Visitor economy boost

By Lachlan Ellis

Moorabool Shire’s tourism sector is set to benefit from Council’s first ‘Visitor Economy Strategy’, which was adopted at a meeting this month.

Council adopted the ‘Visitor Economy Strategy 2023-2027’ at its 2 August Ordinary Meeting, with the strategy seeking to provide a “unified direction” for Moorabool to develop a strong visitor economy over the five-year period.

Adopting of the Strategy follows a consultation period which began in May, with a draft Visitor Economy Strategy presented at drop-in sessions in Bacchus Marsh, Ballan, Gordon, and Blackwood from May to June this year.

Council is working to develop a strong brand identity for the region that will build on themes of food, farmgate and ferments, nature and the outdoors, events, and arts, culture, and activation.

Major priorities for the first year of the Strategy include preparing an Investment Attraction Strategy, and developing tastings and other on-farm experiences, as well as supporting more local events.

Council CEO Derek Madden said Council was working hand-in-hand with local groups and businesses on how best to promote the Shire.

“This strategy is a vital piece of work to inform the direction of Council in the tourism and visitor space,” Mr Madden told the Moorabool News.

“Some of the actions out of the Visitor Economy Strategy include working on branding and promotion to attract visitors; town centre enhancements and attracting investment in our small towns throughout the Shire; undertaking trails and natural attractions masterplans, including investment in Bald Hill; working with local sports clubs to support development of sports tournaments; and working with producers to establish open farm weekends in the Shire.”

To read the Visitor Economy Strategy in full, visit www.moorabool.vic.gov.au and search ‘Visitor Economy Strategy’.