiversity of the area; To encourage development and use of land which is consistent with sustainable land management and land capability practices, and which takes into account the conservation values and environmental sensitivity of the locality; To provide for agricultural use consistent with the conservation of environmental and landscape values of the area; To conserve and enhance the cultural significance and character of open rural and scenic non-urban landscapes. 32 URBAN ENTERPRISE PTY LTD

39 RURAL LIVING ZONE The Rural Living Zone is used by the municipalities of Mitchell, Greater Shepparton and Murrindindi. The purpose of the Rural Living Zone is: To provide for residential use in a rural environment; To provide for agricultural land uses which do not adversely affect the amenity of surrounding land uses; To protect and enhance the natural resources, biodiversity and landscape and heritage values of the area; To encourage use and development of land based on comprehensive and sustainable land management practices and infrastructure provision. RURAL ACTIVITY ZONE None of the Goulburn River Valley municipalities use the Rural Activity Zone. This zone provides for the greatest number of tourism uses of all Rural Zones. The purpose of the Rural Activity Zone is: To provide for the use of land for agriculture; To provide for other uses and development, in appropriate locations, which are compatible with agriculture and the environmental and landscape characteristics of the area; To ensure that use and development does not adversely affect surrounding land uses; To provide for the use and development of land for the specific purposes identified in a schedule to this zone; To protect and enhance natural resources and the biodiversity of the area; To encourage use and development of land based on comprehensive and sustainable land management practices and infrastructure provision ASSESSMENT OF LAND-USE DEFINITIONS Common land-use terms used are defined in the Planning Scheme. In some cases, the Planning Scheme defines some uses with reference to other uses. This nesting of land use definitions relevant to tourism is shown in the following table. 33 URBAN ENTERPRISE PTY LTD

40 FIGURE 3 PLANNING SCHEME USE DEFINITIONS AND NESTING DIAGRAM TOURIST-RELATED USES 34 URBAN ENTERPRISE PTY LTD

41 PLANNING SCHEME USE DEFINITIONS & NESTING DIAGRAM - TOURISM RELATED USES Convenience Restaurant Hotel Retail Premises Food & Drink Premises Restaurant Take Away Food Premises Tavern Market Community Market Trash & Treasure Market Shop Primary Produce Sales Accommodation Dwelling Bed & Breakfast Group Accommodation Host Farm/ Farm Stay Residential Building Backpackers' Lodge Residential Hotel Motel Place of Assembly Exhibition Centre Art Gallery Museum Function Centre Conference Centre Reception Centre Nightclub Leisure & Recreation Major Sports & Recreation Facility Race Course Minor Sports & Recreation Facility Informal Outdoor Recreation Open Sports Playground Outdoor Recreation Facility Golf Course Golf Driving Range Paintball Games Facility Pleasure Park Zoo Motor Racing Track Industry Rural Industry: Land used to: a) handle, treat, process, or pack agricultural produce; or b) service or repair plant, or equipment, used in agriculture. Winery Land used to display, and sell by retail, vineyard products, in association with the growing of grape vines and the manufacture of the vineyard products. It may include the preparation and sale of food and drink for consumption on the premises

42 Land-use terms defined in the Planning Scheme that are relevant to tourism include: ACCOMMODATION Includes camping and caravan park, bed and breakfast, dwelling, group accommodation, host farm, backpackers lodge, motel and residential hotel. LEISURE AND RECREATION Includes racecourse, golf course, golf driving range, paintball games facility, pleasure park, zoo, motor-racing track, informal outdoor recreation and open sports ground. PLACE OF ASSEMBLY Includes art gallery, museum, exhibition centre, function centre, conference centre, reception centre, nightclub, carnival and circus. RETAIL PREMISES Includes hotel, restaurant, take-away food premises, tavern, convenience restaurant, trash and treasure market, community market, convenience shop and supermarket. FARM STAY A farm stay is defined as a host farm. FUNCTION CENTRE A function centre includes conference centre and reception centre. ART GALLERY AND MUSEUM Art gallery and museum are both included in exhibition centre. GROUP ACCOMMODATION Defined as land, in a single ownership, containing a number of dwellings used to accommodate persons away from their normal place of residence. ZONE PROVISIONS RELEVANT RURAL AND URBAN ZONES The opportunity for rural land to be used or developed for tourism is dependent on the zoning of the land. The following table summarises the main tourist-related uses and whether these are permitted uses or prohibited uses in each of the Rural Zones. The following table shows that the most restrictive zone is the Rural Conservation Zone, but this is to be expected given the purpose of the zone. The Rural Activity Zone and Rural Living Zone have wide discretion in relation to tourist uses, however the purpose of the Rural Living Zone is to provide for residential use in a rural setting. The Rural Activity Zone is the zone that is designed to accommodate tourist uses and development in rural areas. 35 URBAN ENTERPRISE PTY LTD

43 TABLE 3 OVERVIEW OF TOURISM-RELATED USES IN RURAL ZONES Use Farming Rural Living Rural Conservation Rural Activity Business 1 Zone Residential 1 Zone Art Gallery Permit required Permit required Use prohibited Permit required Permit required Permit required Backpackers Lodge Use prohibited Permit required Use prohibited Permit required Permit required Permit required Bed and Breakfast Permit not required Permit not required Permit not required Permit not required Permit required Permit not required Must not accommodate more than 6 people away from their normal place of residence. One car park must be provided for every 2 people accommodated away from their normal place of residence. Must not accommodate more than 6 people away from their normal place of residence. One car park must be provided for every 2 people accommodated away from their normal place of residence. Must not accommodate more than 6 people away from their normal place of residence. One car park must be provided for every 2 people accommodated away from their normal place of residence. Must not accommodate more than 6 people away from their normal place of residence. One car park must be provided for every 2 people accommodated away from their normal place of residence. No more than 6 persons may be accommodated away from their normal place of residence. At least 1 car parking space must be provided for each 2 persons able to be accommodated away from their normal place of residence. Camping and Caravan Park Use prohibited Permit required Use prohibited Permit required Permit required Permit required Carnival Permit not required Permit not required Permit not required Permit not required Permit not required Permit not required Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Cinema-Based Entertainment Facility Use prohibited Use prohibited Use prohibited Use prohibited Permit not required Use prohibited Circus Permit not required Permit not required Permit not required Permit not required Permit not required Permit not required Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Must meet the requirements of A Good Neighbour Code of Practice for a Circus or Carnival, October Community Market Permit required Permit required Permit required Permit required Permit required Permit required Conference Centre Permit required Permit required Use prohibited Permit required Permit required Permit required 36 URBAN ENTERPRISE PTY LTD

44 Convenience Restaurant Use prohibited Use prohibited Use prohibited Use prohibited Permit not required Convenience Shop Use prohibited Permit required Use prohibited Permit required Dwelling Permit not required Must be the only dwelling on the block. Lot must be at least the size specified on the Schedule to the zone otherwise it must be 40 hectares, must be the only dwelling on the lot, must meet requirements of the Schedule to Special Use Zone 1. Permit not required Lot must be at the size specified in the Schedule to this Scheme or at least 8 hectares, must be the only dwelling on the lot, must meet requirements of the Schedule to Clause Permit required Must be the only dwelling on the lot. This does not apply to the replacement of an existing dwelling if the existing dwelling is removed or altered (so it can no longer be used as a dwelling) within one month of the occupation of the replacement dwelling. The site must not have direct access to a rural freeway. Permit required Permit required Permit required Any frontage at groundfloor level must not exceed 2 metres. Exhibition Centre Permit required Permit required Use prohibited Permit required Permit required Permit required The site must adjoin, or have access to, a road in a Road Zone. Permit required The leasable floor area must not exceed 80 square metres. Permit not required Permit required Function Centre Permit required Permit required Use prohibited Permit required Permit required Permit required Golf Course Permit required Permit required Use prohibited Permit required Permit required Permit required Golf Driving Range Permit required Permit required Use prohibited Permit required Permit required Permit required Group Accommodation Permit required Permit required Permit required Permit required Permit required Permit required Must be used in conjunction with agriculture, outdoor recreation facility, rural industry or winery. No more than 6 dwellings. Must be used in conjunction with agriculture, rural industry or winery, no more than 6 dwellings. Host Farm Permit required Permit required Permit required Permit required Permit required Permit required Hostel Use prohibited Permit required Use prohibited Use prohibited Permit required Permit required Hotel Use prohibited Permit required Use prohibited Permit required Permit required Permit required Informal Outdoor Recreation Permit not required Permit not required Permit not required Permit not required Permit not required Permit not required 37 URBAN ENTERPRISE PTY LTD

45 Motel Use prohibited Permit required Use prohibited Use prohibited Permit not required Permit required Motor-Racing Track Use prohibited Use prohibited Use prohibited Permit required Use prohibited Use prohibited Museum Permit required Permit required Use prohibited Permit required Permit required Permit required Nightclub Permit required Must not be used for more than 10 days in a calendar year. Use prohibited Use prohibited Use prohibited Permit required Use prohibited Open Sports Ground Permit required Permit required Use prohibited Permit required Permit required Permit required Paintball Games Facility Permit required Permit required Use prohibited Permit required Permit required Permit required Pleasure Park Permit required Permit required Use prohibited Permit required Permit required Permit required Primary Produce Sales Permit required Permit required Permit required Permit required Permit required Use prohibited Racecourse Permit required Permit required Use prohibited Permit required Use prohibited Permit required Reception Centre Permit required Permit required Use prohibited Permit required Permit required Permit required Residential Hotel Permit required Permit required Permit required Permit required Permit required Permit required Must be used in conjunction with agriculture, outdoor recreation facility, rural industry or winery. Must be used in conjunction with agriculture, rural industry or winery. Number of bedrooms must not exceed 80 or whatever is specified in the zone, whichever is the lesser. Restaurant Permit required Permit required Permit required Permit required Permit not required Permit required Must be used in conjunction with agriculture, outdoor recreation facility, rural industry or winery. Site must not have direct access to a rural freeway. Must be used in conjunction with agriculture, rural industry or winery. Number of patrons must not exceed the number situated in the schedule or 150 patrons, whichever is the lesser. Must not be on land specified in the schedule to this zone. 38 URBAN ENTERPRISE PTY LTD

46 Retail Premises Use prohibited Use prohibited Use prohibited Use prohibited Permit required Use prohibited Other than community market, manufacturing sales, primary produce sales and restaurant. Other than community market, convenience shop, hotel, plant nursery, postal agency, primary produce sales, restaurant and tavern. Other than community market, plant nursery, primary produce sales, and restaurant. Other than community market, convenience shop, equestrian supplies, hotel, landscape gardening supplies, manufacturing sales, primary produce sales, restaurant and tavern. Other than betting agency, food and drink premises, postal agency, shop, and trade supplies. Other than community market, convenience shop, food and drink premises, and plant nursery. Supermarket Use prohibited Use prohibited Use prohibited Use prohibited Permit required Use prohibited Take-Away Food Premises Use prohibited Use prohibited Use prohibited Use prohibited Permit not required Permit required The site must adjoin, or have access to, a road in a Road Zone. Tavern Use prohibited Permit required Site must not have direct access to a rural freeway. Use prohibited Permit required Permit required Permit required Trash and Treasure Market Use prohibited Use prohibited Use prohibited Use prohibited Permit required Use prohibited Winery Permit required Permit required Permit required Permit required Zoo Permit required Permit required Use prohibited Permit required Permit required Permit required 39 URBAN ENTERPRISE PTY LTD

47 3.4. FINDINGS The majority of land outside townships in Goulburn River Valley Tourism Region is zoned Farming Zone. This will have a significant impact on the ability of tourism ventures to be able to locate in these areas as many tourism uses do not conform to uses specified in the planning scheme. It is clear that the Farming Zone and Rural Conservation Zone place significant limitations on tourism use, in particular the limitations on tourism uses include: Prohibition on accommodation, other than a Bed and Breakfast and Host Farm, unless used in conjunction with agriculture, outdoor recreation, rural industry or winery; Prohibition on retail sales, other than primary produce sales (which only allows sale of unprocessed produce grown on the property or adjoining property). Not one of the Goulburn River Valley Tourism Region municipalities utilises the Rural Activity Zone to support tourism development in rural areas. Utilisation of the Rural Activity Zone is likely to be necessary for the region to support substantial growth in tourism development. 40 URBAN ENTERPRISE PTY LTD

48 4. VISITOR PROFILE 4.1. INTRODUCTION This section provides an assessment of visitation and visitor trends to the Goulburn River Valley Tourism Region and its four contingent municipalities. This section draws on data collected from Tourism Research Australia s National Visitor Survey (NVS) and International Visitor Survey (IVS) to provide trend and demographic data for domestic and overnight visitors to the region. To ensure a suitable sample size sufficient for reliable results, visitation for the previous five years has been aggregated for each municipality and across the region. Visitation estimated for each municipality and the region as a whole has been prepared by Urban Enterprise s Population and Visitor Estimator, PAVE. Expenditure data employed in this profile has been sourced from Tourism Victoria s regional snapshots. This is not available at the LGA level VISITATION Tourism Research Australia quantifies visitors to the Goulburn River Valley Tourism Region. Whilst this data provides a reasonable indication of visitation over time and can be used for comparison with other regions, our research and experience has demonstrated that the official statistics can underestimate visitation in particular regions because they do not: Account for people under the age of 14; Fully account for holiday-home owners and visitors; Account for visitors who are travelling less than 50km from their previous overnight stay. In response to these deficiencies, Urban Enterprise has developed a model (PAVE) to more accurately estimate the tourist population in any given area. PAVE Population and Visitor Estimator not only allows us to quantify the level of tourist visitation at a regional level, but also allows us to quantify tourist visitation at a township or Local Government level. Appendix B provides an outline on this model and methodology used. The following table shows a summary of visitation to the municipalities of the Goulburn River Valley Tourism Region using the PAVE model. 41 URBAN ENTERPRISE PTY LTD

49 TABLE 4 NUMBER OF VISITORS TO GOULBURN RIVER VALLEY REGION Total Visitors Greater Shepparton Total Number of Overnight Visitors 615,894 Total Number of Daytrip Visitors 1,950,331 Total Number of Visitors 2,566,226 Strathbogie Total Number of Overnight Visitors 218,769 Total Number of Daytrip Visitors 692,767 Total Number of Visitors 911,536 Mitchell Total Number of Overnight Visitors 320,131 Total Number of Daytrip Visitors 1,013,749 Total Number of Visitors 1,333,880 Murrindindi Total Number of Overnight Visitors 451,660 Total Number of Daytrip Visitors 1,430,256 Total Number of Visitors 1,881,915 Goulburn River Valley Tourism Total Number of Overnight Visitors 1,606,454 Total Number of Daytrip Visitors 5,087,103 Total Number of Visitors 6,693,557 Source: Urban Enterprise Population and Visitor Estimator 2010 Table 4 shows that the Goulburn River Valley Tourism Region attracts almost 7 million visitors per annum, of which over three-quarters (76%) are daytrip visitors. Greater Shepparton is the municipality that attracts the largest number of visitors in the region (2.5 million) followed by Murrindindi Shire (1.8 million); this is attributed to a large number of daytrip visitors VISITOR TRENDS Visitor trend data has been developed using Tourism Research Australia s National Visitor Survey (NVS) and International Visitor Survey (IVS). Data collected from the NVS and IVS has been aggregated from the last five years to ensure a reliable sample size and to provide a representation that is not adversely impacted by the impacts of the February 2009 bushfires and recent drought conditions. 42 URBAN ENTERPRISE PTY LTD

50 The data collected from the NVS and IVS is used to generate proportional representations of visitor trends and behaviour. Figure 4 shows the proportion of overnight and daytrip visitation to the Goulburn River Valley Tourism Region and for contingent municipalities. FIGURE 4 VISITATION TO REGION 1% 1% 1% 0% 1% International Overnight Domestic Daytrip Domestic Overnight 72% 67% 76% 68% 71% 27% 33% 24% 32% 29% Shepparton Shire Strathbogie Shire Mitchell Shire Murrindindi Shire Regional Total Source: Tourism Research Australia International Visitor Survey and National Visitor Survey Figure 4 shows that over two-thirds of visitors to the Goulburn River Valley Tourism Region are daytrip visitors. Mitchell Shire receives the highest proportion of daytrip visitors with over threequarters (76%) of visitors to the Shire not staying overnight. Strathbogie and Murrindindi Shires are the municipalities with the highest proportion of overnight visitation. These proportions show that the Goulburn River Valley Tourism Region receives a slightly higher proportion of daytrip visitors than the Regional Victorian average of 66%. Figure 4 also shows that international visitation to the region is minimal, accounting for only 1% of total visitation over the previous five years. This would suggest that the Goulburn River Valley Tourism Region does not maintain a high profile amongst international visitors. Given the small incidence of international visitation to the region, the sample of responses collected for this region in the International Visitor Survey is not sufficient to provide reliable results for international visitor trends at a Local Government Area level. As such, international visitation will be discussed for the Goulburn River Valley Tourism Region only. Table 4 shows that despite its relatively low tourism profile, the Goulburn River Valley Tourism Region, as defined by its four municipalities, attracts approximately 9,890,225 visitors per annum. This is significantly higher than both the Daylesford and Macedon Ranges and Yarra Valley and Dandenong Ranges Campaign Regions. The following graph shows the proportion of overnight and daytrip visitation to surrounding Campaign Regions. 43 URBAN ENTERPRISE PTY LTD

51 FIGURE 5 VISITATION TO TOURISM VICTORIA CAMPAIGN REGIONS 1% 1% 1% 1% 1% 75% 57% 49% 80% 71% International Domestic Daytrip Domestic Overnight 24% 42% 50% 19% 29% Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Goulburn River Valley Tourism Source: Tourism Research Australia International Visitor Survey and National Visitor Survey Figure 5 shows that the regions further away from metropolitan Melbourne Murray and High Country tend to have a higher proportion of overnight visitors. Goulburn River Valley has a relatively high proportion of overnight visitation (29%) given its proximity to Melbourne PURPOSE OF VISIT The following graphs show the purpose of overnight and daytrip visitation for domestic visitors to the Local Government Areas in the Goulburn River Valley Tourism Region. FIGURE 6 PURPOSE OF VISIT - OVERNIGHT 67% Greater Shepparton Mitchell Regional Total Strathbogie Murrindindi 49% 49% 46% 25% 31% 34% 20% 20% 21% 10% 9% 4% 8% 2% 4% Holiday or leisure Visiting friends and relatives Business Other Source: Tourism Research Australia National Visitor Survey and National Visitor Survey Figure 6 shows that overall, overnight visitors to the Goulburn River Valley Tourism Region are visiting for holiday or leisure and to visit friends and relatives. Proportionally, Murrindindi (67%) and Strathbogie (49%) receive the most visitors who are in the region for holiday or leisure pursuits. Greater Shepparton (49%) and Mitchell (46%) receive the highest proportion of people 44 URBAN ENTERPRISE PTY LTD

