REGIONAL tourism facilitates a bevy of employment and lifestyle opportunities as the State Government announced its record $40 billion visitor economy earlier this year.
Greater Shepparton, Strathbogie and Mitchell Shire Local Government Authorities (LGAs) merged to become Goulburn Region Tourism (GRT). They invited industry leaders at the heart of the Goulburn visitor experience to share their feedback.
Chief Executive Jane Lovell said the survey received 380 responses which have helped guide its intention to grow its tourism economy from $337 million to $500 million per year by 2030.
“The Goulburn region has all of the most sought-after things interstate visitors are looking for – nature experiences, unique towns and villages, scenic drives, great dining experiences, and history and heritage,” she said.
“Our job is to spread the word and grow the visitor economy, and our new digital platform is being specifically designed to do that.”
Working alongside Ms Lovell, Louise Bannister is marketing and industry lead and since 2020 Ms Bannister has championed the voices of her community as a Mitchell Shire Councillor, Deputy Mayor (2022-23) and Mayor (2023-24.)
“I’m at the fun end of this project [building the website,]” she said.
“I want to hear from people, no matter how big or small their potential tourism opportunity is.
“What we feel is unique about our region is its diverse offerings and the local stories … we can only add them if the locals are happy to share.”
To make sure the richness of its assets including hiking tracks, nature experiences, unique towns, scenic drives, great dining experiences and history and heritage are included on its website, GRT invites all residents to share their favourite places and activities with its team.
“The current website is an interim one. Our new digital presence will be completely different to anything any other tourism board has done in Victoria,” Ms Bannister said.
“We are doing something no other tourism body has done with their digital presence before.”
The GRT brand will be launched in autumn 2026 and in between contributions can be emailed to marketinglouise@goulburnregiontourism.com
