Indigo Mayor Jenny O'Connor has opened stage two of the Herald Sun cycle tour with a call-out to visit the High Country.
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Cr O'Connor fired the start gun at Beechworth on Thursday morning, sending off nearly 150 cyclists in the men's race on their way to Falls Creek.
"Given the impact recently of the fires, this is such an exciting event," she said.
"It's a great opportunity to showcase the town.
"For the people seeing this [on television] - there's everything you could want here, from the beautiful landscape to tourism offerings, and food and wine.
"It's one of the best tourist towns in the country."
Riders and support staff stayed in town overnight and cleared out the Beechworth Bakery ahead of their race starting at 10am.
Beechworth local Shane Flint said it was great to see activity in the main centre of town after a difficult period for traders.
"January was really quiet," he said.
"It's good to have this here for cycle tourism."
Mr Flint joined his friend Shaun McManamny to watch the race begin.
"Two years ago they finished here," Mr McManamny said.
"Last time, all the schools came down to watch the finish, but it's a bit more empty today."
The 117.6 kilometre stage two included the first big incline of the tour, taking the race through Stanley, Myrtleford, Dederang and Mount Beauty with an expected finish at Falls Creek around 1pm for the men, 2.30pm for the women.
IN OTHER NEWS:
Friday includes a day of racing from Bright to Wangaratta.
A community breakfast was put on by Indigo Council in partnership with the Beechworth Food Co-op, and skills sessions were run for families.
The tour also includes promotion of Ride High Country branding to attract visitors to the North East.