52 visiting friends and relatives. Mitchell and Greater Shepparton also receive higher proportions of business visitors (21% and 20% respectively) than Murrindindi and Strathbogie. These results indicate that Strathbogie and Murrindindi Shires may receive a greater proportion of overnight visitors that are dispersed beyond major townships, while Greater Shepparton and Mitchell visitors are more likely to remain in a location with higher population densities and commercial centres. FIGURE 7 PURPOSE OF VISIT - DAYTRIP 69% Greater Shepparton Mitchell Regional Total Strathbogie Murrindindi 50% 51% 42% 43% 43% 27% 23% 14% 10% 8% 3% 3% 21% 3% 5% Holiday or leisure Visiting friends and relatives Business Other Source: Tourism Research Australia International Visitor Survey and National Visitor Survey Figure 7 shows that most daytrip visitors, like overnight visitors, are visiting the Goulburn River Valley Tourism Region for holiday and leisure or to visit friends and relatives. It is interesting to note the comparatively lower proportion of daytrip visitors to Shepparton (27%) and higher proportion of visitors to Strathbogie (43%) who are visiting friends and relatives than overnight visitors. FIGURE 8 PURPOSE OF VISIT INTERNATIONAL 46% 28% 13% 7% 6% 1% Holiday Visiting friends and relatives Business Education Employment Other Source: Tourism Research Australia International Visitor Survey URBAN ENTERPRISE PTY LTD

53 Figure 8 shows that, as with domestic visitors, the most common purpose of visit for international visitors to the Goulburn River Valley Tourism Region is for a holiday (46%). A further 28% of international visitors are visiting friends and relatives. Figure 9 below shows the main purpose of visit for the Tourism Victoria Campaign Regions surrounding Goulburn River Valley Tourism Region. FIGURE 9 PURPOSE OF OVERNIGHT VISIT REGIONAL COMPARISON 55% 64% Goulburn River Valley Tourism Murray Daylesford & Macedon Ranges High Country 43% 48% 48% Yarra Valley & Dandenong Ranges 37% 32% 36% 39% 24% 15% 9% 13% 8% 9% 4% 4% 3% 4% 4% Holiday or leisure Visiting friends and relatives Business Other Source: Tourism Research Australia National Visitor Survey Figure 9 indicates that the Goulburn River Valley Tourism Region receives the lowest proportion of visitors for holiday purposes. However, Goulburn River Valley receives comparatively high proportions of visitors who are visiting friends and relatives (37%). Goulburn River Valley attracts the largest proportion of business visitors (15%) of the Campaign Regions which hints at the importance of the commercial infrastructure in the region s townships including retail, dining, accommodation and conference venues. Daytrip visitors to the Campaign Regions display similar characteristics as shown in Figure URBAN ENTERPRISE PTY LTD

54 FIGURE 10 PURPOSE OF DAYTRIP VISIT REGIONAL COMPARISON 54% 55% 61% 60% Goulburn River Valley Tourism Murray Daylesford & Macedon Ranges High Country 47% Yarra Valley & Dandenong Ranges 31% 35% 34% 32% 23% 9% 7% 7% 5% 10% 5% 4% 10% 9% 3% Holiday or leisure Visiting friends and relatives Business Other Source: Tourism Research Australia National Visitor Survey ACTIVITIES UNDERTAKEN The following table shows activities undertaken by all domestic overnight and daytrip visitors to the Goulburn River Valley Tourism Region. It is important to note that these results show all activities undertaken by visitors during their stay in the region and that visitors may participate in more than one activity during their trip. NVS data indicates that activities undertaken by visitors to the Goulburn River Valley Tourism Region are in line with the Regional Victorian average of 88% of overnight visitors and 80% of daytrip visitors most commonly taking part in social and other activities. These activities include eating out at restaurants, visiting friends and relatives, general sightseeing and shopping for pleasure. TABLE 5 ACTIVITIES UNDERTAKEN TOTAL % EVERYTHING Greater Shepparton Strathbogie Mitchell Murrindindi Goulburn River Valley Eat out at restaurants (S) 44% 46% 31% 38% 40% Visit friends and relatives (S) 37% 43% 48% 29% 37% General sight seeing (S) 15% 24% 19% 31% 21% Go shopping (pleasure) (S) 33% 15% 10% 11% 20% Pubs, clubs, discos etc. (S) 11% 14% 11% 10% 11% Picnics or BBQs (S) 4% 4% 5% 16% 8% Bushwalking or rainforest walks (N) Visit National Parks or State Parks (N) 1% 5% 4% 18% 7% 2% 4% 2% 16% 6% Play other sports (Sp) 4% 5% 4% 5% 5% Go fishing (Sp) 1% 6% 1% 11% 4% 47 URBAN ENTERPRISE PTY LTD

55 Attend an organised sporting event (S) Other outdoor activities (Sp) (e.g. horse riding, rock climbing, bungee jumping, 4WD etc.) 5% 6% 5% 1% 4% 1% 2% 3% 8% 4% Visit wineries (A) 1% 12% 2% 4% 3% Going to markets (street, weekend or art craft) (A) Visit botanical or other public gardens (N) 2% 3% 3% 3% 3% 3% 1% 3% 1% 2% Source: Tourism Research Australia National Visitor Survey S = Social and other activities, N = Nature-based activities, Sp = Sports and recreation, A = Arts and culture activities. The figures shown in blue identify the municipality with the highest share of each particular activity in the Goulburn River Valley Tourism Region. This can be used to identify existing tourism product strengths and gaps in the region. Murrindindi attracts the highest proportion of visitors undertaking nature-based activities including bushwalking (18%) and visiting National or State Parks (16%). Murrindindi s nature-based assets may also contribute to the high proportion of visitors participating in general sightseeing (31%). Murrindindi is also a popular destination for adventure activities such as fishing (11%). Although it falls outside of the top 15 activities undertaken by visitors to the region, 5% of visitors to Murrindindi take part in water activities. Refer to Appendix B for a full list of activities undertaken by visitors to the region. Food and wine tourism is strongest in Strathbogie where 46% of visitors eat out at restaurants and 12% of visitors visit wineries. The proportion of visitors visiting wineries in Strathbogie is significantly higher than in the other municipalities in the Goulburn River Valley Tourism Region. This reflects the high quality and high profile of the local wine industry in Strathbogie. It is also of note that, although they fall outside of the top 15 activities undertaken by visitors to the region, 4% of visitors to Strathbogie visit history or heritage sites and a further 4% visit farms. Strathbogie also has a significant proportion of visitors taking part in sporting activities (5%) and attending an organised sporting event (6%). Greater Shepparton is the primary focus for visitors shopping for pleasure (33%). This is a reflection of the comparative strength of the Shepparton CBD retail offer and its role as a regional centre. Mitchell Shire does not receive a large proportion of visitors attracted to dedicated tourism product. Visitors to Mitchell are most commonly visiting friends and relatives (48%). The following table provides a regional overview of activities undertaken by visitors to the Goulburn River Valley Tourism Region compared with the surrounding Tourism Victoria Campaign Regions. 48 URBAN ENTERPRISE PTY LTD

56 TABLE 6 REGIONAL COMPARISON OF ACTIVITIES UNDERTAKEN TOTAL % EVERYTHING Goulburn River Valley Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Eat out at restaurants (S) 40% 47% 35% 37% 42% Visit friends and relatives (S) 37% 39% 32% 24% 38% General sight seeing (S) 21% 29% 17% 20% 26% Go shopping (pleasure) (S) 20% 21% 20% 16% 15% Pubs, clubs, discos etc. (S) 11% 10% 13% 12% 7% Picnics or BBQs (S) 8% 8% 5% 6% 10% Bushwalking or rainforest walks (N) Visit National Parks or State Parks (N) 7% 5% 4% 11% 4% 6% 4% 4% 9% 4% Play other sports (Sp) 5% 3% 5% 5% 4% Go fishing (Sp) 4% 1% 6% 4% 3% Attend an organised sporting event (S) Other outdoor activities (Sp) (e.g. horse riding, rock climbing, bungee jumping, 4WD etc) 4% 2% 3% 2% 2% 4% 3% 3% 5% 4% Visit wineries (A) 3% 3% 5% 9% 9% Going to markets (street, weekend or art craft) (A) Visit botanical or other public gardens (N) 3% 9% 4% 5% 4% 2% 9% 3% 5% 8% Source: Tourism Research Australia National Visitor Survey S = Social and other activities, N = Nature-based activities, Sp = Sports and recreation, A = Arts and culture activities. The figures shown in red identify the municipality with the highest share of each particular activity across the regions. This can be used to identify existing tourism product strengths and gaps in the region. The data shows that the comparative regional strengths of Goulburn River Valley are its sporting events. The Goulburn River Valley Tourism Region also attracts a large proportion of visitors to its natural assets with 7% and 6% of visitors bushwalking and visiting National or State Parks respectively, and ranks second behind High Country in these activities. Daylesford and Macedon Ranges has developed product strengths in social activities including eating out at restaurants, general sightseeing and shopping for pleasure. Figure 11 shows the activities undertaken by international visitors to the Goulburn River Valley Tourism Region. 49 URBAN ENTERPRISE PTY LTD

57 FIGURE 11 ACTIVITIES UNDERTAKEN BY VISITORS INTERNATIONAL OVERNIGHT Goulburn River Valley Regional Victoria 96% 82% 73% 62% 41% 3% Social / Other Outdoor / Nature Local attractions / Tourist activities Arts / Heritage Active outdoor / sports Other activities Source: Tourism Research Australia International Visitor Survey and National Visitor Survey Figure 11 shows that international visitors tend to undertake a wider range of and more activities during their visit than domestic visitors. This may also be indicative of a longer length of stay in the region. As with domestic visitors, international visitors most commonly undertake social and other activities during their stay in the Goulburn River Valley Tourism Region (over 90% in all municipalities), however international visitors are far less likely to take part in active outdoor or sports activities during their stay, which was the second most common activity undertaken by both domestic overnight and daytrip visitors to the region. Outdoor and nature activities are the second most common form of activity undertaken by international visitors to the region LENGTH OF STAY Table 7 shows the average length of stay of overnight visitors to the Goulburn River Valley Tourism Region and its municipalities. The table shows that the average length of stay for domestic visitors to the region is 2.45 nights, with international visitors staying an average of 6.10 nights. This data indicates that the average length of stay of both domestic and international visitors to the region falls below the regional Victorian average. Mitchell Shire has the longest average length of stay of the region with domestic overnight visitors staying 2.85 nights on average. When compared with surrounding Campaign Regions, Goulburn River Valley has a similar average length of stay to Yarra Valley and Dandenong Ranges and a higher average length of stay than Daylesford and Macedon Ranges. The regions located furthest from the Melbourne metropolitan area, such as High Country, tend to have a longer length of stay. 50 URBAN ENTERPRISE PTY LTD

58 TABLE 7 AVERAGE LENGTH OF STAY* Average Domestic Length of Stay Average International Length of Stay Greater Shepparton 2.42 n/a Mitchell 2.85 n/a Strathbogie 2.29 n/a Murrindindi 2.34 n/a Goulburn River Valley Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Regional Victorian Average * Length of Stay of visitors staying up to 30 nights in the Goulburn River Valley Tourism Region Source: Tourism Research Australia National Visitor Survey and International Visitor Survey Figure 12 shows that most overnight visitors to the Goulburn River Valley Tourism Region stay for one or two nights. Greater Shepparton and Mitchell tend to have a higher proportion of visitors staying only one night. The comparatively higher proportion of business visitors to these municipalities may contribute to this. Murrindindi Shire has the highest proportion of visitors staying four to seven nights (17%) while Mitchell Shire has the highest proportion of visitors staying two weeks or more (4%). FIGURE 12 LENGTH OF STAY DOMESTIC OVERNIGHT VISITORS 46% 48% Greater Shepparton Mitchell Regional Total Strathbogie Murrindindi 39% 35% 36% 34% 25% 28% 15% 13% 17% 12% 9% 21% 12% 9% 4% 4% 2% 1% 1% 1% 0% 0% 1 night 2 nights 3 nights 4 to 7 nights 8 to 14 nights 14 nights or more Source: Tourism Research Australia National Visitor Survey As shown in Figure 13, international visitors to the Goulburn River Valley Tourism Region have a tendency to stay longer in the area than domestic visitors. The high proportion of visitors staying 51 URBAN ENTERPRISE PTY LTD

59 15 nights or more may be indicative of the backpacker and itinerant worker population that represents a key international market segment for municipalities in the Goulburn River Valley Tourism Region. FIGURE 13 LENGTH OF STAY INTERNATIONAL VISITORS Goulburn River Valley Regional Victoria 22% 20% 14% 18% 11% 8% 6% 1 night 2 nights 3 nights 4 to 7 nights 8 to 14 nights 15 to 21 nights 22 or more i h Source: Tourism Research Australia International Visitor Survey BACKPACKERS 26% of international visitors to the region are backpackers. Greater Shepparton receives the highest proportion of international backpacker visitation in the Goulburn River Valley Tourism Region (35%). This is likely to be as a result of the employment opportunities for itinerant workers during fruit-picking season. However, with regard to international visitation to the region, backpacker visitors constitute a significant proportion of overnight visitation in each of the four Local Government Areas, which indicates that they represent a market segment with potential for high visitor dispersal. Over one-quarter (26%) of international visitors to the Goulburn River Valley Tourism Region are backpackers. This is significantly higher than in the surrounding Tourism Victoria Campaign Regions, as shown in the table below. 52 URBAN ENTERPRISE PTY LTD

60 FIGURE 14 INTERNATIONAL BACKPACKER VISITATION Backpackers Non backpackers 35% 21% 16% 14% Greater Shepparton Strathbogie Mitchell Murrindindi Source: Tourism Research Australia International Visitor Survey TABLE 8 REGIONAL COMPARISON OF BACKPACKER VISITATION Goulburn River Valley Tourism Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Backpacker 26% 3% 2% 5% 3% Non Backpacker 74% 97% 98% 95% 97% Source: Tourism Research Australia International Visitor Survey Behind Goulburn River Valley, High Country has the highest proportion of international backpacker visitors (5%) despite having similar product with respect to adventure tourism and natural attractions. This data indicates that the Goulburn River Valley Tourism Region may appeal to a different international market from its surrounding regions. PACKAGE TOURS The following table shows the proportions of domestic and international visitors to the Goulburn River Valley Tourism Region who travel to the region as part of a package tour. These figures are shown against the relative proportions of package-tour visitors to the surrounding tourism regions. 53 URBAN ENTERPRISE PTY LTD

61 TABLE 9 PACKAGE TOURS Goulburn River Valley Tourism Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Domestic overnight 1% 6% 11% 26% 4% International 8% 10% 9% 11% 8% Source: Tourism Research Australia International Visitor Survey Table 9 shows that the proportion of visitors travelling to the Goulburn River Valley Tourism Region on package tours is low compared with the surrounding Tourism Campaign Regions. This is particularly evident with respect to the domestic market where only 1% of visitors travel to the region as part of a package tour, compared with 26% of visitors to High Country and 11% of visitors to Murray. This may reflect the high proportion of visitors to the region who visit friends and relatives, but could also signify an opportunity to develop an increased packaged product offer by combining complementary tourism products such as food and wine and events or natural attractions. The proportion of international visitors travelling to Goulburn River Valley on package tours (8%) is in line with Yarra Valley and Dandenong Ranges ACCOMMODATION Figure 15 shows the accommodation used by domestic overnight visitors during their visit to the Goulburn River Valley Tourism Region. Accommodation information for international visitors was not available at a regional level. FIGURE 15 ACCOMMODATION USED BY OVERNIGHT VISITORS 49% 52% Greater Shepparton Mitchell Regional Total Strathbogie Murrindindi 39% 34% 22% 21% 21% 20% 7% 13% 6% 15% 6% 10% 7% 12% 1% 10% 6% 5% 3% 6% 2% 13% Friends' or Relatives' Property Hotel, Resort, Motel or Motor Inn Caravan Park / Commercial Camp Ground Caravan / Camping Near Road or Private Property Holiday House Other Source: Tourism Research Australia National Visitor Survey URBAN ENTERPRISE PTY LTD

62 Friends and relatives properties are the most common form of accommodation utilised by visitors to the region, with Mitchell and Greater Shepparton having the highest proportions (52% and 49% respectively). This is higher than the Regional Victorian average obtained from the NVS of 41% of domestic overnight visitors staying with friends and relatives. Greater Shepparton also has a significantly higher proportion of visitors staying in hotel, resort, motel or motor-inn-style accommodation (34%). This figure is in line with the Regional Victorian average of 33% and may be representative of the comparatively higher number of regional business visitors to the Greater Shepparton Local Government Area as identified in Figure 15. The Shires of Murrindindi and Strathbogie have more visitors staying in caravan parks and commercial camp grounds (15% and 13% respectively) and in a caravan or camping near the road or on private property (12% and 10% respectively). This aligns with the greater natural attraction product offer in these Shires. The following shows a regional comparison of accommodation used across Goulburn River Valley Tourism Region and the surrounding Tourism Victoria Campaign Regions. FIGURE 16 REGIONAL COMPARISON OF ACCOMMODATION Daylesford & Macedon Ranges High Country Goulburn River Valley Tourism Murray Yarra Valley & Dandenong Ranges 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 (e.g. holiday house) Rented house apartment flat or unit Guest house or B&B Source: Tourism Research Australia National Visitor Survey Figure 16 shows that the Goulburn River Valley Tourism Region has a comparatively higher proportion of visitors staying at friends and relatives properties in relation to the surrounding Campaign Regions. Goulburn River Valley also has a lower proportion of visitors staying in hotel, resort or motel-type accommodation. The accommodation preferences of visitors to the Goulburn River Valley Tourism Region are similar to those of visitors to Yarra Valley and Dandenong Ranges. 55 URBAN ENTERPRISE PTY LTD

63 4.5. VISITOR DEMOGRAPHIC VISITOR ORIGIN Table 10 shows the state of origin of domestic visitors to the Goulburn River Valley Tourism Region. TABLE 10 DOMESTIC VISITOR ORIGIN ORIGIN Greater Shepparton Strathbogie Mitchell Murrindindi Regional Total Domestic Overnight NSW 9% 6% 13% 2% 7% Vic 78% 87% 72% 94% 83% Melbourne 53% 63% 47% 77% 61% Other VIC 25% 24% 25% 17% 22% Qld 4% 1% 8% 1% 4% SA 4% 1% 2% 1% 2% Other 4% 5% 4% 0% 5% Total 100% 100% 100% 100% 100% Domestic Daytrip NSW 8% 2% 1% 1% 4% Total Vic 91% 97% 98% 99% 95% Melbourne 32% 58% 74% 85% 58% Other VIC 59% 39% 24% 14% 37% Other 0% 1% 1% 0% 0% Total 100% 100% 100% 100% 100% Source: Tourism Research Australia National Visitor Survey The clear majority of both overnight (83%) and daytrip (95%) visitors to the Goulburn River Valley Tourism Region come from Victoria. Of these, over half come from Melbourne although a high proportion of daytrip visitors originate from other parts of regional Victoria (37%). Table 11 shows the country of origin of international visitors to the Goulburn River Valley Tourism Region. The most common country of origin for regional visitors and visitors to most Local Government Areas is New Zealand. TABLE 11 INTERNATIONAL VISITOR ORIGIN Goulburn River Valley Tourism Region Regional Victoria New Zealand 23% 16% 56 URBAN ENTERPRISE PTY LTD

