Planning a trip to the region?

How our Destination Master Plan is progressing

by | May 2, 2022 | News

      We’re embarking on one of our most ambitious projects to date with the creation of our 10-year Destination Master Plan.

      The master plan will ignite a stronger, more resilient visitor economy for our region as we progress through the recovery phase and embrace the ‘new normal’ over the next 10 years.

      A strong focus of this plan will be sustainable destination growth; ensuring that economic priorities are balanced with the social, environmental, and cultural fabric of the region.

      This new 10-year plan will replace our current Tourism Development Plan 2019-22 and includes:

      • Strategic Outlook
      • Priority Visitor Markets Guide
      • Workforce Development Plan
      • Destination Development Plan
      • Advocacy Plan

      We’ve appointed Urbis to take on this project. They’re an experienced agency with a thorough understanding of the tourism industry and an office based in Geelong. Urbis was selected following a very competitive application process that attracted many local, national, and international submissions.

      So, what’s next and how can you get involved?

      • Keep an eye on your inbox next week for Urbis’ member-wide survey. This initial survey is a fact-finding activity that will help inform the early research of the plan.
      • The next opportunity to engage with the development of this plan will be when the draft is released in around July-August. Members and the community will have the opportunity to discuss the plan in-depth with Urbis and provide feedback at several drop-in sessions or via an online survey.
      • The draft plan will be fine-tuned following the feedback received and finalised later in the year. At this stage, that looks to be September-October.

      We’ll keep you updated each step of the way and would love for you all to be highly engaged in this important plan for our region.

      If you have any questions on the process please get in touch with us at [email protected].

      Want some further reading? Then have a read through the original brief.

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