Mitchell Shire Council will join Greater Shepparton City and Strathbogie Shire councils to establish Goulburn Region Tourism Inc.
All Mitchell Shire councillors, except mayor Louise Bannister, voted for the council to join as a member of the tourism board and to the associated ongoing financial commitments.
Council budgeted $70,000 in the current financial year to support a regional tourism governance structure and it will be required to annually contribute financially a minimum of $75,000 each year.
In 2022, the State Government provided the three councils with $300,000 to form the Goulburn Region Tourism Partnership.
The Goulburn Region, including Mitchell, was prioritised to transition to a Visitor Economy Partnership, due to the current lack of representation by a regional tourism board.
Cr Fiona Stevens said council could not promote the region on its own.
“Those of us that live in the shire or frequent the shire know that we have so much to offer along the lines of tourism,” she said.
“We need to be able to promote them and we need to be able to share them so that we get the economic benefit that comes with selling our place.
“Selling our place, meaning marketing our place, to the broader market so that more people come in to visit us and spend their dollars at the local shops.
“Obviously there’s going to be a lot of work to be done to make us marketable and it’s going to cost a dollar.
“So by forming a partnership we’re all going to be contributing financially and we’re all going to fight the fight to be well represented.
“The bottom line is joining forces [and] contributing financially to make sure we’re well represented and well marketed to get the economic visitation that we require and get the value for the dollar. We need to put Mitchell Shire on the map and this is a really good way to do it.”
A Goulburn Region Destination Management Plan 2024-2029 has been established.
The strategic priorities of the plan are improving and coordinating regional tourism governance, regional product growth, industry capability, and regional branding and marketing.
Cr Rhonda Sanderson said she wanted to ensure an adequate focus was given to Mitchell Shire attractions.
“It has taken us literally decades to get to this point where we are recognised by the State Government and actually received funding,” she said.
“I do have some reservations about the Destination Management Plan. I think there are some gaps as far as Mitchell Shire goes. One really obvious one is the lack of mention of racing – we have two racecourses in Mitchell.
“I hope our uniqueness in Mitchell is acknowledged and our strengths are also issued in various collateral notices produced by this group.”
The plan reported tourism in 2022 generated about two per cent of the Goulburn Valley Region’s total output totalling about $337 million.
The plan aims to attract three million visitors to the region, one million visitors that stay overnight, $500 million total gross revenue, and to be recognised as a regional brand by Visit Victoria.