64 United Kingdom 17% 14% USA includes Hawaii 8% 9% Germany 5% 4% Canada 5% 3% Other Europe 5% 12% France 4% n/a Netherlands 3% n/a Scandinavia 3% n/a Japan 3% 4% Other 24% 38% Total 100% 100% Source: Tourism Research Australia International Visitor Survey VISITOR AGE Figure 17 shows that the age distribution of overnight visitors to the Goulburn River Valley Tourism Region is relatively consistent across all four Local Government Areas with approximately two-thirds of visitors falling into the 25 to 64 years age category. It is interesting to note that Strathbogie Shire has a comparatively higher proportion of visitors aged 45 to 64 years (38%) and a lower proportion of visitors aged 25 to 44 years (35%). FIGURE 17 DOMESTIC OVERNIGHT VISITOR AGE 15% 18% 16% 15% 16% 65 years or over 29% 38% 36% 38% 34% years years years 41% 35% 34% 34% 37% 15% 9% 14% 13% 14% Greater Shepparton Strathbogie Mitchell Murrindindi Regional Total Source: Tourism Research Australia National Visitor Survey Figure 18 shows that the age distribution of domestic daytrip visitors to the Goulburn River Valley Tourism Region closely mirrors overnight visitation. 57 URBAN ENTERPRISE PTY LTD

65 FIGURE 18 DOMESTIC DAYTRIP VISITOR AGE 17% 26% 16% 16% 17% 65 years or over years 33% 34% 35% 35% years 43% years 33% 35% 39% 35% 24% 17% 7% 15% 10% 14% Greater Shepparton Strathbogie Mitchell Murrindindi Regional Total Source: Tourism Research Australia National Visitor Survey Figure 19 shows that Goulburn River Valley Tourism Region receives a comparatively high proportion of international visitors in the 65 years and over bracket. FIGURE 19 INTERNATIONAL VISITOR AGE 65+ Years 11% Years 21% Years 34% Years 34% Source: Tourism Research Australia International Visitor Survey URBAN ENTERPRISE PTY LTD

66 4.6. ROY MORGAN VALUE SEGMENTS Tourism Victoria, with Roy Morgan Research, has developed a set of market value segments which distinguish the domestic tourism markets with the highest yield to identify their respective holiday needs. An analysis of these market segments is helpful to identify complementary products and synergies between tourism products which attract similar markets. This may contribute to increasing visitor dispersal and yield by encouraging visitors to stay in a region longer and undertake more activities. The following identifies the key holiday preferences of the four Roy Morgan Value Segments that have been identified by Tourism Victoria as the key tourist market segments: Socially Aware; Visible Achievement; Traditional Family Life; Young Optimism. Table 12 shows the holiday style and activities undertaken by these groups: TABLE 12 HOLIDAY PREFERENCES OF KEY VALUE SEGMENTS Source: Tourism Victoria, Domestic Market Segmentation: Understanding your consumer. Table 12 shows that the socially aware and young optimism groups are similar in their preferences, particularly with respect to nature-based tourism. These groups tend towards a more experiential holiday style although are not averse to paying for comfort. Active holiday activities including bushwalking and water activities appeal to these groups. As such, socially 59 URBAN ENTERPRISE PTY LTD

67 aware and young optimism would be the key focus groups for the nature-based and adventure tourism product in the Goulburn River Valley Tourism Region. This may also indicate potential to develop these product strengths in parallel to leverage off the shared visitor markets FINDINGS The following summarises the findings of the visitor profile: The Goulburn River Valley Tourism Region attracts almost 10 million visitors per annum, including 7.5 million daytrip visitors and 2.3 overnight visitors; Tourism Research Australia data shows that Goulburn River Valley Tourism Region received more visitors per annum on average over the previous five years than Yarra Valley and the Dandenong Ranges, and Daylesford and Macedon Ranges, despite its comparatively low profile as a tourism destination; The majority of visitors to the Goulburn River Valley Tourism Region are daytrip visitors (71%). Strathbogie Shire receives the highest proportion of overnight visitors (33%), while international visitors make up only 1% of total regional visitation. Goulburn River Valley Tourism Region receives a relatively high proportion of domestic overnight visitation (29%) when compared with neighbouring Tourism Victoria Campaign Regions of Daylesford and Macedon Ranges (24%) and Yarra Valley and Dandenong Ranges (19%) despite being in similar distance to the metropolitan area. Holiday and leisure is the most common purpose of visit to the Goulburn River Valley Tourism Region. Murrindindi receives a particularly high proportion of holiday and leisure visitors (67%) as a result of its large nature-based tourism product offer. Greater Shepparton and Mitchell Shire receive the highest proportion of overnight visitors visiting friends and relatives (49% and 46% respectively) and overnight business visitors (20% and 21% respectively). This is most likely due to their larger resident populations and diversified economies; The average length of stay in the Goulburn River Valley Tourism Region is 2.45 nights for domestic visitors and 6.10 nights for international visitors. This is in line with the average for Daylesford and Macedon Ranges (2.39 nights) and Yarra Valley and Dandenong Ranges (2.49 nights); Over one-quarter (26%) of international visitors to Goulburn River Valley Tourism Region are backpackers. This is highest in Shepparton (35%) and significantly higher than the surrounding Campaign Regions; Only 1% of domestic visitors and 8% of international visitors to Goulburn River Valley Tourism Region are visiting as part of a package tour. This is considerably lower than the proportion of package-tour visitors to the surrounding regions such as High Country (26% domestic and 11% international) and Murray (11% domestic, 9% international). This highlights opportunity to further market the region through packaging; The majority of daytrip and overnight domestic visitors to Goulburn River Valley Tourism Region originate from Melbourne (61% and 58% respectively). Mitchell receives the highest proportion of interstate overnight visitors (28%) and Greater Shepparton receives the most interstate daytrip visitors (9%). The most common countries of origin for international visitors to Goulburn River Valley Tourism Region are New Zealand (23%) and United 60 URBAN ENTERPRISE PTY LTD

68 Kingdom (17%). This is in line with the Regional Victorian average. There is opportunity to leverage greater benefit from visitors travelling to Melbourne via the Hume Highway through increasing awareness of the region and visitor dispersal. This may be achieved through high-quality signage, touring maps and visitor information; The visitor age distribution is consistent across the Goulburn River Valley Tourism Region with 37% of overnight visitors aged between 25 and 44 years and a further 34% aged between 45 and 64 years. Strathbogie receives a slightly lower proportion of visitors aged between 15 and 24 years (9% overnight, 7% daytrip). The age profile demonstrates that the key markets are young families and mid-life adult couples. 61 URBAN ENTERPRISE PTY LTD

69 5. TOURISM PRODUCT AUDIT 5.1. INTRODUCTION This section summarises the findings of a tourism product and accommodation audit undertaken by Urban Enterprise to inform the review of existing supply and gaps in the Goulburn River Valley Tourism Region. This audit is informed by an inventory of tourism product created through web-based research, a review of existing accommodation and visitor guides and input from the tourism unit of each municipality in the Goulburn River Valley Tourism Region. The audit considered the existing tourism attractions within each municipality and grouped them into the following categories: Local dining including restaurants and cafés offering convenience dining for the local and visitor market; Destination dining including restaurants and cafés offering a unique visitor experience or product such as establishments incorporated into tourism attractions such as wineries, local producers and resorts; Local produce includes farm-gate sales and producers open to the public, and retailers whose core product incorporates the use or promotion of local produce; Cellar door includes all wineries open to the public and offering retail sales on site; Arts and culture includes local arts and craft exhibitions, galleries, performing arts and boutique retail servicing the visitor market; History and heritage includes museums, interpretative heritage displays and architectural sites; Golf incorporates all golf courses; Adventure and sports includes sports and recreation activities such as cycling, horse riding, rock climbing, fishing and water sports as well as aerial adventure pursuits including skydiving, gliding, hang-gliding and hot-air ballooning; Tours and activities includes river cruises; Health spa includes health spa and indulgence attractions for both daytrip and overnight visitors; Ski and snow play includes alpine snow activities; Education and interpretation incorporates outdoor education attractions such as school camps, sailing schools and sports tuition and educational and interpretative centres such as discovery centres; Farm experience includes operating farms open to visitors for tours and participation such as pick-your-own berry farms and farm tours. May also incorporate produce retail sales direct to public; 62 URBAN ENTERPRISE PTY LTD

70 Natural attractions includes attractions where the core focus is the passive viewing and enjoyment of natural assets. Natural attractions can include public and private parks and gardens, rivers, lakes and may incorporate formalised tracks, trails or guided tours; Events includes regular scheduled public events that incorporate components that may appeal to visitors such as arts and crafts and farmers markets, festivals, expos and fairs and organised sporting events; Conference and function venues includes organised private events such as business functions and weddings; Accommodation refers to commercial visitor accommodation and does not include holiday homes or friends and relatives properties PRODUCT AUDIT The following table summarises the results of the tourism product audit across the four municipalities. It should be noted that, as there is no consistent method of gathering and storing business details across all four municipalities, there may be inconsistencies in the businesses represented in the product inventory. There is no consistent definition for tourism business that can be applied to identify businesses for inclusion in the inventory. As such, depending on individual interpretation of tourism businesses and the records kept by Council, some municipalities may have higher or lower representation across retail and dining categories. A review of the businesses included in the inventory has been undertaken by Urban Enterprise to maintain a consistent approach of the businesses and attractions listed. TABLE 13 TOURISM PRODUCT AUDIT SUMMARY Shepparton Strathbogie Mitchell Murrindindi Goulburn River Valley Natural attraction Local dining Conference/ Event Venue Arts & Culture Local produce History & Heritage Cellar door Golf Tours & Activities Adventure Destination dining Health spa Education URBAN ENTERPRISE PTY LTD

71 Farm experience Total Source: Urban Enterprise The audit shows that local dining is consistently strong across all municipalities, however these businesses also service the local population. Arts and culture is also quite strong across all municipalities, particularly in Shepparton which has a larger residential population base and a number of Council-operated arts venues. Most townships in the region offer some arts and culture attractions in the way of galleries and locallymade arts and crafts. Boutique retail is also present in towns with an established tourist trade such as Marysville, Alexandra, Yea and Euroa. Local produce attractions are more numerous in the municipalities with longer established tourism markets such as Greater Shepparton and Murrindindi. This may also be a reflection of the greater number of fresh-produce markets staged in these municipalities. Cellar-door attractions are more prevalent in Strathbogie and Mitchell Shires which house the major wineries of the Goulburn River Valley Tourism Region. Figure 20 shows the municipal dispersal of the five strongest tourism product segments across the Goulburn River Valley Tourism Region. The tourism product audit identifies a large number of tourism businesses across the region, however the quality and scale of the product offer is variable. There are some larger welldeveloped tourism businesses such as the Lake Nagambie wineries and some high-quality dining facilities in Murrindindi; however the majority of the product is not of a scale which will attract visitors to the region for a specific single-trip purpose. There is a lack of destination product targeted to a large market. For instance there is no Penguin Parade, Sovereign Hill or Hepburn Springs in the Goulburn River Valley Tourism Region. The natural attraction product in the region however has drawcard potential. Lake Eildon, Lake Mountain, Kinglake National Park, Cathedral Range and the Goulburn River are existing destinations. Opportunity to leverage business investment off these natural attractions year round is one of the largest challenges for the region. 64 URBAN ENTERPRISE PTY LTD

72 FIGURE 20 PRODUCT AUDIT LOCAL GOVERNMENT COMPARISONS 45 Shepparton Strathbogie Mitchell Murrindindi Natural Attraction Local Dining Conf erence/ Event Venue Arts & Culture Local Produce 5.3. EVENTS AUDIT All municipalities have a strong events calendar that reflects their unique tourism product attributes. The following table shows the annual events staged across the region by municipality grouped into type. TABLE 14 EVENTS AUDIT Greater Shepparton Strathbogie Mitchell Murrindindi GOULBURN RIVER VALLEY TOURISM Sport Festival/Expo Market Equine Food & Wine Auto TOTAL Source: Urban Enterprise Table 14 shows that sporting events, which include cycling, water sports, organised sporting events and adventure sports, are the most common events in the Goulburn River Valley Tourism Region. These events occur most commonly in Greater Shepparton and Mitchell Shire. This may be a reflection of the supply of sporting event venues such as the Broadford State Motorcycle Complex which is located in Mitchell Shire. The comparatively large focus on township product in Greater Shepparton and Mitchell is also conducive to events tourism as town centres can provide the amenities and services to facilitate larger numbers of visitors. 65 URBAN ENTERPRISE PTY LTD

73 Greater Shepparton and Murrindindi stage the most festivals and expo events. These include agricultural shows and seasonal township festivals. Murrindindi has the most market-style events. Murrindindi Shire stages markets such as farmers markets and arts and crafts markets in each of its major townships. This may reflect the larger number of primary townships compared with Greater Shepparton. A number of the events already have large capacity to draw new visitors to the region; the Big Fish is an example of this, whereby, in its second year entries are coming from interstate. Mitchell also has some key events which have drawcard potential such as Taste of the Goulburn. It will be important for Goulburn River Valley Tourism to focus on events which promote the region s strengths, and have the potential create awareness of the region. An example of this is the events held at the Rochford Winery which have proven to establish greater awareness of the Yarra Valley. TABLE 15 MONTHLY EVENTS CALENDAR Greater Shepparton Strathbogie Mitchell Murrindindi Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Monthly Table 15 and Figure 21 below show that events in Goulburn River Valley are more commonly staged in spring and autumn with the regional events calendar peaking in October. Events occur least commonly in the winter months. 66 URBAN ENTERPRISE PTY LTD

74 FIGURE 21 DISPERSAL OF EVENTS THROUGHOUT THE YEAR Greater Shepparton Strathbogie Mitchell Murrindindi GRVT Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Urban Enterprise 5.4. ACCOMMODATION AUDIT The tables below show the existing supply of accommodation businesses in the Goulburn River Valley Tourism Region by type. This list is current as at July The audit of accommodation highlights 236 accommodation establishments and 2,484 guest rooms in the Goulburn River Valley Tourism Region. B&B and guest house accommodation businesses are the most numerous in the region (67 businesses), however B&Bs only contribute 152 rooms to the region. In contrast the 56 motel accommodation establishments contribute 945 rooms to the region. Murrindindi has the largest supply of visitor accommodation in the Goulburn River Valley Tourism Region. This reflects the large supply of motel and caravan-park-style accommodation to service the significant family visitor market and motel-style accommodation. Backpacker and farm-stay accommodation is underrepresented in the Goulburn River Tourism Valley Region. Accommodation throughout the Goulburn River Valley Tourism Region is generally not targeted to higher-yield visitors, and there are limited 4+ star branded accommodations in the region. The low supply of high-quality large-scale accommodation limits the region s potential to attract international visitors overnight for holiday leisure reasons. There is adequate supply of mediumquality motels and caravan parks, however there may be opportunity for self-contained accommodation and tourist parks that meet the needs of touring visitors from interstate and overseas. 67 URBAN ENTERPRISE PTY LTD

75 TABLE 16 EXISTING ACCOMMODATION BUSINESSES IN THE GOULBURN RIVER VALLEY REGION Strathbogie Mitchell Murrindindi Greater Shepparton GRVTR B&B/Guest house Backpacker/Lodge Caravan/Holiday Park Farm Stay Hotel Motel Self Contained/ Apartment TOTAL Source: Urban Enterprise TABLE 17 GUEST ROOMS IN GRVTR Strathbogie Mitchell Murrindindi Greater Shepparton GRVTR B&B/Guest house Backpacker/Lodge Caravan/Holiday Park Farm Stay Hotel Motel Self Contained/ Apartment TOTAL ,248 2,484 Source: Urban Enterprise 68 URBAN ENTERPRISE PTY LTD

76 FIGURE 22 KEY ACCOMMODATION PRODUCT OVERVIEW 1,489 1,142 Greater Shepparton Mitchell Strathbogie Murrindindi Caravan/ Holiday Park Motel Hotel Self Contained/ Apartment B&B/ Guest house Source: Urban Enterprise 5.5. FINDINGS TOURISM PRODUCT AUDIT The tourism product audit identifies over 498 tourism attractions (not accommodation) in the Goulburn River Valley Tourism Region. The tourism product audit highlights that natural attractions and local dining are the highest represented attractions in the region followed by conference venues. Retail product is also highly represented in the region; however this has been omitted due to the subjective nature of classifying tourist retail from retail targeted to locals. Local dining is consistently strong across all municipalities; however these businesses also service the local population. Mitchell and Shepparton have a higher number of local dining for this reason. Strathbogie and Mitchell have higher concentrations of destination dining which includes high-quality tourism-focused dining experiences. Arts and culture tourism product is also prevalent across all municipalities in the Goulburn River Valley Tourism Region, particularly in Shepparton which has a larger residential population base and a number of Council-operated arts venues. Most townships in the region offer some arts and culture attractions in the way of galleries and locally-made arts and crafts. Boutique tourism retail is also present in towns with an established tourist trade such as Marysville, Alexandra, Yea and Euroa. Local produce attractions are more numerous in the municipalities with longer-established tourism markets such as Greater Shepparton and Murrindindi. This may also be a reflection of the greater number of fresh-produce markets staged in these municipalities. Cellar-door attractions are more prevalent in Strathbogie and Mitchell which house most of the major wineries of the Goulburn River Valley Tourism Region. The tourism product audit identifies a large number of tourism businesses across the region, however the quality and scale of the product offer is variable. There are some larger welldeveloped tourism businesses such as the Lake Nagambie wineries and some high-quality dining facilities in Murrindindi; however the majority of the product is not of a scale which will attract visitors to the region for a specific single-trip purpose. There is a lack of destination product 69 URBAN ENTERPRISE PTY LTD

77 targeted to a large market. For instance there is no Penguin Parade, Sovereign Hill or Hepburn Springs in the Goulburn River Valley Tourism Region. The natural attraction product in the region however has drawcard potential. Lake Eildon, Lake Mountain, Kinglake National Park, Cathedral Range and the Goulburn River are existing destinations. Opportunity to leverage business investment off these natural attractions year round is one of the largest challenges for the region. NUMBER OF ATTRACTIONS IN GRVTR Natural attraction Local dining Conference/ Event Venue Arts & Culture Local produce History & Heritage Cellar door Golf Tours & Activities Adventure Destination dining Health spa Education Farm experience Total ACCOMMODATION AUDIT The audit of accommodation highlights 238 accommodation establishments and 2,484 guest rooms in the Goulburn River Valley Tourism Region. Motels provide the largest number of guest rooms in the region (almost 1,000 guest rooms) whilst B&Bs/guest houses are the most numerous type of establishment (however provide only 150 guest rooms). Greater Shepparton contributes half of the accommodation stock (1,200 guest rooms) in the region, including almost all of the backpacker accommodation. Strathbogie has the lowest supply of accommodation (270 rooms) in the region. The region is well represented in motel, hotel and caravan park accommodation, however is poorly represented in farm-stay, backpacker and self-contained accommodation. Accommodation throughout the Goulburn River Valley Tourism Region is generally not targeted to higher- yield visitors, and there is limited 4+ star branded accommodation in the region. The low supply of high-quality large-scale accommodation limits the region s potential to attract international visitors overnight for holiday leisure reasons. There is adequate supply of mediumquality motels and caravan parks, however there may be opportunity for self-contained accommodation and tourist parks that meet the needs of touring visitors from interstate and overseas. In summary, the key gaps in accommodation product include: Self-contained and nature-based accommodation across the region; All accommodation types except motel accommodation in Strathbogie Shire; Resort accommodation across the region; Farm-stay accommodation across the region. 70 URBAN ENTERPRISE PTY LTD

