Rutherglen has long had wide appeal on the tourism trail.
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It’s world-famous wineries certainly brings in the crowds, every weekend busy with visitors sampling the best fortifieds around.
On top of that of course are the bumper events of the Winery Walkabout and Tastes of Rutherglen.
The town itself is a popular destination too, the historic Main Street and its every-growing range of boutique shops and eateries carrying great appeal.
But being popular has its drawbacks, not least the pressure put on roads in and out of the area.
That is just part of the background to a commitment made by Indigo Council to consolidating and building on the growing tourism trade. The council has unveiled plans that it hopes will generate almost 30 jobs and another $4.7 million in annual economic activity.
It is a vision that clearly creates a decent return on the spending it believes is required for well into the future.
As shire chief executive Gerry Smith says, the town needs a freshen up to get more tourists to put Rutherglen on their itinerary.
Given the value to the region of the tourism dollar, the money being pushed for by the council is no big ask.
It has on its books a $1.834 million program to beautify Main Street, improve access to Lake King and to seal Hopetoun Road, which leads to Rutherglen’s giant wine bottle.
The benefits from getting this work done would be significant and so deserves federal government support.
The council is seeking just $900,000 from the government, money that will be easily recouped from the taxation flow-on from greater economic activity.
And on top of that there is the simple need for government to support rural and regional communities so they can be on an equal footing with people in the big cities.
Victoria’s government, through the Department of Environment, Land, Water and Planning, and groups and businesses such as the Rutherglen Recreation Reserve Committee of Management, Rutherglen Estates and Tuileries should be applauded for having already made a commitment to the plan.
It is an investment well worth backing.