The Goulburn Region Destination Management Plan is a 2024-2029 visitor-economy plan prepared by TRC Tourism for the Goulburn Region. (Source: goulburn-region-dmp.txt)
The plan positions the region as a place close to Melbourne where visitors connect with First Peoples culture, local produce, heritage, nature, and the arts. (Source: goulburn-region-dmp.txt)
The plan is not a site-specific statutory planning amendment; it is an economic-development and destination-management framework that influences investment priorities, advocacy, visitor servicing, and local area action planning. (Source: goulburn-region-dmp.txt)
The report was dated 29 January 2024 and covers a five-year implementation period to 2029. (Source: goulburn-region-dmp.txt)
The extracted corpus contains two matching text extractions, goulburn-region-dmp.txt and goulburn_region_dmp.txt, which appear to represent the same underlying PDF. (Source: goulburn-region-dmp.txt; Source: goulburn_region_dmp.txt)
Source Basis
Primary evidence for this page is the extracted final report goulburn-region-dmp.txt. (Source: goulburn-region-dmp.txt)
The second matching source, goulburn_region_dmp.txt, contains the same report content and was treated as duplicate corroboration rather than a separate policy document. (Source: goulburn_region_dmp.txt)
The plan states that research was undertaken by the Goulburn Region Tourism Partnership and REMPLAN before consultation, field assessment, and framework development. (Source: goulburn-region-dmp.txt)
The plan records industry engagement through workshops in each LGA, council staff engagement, councillor briefings, drop-in sessions, and online engagement. (Source: goulburn-region-dmp.txt)
The plan draws on the Goulburn Region Tourism Partnership Baseline Research Report, including visitor, employment, expenditure, accommodation, and impact estimates. (Source: goulburn-region-dmp.txt)
The plan also references the Greater Shepparton Accommodation Opportunities Study and the River Connect Strategic Plan 2023 to 2028. (Source: goulburn-region-dmp.txt)
Those referenced supporting documents were not among the requested matching files and should be treated as evidence gaps unless separately located in the Mitchell corpus. (Source: goulburn-region-dmp.txt)
The plan identifies the traditional lands and waters of the Taungurung, Wurundjeri, and Yorta Yorta Peoples as central to the region. (Source: goulburn-region-dmp.txt)
Registered Aboriginal Party areas are represented in the report by Taungurung Land and Waters Council, Wurundjeri Woi-wurrung Cultural Heritage Aboriginal Corporation, and Yorta Yorta Nation Aboriginal Corporation. (Source: goulburn-region-dmp.txt)
The plan says partnering with RAPs is necessary so First Peoples can self-determine their role in tourism in the region. (Source: goulburn-region-dmp.txt)
The plan identifies the Goulburn River as the region’s linking feature and as Victoria’s largest river. (Source: goulburn-region-dmp.txt)
The plan describes the Goulburn River as flowing through the region downstream of Lake Eildon and through valleys, Seymour, Nagambie, and Shepparton. (Source: goulburn-region-dmp.txt)
The plan frames the region as accessible to Melbourne, Bendigo, Albury-Wodonga, and Echuca-Moama through highways, roads, and some rail. (Source: goulburn-region-dmp.txt)
This geography creates a planning mechanism: Mitchell’s southern and central towns are not just local destinations but front-door locations for Melbourne-origin day trips, short breaks, events, and touring routes. (Source: goulburn-region-dmp.txt)
Strategic Intent
The DMP’s core growth logic is to attract more visitors, convert more day visitors into overnight stays, increase visitor spend, and increase repeat visitation. (Source: goulburn-region-dmp.txt)
The plan seeks a unified regional voice on visitor-economy priorities rather than fragmented LGA-level positioning. (Source: goulburn-region-dmp.txt)
The plan states that the region currently lacks a whole-region brand and marketplace positioning. (Source: goulburn-region-dmp.txt)
The brand gap is material for Mitchell because isolated products such as military heritage in Seymour, produce in Kilmore, and trail access at Tallarook may not convert into overnight itineraries without regional packaging. (Source: goulburn-region-dmp.txt)
The seven principles used by the plan are First Peoples focused, delivering economic growth, responsive and outstanding, sustainable and regenerative, inclusive and welcoming, valuable for community, and unique to place. (Source: goulburn-region-dmp.txt)
The plan’s delivery structure has four strategic priorities: regional tourism governance, regional product growth, industry capability, and regional brand and marketing. (Source: goulburn-region-dmp.txt)