78 6. TOURISM PRODUCT ASSESSMENT 6.1. INTRODUCTION This section of the report identifies and compares the relative tourism product strengths in the Goulburn River Valley Tourism Region to inform the determination of the most appropriate hierarchy and location for tourism development opportunities. This section includes the product assessments: By Local Government Area; By potential geographical sub-regions. This assessment has been informed by a tourism product inventory undertaken for each municipality, analysis of visitor behaviour, and consultation with the respective Councils, tourism associations and industry stakeholders. Product categories adopted in this analysis are based on those used by Tourism Victoria in the Regional Tourism Action Plan In some cases, these categories have been further expanded to relate to more specific market segments. 71 URBAN ENTERPRISE PTY LTD

79 6.2. LOCAL GOVERNMENT AREAS GREATER SHEPPARTON PRIMARY The key tourism strengths in Greater Shepparton are characterised by township product to service business visitors. This is reflected in the festivals and events segment which includes conference and convention facilities. The retail, commercial and entertainment offer in the Shepparton CBD is also a comparative strength of the municipality. SECONDARY Food and wine is a secondary strength given the level of production and the high profile of Shepparton as the food bowl of Victoria. The links with the surrounding wine regions of Nagambie and Heathcote further support this product. The popularity of Shepparton as a cycling destination is strengthened by a number of events hosted in the municipality. This is reflected in adventure tourism being identified as an emerging product. TABLE 18 GREATER SHEPPARTON PRODUCT STRENGTHS Greater Shepparton Food & Wine Secondary Spa & Wellbeing Wildlife Nature Based Arts & Culture Indigenous Golf Adventure Emerging Emerging Emerging Emerging Emerging Ski History & Heritage Festivals & Events Primary EMERGING The existing tourism and events development strategy in Greater Shepparton incorporates strengthened links with the Goulburn River which runs alongside the Shepparton CBD. This creates opportunities for incorporating additional Indigenous, arts and nature-based product which is reflected in the identification of these areas as emerging tourism product segments. Although a small number of day spas operate in Greater Shepparton, it is not considered that the current offer is sufficient to be considered a relative strength in the Goulburn River Valley Tourism Region. 72 URBAN ENTERPRISE PTY LTD

80 The township-based tourism product in Greater Shepparton does not incorporate a focus on wildlife or natural or cultural heritage tourism product STRATHBOGIE PRIMARY The primary tourism strength in Strathbogie Shire is food and wine. This is attributed to the number of wineries in the region, including those operating on a large scale such as Tahbilk, Plunkett Fowles and Mitchelton. These operators also support smaller producers such as olive growers and local boutique farmers. Produce retailers such as the Ruffy Store are also included in this product. TABLE 19 STRATHBOGIE PRODUCT STRENGTHS Strathbogie Food & Wine Primary Spa & Wellbeing Wildlife Nature Based Arts & Culture Indigenous Golf Adventure Secondary Emerging Emerging Emerging Secondary Ski History & Heritage Festivals & Events Secondary Secondary SECONDARY The secondary tourism products in Strathbogie Shire are the nature-based attractions such as Lake Nagambie, the Goulburn River and the Strathbogie Ranges. These attractions may incorporate capacity to be further strengthened if access to these assets is increased. Consultation identified that access to the Goulburn River is not adequate and that this may create a barrier to promoting the Shire s connection with the river and water-based activities such as boating and fishing. A similar issue is encountered with respect to natural landscapes. The high degree of private land ownership of natural attractions in Strathbogie may prevent visitor experiences of natural vistas including rocky outcrops, bushland and Goulburn River tributaries. Restricted access through private property may also be an encumbrance to the continued emergence of another of Strathbogie Shire s comparative product strengths in adventure activities. This category includes horse riding and rock climbing, although it has been recognised through consultation that some opportunities to further foster these activities in Strathbogie are restricted by private property boundaries and issues of liability. The aerial activities in Strathbogie, including skydiving, hot-air ballooning and gliding, contribute to the identification of adventure tourism as a secondary product strength within the Shire. 73 URBAN ENTERPRISE PTY LTD

81 The history and heritage product of Strathbogie Shire is recognised as a secondary strength given the wealth of Ned Kelly product in the Shire. This incorporates infrastructure and places of significance in the Avenel and Euroa townships. These townships also have significant cultural and architectural product offer which is well promoted by signage and infrastructure provided by Council. The opportunity also exists to create synergies between the history and heritage product of these townships and the emerging arts and culture product, focused on the growing retail and boutique produce and crafts activity in the townships of Euroa and Avenel. Cultural heritage and sporting events create the backbone of the Strathbogie Shire events calendar. This incorporates such initiatives as the history, heritage and heroics weekend which incorporates a bushranger narrative and organised sporting events such as commutative equestrian and cycling events. The Lake Nagambie Regatta Centre is the primary events facility in the Shire, hosting corporate events and conferences as well as organised water-based events such as regattas. EMERGING Strathbogie Shire also contains three golf courses which have been recognised as an emerging strength for the region. These golf courses are comparatively more affordable and more readily accessible than the better-known courses of the Murray region, and this product may be strengthened if it were to be incorporated into a Melbourne to Murray golf tourism route. Spa and wellbeing, and wildlife products are not strong enough in Strathbogie Shire to be considered a comparative strength. Strathbogie does not currently have any identified Indigenous tourism strengths, however it is understood that a number of caves in the north of the Shire are being investigated for their Indigenous cultural and heritage significance. 74 URBAN ENTERPRISE PTY LTD

82 MITCHELL SHIRE PRIMARY As shown in Table 20, Mitchell Shire does not currently have any identified primary product strengths. This is due in part to the role of the Shire townships as primarily residential and commercial growth centres. The major townships in Mitchell including Seymour and Wallan are not promoted for their proximity to tourism product and as a result have a low profile as a tourism destination. The location of the military base in Puckapunyal also creates a strong self-sufficient population and services base that does not rely on strong tourism product to attract visitors. Mitchell Shire is located on the Hume Highway and anecdotal evidence collected from the Visitor Information Centre indicates that many visitors to the Shire are travelling through on this route. TABLE 20 MITCHELL PRODUCT STRENGTHS Mitchell Food & Wine Emerging Spa & Wellbeing Wildlife Nature Based Secondary Arts & Culture Indigenous Golf Adventure Emerging Ski History & Heritage Festivals & Events Emerging Secondary SECONDARY Nature-based and festivals and events tourism are the secondary product strengths in Mitchell Shire. The nature-based tourism product offer includes a significant cache of natural attractions including the Goulburn River, State Forests and Parks, walking trails and Tooborac Rocks, however access to these assets from the Mitchell Shire townships is not heavily promoted and visitor awareness is low compared with the neighbouring Shires of Strathbogie and Murrindindi. Mitchell has a relative strong festivals and events base which incorporates local fairs and markets and promotes local produce and music. Mitchell Shire s events calendar also incorporates sporting events, such as the Big Fish, which promotes the Shire s connection with the Goulburn River. 75 URBAN ENTERPRISE PTY LTD

83 EMERGING Mitchell Shire contains six wineries and a small number of local producers. These are identified as emerging tourism strengths for the Shire given their comparatively small scale in the region and minimal cellar-door and farm-gate activity. The history and heritage product of Mitchell Shire is identified as an emerging strength given the lack of cohesion and supporting infrastructure to promote this product. The Kilmore and Seymour townships have a number of heritage buildings and historical attractions such as the railway museum, however there is no cohesive approach to promoting these assets and as such, the heritage theme is not clearly promoted. The Broadford racetrack and Seymour go-kart track create the framework for an emerging adventure tourism product, but as these venues are privately owned, there is little promotion connecting these facilities to Mitchell Shire MURRINDINDI PRIMARY The primary tourism product in Murrindindi Shire is the nature-based product which incorporates such natural attractions as Lake Eildon, the Goulburn River and the surrounding State and National Parks and Reserves. These assets also support other nature-based tourism activities such as bushwalking and bird watching. This wealth of natural attractions makes Murrindindi the strongest tourism Shire in the Goulburn River Valley Tourism Region. TABLE 21 MURRINDINDI PRODUCT STRENGTHS Murrindindi Food & Wine Secondary Spa & Wellbeing Wildlife Nature Based Arts & Culture Primary Emerging Indigenous Golf Adventure Ski History & Heritage Festivals & Events Emerging Secondary Secondary Emerging Emerging SECONDARY Murrindindi is the only Shire in the Goulburn River Valley Tourism Region that boasts ski tourism as a product strength. Its location between Melbourne and the snowfields allows Murrindindi to capture a high degree of visitors passing through the Shire during ski season. Lake Mountain 76 URBAN ENTERPRISE PTY LTD

84 Alpine Resort is located in the north of the Shire and attracts a visitor market segment unique to the Goulburn River Valley Tourism Region during snow season. The Lake Mountain Alpine Resort Board is currently maintaining a strategic focus on developing Lake Mountain as a yearround tourist destination through the promotion of events such as mountain-bike competition events. Murrindindi s natural assets such as Lake Eildon and the Goulburn River provide a base for a strong presence of water-based activities and outdoor recreation in Murrindindi. Along with Strathbogie Shire s equestrian, aerial and rock-climbing product, Murrindindi is the key location for adventure-based tourism activities in the Goulburn River Valley Tourism Region. Murrindindi s adventure product differs from Strathbogie s as it is focused on water-based activities such as boating and fishing and outdoor education including school camps. The supply of wineries and local producers in the region is recognised as a comparative strength of Murrindindi. The close proximity of Murrindindi to the wineries and producers of the Yarra Valley lends further support to food and wine tourism in Murrindindi. Farmers markets are also very popular with visitors in Murrindindi and are staged in most major townships, however food and wine tourism could be further strengthened by the incorporation of a greater cellar-door and farm-gate presence amongst the local producers. EMERGING Prior to February 2009, the boutique retail, art gallery and local crafts offer in Murrindindi s townships was considered a secondary tourism product strength in the Shire; however the extensive damage to major townships such as Marysville and Kinglake has all but destroyed this tourism sector. This tourism product is expected to re-emerge during the redevelopment of these townships, however anecdotal evidence indicates that this activity is already emerging in new cultural pockets in townships such as Yea and Alexandra in the interim. As with the other municipalities in the Goulburn River Valley Tourism Region, golf is identified as an emerging product strength in Murrindindi, given the relative value and accessibility of the courses and the recognised opportunity to leverage off the Murray golf tourism sector and touring routes POTENTIAL GEOGRAPHIC PRODUCT SUB-REGIONS INTRODUCTION The purpose of this assessment is to demonstrate the diverse nature of the geography in the region and the effect this has on the tourism product supply. This section demonstrates the clustering of product in geographic areas not dependent on Local Government Area boundaries and the impact of natural features in the region. Figure 23 shows the Goulburn River Valley Tourism Region broken down into sub-regions to demonstrate key product strengths and group-like tourism nodes. This does not advocate for new administrative boundaries. 77 URBAN ENTERPRISE PTY LTD

85 FIGURE 23 PRODUCT OVERVIEW AND POTENTIAL TOURISM PRODUCT REGIONS This map demonstrates that tourism product across the Goulburn River Valley Tourism Region does not correspond to municipal boundaries, and that a coordinated regional approach across the four Councils would be beneficial to support the development of emerging tourism product where municipalities alone may not have the critical mass of attractions to draw upon. 78 URBAN ENTERPRISE PTY LTD

86 6.4. LOWER GOULBURN The Lower Goulburn sub-region covers the northern section of the Goulburn River Valley Tourism Region and incorporates the city of Shepparton as well as the townships of Dookie, Tatura, Murchison, Kialla and Nagambie and Seymour. Shepparton, Nagambie and Tatura are the key township destinations within this region offering the largest supply of dining, retail and commercial services. Accommodation in this region also focuses on these townships. The city of Shepparton provides the focus for business visitors to the region. As a regional centre, Shepparton has a relatively large resident population and the amenities which support this population are also used to service the sizable business and events visitor market in the region. The inclusion of Shepparton makes the Lower Goulburn sub-region the primary business tourism destination in the Goulburn River Valley Tourism Region. The key tourism destination products in the Lower Goulburn sub-region include the Mitchelton and Tahbilk wineries and cellar doors, the Riverlinks function and events venues and the aerial sports and adventure attractions in the Nagambie region, including skydiving, gliding, hanggliding and hot-air ballooning. Water-based activities focused on the Lower Goulburn and Lake Nagambie are also key tourism attractions and include fishing, water sports and regattas and recreational boating. The secondary product of the Lower Goulburn sub-region includes history and heritage, arts and culture and Indigenous attractions. History and heritage product in the Lower Goulburn sub-region is focused on interpretative historical displays and monuments in Shepparton. These reflect the agricultural history of the region and include attractions such as the Furphy museum and monument. Tatura also contributes to this theme with the rising prominence of the Wartime Camps Museum, the Tatura Convent and the Dhurringile Prison. Arts and culture attractions include the large supply of Council-owned arts spaces and small privately-owned galleries in Shepparton. Greater Shepparton City Council has recently invested significantly in public art and this is reflected most notably in the Mooving Art display which is located throughout the Shepparton CBD and surrounds. The arts and cultural product in the Lower Goulburn sub-region is also supported by the significant supply of boutique and tourism support retail and services in the townships of Shepparton, Murchison and Nagambie. These services are made viable in the region by the comparatively higher concentration of resident population, particularly around Shepparton. Indigenous tourism is primarily focused on the Goulburn River in Shepparton and surrounds. The RiverConnect program run from Greater Shepparton City Council aims to strengthen the Goulburn River as an attraction in the region through its natural aspect and connection with local Indigenous culture and history. Adventure tourism product in the Lower Goulburn sub-region relates to the aerial sports such as skydiving, gliding, hang-gliding and hot-air ballooning that operate in the Nagambie region. Nagambie is a key Victorian destination for these activities, creating opportunity to further develop this unique market into a stronger tourism attractor. 79 URBAN ENTERPRISE PTY LTD

87 Sport and recreation is popular in the Lower Goulburn sub-region in terms of organised public events, professional spectator events and personal pursuits. Cycling through Shepparton and surrounds is a major sports and recreation attraction, along with water-based activities focused on the Nagambie Lakes Regatta Centre. Fishing is also a key product strength in the lower Goulburn sub-region, with a number of recognised fishing spots including Lake Nagambie STRATHBOGIE RANGES The tourism strengths of the Strathbogie Ranges sub-region are reflected in its historical townships and local produce. The Strathbogie Ranges sub-region includes the townships of Avenel and Euroa and also incorporates iconic tourism attractions of the Ruffy Food Store and Plunkett Fowles Winery. Although wineries and local produce are the primary tourism strengths of this sub-region, history and heritage is also a strong theme in Strathbogie Ranges. The townships of Euroa and Avenel both have a significant cache of heritage buildings and streetscapes and are further supported by bushranger history, specifically the Ned Kelly story. A history and heritage festival is held in Euroa annually which draws on the Ned Kelly story as well as other local history attractions such as the railway. Natural attractions such as the Strathbogie Ranges, rocky outcrops and the Goulburn River are considered to be a secondary attraction to this sub-region and facilitate a number of activities such as fishing, rock climbing and horse riding. Cycling is becoming increasingly popular in the region, bolstered by the introduction of a leg of the Herald Sun Tour on the outskirts of the Strathbogie township WESTERN RANGE The Western Range sub-region is made up primarily of rural land, with Kilmore being the major township destination. Although Kilmore has some heritage buildings and a monthly market, it does not currently have a notable supply of tourism product and has been developed ostensibly to service the local resident population. The primary destination product in the Western Range sub-region is the Broadford State Motorcycle Complex which stages numerous spectator sports events and track open days. Western Range also incorporates part of the Heathcote Wine Region UPPER GOULBURN The Upper Goulburn sub-region includes the township destinations of Yea and Alexandra. The township trail and path of the Goulburn River define this sub-region. Natural attraction and water-based product such as Lake Eildon and the Eildon National Park are the key destination products in Upper Goulburn. These facilitate opportunities for activities such as fishing, water sports and recreational boating. 80 URBAN ENTERPRISE PTY LTD

88 Upper Goulburn also has a secondary strength in its wineries and local produce. This product complements and supports the local events calendar which has a strong focus on food and wine and markets KINGLAKE RANGES The Kinglake Ranges sub-region is defined by the Kinglake Ranges National Park and Tallarook State Forest and incorporates the townships of Kinglake, Kinglake West and Flowerdale. Natural attractions such as the Kinglake National Park are the primary product in this sub-region. Adventure tourism, including sports such as cycling, is also very popular and is considered to be a secondary product in Kinglake Ranges. The Black Saturday bushfires in 2009 severely impacted Kinglake Ranges, with both the townships and natural attractions sustaining significant damage and were, in some places, completely destroyed. Subsequently, the area is undergoing intensive redevelopment to reestablish essential infrastructure, residences and tourism product that was destroyed or damaged in the fires. As such, the region creates a significant opportunity with respect to investment and tourism product development MARYSVILLE ALPINE The Marysville Alpine sub-region includes the township of Marysville and the destination product of Lake Mountain Alpine Resort and the Alpine National Park. The primary product of this sub-region is its natural attractions; however Marysville Alpine is unique in the Goulburn River Valley Tourism Region due to its alpine and ski tourism product offer. The Lake Mountain Alpine Resort offers cross-country skiing and snow-play activities during the ski season and is the gateway to the Victorian snowfields. Resort management has also implemented strategies in recent years to develop Lake Mountain as a year-round visitor destination with the introduction of adventure and sports events such as mountain-biking and youth cross-country events. These events complement the existing popularity of cycling in other areas of the sub-region. Marysville Alpine is also supported by a strong events calendar, including local produce markets and food and wine events which showcase the local producers within the sub-region. Like Kinglake Ranges, Marysville Alpine was heavily impacted by the February 2009 bushfires and is undergoing a period of intensive recovery and redevelopment. This may provide opportunities to strengthen the product offer of the sub-region, particularly with respect to accommodation supply. 81 URBAN ENTERPRISE PTY LTD

