An “aspirational” tourism plan for Indigo Shire aims to have it all: continue bringing visitors to the region’s heritage attractions and reach younger tourists looking for wine or cycling experiences.
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If all goes to plan, the region will have an extra 1.1 million visitors by 2023 and the industry will be worth $130 million per year.
Councillors this week voted unanimously to support the “Indigo Destination Game Changer 2023 Tourism Strategy” and release the document for public comment.
Mayor Jenny O’Connor said it set ambitious growth targets for the municipality.
“People feel really strongly about tourism and it’s a very important part of our economic development. We’re trying to get the balance right between heritage, between cycling, food and wine, future new initiatives as well as honouring the ones that are already there and building on them,” she said.
In her report for councillors, Indigo tourism manager Susannah Doyle said one of the goals was to address the low overnight visitor rates by trying to attract more investment in accommodation.
“The strategy is aspirational and achievable. Some projects and initiatives within the strategy require government and/or private investment; as such, certain projects and initiatives may be implemented only when funding is secured,” she said.
“Tourism’s evolution, coupled with organic generational shift, make it imperative to implement strategy that will position Indigo for relevance and growth in an increasingly dynamic and competitive landscape.”
Plans for the vastly different Indigo Shire towns were split into four areas: a focus on heritage for Beechworth, cycling for Yackandandah, making Rutherglen the muscat wine capital and promoting Chiltern as an ideal stop along the Hume Freeway.
Cr Larry Goldsworthy asked the public to submit their feedback on the plan and did not expect it all to be positive.
“It may not please everybody, the strategy that we’ve got, but we’re looking to get best bang for our buck,” he said.
“It’s an attractive document, it’s got good content and with a little bit of polish, it will be right to work on.”
Comments can be sent to the council in writing or emailed to info@indigoshire.vic.gov.au before July 13.
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