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Published Tuesday 25 August 2020
Tags:General, Media Release, Tourism

Tourism planning for a strong future

Mitchell Shire’s stunning natural environment and proximity to Melbourne are foundations which will drive the region’s tourism industry across the next four years.

Mitchell Shire Council endorsed the Tourism and Visitor Economy Plan 2020-2024 – a bold action plan for enhancing the tourism experience and growing the visitor economy across our shire.

The plan establishes a vision where Mitchell Shire is an emerging and increasingly well-known destination for visitors seeking the authentic regional Victorian experience. Mitchell Shire has a growing tourism industry with new and expanded operations and increased capabilities to positively service visitors.

The ambitious plan has been divided into eight key strategic focus areas, under which are 34 strategies with associated actions.

Supported by tourism specialist Destination Yellow, the plan was strongly informed by numerous interviews, workshops and online surveys with local businesses, operators, community groups, and other visitor economy stakeholders. The plan has been developed with direct consultation with the Taungurung Land and Waters Council.

The plan is undergoing final design and will be available on the Mitchell Shire website in the coming weeks and shared with visitor economy businesses and operators.

The plan will be reviewed annually to support the changing dynamics of our tourism network and economy.

Comments from Mayor David Lowe

"Michell Shire is an emerging destination which attracts more than 550,000 visitors annually, generating $115 million in economic output. This plan – which has been informed by industry – lays a great foundation to further enhance our region as a destination of choice," he said.

"We will continue to work in partnership to build this exciting economic driver and jobs creator."

"We have seen, with the launch of our social platforms and visitor guides as well as the wonderful rise of GoSeymour led by the Seymour business community, that we have the brands to build on our reputation as a great place to live, invest and visit."

"The new Discover Mitchell Official Visitor Guide and complementary Discover Mitchell Instagram and Facebook sites are already fulfilling one of the key objectives of the plan by helping to raise awareness of all of the wonderful places to see and things to do in Mitchell Shire. The plan will see Mitchell Shire Council continue to work and engage with local businesses, chambers of commerce and other visitor economy stakeholders."

This page was last updated on 25 August 2020.