89 6.10. KEY FINDINGS The primary product strengths in the Goulburn River Valley Tourism Region are food and wine, nature-based attractions and festivals and events. Adventure and history and heritage are identified as secondary product strengths, with arts and culture, Indigenous and golf tourism identified as emerging strengths. The Goulburn River Valley Tourism Region also has a number of niche product strengths relevant to the region. These include cycling, fishing and equine. Primary destinations in the Goulburn River Valley Tourism Region include: Lake Mountain; Marysville; Lake Eildon; Nagambie Lakes; Shepparton. There is potential for the region to be developed through geographic sub-regional product areas, which are not aligned through Local Government Areas but through synergies in geography and product. These areas include: Lower Goulburn: Geographically defined by the Goulburn Valley irrigation area. Product strengths include Nagambie Lakes Wine Region, fishing, food production, recreation and sports and events. Strathbogie Ranges: Geographically defined by the granitic Strathbogie Ranges. Product strengths include food produce, equine and history and heritage. Western Range: Geographically defined by the central ranges. Product strengths include Heathcote Wine Region, food produce and equine. Upper Goulburn: Geographically defined by the Upper Goulburn Valley. Product strengths include fishing, food and wine and natural attractions. Kinglake Ranges: Geographically defined by mountain country including Kinglake National Park, Hume Range and Tallarook State Forest. Product strengths include natural attractions and associated outdoor nature-based activities and farm-gate produce. Marysville Alpine: Geographically defined by sub-alpine and alpine areas. Product strengths include outdoor nature-based activities, including bushwalking and skiing, and food produce. 82 URBAN ENTERPRISE PTY LTD

90 TABLE 22 GOULBURN RIVER VALLEY REGION PRODUCT STRENGTHS PRODUCT CATEGORY Greater Shepparton Strathbogie Mitchell Murrindindi GOULBURN RIVER VALLEY TOURISM REGION Food & Wine Secondary Primary Emerging Secondary Primary Spa & Wellbeing Wildlife Nature Based Emerging Secondary Secondary Primary Primary Arts & Culture Emerging Emerging Emerging Emerging Indigenous Emerging Emerging Emerging Golf Emerging Emerging Emerging Emerging Emerging Adventure Emerging Secondary Emerging Secondary Secondary Ski Secondary History & Heritage Secondary Secondary Emerging Secondary Festivals & Events Primary Secondary Secondary Emerging Primary NICHE PRODUCT Cycling Primary Secondary Emerging Secondary Primary Fishing Secondary Secondary Secondary Primary Primary Equine Secondary Primary Primary Secondary Primary Motorsports Secondary Secondary Secondary Secondary Secondary Aerosports Secondary Secondary Secondary Emerging Secondary Military History Primary Emerging Primary Primary 83 URBAN ENTERPRISE PTY LTD

91 TABLE 23 REGION PRODUCT STRENGTHS COMPARED WITH TOURISM VICTORIA CAMPAIGN REGIONS Source: Tourism Victoria Regional Tourism Development Plan, Urban Enterprise 84 URBAN ENTERPRISE PTY LTD

92 7. EQUINE TOURISM 7.1. INTRODUCTION This section of the report provides an assessment of equine tourism potential within the Goulburn River Valley Tourism Region as requested in the brief for the project. Nexus Consulting is responsible for the equine industry tourism potential assessment. The equine industry assessment included: Equine tourism case studies; One-on-one consultation with equine businesses; Workshop with the equine industry in Seymour; SWOT (Strengths, Weaknesses, Opportunities and Threats) and strategies INDUSTRY OVERVIEW The Goulburn River Valley Tourism Region (GRVTR) is home to a large proportion of the Victorian thoroughbred breeders (approximately 80%) and a strong contingent of standardbred breeders and trainers. In a report produced for the Victorian racing industries in 2006, IER calculated the Real Gross Value Added by the thoroughbred and standardbred industries to the region to be approximately $295 million (thoroughbred, $254 million; standardbred, $40 million) 1. The Gross Value Added includes a contribution to the tourism industry in the region. In addition to the breeders, the GRVTR has four quality venues that conduct thoroughbred and harness race meetings Seymour, Kilmore, Tatura and Shepparton. These venues conduct in excess of 70 meetings annually, with each having special days (e.g. Seymour Cup). The region is home to providers of specialist services, such as the Equine Hospital in Shepparton, and two post-secondary education institutions offer specialist equine-related courses in the region the National Centre for Equine Education at Goulburn Ovens Institute of TAFE (GOTAFE) and Northern Metropolitan Institute of TAFE. All of the Local Government municipalities within the GRVTR are supportive of the equine industry and support the development of linkages with the tourism industry. One Local Government municipality, Strathbogie Shire Council, advertises the North-East Region as Victoria s Thoroughbred Homeland through all of its marketing materials. There are strong existing linkages between the tourism and equine industries in the region. These linkages have been developed by equine, tourism and food and wine industry participants and many of the linkages have been extremely successful, for instance: Most race meetings attract tourists and visitors, particularly on special race days. A good example is the alliance between the Seymour Cup Day race meeting and the Tastes of the Goulburn (organised by the local Seymour Agricultural and Pastoral Society) each October. Over two days the events include: 1 IER & CoPS, Size and Scope of the Victorian Racing Industry, March URBAN ENTERPRISE PTY LTD

93 A special steam train from Melbourne; A business breakfast; A Racy Taste Burlesque night with a platter of gorgeous things (local food); The Seymour Cup race meeting; Wine show; Exhibitions, markets and art and craft fairs. The larger horse studs in the region conduct open days which bring visitors into the region. For example, Swettenham Stud has several open days a year where the public can come and visit the stud. These open days direct people to the local wineries and local tourism information is available. The adult rider and pony clubs (18 clubs across the region) conduct events and gymkhanas that bring visiting riders into the region. There are specialist accommodation providers that cater for horse riders. Occasional wine and food events incorporate visits to horse studs. Although these linkages exist, there has been no economic impact analysis undertaken to determine the economic value of these linkages and many of the events attract minimal local media attention CASE STUDIES There have been a number of events conducted across Victoria that have attempted to estimate the value of linkages between the tourism and equine industries beyond the traditional (and highly visible) race meetings. The following three examples highlight the benefits that can be derived in the local economy from tourism/equine linkages CASE STUDY 1: WARRNAMBOOL THREE-DAY GRAND ANNUAL RACING CARNIVAL The Grand Annual Steeplechase has been held in Warrnambool since An estimate of direct spending by visitors to Warrnambool is $3.6 million. There was an additional net benefit from wagering locally that added a further $1.1 million. The carnival attendance is estimated to be 30,000 people, with only 8,500 being locals. The estimated number of overnight stays is 28,000 and the number of tourist day visits is estimated at 6,300 with an average daily spend by visitors of $120. Practically all accommodation within a 50km radius is booked out during the carnival. In recent years, New Zealand has sent reporters, Germany has sent television crews and the race was telecast direct to viewers in the United Kingdom CASE STUDY 2: PYRENEES FOOD AND WINE RACE DAY (FORMERLY AVOCA PYRENEES VIGNERONS GOURMET FOOD AND WINE RACE MEETING) In a study conducted in 2006, it was estimated that the tourism numbers to Avoca had more than doubled, with the Avoca Shire Turf Club driving much of the visitor growth. The development of 86 URBAN ENTERPRISE PTY LTD

94 the Avoca Pyrenees Vignerons Gourmet Food and Wine Race Meeting provided the opportunity for the local food and wine industry to work with the racing club to attract visitors. The wineries provide sponsorship where visitors can conduct wine tastings at the race meeting which is conducted over the ANZAC Day weekend. A survey conducted by the race club found that 85% of the non-local visitors to the race club visited at least one local winery whilst they were in the region. Other events include military displays, military vehicle parades, Lighthorse Brigade marches, kids events and local fairs and exhibitions. The study concluded that the development of the race day had: Supported the development of the local Bed and Breakfast industry; Enabled the construction of a conference and convention centre at the racetrack, which now hosts conferences (including national conferences) for up to 2,000 attendees CASE STUDY 3: LATROBE CITY: POWER OF RACING CARNIVAL The Latrobe City Power of Racing Carnival is held in tandem with the Spring Racing Carnival each year. The carnival incorporates a total of eight different social and sporting events through the months of October and November, in the Moe, Morwell and Traralgon areas of the Shire. The events conducted include: A bull riders rodeo; Moe Cup Day and Moe three-hour sale (all retailers in Moe have specials and discounts for three hours on Cup Day); Ladies Day at Traralgon Cup race meeting; Victorian Hillclimb championships (motor vehicles); Festival of the Roses at Glengarry; Dual-code race meeting at Traralgon; Church Street Fiesta in Morwell; Golden City Power Karting Championships at Morwell. A study undertaken by the Shire found that more than 20,000 people participated or visited the area during the event period. These visitors generated more than $4.7 million in direct spending in the local economy and non-local visitors generated $1.3 million expenditure into the regional economy. The study also found that more than $2.2 million was paid in wages generated by the carnival. One of the best examples of an interstate horse festival is conducted in Scone, a well-known region for horse breeding. The GRVTR has many similarities with Scone, such as large thoroughbred breeding studs, many quality wineries and a strong tourism industry SCONE AND UPPER HUNTER HORSE FESTIVAL The horse festival in Scone and the Upper Hunter region is one of Australia s most recognised equine-related festivals. Conducted over 17 days in the months of April and May, the festival has more than 18 events. These events include: A festival dinner; 87 URBAN ENTERPRISE PTY LTD

95 King of the Ranges e.g. packhorse races, whip-cracking, bareback riding obstacle course; Horse sports day; Horse festival parade; Scone cup; Calcutta; Charity rodeo; School fete; Busking competition; Gala day; Picnic by the lake; B&S ball. This festival has been going for more than 30 years and is strongly supported by the local community (economic impact analysis data not available for this festival). KEY POINTS FROM THE CASE STUDIES Successful and sustainable festivals: Embrace a wide range of events and activities some not directly related to equine activities; Are conducted over more than one day, and therefore capture greater tourism benefits; Involve different groups within their communities; Have a mix of private and public funding support; Have different systems for control/organisation of events e.g. racing club, contracted event organisers, Local Government SWOT STRENGTHS The Region: The topography, climate, water and soils contribute to an environment that is exceptionally favourable to the breeding of horses. Most local breeders advise that the reason their stud is located in this region is the environment. This is reflected in the prices paid for quality land and the number of large breeders that are located in the region. The breeders also advise that the foals produced in the region are usually superior to those produced in other regions. Quality Racing Venues: The GRVTR catchment includes four quality racing venues that can support the development of equine tourism in the region. These venues are located at Seymour, Kilmore, Tatura and Shepparton. Each of these venues has existing relationships with the tourism industry through special race days. Critical Mass of Equine Industry Participants: Apart from the breeders and trainers of racehorses and harness-racing horses, the region is home to 18 pony clubs, several adult riding clubs and a number of special riding schools and clubs, such as the cutting club, carriage club and riding for the disabled. 88 URBAN ENTERPRISE PTY LTD

96 Trails: The Bicentennial National Trail (5,330km) traverses the region and is well suited to horseriding experiences. The Goulburn River High Country Rail Trail is due for completion soon and will provide an alternative opportunity for trail riding. Specialist Equine Groups: There are a number of specialist horse groups in the region. These include: Home of the Carlton Clydesdales; Australian Lighthorse Memorial Park. The group overseeing the development of a special trail and a military-themed event for the Lighthorse division of the army. Equine-Friendly Accommodation: A number of accommodation providers have recognised the potential for the development of allowing people to bring their horses for a holiday in the region and they provide facilities for horses at their accommodation. Whist only a few currently provide the service, there are numerous accommodation providers that have the capacity to provide this service. Food and Wine: Many of the larger breeders and trainers are located in areas that have wineries or gourmet food producers located nearby. Some interaction between equine and food and wine already exists. Land Availability: There is still good land available in the region suitable for the establishment of further horse studs or infrastructure that supports both the equine and tourism industries, e.g. an equestrian centre. Education Institutions: There are specialist education institutions in the region that provide training and skill development courses to the equine industry. The National Centre of Equine Education at GOTAFE in Wangaratta and the Northern Metropolitan Institute of TAFE provide specialist programs to post-secondary students in the region. Supportive Government and Agencies: All of the Local Government municipalities in the GRVTR acknowledge the potential for, and support the development of, equine tourism. In addition, the GRVT Board and executive support the potential for equine tourism in the region WEAKNESSES AND CHALLENGES Previous Experiences: Three years ago the North East Thoroughbred Industry Alliance (NETIA) in conjunction with the Seymour Racing Club initiated an event known as the Festival of the Horse. The first year was successful, however the second year was affected by very bad weather which resulted in low participation and attendance. The third attempt was not supported and the festival did not proceed. The thoroughbred breeders have also participated in an industry development group, known as North East Thoroughbreds (previously North East Thoroughbred Industry Alliance). This organisation was supported by Regional Development Victoria and a number of Local Government municipalities. For a number of reasons, the organisation has not achieved the goals set at the outset and many members have become disenchanted with the group. Branding: There is a perception that there are numerous brands in the region creating conflicting messages, particularly in relation to equine activities. For example, the words North East don t mean much and do not create an image in the minds of visitors. There is a need for greater integration with regional branding. 89 URBAN ENTERPRISE PTY LTD

97 Size of the Region: The size of the GRVTR creates a challenge for GRVT to be able to provide services and coordinate activities across the whole region. Communication: There is a lack of communication across the region between organisers of events, industry and government. This is, in part, due to groups and industry participants operating in isolation from the wider community. A recent example that highlights this lack of communication is the stallion parade held by Darley on the same day as the Seymour Race Club held one of its key race meetings. By conducting both events on the same day, it reduced attendances by people who would have most likely have attended both events if they were on separate days. Tourism Infrastructure: The tourism infrastructure to support the development of tourism events encompassing equine activities is very limited. As an example, thoroughbred buyers and associated businesspeople coming to the region would expect a level of accommodation and restaurants that does not exist in many parts of the GRVTR. GRVT: The level of knowledge in relation to the establishment of GRVT and the branding appears limited to the committee and foundation stakeholders. There is a need to get information to the wider industry participants as to the establishment of GRVT and its roles and responsibilities. Sustainability of Events: Holding events can be very fickle. Events can be very dependent on the abilities and capacity of event organisers. If an event attracts government funding, it is usually for a defined time period with an expectation that the event will be self-sufficient and sustainable at the conclusion of the funding period. To create a sustainable event a lot of time and dedication is required by the organisers OPPORTUNITIES Festival: There is the potential to develop a festival around the equine industry in the GRVTR. Whilst the earlier attempt was unsuccessful, there is sufficient goodwill and new industry participants who could be involved in the development of a festival. A festival could encompass a range of activities that showcase the region e.g. mountain racing, rodeo, training programs for young riders, Australian Lighthorse demonstrations/re-enactments. Spring Racing Carnival: An obvious carnival to leverage activity from is the Spring Racing Carnival in Melbourne. A survey conducted in 2005 found that 730,000 racegoers attended Spring Racing Carnival events over the 50 days of the carnival. Of those people who attended, 100,000 were from overseas. There may be opportunities to develop packages that could attract people who are attending the carnival out into the GRVTR. Tourism Packages: Tourism packages could be developed that showcase the region s strengths in equine, food and wine, and attractions. The equine aspect of the packages could include visits to participating horse studs, horse riding, short courses (e.g. shoeing, feed mixtures) and overnight stays at horse-friendly accommodation. Infrastructure Audit: To enable the development of equine tourism opportunities there is a need to conduct a comprehensive audit of existing facilities and services to establish what is available in the GRVTR. The results of this audit can be used to identify infrastructure and service gaps that need to be addressed. International Conference and Education Week: Given the profile of the equine industry domestically and internationally, there is an opportunity to build on this recognition by developing 90 URBAN ENTERPRISE PTY LTD

98 a week of equine education functions/seminars/workshops held in conjunction with an international conference in the region. Trail Rides: The GRVTR can provide trail rides for international and domestic tourists. The development of the Goulburn River High Country Rail Trail has begun and will be able to take horse riders. There are also school holiday camps that can provide horse-riding opportunities for young people. These trails and camps can bring the horse riders out of Melbourne. International Tourism: There is the potential to develop packages for international tourists with an interest in the equine industry. One example is the development of packages to suit Chinese tourists coming to Victoria as a result of China Southern Airlines commencing daily flights to Melbourne. Communication: There is a need to develop a database of all businesses/people involved in equine-related activities. A simple electronic newsletter, blog or wiki or social media application to keep everyone informed should be investigated. Once a database is established it will be possible to develop a region-wide calendar of events THREATS Complacency: Complacency by the equine sector is identified as a threat to the success of equine tourism. Many thoroughbred operators run successful businesses and tourism may only be a peripheral objective. Unclear Objectives: The objectives of equine tourism need to be clear to gain the support of the thoroughbred industry. Inability to Attract Funding: Seed funding is required to develop the equine sector in the region. This is important for the administration of equine tourism opportunities KEY ISSUE There is a key issue that impacts on the capacity of the region to develop equine tourism in the GRVTR: Ownership and Coordination of Equine Tourism: With the North East Thoroughbreds no longer having an executive officer, there is no person advocating on behalf of the industry and/or marketing the industry. It is also unlikely that any of the existing stud farms have the capacity to take on industry-wide activities. 91 URBAN ENTERPRISE PTY LTD

99 8. GRVT SWOT 8.1. INTRODUCTION The following SWOT analysis has been compiled drawing on the following research undertaken in the Goulburn River Valley Tourism Region: Internal workshops with staff from the municipalities of Strathbogie, Greater Shepparton, Mitchell and Murrindindi; Various levels of input and consultation with Local Tourism Associations; Two industry workshops conducted in Seymour and Yea; Analysis of product supply, strengths, gaps and weaknesses; Market profile data STRENGTHS GEOGRAPHIC CONTEXT Proximity to Melbourne: The majority of the Goulburn River Valley Tourism Region is within two hours travelling time from Melbourne. This is considered a key strength, particularly with regard to growing daytrip visitation, access to Melbourne International Airport and potential growth of the holiday-home sector. Growth of Northern Melbourne Corridor: The north of Melbourne will accommodate a significant proportion of Melbourne s projected population growth. This includes both the Hume and Whittlesea corridors. This will create a new market within close proximity to the Goulburn River Valley Tourism Region and will place additional emphasis on the following road links: Seymour Yea Road for visitors travelling to the snowfields (Mt Buller, Stirling and Lake Mountain); Whittlesea Yea Road for visitors entering the region from the Whittlesea corridor. The increased use of these roads and their natural and aesthetic setting will create opportunity for further tourism development in these areas. Two Major Regional Centres (Shepparton and Seymour): These two centres provide a key strength for the region in the following ways: Provide a significant local market for tourism in the region; Have existing event venues and well-developed events inventories; Have a significant level of accommodation supply; Are part of financially strong municipalities which have a large and growing rates base; Attract the business sector during weekdays. Major Road Links Hume, Goulburn Valley, Melba and Maroondah Highways: These roads carry a significant amount of vehicle traffic through the region and provide an opportunity to leverage 92 URBAN ENTERPRISE PTY LTD

100 visitor dispersal. There is opportunity to capture visitors travelling through these major routes and encourage them to stay in the region. Public Transport: The region has two railway lines which travel along the Hume and Goulburn Valley Corridors. This presents a unique opportunity for tourists to enter the region by rail. Further assessment of the rail opportunities may be explored, particularly for attracting backpackers, winery visitors and events visitors. PRODUCT MAJOR PRODUCT CATEGORIES Local Produce: Agricultural production in the region is strong and diverse. There is opportunity for this strength to be expanded to include farm-gate sales and also secondary food processes. The region has diverse landscapes, climate and agricultural soils; there is opportunity to leverage off the region s diversity and ability to produce a varied range of produce. Wineries: The region includes the four wine sub-regions of Nagambie Lakes, Strathbogie Ranges, Upper Goulburn and part of the Heathcote Wine Region. In addition to this the region also includes some of the largest wineries in Victoria, including Tahbilk and Mitchelton. Events: There are a range of existing events and excellent event venues across the region. Key events are generally located in the key townships of Shepparton, Nagambie, Seymour, Yea and Alexandra. Events should become a major focus of Goulburn River Valley Tourism, particularly with regard to the range of potential event venues and proximity to Melbourne. Natural Attractions: Natural attractions are considered one of the core regional strengths. Some icons of note include Lake Mountain and the Alps, the Cathedral Ranges, Kinglake Ranges, Tallarook Ranges, Strathbogie Ranges, the Goulburn River, Lake Eildon and Lake Nagambie. This strategy should explore ways to encourage greater levels of activity in proximity to these natural assets to improve the visitor experience. Arts, Culture and Heritage: Arts, culture and heritage is an emerging strength in the region, particularly with regard to Ned Kelly heritage, the numerous art galleries and Indigenous culture around Shepparton. This is a product gap across Victoria, with very few regions actively developing and promoting this product, other than the Goldfields. NICHE PRODUCT Cycling: Cycling is a niche strength in the region, including both road and mountain-biking events and competitions. In addition, recreation cycling across the region is important and growing. Growth in this sector should be further explored through improved infrastructure and events. Fishing: Fishing is also considered a niche strength in the region and includes destinations such as the Goulburn River, Lake Eildon and Lake Nagambie. Trout farms and fly-fishing in the Upper Goulburn are also a sub-component of this strength. Events such as the Big Fish increase awareness of the region, a great freshwater fishing location, and should be further developed and promoted. Motorsports: Motorsports make up another niche product in the region, with strengths across the region. Key event venues include Broadford Motorcycle Track, Alexandra Speedway and Seymour International Go-Kart Track. In addition, car rallies are increasingly popular in the region and there is opportunity to promote itineraries for car and motorbike enthusiasts to tour the scenic countryside in the region. 93 URBAN ENTERPRISE PTY LTD

101 Aerosports: Aerosports in the region include ballooning at Longwood, paragliding/hang-gliding at Tallarook/Strath Creek, and gliding and skydiving at Nagambie. There are also a number of airports/air strips in the region which could support growth in this sector, including those at Mangalore, Nagambie and Shepparton. Equine: The equine industry includes a range of existing strengths including thoroughbred breeders, racecourses and an equine events facility (Tatura Park). These provide a basis upon which tourism can capitalise, particularly with regard to equine events and packaging stud visits with food and wine product. Military History: There is a significant amount of military history product in the region, particularly in Mitchell Shire. There is opportunity to further develop this theme as a niche tourism product strength of the region. INFRASTRUCTURE Airport Network: The Mangalore Airport is a large regional airport in the heart of the region, whilst smaller airports in the region include those at Nagambie and Shepparton. VIC Network: There is a strong network of accredited VICs across the region. This includes accredited VICs at Marysville, Alexandra, Seymour, Broadford, Nagambie and Shepparton. These provide a good base on which to distribute regional information. The VICs should be developed to provide a consistent message across the region WEAKNESSES Number of Local Tourism Associations: There is a vast number of Local Tourism Associations (LTAs) and Business Trader Groups throughout the region. Many of these overlap geographically and in their activity. Some rationalisation of LTAs may be required to develop a consistent approach to marketing and product development across the region. Part of Four Tourism Victoria Destination Campaign Regions: Daylesford and Macedon Ranges, Yarra Valley and the Dandenongs, High Country and Murray Tourism Regions all intersect the Goulburn River Valley Tourism Region. This creates difficulty in establishing a strong regional awareness and presence. Limited Large Well-Developed Tourism Product: There are only a handful of large welldeveloped tourism facilities in the region. The presence of benchmark product is critical for development and awareness of the tourism industry. Limited Tourist Accommodation Supply: The supply of accommodation, whilst strong in Greater Shepparton, is limited throughout the remainder of the region. Accommodation product development will be critical to growing tourism in the region. The following are geographic weaknesses in accommodation supply: All accommodation types in Strathbogie Shire; The loss of accommodation facilities in Marysville, in particular the loss of major conference venues; The quality of accommodation supply in Seymour and in Mitchell Shire; The lack of large high-quality hotel or resort accommodation in the region; The small number of farm-stay and self-contained accommodation in the region; 94 URBAN ENTERPRISE PTY LTD

102 Little nature-based accommodation, leveraging from natural attractions OPPORTUNITIES The following are preliminary opportunities identified through the research and consultation undertaken to date. Further consultation with key stakeholders and industry will assist in refining these further. INFRASTRUCTURE Visitor Information: Well-placed Visitor Information Centres (VICs), supplemented with appropriate collateral such as touring maps and directional signage, are required to create dispersal and increase length of stay throughout the region. In particular, there is opportunity to leverage dispersal from visitors travelling along the Hume Freeway and also to encourage huband-spoke touring from the key business centres of Shepparton and Seymour. Gateway VICs are lacking in the region; in particular the northern entry from Euroa and southern entry at Wallan/ Kilmore. The optimal location for these VICs would need to be further investigated, however collocation with a freeway service centre could provide opportunity to gain greatest exposure. Town and Village Presentation and Structure: It is important that towns in the region are well presented, have pleasant streetscapes and are conducive to tourism development. This includes: Streetscapes designed to promote outdoor dining; Link to natural attractions with pedestrian trails; Adequate parking for campervans; Where possible link and provide access to natural waterways (jetties, boat ramps etc); Provide appropriately zoned and available land for tourism development. Scenic Lookout Points: There are some excellent lookouts in the region which could be developed further with interpretation and improved parking. Some examples include Murchison Spur Lookout (Murrindindi) and Mount Wombat Lookout (Strathbogie Shire). Powers Lookout provides a good example of what can be achieved with themes and interpretive information. Infrastructure at Natural Attractions: Following the February 2009 bushfires there is a need to reinstate infrastructure at a number of key natural attractions, particularly in Murrindindi (Kinglake National Park, Stephensons Falls, Snobs Creek Falls, Wilhelmina Falls etc.). Additional infrastructure including interpretation and walking trails should be explored at other State and National Parks throughout the Goulburn River Valley Tourism Region. Some localised opportunities include: Interpretation and infrastructure at the Tallangalook Gold Mining Area, Strathbogie Ranges; Infrastructure around lakes and waterways (Lake Eildon, Lake Nagambie and along the Goulburn River) to improve access and visitor experience of water assets; Infrastructure at major waterfall attractions including Masons Falls, Stephensons Falls, Wilhelmina Falls and Snobs Creek Falls; Levee bank proposal in Seymour to promote tourism development along the Goulburn River. 95 URBAN ENTERPRISE PTY LTD

103 PRODUCT Cycling: Cycle tourism is growing greatly in participation and interest in Australia. This is highlighted by the level of attendance by both participants and spectators at events throughout Australia such as The Tour Down Under and Around the Bays participatory events. The region has existing strengths in cycling and numerous events which currently exist. Specific opportunities for cycling development include: Goulburn River Valley Pro Cycling Event (similar to the Tour of Gippsland). This can be used to create awareness of cycling in the region and for brand strengthening; Goulburn River Valley Gran Fondo or Classic Event (Shepparton to Lake Mountain via Strathbogie Ranges). This could be a recreational or competitive pro event or both. Timing with The Tour Down Under should be considered if it were for a pro event; Mountain-biking trail development in Tallarook State Forest and Strathbogie State Forest; Further development of mountain-biking at Shepparton and Dookie; Completion of the Goulburn River High Country Rail Trail. Events: There are a number of events that are organised across the four municipalities, targeted to a range of market segments. Some of these events are large drawcards; others have a local focus. Events that have a regional focus should be supported and provided assistance with development from Goulburn River Valley Tourism. An example of this is the Seymour Palette and the various cycling carnivals at Shepparton. A regional events calendar could be developed. This should focus on events that draw on the region s product strengths. Ned Kelly Heritage: This is strong in the region and could be developed as a theme, particularly in the Mitchell-Strathbogie spine of the region. Key sites include the Kelly House in Beveridge, and other Kelly sites at Avenel, Euroa and the Strathbogie Ranges. Opportunities for heritage development include a Kelly Museum at Avenel and restoration of the Kelly House at Beveridge. Goulburn River Valley Tourism should become a strong proponent for the Ned Kelly Touring Route. Wine: The Goulburn River Valley Tourism Region includes wineries that are located in four distinct wine regions including Heathcote, Nagambie, Upper Goulburn and Strathbogie Ranges. Whilst there are a handful of landmark wineries, particularly around Nagambie, most wineries are small and have limited tourist facilities. There is opportunity for wineries across the region to improve their tourism facilities including cellar doors, cafés/restaurants and accommodation. An information pack for wineries could be developed which provides information on tourism opportunities and how to go about developing new tourism infrastructure. Destination Dining: The Goulburn River Valley Tourism Region has a diverse range of produce grown locally, supported by its varying climate. Destination dining focusing on Goulburn River Valley produce should be a core focus of food tourism. There are a handful of destination dining establishments in the region, focused primarily in Murrindindi and Strathbogie. There is opportunity to develop high-quality destination dining further across the region. Food Produce: There is opportunity to develop a food trail throughout the region which draws on the unique characteristics of produce from the cooler hill and mountain country to the warmer climate of Nagambie and Shepparton. This diversity could develop a distinct food experience throughout the region. 96 URBAN ENTERPRISE PTY LTD

104 Aeronautical: There is an existing base of aeronautical tourism operators throughout the region, including gliding and skydiving operators. There may be opportunity to further develop this product and utilise assets such as Mangalore Airport further for aeronautical events. Water Based: The region has a strong supply of water-based activities. There is opportunity to grow this product through improvement of infrastructure that assists in water access, but also in water-based tours and activities. Nature Based/Outdoor Adventure: There are a range of high-quality National and State Parks throughout the region which provide locations for outdoor adventure. In addition, there are a number of existing operators around Lake Eildon that could provide outdoor adventure activities throughout the region. Activities may include multi-day hikes, cross-country skiing, rafting, mountain-biking and rock climbing. Conferencing and Business Events: There are limited conference and business events venues in the region when compared to other regions with similar proximity to Melbourne (Yarra Valley and Dandenongs, Daylesford and Macedon Ranges and the Mornington Peninsula). Shepparton and Seymour offer a strong platform for business events with existing accommodation supply and potential service base. These townships and surrounding rural areas may provide a good location for conference events venues. Further analysis of the events audit is required to identify the potential gaps. Accommodation: The accommodation audit highlights a number of gaps in tourist accommodation in the region. These provide potential opportunities when matched against the market segments. In particular the following accommodation typologies may be explored: Large conference/accommodation centre; Nature-based /eco accommodation linked to natural attractions; Farm-stay accommodation; High-quality tourist parks targeted to touring visitors and family groups; Good-quality self-contained accommodation; Accommodation at wineries. Spa, Springs and Wellness: Whilst there is limited existing spa product other than a few day spas in some of the main towns, there are a number of natural springs throughout the Strathbogie, Tallarook and Kinglake Ranges area. Of greatest opportunity are the mineral springs at Dropmore (near Ruffy) and natural springs at Wallaby Creek (near Kinglake West/Flowerdale). An analysis of natural- and mineral-water springs throughout the region may be undertaken to identify further opportunities that exist. The location of the springs in the scenic Strathbogie and Kinglake Ranges provides an aesthetic backdrop for tourism development. Where springs exist on public land, such as at Wallaby Creek, there is opportunity to formalise their use with appropriate infrastructure. Where springs exist on private land, further research should be undertaken with the property owner to gauge their level of interest in developing the land for tourism purposes. INDUSTRY DEVELOPMENT Engagement: There is opportunity to engage further with the tourism industry and develop a membership base for Goulburn River Valley Tourism. The audit has identified 550 businesses 97 URBAN ENTERPRISE PTY LTD

105 that could become members of the Goulburn River Valley Tourism Region. This audit should be used to target businesses directly. This business database should be continually updated over time so that it remains current. Networking: Networking is seen as an opportunity to further develop a cohesive tourism industry. It is understood that networking events are already underway. Ongoing Benchmarking: Benchmarking is required to measure the success of the Tourism Region. The following key data sets may be tracked to identify the performance of the tourism industry: Length of stay. [National/International Visitor Survey (TRA), Survey of Tourist Accommodation (ABS)]; Total visitation. [Urban Enterprise s PAVE model or NVS/ IVS data]; Holiday leisure visitors. [National Visitor Survey, TRA]; Number of members [Membership database, GRVT]; Building approvals for tourism development [Local Government]; Visitor satisfaction [Primary in region visitor survey]; Business growth and development [Primary business survey]; Visitor expenditure [Primary visitor survey]. At a minimum, Goulburn River Valley Tourism should undertake annual research to track its performance and growth. Working Locally First: Whilst there is opportunity for Goulburn River Valley Tourism to coordinate marketing, product development and industry professionalism from at a high level, there is a need and opportunity for businesses within niche product groups or geographic areas to work together more closely. Goulburn River Valley Tourism should support opportunities for geographic product areas and niche product groups to work collaboratively at a local level, under the Goulburn River Valley Tourism umbrella THREATS Attracting Finance for Tourism Investment: Finance for tourism development is very difficult to obtain. This is an Australia-wide issue and may limit the level of development potential. Strategies need to be put in place to advise existing businesses on how to expand their product, particularly with regard to how market demand can be identified. Planning Timeframes: Timeframes for planning approval can be very lengthy, particularly if a Planning Scheme Amendment is required to support a tourism use. These timeframes have been identified as a major barrier to tourism investment. Support must be provided from the municipalities within the Goulburn River Valley to ensure that planning timeframes are reduced to attract investment. Availability of Labour. The region has very low unemployment and a very low supply of qualified hospitality workers to draw upon. A skills audit may be required for the tourism industry to ensure that continued professionalism within the industry can be achieved. Opportunities for training should be promoted particularly where there are active training programs available in the region (GO TAFE). 98 URBAN ENTERPRISE PTY LTD

106 Securing Ongoing Support from the Four Municipalities: Ongoing support from the four municipalities through the early stages of the region s development is considered critical to the success of the region. This includes both policy and resourcing support (funding, human resources, in-kind resources). Impact of Rural Zones on Tourism Development: A planning study across the four Shires which seeks to identify land that should be rezoned to Rural Activity Zone (RAZ) or Special Use Zone (SUZ) to support tourism development should be undertaken. This will provide new opportunities for developers and existing businesses to further develop tourism. The study would need to identify the following: Demand for tourism development and activities; Assessment criteria for identifying land; Identification of specific parcels for rezoning to RAZ or SUZ; Associated reporting and Planning Scheme Amendments. Understanding of the Development Process: Existing businesses may be considering expanding their businesses; however the process to do so may involve permits, planning approvals and finance. Fact sheets which are targeted to specific sectors that provide a how-to guide to development, including what the hurdles will be, will provide clarity for operators. 99 URBAN ENTERPRISE PTY LTD

107 9. STRATEGIES 9.1. INTRODUCTION The following strategies have been prepared drawing on research and consultation undertaken as part of the Goulburn River Valley Tourism Development Plan. The strategies provide a fiveyear plan for tourism development across the region PRODUCT DEVELOPMENT Goulburn River Valley Tourism should be responsible for development of regional tourism product strengths and niche strategic product development opportunities, particularly where product can impact on increasing visitor yield, improve visitor experience and increase visitation REGIONAL PRODUCT DEVELOPMENT There are a number of product themes that can be considered regional product development opportunities. These are already considered product strengths for the Goulburn River Valley Tourism Region and include the following: Events and Conferencing; Food and Wine; Nature-Based Tourism; Equine; Visitor Accommodation. EVENTS AND CONFERENCING EVENTS There are a number of events that are organised across the four municipalities, targeted to a range of market segments. Some of these events are large drawcards; others have a local community focus. Some events that have a regional focus should be supported by Goulburn River Valley Tourism. An example of this is the Taste of the Goulburn. A regional events calendar could be developed. This should focus on events that draw on the region s product strengths. Strategy 1 Provide marketing and development support for key strategic events that link to the product strengths of Goulburn River Valley and that have the potential of developing into events of state-wide significance. These include: A food and wine event incorporating all food associations and wine regions (Upper Goulburn, Heathcote, Goulburn Valley and Strathbogie); 100 URBAN ENTERPRISE PTY LTD

108 An equine event; A cycling event; A nature-based/water-based tourism event. Strategy 2 Develop a calendar of regional events that link to the product strengths of the region including equine, food and wine, outdoor/adventure and sports. CONFERENCING There are limited conference and business events venues in the region when compared to other regions with similar proximity to Melbourne (Yarra Valley and Dandenongs, Daylesford and Macedon Ranges and the Mornington Peninsula). Shepparton and Seymour offer a strong platform for business events with existing accommodation supply and potential service base. These townships and surrounding rural areas may provide a good location for conference events venues. Strategy 3 Promote the attraction of new conference venues in locations which have the right characteristics for conferences. FOOD AND WINE WINE The Goulburn River Valley Tourism Region includes wineries that are located in four distinct wine regions including Heathcote, Nagambie, Upper Goulburn and Strathbogie Ranges. Whilst there are a handful of major wineries particularly around Nagambie, most wineries are small and have limited tourist facilities. There is opportunity for wineries across the region to improve their tourism facilities including cellar doors, cafés/ restaurants and accommodation. There is also opportunity for olive growers and other food producers to incorporate tourism facilities within their agricultural enterprises. Strategy 4 Encourage existing wineries and food producers to further develop their tourism offer. DESTINATION DINING The Goulburn River Valley Tourism Region has a diverse range of produce grown locally, supported by its varied climate. Destination dining focusing on Goulburn River Valley produce should be a core focus of food tourism. There are a handful of destination dining establishments in the region, focused in Murrindindi and Strathbogie, however there is opportunity to develop high-quality destination dining further across the region, drawing on the high-quality local produce and wine. Strategy 5 Develop the supply of destination dining in the region. FOOD PRODUCE There is opportunity to develop a food trail throughout the region which draws on the unique characteristics of produce from the cooler hill and mountain country and the warmer climate of Nagambie and Shepparton. This diversity could develop a distinct food experience throughout the region. 101 URBAN ENTERPRISE PTY LTD

109 Strategy 6 Strategy 7 Develop a food product trail throughout the region, drawing on the region s diversity of cool- and warm-climate produce and wine. Encourage food producers to sell product locally, through farm gate or local produce stores. There are examples where existing dining and retail establishments in the region do not support local wineries and producers. In order to develop the region s brand and improve the existing food offer, there is a need to encourage businesses to supply local produce. Strategy 8 Encourage local retailers, cafés and restaurants to support local produce. NATURE BASED WATER BASED/FISHING The region has a strong supply of water-based activities. There is opportunity to grow this product through improvement of infrastructure that assists in water access, but also in waterbased tours and activities. Strategy 9 Strategy 10 Strategy 11 Prioritise infrastructure requirements in the region in terms of those which have the greatest net tourism benefit. Access grants funding to support key water tourism infrastructure projects. Investigate the potential to expand the RiverConnect program developed in Shepparton to other municipalities in the region. OUTDOOR ADVENTURE There are a range of high-quality National and State Parks throughout the region which provide locations for outdoor adventure and activities. In addition there are a number of existing operators around Lake Eildon that could provide outdoor adventure activities throughout the region. Activities may include multi-day hikes, cross-country skiing, rafting, mountain-biking and rock climbing. Strategy 12 Conduct a round table with outdoor education providers, Parks Victoria and Goulburn-Murray Water to explore opportunities for outdoor education/adventure and tour operators to access natural resources throughout the region more effectively NICHE PRODUCT DEVELOPMENT SPA AND WELLNESS Whilst there is limited existing spa product other than a few day spas in some of the main towns, there are a number of natural springs throughout the Strathbogie, Tallarook and Kinglake Ranges area. Of greatest opportunity are the mineral springs at Dropmore (near Ruffy) and natural springs at Wallaby Creek (near Kinglake West/Flowerdale). An analysis of natural- and mineralwater springs throughout the region may be undertaken to identify further opportunities that exist. The location of the springs in the scenic Strathbogie and Kinglake Ranges provides an aesthetic backdrop for tourism development. Where springs exist on public land, such as at Wallaby Creek, there is opportunity to formalise their use with appropriate infrastructure. 102 URBAN ENTERPRISE PTY LTD

110 Where springs exist on private land, further research should be undertaken with the property owner to gauge their level of interest in developing the land for tourism purposes. Strategy 13 Undertake a detailed investigation into the potential for spa development in the Strathbogie and Kinglake Ranges. HERITAGE AND CULTURE Ned Kelly heritage is strong in the region and could be developed as a theme, particularly in the Mitchell-Strathbogie spine of the region. Key sites include the Kelly House in Beveridge, and other Kelly sites at Avenel, Euroa and the Strathbogie Ranges. Opportunities for heritage development include a Kelly Museum at Avenel and restoration of the Kelly House at Beveridge. Goulburn River Valley Tourism should become a strong proponent for the Ned Kelly Touring Route. Military heritage is also identified as a key product strength, particularly in Mitchell Shire. There is opportunity to grow this theme, with quality interpretation and promotion of existing product. Strategy 14 Strategy 15 Goulburn River Valley Tourism to become a driver for the promotion and development of Ned Kelly Heritage and the Ned Kelly Touring Route. Continue to develop military heritage product in the region. Shepparton has a large Indigenous population and a number of active Indigenous artists locally. There is opportunity to attract new visitor markets to experience the range of Indigenous art on offer. Strategy 16 Investigate the potential for Shepparton to develop a presence in Indigenous art. AERONAUTICAL There is an existing base of aeronautical tourism operators throughout the region, including gliding and skydiving operators. There may be opportunity to further develop this product and utilise assets such as Mangalore Airport further for aeronautical events. Strategy 17 Promote the opportunity for aerosports operators to work together on mutually beneficial projects. CYCLING Cycle tourism is growing greatly in participation and interest in Australia. This is highlighted by the level of attendance by both participants and spectators at events throughout Australia such as The Tour Down Under and Around the Bays participatory events. The region has existing strengths in cycling and numerous events which currently exist. Strategy 18 Undertake a Cycle Tourism Strategy, specifically exploring the following opportunities for cycling development: Goulburn River Valley Pro Cycling Event (Similar to the Tour of Gippsland). This can be used to create awareness of cycling in the region and for brand strengthening; Goulburn River Valley Gran Fondo or Classic Event (Shepparton to Lake Mountain via Strathbogie Ranges). This could be a recreational or competitive pro event or both. Timing with The Tour Down Under should be considered if it were for a pro event; 103 URBAN ENTERPRISE PTY LTD

111 Mountain-biking trail development in Tallarook State Forest and Strathbogie State Forest; Further development of mountain-biking at Shepparton and Dookie; Completion of the Goulburn River High Country Rail Trail. BOTANICAL GARDENS Shepparton has limited natural attractions product compared to the other municipalities in the Goulburn River Valley Tourism Region. A recent opportunity to grow Shepparton s natural attractions product has come to light with the potential to redevelop the Kialla landfill site into a new-generation botanical gardens. Strategy 19 Goulburn River Valley Tourism to support the establishment of a new-generation botanical gardens in Shepparton. MOTORSPORTS There are a number of motorsports venues in the region which attract a range of events and visitors to the region. In addition, touring throughout the region is highly popular. Strategy 20 Strategy 21 Promote the region s motorsports venues, including motor-racing tracks and 4WD locations. Develop touring itineraries for car and motorcycle groups EQUINE UPDATED AUDIT It became apparent through the interviews and workshop that there is a need for a comprehensive audit of infrastructure across the region required to support the development of equine tourism. As an example, it is unclear how many facilities in the region have the capacity to stage an event that requires horse stalls to regulation standards (e.g. International Standards). This information needs to be collected at the outset to ensure facilities and services can be provided for people attending events in the region. An audit will also identify infrastructure gaps that need to be addressed. Strategy 22 Continue to develop the equine industry audit, seeking more detailed information on venues and facilities. EQUINE FESTIVAL As stated earlier in this report, there are numerous festivals conducted that focus on horse racing or equine-related activities. With the GRVTR having the reputation and recognition as the preeminent thoroughbred breeding area in the state, there is the potential to capitalise on this reputation with a festival celebrating the industry and bringing visitors from intrastate, interstate and international areas. Whilst the concept of the festival should have equine as its key focus, the activities as part of the festival should be widened. For example, in Kentucky the festival incorporates a half marathon, a hot-air balloon race, a steamboat race, trivia functions and a fantasy derby. The Scone and Upper Hunter festival includes a festival dinner, horse festival parade, the King of the Ranges, a charity rodeo, calcutta, B&S ball and a busking competition. 104 URBAN ENTERPRISE PTY LTD

112 The festival should focus on the strengths of the region when developing events. Based on the research, these could include: Special race meetings Develop a race meeting that includes thoroughbred racing at one of the racetracks, followed by a harness-race meeting at one of the harness-racing clubs. This could be replicated at the other tracks in the region on the following weekend. Special tickets and passes could be developed so the entry fee is minimised (e.g. discounts to attend all four). The race meetings should incorporate displays from the region s wineries and food producers with special offers to visit after the races. Horse parade A parade could be conducted at the beginning and at the end of the festival in different locations (e.g. Seymour and Shepparton or Kilmore and Alexandra). Participants in the parade could include the pony and adult riding clubs, local horse breeders and trainers, equestrian clubs, sporting teams (e.g. polo cross), Lighthorse cavalry and the Carlton Draught Clydesdales. These events could attract significant media exposure. King of the Mountains A series of events where people with horsemanship skills can compete in events such as camp drafting, stockhorse events, packhorse and carriage events. Additional events could include whip-cracking, bush tucker cook-offs and horseshoe-throwing competitions A festival dinner A dinner could be conducted at the commencement (or conclusion) of the festival where dignitaries, sponsors, media, international guests and festival participants come together to celebrate the festival. Non-equine events Given the region, events such as a road-bike race (e.g. Goulburn River Valley Pro Cycling Event), mountain-bike races, hot-air balloon race, rowing race or orienteering race could be conducted. Special events E.g. military re-enactments with the Lighthorse cavalry, gymkhanas and riding demonstrations. The intent would be to conduct the festival over a two-week period during a time that fits within existing race schedules, breeders requirements and tourism around the region (and state). In discussion with industry participants, March seemed to be the best month, however further research would be required to identify the best dates. Strategy 23 Develop a festival around the equine industry. PACKAGING Strategy 24 Equine tourism packages. There is the potential for a range of tourism packages to be developed around the equine theme. These could include: Food, wine and horse stud visits combined with accommodation; Combine open days at the studs with day trips from Melbourne. Shuttle buses depart from key locations; Bus trips to view equine activities (e.g. accredited drive-through by accredited transport businesses) at horse studs. 105 URBAN ENTERPRISE PTY LTD

113 ACCOMMODATION The region has a number of exceptional rail trails (including the Goulburn River High Country Rail Trail currently under construction) and State Parks that allow horse riding. GRVT should support the development of horse-friendly accommodation establishments. A quick internet search revealed a small number of businesses promoting horse-friendly accommodation on an individual basis there were no regional references to being horse friendly. The options could include: Accommodation establishments with facilities to stable horses so that visitors can bring their own horses. The attraction would be having the ability to spend time riding on trails and through parks during the day and returning to their accommodation with stables. Accommodation establishments in close proximity to the trails and parks where horses can be brought to the visitors so that they can then go on guided or self-guided tours. School camps and horse-riding camps. There are a number of existing camps that provide the opportunity for horse riding. These camps could become part of the horse-friendly brand. Strategy 25 Support the development of horse-friendly accommodation. EQUINE SYMPOSIUM The region is well placed to conduct a major equine symposium combined with a series of local workshops. The intent of the symposium would be to bring people with a professional and recreational interest in equine-related activities to the GRVTR to participate in a series of events that would comprise the symposium. High-quality trainers and speakers (including international speakers) would lead/deliver the sessions. Suggested topics could include: Contemporary breeding issues; Developments in feed, medicines for horses; New training techniques both professional and recreational; Horsemanship; Workforce development. The symposium would be held over several days and in different locations. For example, sessions requiring lecture-theatre space could use facilities in Shepparton, while hands-on activities could be conducted at the racetracks and on stud farms. There would be different target markets extending from international horse buyers/breeders through to pony and adult riding club participants. As part of the planning, special packages of additional activities (food and wine, short tours) could be developed for each end of the symposium and for spouses/families accompanying delegates. Ian Rimmington from Swettenham Stud has been involved in the development of international symposiums and has offered to assist in the development of this recommendation. Strategy 26 Develop an international equine symposium. 106 URBAN ENTERPRISE PTY LTD

114 INTERNATIONAL TOURISM As the region develops its equine tourism there is the potential to investigate the opportunities for international tourism. The region is noted for its thoroughbred breeding, nationally and internationally, with many of the breeders having connections with international clients. There is an opportunity to build on these relationships by developing packages specifically for these visiting horse buyers. Additional research should be undertaken to investigate international tourist groups that may have an interest in horses. It was suggested in the workshop and interviews that a section of the Chinese tourism market would have an interest in equine tourism. With the recent announcement by China Southern Airlines of its intention to introduce daily flights to Melbourne, there may be an opportunity to develop a package to attract Chinese tourists to the area. Strategy 27 Promote and develop international equine tourism. COMMUNICATIONS For the successful collaboration of tourism and equine industry participants in relation to the development of equine tourism there is a need for good communication. The development of appropriate linkages through communication will be necessary to ensure information is disseminated to all relevant participants, particularly given the size of the region and the diversity of industry participants. Modern technology will assist dissemination of information through mediums such as and text messaging. It will be important to develop a database of businesses, organisations and individuals to receive communication messages. The organisation that is responsible for the database and dissemination of information will become a key contact point for equine tourism inquiries. Strategy 28 Establish communication linkages with appropriate equine organisations. EVENTS As highlighted in the research, the lack of communication can result in events clashing and event organisers trying to attract visitors who would have attended both events (e.g. Darley Stallion Parade on the same day as the Seymour Races). An integrated regional calendar of events that incorporates all of the equine-related events needs to be prepared. Strategy 29 Develop an equine regional calendar of events. TOURISM INFRASTRUCTURE AT STUDS One issue that inhibits the participation by thoroughbred breeders in tourism-related activities is that they do not want visitors coming on to their farms without prior arrangement. Attending to visitors is also time-consuming and most farms do not have enough staff to be able to cater for the needs of visitors. A potential solution that would address this issue is the creation of viewing platforms at one or two of the larger and supportive farms. The platforms could be raised with interactive panels that explain the various aspects of the thoroughbred breeding industry with directional pointers to locations on the farm. The viewing platforms could be accessed as part of guided tours or packages. 107 URBAN ENTERPRISE PTY LTD

115 Strategy 30 Develop on-farm viewing platforms. ACCOMMODATION The accommodation audit highlights a number of gaps in tourist accommodation in the region. These provide potential opportunities when matched against the market segments. In particular, the following accommodation typologies may be explored: Large conference/accommodation centre. Specific opportunities include around Shepparton, Seymour/Yea and Marysville; Nature-based/eco accommodation linked to natural attractions; Farm-stay accommodation; High-quality tourist parks targeted to touring visitors and family groups. Opportunities exist along major transport corridors (Goulburn Valley Highway, Hume Highway and Maroondah Highway); Good-quality self-contained accommodation in town centres; Accommodation at wineries. Strategy 31 Attract new investment in accommodation to the region LAND-USE CONSTRAINTS TO TOURISM PRODUCT DEVELOPMENT The Planning Scheme currently restricts the level of tourism development in Farming and Rural Conservation Zones. This impacts on the ability to attract investment in the region and also may prevent existing businesses from expanding their tourism enterprises. This strategy identifies a number of product development opportunities and provides a good starting point to inform a rural planning study. Appropriate zoning in rural areas is critical to the development of this product. Strategy 32 Undertake a rural tourism planning review, to identify rural precincts which could be rezoned to support rural tourism development. 108 URBAN ENTERPRISE PTY LTD

116 9.3. INFRASTRUCTURE DEVELOPMENT Goulburn River Valley Tourism should advocate for and provide support to major infrastructure project initiatives which will create opportunities for private investment in tourism, improve visitor dispersal and improve visitor experience of tourism assets VISITOR INFORMATION SERVICES Well-placed Visitor Information Centres (VICs), supplemented with appropriate collateral such as touring maps and directional signage, are required to create dispersal and increase length of stay throughout the region. In particular, there is opportunity to leverage dispersal from visitors travelling along the Hume Freeway and also to encourage hub-and-spoke touring from the key business centres of Shepparton and Seymour. Gateway VICs are lacking in the region; in particular, the northern entry from Euroa and southern entry at Wallan/Kilmore. The optimal location for these VICs would need to be further investigated, however collocation with a freeway service centre could provide opportunity to gain greatest exposure. Strategy 33 Undertake a Visitor Information Services Strategy focused on the provision of regional visitor information and taking into account the increasing consumption of information technology TRANSPORT ROADS/SIGNAGE The Hume Freeway, Goulburn Valley Highway and Maroondah Highway carry a significant amount of vehicle traffic through the region and provide an opportunity to leverage visitor dispersal. There is opportunity to capture visitors travelling through these major routes and encourage them to stay in the region. Strategy 34 Goulburn River Valley Tourism to develop a signage strategy for directional and tourism signage in the region. The strategy should consider the following: Gateway signage to the region; Major-attraction signage; Information and interpretation at stopping points; Directional signage. Strategy 35 Investigate the benefits of sealing roads which link and strengthen existing tourism product in the region. These include: Ruffy to Euroa (sealed link for Yarck to Ruffy exists); Ruffy to Trawool. SCENIC LOOKOUT POINTS There are some excellent lookouts in the region which could be developed further with interpretation and improved parking. Some examples include Murchison Spur Lookout 109 URBAN ENTERPRISE PTY LTD

117 (Murrindindi) and Mount Wombat Lookout (Strathbogie Shire). Powers Lookout provides a good example of what can be achieved with themes and interpretive information. Strategy 36 Develop infrastructure, interpretation and signage at lookout points in the region. PUBLIC TRANSPORT The region has two railway lines which travel along the Hume and Goulburn Valley corridors. This presents a unique opportunity for tourists to enter the region by rail. Further assessment of the rail opportunities may be explored, particularly for attracting backpackers, winery visitors and events visitors. Furthermore there are existing coach services throughout the region. Strategy 37 Undertake a public transport mapping project to identify gaps and opportunities for linking public transport through the region INFRASTRUCTURE AT NATURAL ATTRACTIONS Following the bushfires there is a need to reinstate infrastructure at a number of key natural attractions, particularly in Murrindindi (Kinglake National Park, Stephensons Falls, Snobs Creek Falls etc.). Additional infrastructure including interpretation and walking trails should be explored at other State and National Parks throughout the Goulburn River Valley Tourism Region. Strategy 38 Further develop infrastructure across the region at natural attractions, including the following specific opportunities: Interpretation and infrastructure at the Tallangalook Gold Mining Area, Strathbogie Ranges and Rubicon; Infrastructure at Wallaby Creek, Flowerdale to formalise the area as a collection point for spring water; Infrastructure around lakes and waterways (Lake Eildon, Lake Nagambie and along the Goulburn River) to improve access and visitor experience of water assets; Infrastructure at major waterfall attractions including Masons Falls, Stephensons Falls and Snobs Creek Falls; Levee bank proposal in Seymour to promote tourism development along the Goulburn River; Product and infrastructure at the Lower Goulburn National Park 110 URBAN ENTERPRISE PTY LTD

118 9.4. INDUSTRY SUPPORT AND DEVELOPMENT Goulburn River Valley Tourism should provide opportunities and initiatives for the existing tourism industry to develop in terms of professionalism and capacity and promote the benefits of a regional approach to tourism development. The Goulburn River Valley Tourism Region is large and diverse in size. There is a need for tourism operators and VICs to develop a greater understanding of the product throughout the region in order to promote visitor dispersal. Strategy 39 Strategy 40 Facilitate famils for operators and VIC staff and volunteers throughout the region. Continue to facilitate networking functions throughout the sub-regions of the Goulburn River Valley Tourism Region for local tourism operators. Use these forums to inform tourism operators on a range of topics. SKILLS AUDIT/STRATEGY It is understood that well-trained and experienced hospitality and tourism labour is in short supply in the region. A skills audit should be undertaken across the region to identify industry needs for labour. Furthermore a strategy addressing the skills needs in the region should be developed, including up-skilling the existing tourism workforce and attracting new expertise to the region. Strategy 41 Undertake a tourism and hospitality skills audit/strategy ADMINISTRATION AND MONITORING Goulburn River Valley Tourism should develop an administrative structure across the region that allows balanced representation from local areas and product groups to provide a cohesive approach and input to product and regional development. Whilst there is opportunity for Goulburn River Valley Tourism to coordinate marketing, product development and industry professionalism from a high level, there is need and opportunity for businesses within niche product groups or geographic areas to work together more closely. Goulburn River Valley Tourism should support opportunities for geographic product areas and niche product groups to work collaboratively at a local level, under the Goulburn River Valley Tourism umbrella. Strategy 42 Establish representative working groups for niche product areas and geographic sub-regions to work collaboratively on specific tasks for local and regional benefit. 111 URBAN ENTERPRISE PTY LTD

119 It is essential that monitoring of the performance of the tourism industry is undertaken in order to track industry growth, visitor markets and yield targets. Strategy 43 Develop and agree on an annual research program. This should include research to identify the following indicators: Length of stay. [National/International Visitor Survey (TRA), Survey of Tourist Accommodation (ABS)]; Total visitation. [Urban Enterprise s PAVE model or NVS/ IVS data]; Holiday leisure visitors. [National Visitor Survey, TRA]; Number of members [Membership database, GRVT]; Building approvals for tourism development [Local Government]; Visitor satisfaction [Primary in region visitor survey]; Business growth and development [Primary business survey]; Visitor expenditure [Primary visitor survey]. Strategy 44 Establish a set of targets for the region in terms of industry development to monitor annually. Targets should relate to the following: Visitor yield (length of stay, expenditure per person); Satisfaction (range of satisfaction levels to be agreed); Business growth (employment in tourism, investment by tourism businesses, guest rooms); Industry buy-in and membership. 112 URBAN ENTERPRISE PTY LTD

120 10. STRATEGY ACTION PLAN The Strategy Action Plan brings together the strategies and the specific actions intended to achieve the strategy outcomes. Each action has a designated responsible owner (typically GRVT) and is assigned a priority, status and success measurement criteria. If other council departments or external agencies are required to successfully implement an action, these are listed in the Partners column GLOSSARY The following abbreviations have been used to describe the relevant authorities for implementing the strategy. PARTNERS/RESPONSIBILITY GRVT Goulburn River Valley Tourism PV DSE TV TA GMW GSCC SSC MiSC MuSC Parks Victoria Department of Sustainability and Environment Tourism Victoria Tourism Alliance Goulburn-Murray Water Greater Shepparton City Council Strathbogie Shire Council Mitchell Shire Council Murrindindi Shire Council PRIORITY High 1-2 years Medium 3-4 years Low 5+ years 113 URBAN ENTERPRISE PTY LTD

121 10.2. PRODUCT DEVELOPMENT Goulburn River Valley Tourism should be responsible for development of regional tourism product strengths and niche strategic product development opportunities, particularly where product can impact on increasing visitor yield, improve visitor experience and increase visitation. Strategy/Action Initial Responsibility Partners Priority Strategy 1 Provide marketing and development support for key strategic events that link to the product strengths of Goulburn River Valley and that have the potential of developing into events of state-wide significance Action 1.1 Identify and develop strategic events which Goulburn River Valley Tourism can assist develop and promote to become events of state-wide significance. GRVT Relevant LTAs High Strategy 2 Develop a calendar of regional events that link to the product strengths of the region including equine, food and wine, outdoor/adventure and sports. See strategy GRVT GSCC MuSC MiSC SSC High Strategy 3 Promote the attraction of new conference venues in locations which have the right characteristics for conferences. Action 3.1 Undertake a gap analysis for conference venues. This includes identifying the existing supply of conference venues in the region, their function capacity, facilities offered and match with accommodation. The analysis would also need to consider state-wide supply of conference venues. GRVT GSCC MuSC MiSC SSC Medium Action 3.2 Prepare a conference centre investment attraction kit. Strategy 4 Encourage existing food producers and wineries to further develop their tourism offer. Action 4.1 Prepare a business development kit targeted to existing wineries in the region which provides information and advice on tourism development opportunities. GRVT Relevant wine groups High 114 URBAN ENTERPRISE PTY LTD

122 Strategy/Action Initial Responsibility Partners Priority Strategy 5 Develop destination dining in the region. Action 5.1 Prepare an investment prospectus kit targeted to top Melbourne chefs and restaurateurs, promoting the region s credentials in food produce and wine. Action 5.2 Encourage each GRVTR municipality to prepare a list of strategic sites which could be used for destination dining. These may be in-town or out-of-town locations. These should be promoted in the investment prospectus kit. GRVT GSCC MuSC MiSC SSC High Action 5.3 Investigate the potential of utilising the Live, Work and Invest program to deliver this message. Strategy 6 Develop a food product trail throughout the region, drawing on the region s diversity of cool- and warm-climate produce and wine. Action 6.1 Ensure that all major roads through the region are appropriately signed to encourage awareness of the food and wine trail. GRVT Relevant wine groups High Strategy 7 Encourage food producers to sell product locally, through farm gate or local produce stores. Action 7.1 Prepare an information kit for local producers in conjunction with existing local produce stores promoting opportunities to sell produce locally. GRVT High Strategy 8 Encourage local retailers, cafés and restaurants to support local produce. Action 8.1 Develop a local produce branding program throughout the region to gain operator support. GRVT Relevant wine groups High Strategy 9 Prioritise infrastructure requirements in the region in terms of those which have the greatest net tourism benefit. Action 9.1 Each Council to provide a list of key tourism infrastructure requirements to be prioritised at a regional level. GRVT GSCC MuSC MiSC High SSC Strategy 10 Access grants funding to support key water tourism infrastructure projects. Action 10.1 Action 10.2 Prepare a business case for key infrastructure projects in the region. Work with relevant State Government authorities to prioritise projects. GRVT GMW PV DSE Medium Strategy 11 Investigate the potential to expand the RiverConnect program developed in Shepparton to other municipalities in the region. Action 11.1 Continue and commence dialogue between GSCC and other LGAs in the region regarding the RiverConnect program. GRVT GSCC MuSC MiSC SSC Medium 115 URBAN ENTERPRISE PTY LTD

123 Strategy/Action Initial Responsibility Partners Priority Strategy 12 Conduct a round table with outdoor education providers, Parks Victoria and Goulburn-Murray Water to explore opportunities for outdoor education/adventure and tour operators to See strategy GRVT PV DSE GMW Medium access natural resources throughout the region more effectively. Strategy 13 Undertake a detailed investigation into the Action 13.1 Audit mineral springs, natural springs and geothermal activity GRVT DSE High potential for spa development in the Strathbogie and Kinglake Ranges. throughout the Kinglake and the Strathbogie Ranges through site visits and consultation with land owners. TV Mineral Springs Action 13.2 Prepare an opportunities study for spa and springs product, Association which: MiSC Consults with land owners public and private and the level SSC of interest in developing land for spa-related activity. Identifies next steps for spa product development e.g. rezoning to RAZ. Identifies potential market demand for spa product in Victoria. Strategy 14 Goulburn River Valley Tourism to become a Action 14.1 Undertake investigations into the development of the following: GRVT Ned Kelly High driver for the promotion and development of Ned Kelly Heritage and the Ned Kelly Touring Route. Ned Kelly Museum at Avenel; Ned Kelly House at Beveridge; MiSC SSC Touring Route Consistent signage and interpretation throughout the region, linking to the Ned Kelly Trail. Strategy 15 Continue to develop military heritage product Action 15.1 Develop and promote the military heritage product such as in the region. military heritage trail. Strategy 16 Investigate the potential for Shepparton to Action 16.1 Develop an inventory of Indigenous artists and potential gallery GRVT GSCC Medium develop a presence in Indigenous art. spaces in Shepparton and develop new opportunities for this art to be exhibited and promoted to key visitor markets. Strategy 17 Promote the opportunity for aerosports Action 17.1 Attempt to bring the aerosports operators together to discuss GRVT Medium operators to work together on mutually potential benefits in working collaboratively. beneficial projects. 116 URBAN ENTERPRISE PTY LTD

124 Strategy/Action Initial Responsibility Partners Priority Strategy 18 Undertake a Cycle Tourism Strategy, Action 18.1 Establish a working group to lead a Cycle Tourism Strategy and GRVT Cycling High specifically exploring the following opportunities for cycling development: to implement some of the short-term recommendations. GSCC Victoria Goulburn River Valley Pro Cycling Event; Goulburn River Valley Gran Fondo or Classic Event; Mountain-biking trail development in Tallarook State Forest and Strathbogie State Forest; Further development of mountain-biking at Shepparton and Dookie; Completion of the Goulburn River High Country Rail Trail. Strategy 19 Goulburn River Valley Tourism to support the establishment of a new-generation botanical See strategy GSCC Medium gardens in Shepparton. Strategy 20 Promote the region s motorsport venues including motor-racing tracks and 4WD locations. Strategy 21 Develop touring itineraries for car and motorcycle groups. See strategy GRVT GSCC MiSC MuSC SSC High Strategy 22 Continue to develop the equine industry audit, seeking more detailed information on venues and facilities. Action 22.1 Survey equine establishments and venues to develop a facilities database. GRVT High Strategy 23 Develop a festival around the equine industry. Action 23.1 Develop an investment prospectus to target accommodation developers to the region. Strategy 24 Develop equine tourism packages. Action 24.1 Work with food and wine and the equine industry to develop equine packages. GRVT High GRVT High Strategy 25 Support the development of horse-friendly Action 25.1 Promote the benefits of accommodation in the region to promote GRVT Medium accommodation. themselves as horse friendly. 117 URBAN ENTERPRISE PTY LTD

125 Strategy/Action Initial Responsibility Partners Priority Strategy 26 Develop an international equine symposium. Further detail to be provided Medium Strategy 27 Promote and develop international equine tourism. Action 27.1 Develop packages targeted to the international equine markets. Medium Strategy 28 Establish communication linkages with appropriate equine organisations. See strategy GRVT High Strategy 29 Develop an equine regional calendar of events. See strategy GRVT High Strategy 30 Develop on-farm viewing platforms. Action 30.1 Shortlist thoroughbred studs interested in participating in tourism ventures and test interest in the concept of viewing platforms. Equine business Medium Strategy 31 Attract new investment in accommodation to Action 31.1 Develop an investment prospectus for accommodation GRVT GSCC High the region. establishments. MiSC MuSC SSC Strategy 32 Undertake a rural tourism planning review to Action 32.1 Undertake a region-wide rural tourism land-use study which GRVT High identify rural precincts which could be rezoned to support rural tourism development. identifies the following: Demand for tourism development in rural areas; GSCC MiSC Existing tourism enterprises and need for zone change to MuSC accommodate expansion; SSC Rural precincts suited to tourism development. Action 32.2 Following Part A, site analysis, selection and rezoning should be undertaken by each municipality. 118 URBAN ENTERPRISE PTY LTD

126 10.3. INFRASTRUCTURE DEVELOPMENT Goulburn River Valley Tourism should advocate for and provide support to major infrastructure project initiatives which will create opportunities for private investment in tourism, improve visitor dispersal and improve visitor experience of tourism assets. Strategy/Action Responsibility Partners Priority Strategy 33 Undertake a Visitor Information Services Strategy focused on the provision of regional visitor information and taking into account the increasing consumption of information technology. See strategy GRVT GSCC MiSC MuSC SSC Medium Strategy 34 Goulburn River Valley Tourism to develop a signage strategy for directional and tourism signage in the region. The strategy should consider the following: Gateway signage to the region; See strategy GRVT GSCC MiSC MuSC SSC VicRoads Medium Major-attraction signage; Information and interpretation at stopping points; Directional signage. Strategy 35 Investigate the benefits of sealing roads Action 35.1 Undertake a cost benefit analysis from these two MuSC VicRoads Low which link and strengthen existing tourism product in the region. projects to determine their regional benefit. SSC Strategy 36 Develop infrastructure, interpretation and Action 36.1 Develop a shortlist of key projects and undertake GRVT Low signage at lookout points in the region. a business case for each. GSCC MiSC MuSC SSC 119 URBAN ENTERPRISE PTY LTD

127 Strategy/Action Responsibility Partners Priority Strategy 37 Undertake a public transport mapping project to identify gaps and opportunities for linking public transport through the region. See strategy GRVT GSCC MiSC V/LINE Medium MuSC SSC Strategy 38 Further develop infrastructure across the region at natural attractions. Action 38.1 Work with public land authorities to access grant funding for key infrastructure projects. GRVT PV DSE GMW Medium INDUSTRY SUPPORT AND DEVELOPMENT Goulburn River Valley Tourism should provide opportunities and initiatives for the existing tourism industry to develop in terms of professionalism and capacity and promote the benefits of a regional approach to tourism development. Strategy/Action Responsibility Partners Priority Strategy 39 Facilitate famils for operators and VIC staff and volunteers throughout the region. See strategy GRVT GSCC MiSC High MuSC SSC Strategy 40 Continue to facilitate networking functions throughout the sub-regions of the Goulburn River Valley Tourism Region for local tourism operators. Use these forums to inform tourism operators on a range of topics. See strategy GRVT GSCC MiSC MuSC SSC Ongoing 120 URBAN ENTERPRISE PTY LTD

128 Strategy/Action Responsibility Partners Priority Strategy 41 Undertake a tourism and hospitality skills audit/strategy. Action 41.1 Survey existing tourism businesses across the region. This should also be used to gather other baseline information. GRVT GOTAFE Medium ADMINISTRATION AND MONITORING Goulburn River Valley Tourism should develop an administrative structure across the region that allows balanced representation from local areas and product groups to provide a cohesive approach and input to product and regional development. Strategy/Action Responsibility Partners Priority Strategy 42 Establish representative working groups for niche product areas and geographic subregions to work collaboratively on specific tasks for local and regional benefit. Action 42.1 Promote the opportunity to work on specific tasks to LTAs in the region. GRVT High Strategy 43 Develop and agree on an annual research program. See strategy GRVT GSCC MiSC High MuSC SSC Strategy 44 Establish a set of targets for the region in terms of industry development to be monitored annually. See strategy GRVT High 121 URBAN ENTERPRISE PTY LTD

129 APPENDICES 122 URBAN ENTERPRISE PTY LTD

130 APPENDIX A ACTIVITIES UNDERTAKEN TABLE 24 ACTIVITIES UNDERTAKEN, FULL COMPARISON Greater Shepparton Strathbogie Mitchell Murrindindi Goulburn River Valley Daylesford & Macedon Ranges Murray High Country Yarra Valley & Dandenong Ranges Eat out at restaurants (S) Visit friends and relatives (S) 44% 46% 31% 38% 40% 47% 35% 37% 42% 37% 43% 48% 29% 37% 39% 32% 24% 38% General sight seeing (S) 15% 24% 19% 31% 21% 29% 17% 20% 26% Go shopping (pleasure) (S) Pubs, clubs, discos etc. (S) 33% 15% 10% 11% 20% 21% 20% 16% 15% 11% 14% 11% 10% 11% 10% 13% 12% 7% Picnics or BBQs (S) 4% 4% 5% 16% 8% 8% 5% 6% 10% Bushwalking or rainforest walks (N) Visit National Parks or State Parks (N) 1% 5% 4% 18% 7% 5% 4% 11% 4% 2% 4% 2% 16% 6% 4% 4% 9% 4% Play other sports (Sp) 4% 5% 4% 5% 5% 3% 5% 5% 4% Go fishing (Sp) 1% 6% 1% 11% 4% 1% 6% 4% 3% Attend an organised sporting event (S) Other outdoor activities (Sp) (e.g. horse riding, rock climbing, bungee jumping, 4WD etc.) 5% 6% 5% 1% 4% 2% 3% 2% 2% 1% 2% 3% 8% 4% 3% 3% 5% 4% Visit wineries (A) 1% 12% 2% 4% 3% 3% 5% 9% 9% Going to markets (street, weekend or art craft) (A) Visit botanical or other public gardens (N) Exercise (Sp) (gym or swimming at a local pool, river, creek) 2% 3% 3% 3% 3% 9% 4% 5% 4% 3% 1% 3% 1% 2% 9% 3% 5% 8% 2% 2% 2% 3% 2% 1% 4% 3% 1% Visit farms (N) 1% 4% 3% 3% 2% 15% 6% 8% 17% Water activities or sports (Sp) Visit museums or art galleries (C) Visit history heritage buildings,sites or monuments C Go on a daytrip to another place (S) Go to the beach (including swimming) (N) 0% 2% 1% 5% 2% 0% 4% 4% 2% 2% 2% 2% 3% 2% 7% 3% 5% 3% 1% 4% 2% 2% 2% 4% 4% 4% 2% 1% 2% 1% 2% 1% 2% 2% 3% 1% 1% 1% 1% 2% 1% 3% 3% 2% 3% 123 URBAN ENTERPRISE PTY LTD

131 Play golf (Sp) 1% 1% 1% 2% 1% 1% 3% 1% 1% Other (S) 1% 1% 1% 1% 1% 2% 1% 1% 1% Visit industrial tourism attractions (A) (e.g. breweries, mines) Attend festivals or fairs or cultural events C Visit art or craft workshops or studios C Go cycling (from 2006 onwards) (Sp) 1% 1% 0% 1% 1% 2% 1% 2% 1% 1% 1% 1% 1% 1% 2% 2% 3% 1% 0% 1% 1% 2% 1% 2% 1% 1% 1% 0% 2% 0% 1% 1% 1% 1% 2% 1% Movies or videos (S) 1% 0% 0% 0% 1% 0% 1% 1% 1% Visit amusements or theme parks (A) Attend theatre concerts or other performing arts C Visit wildlife parks, zoos or aquariums (A) Go on guided tours or excursions (A) Attend movies/cinema (S) 1% 0% 0% 0% 1% 0% 1% 1% 1% 1% 1% 0% 1% 1% 1% 1% 1% 1% 0% 0% 0% 2% 1% 0% 0% 1% 4% 0% 1% 0% 1% 0% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 1% 0% 0% Snow skiing (Sp) 0% 0% 0% 1% 0% 0% 0% 11% 1% Tourist trains (A) 1% 0% 0% 0% 0% 0% 0% 0% 2% Charter boat cruise or ferry ride (A) 0% 1% 0% 0% 0% 0% 3% 1% 0% Visit casinos (S) 0% 0% 1% 0% 0% 0% 0% 0% 0% Visit a health spa or well-being centre (A) Visit or stay on an island (A) Experience Aboriginal art or craft and cultural displays C Visit an Aboriginal site or community C 0% 0% 0% 0% 0% 6% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Total 180% 214% 170% 235% 199% 243% 199% 227% 229% (S) = Social & Other (N) = Nature & Outdoor (Sp) = Sports & Active Outdoor (C) = Cultural/Arts, Heritage & Festival (A) = Local Attraction & Tourism 124 URBAN ENTERPRISE PTY LTD

132 APPENDIX B PAVE OVERVIEW AND METHODOLOGY 125 URBAN ENTERPRISE PTY LTD

133 OVERVIEW OF PAVE ABOUT URBAN ENTERPRISE Urban Enterprise have worked with a range of tourism data sets and we have developed our own primary tourism research methodologies which have been utilized throughout Australia for more than 20 years. It is with this extensive experience and understanding of the primary and secondary research data available that we have developed the PAVE model. PAVE models have been prepared for: Macedon Ranges Greater Shepparton Echuca Moama Bass Coast Shire Corangamite Shire INTRODUCTION In response to the lack of tourism and visitor data at the local level (Local Government Areas and Townships) Urban Enterprise PTY LTD have developed a product which can assist clients in understanding the impact of visitation at the local level. PAVE provides a range of population and tourist visitation estimates for local areas, including: Number of visitors staying in holiday homes Number of visitors/tourists staying in commercial accommodation Number of daytrip visitors Visitation by month and weekend/weekday Seasonal visitation Total population by month with weekend/ weekday breakout PAVE is unique in that it provides estimates in visitation to small areas utilising a range of datasets, which strengthen the data reliability rather than relying on a single source of data. PAVE utilises a range of data inputs from Tourism Research Australia, the Australian Bureau of Statistics and primary research undertaken by Urban Enterprise for local municipalities. KEY FEATURES OF PAVE Cost effective: Local Government can learn what their tourist population is without undertaking costly primary research Accurate: Because PAVE is tailored to a specific area, using local relevant inputs the accuracy is far greater than other tourist visitation models Allows comparisons. PAVE outputs have been already prepared for a number of Local Government Areas which allows comparisons with your own area Population fluctuations. PAVE identifies population fluctuations throughout the months of the year so visitation during the peak can be quantified NEED MORE INFORMATION? If you would like to discuss your tourism research options with our experienced team at Urban Enterprise, contact Mike Ruzzene by phone on or via mike@urbanenterprise.com.au. 389 St Georges Road Fitzroy North