The DMP explicitly makes governance a prerequisite because participation in regional funding, campaigns, industry development, and data collection depends on an agreed regional framework. (Source: goulburn-region-dmp.txt)
Quantified Baseline
The Goulburn Region had nearly 130,000 residents according to the baseline research referenced in the DMP. (Source: goulburn-region-dmp.txt)
Regional population growth averaged 2.0% over the previous ten years, compared with 1.7% for Victoria. (Source: goulburn-region-dmp.txt)
In 2021, Victoria’s population contracted by 1.0% while the Goulburn Region’s population increased by 1.5%. (Source: goulburn-region-dmp.txt)
Tourism supported 1,986 jobs in the region, equal to 3.9% of total employment. (Source: goulburn-region-dmp.txt)
The plan estimates those tourism jobs as equivalent to 1,476 full-time equivalent jobs. (Source: goulburn-region-dmp.txt)
Tourism generated around 2% of the region’s total output, estimated at $337.0 million. (Source: goulburn-region-dmp.txt)
Accommodation and food services accounted for 38% of tourism revenue, or $103.1 million. (Source: goulburn-region-dmp.txt)
Tourism generated around 2% of total regional value-added, estimated at $148.8 million. (Source: goulburn-region-dmp.txt)
Regional visitation reached 2.0 million in 2022. (Source: goulburn-region-dmp.txt)
The pre-COVID visitation benchmark was 2.6 million visitors. (Source: goulburn-region-dmp.txt)
In 2022, Greater Shepparton received 1.1 million domestic visitors, equal to 53% of the regional domestic visitor total. (Source: goulburn-region-dmp.txt)
In 2022, Mitchell received 0.6 million domestic visitors, equal to 31% of the regional domestic visitor total. (Source: goulburn-region-dmp.txt)
In 2022, Strathbogie received 0.3 million domestic visitors, equal to 16% of the regional domestic visitor total. (Source: goulburn-region-dmp.txt)
The regional visitor economy is dominated by day trips because of proximity to Victorian and southern New South Wales population centres. (Source: goulburn-region-dmp.txt)
Overnight visitors increased from 26% of visitors in 2012 to 35% in 2022. (Source: goulburn-region-dmp.txt)
This shift to overnight visitation is a feasibility signal: the region has growing overnight demand, but the plan says conversion depends on enough accommodation of the right level. (Source: goulburn-region-dmp.txt)
Growth Targets
The DMP target is to increase visitor-economy gross revenue from 337 million in 2023 to 500 million by 2029. (Source: goulburn-region-dmp.txt)
That revenue target implies an increase of $163 million across the plan period. (Source: goulburn-region-dmp.txt)
The plan target is to increase total visitors from 2 million in 2022 to 3 million by 2029. (Source: goulburn-region-dmp.txt)
The visitor target implies a 50% increase from the 2022 baseline. (Source: goulburn-region-dmp.txt)
The plan target is to increase domestic overnight visitors from 0.7 million in 2022 to 1.0 million by 2029. (Source: goulburn-region-dmp.txt)
The overnight target implies an additional 300,000 overnight visitors. (Source: goulburn-region-dmp.txt)
The plan’s appendix measures success by increasing average overnight visitor spend per day from 110 to 200 per person. (Source: goulburn-region-dmp.txt)
The plan’s appendix also seeks to increase domestic day visitor spend from 222 to 250 per person. (Source: goulburn-region-dmp.txt)
These targets are not just marketing metrics; they define infrastructure demand for accommodation, food venues, public toilets, transport links, signage, power reliability, and digital visitor information. (Source: goulburn-region-dmp.txt)
Market Position
The plan identifies Melbourne as the number one market for Mitchell Shire. (Source: goulburn-region-dmp.txt)
The plan states that 99% of all day trippers to Mitchell Shire come from Melbourne. (Source: goulburn-region-dmp.txt)
The report also says Melbourne is Mitchell’s strongest market for both domestic day trips and domestic overnight visitors. (Source: goulburn-region-dmp.txt)
This makes Mitchell more exposed than the northern LGAs to commuter-belt and short-break behaviour. (Source: goulburn-region-dmp.txt)
Domestic overnight visitors mainly come from Victoria, including Melbourne and regional townships, accounting for 78.7% of domestic overnight visitors. (Source: goulburn-region-dmp.txt)
Domestic overnight visitors from Victoria spend $241 and stay 2.2 nights on average. (Source: goulburn-region-dmp.txt)
Interstate overnight visitors spend $511 and stay 5.5 nights on average. (Source: goulburn-region-dmp.txt)
Visitors engaging in arts and heritage have average spend of $605 per visit. (Source: goulburn-region-dmp.txt)
Visitors engaging in local attractions and activities have average spend of $550 per visit. (Source: goulburn-region-dmp.txt)
Those arts, heritage, and local-attraction visitors stay 6.9 nights on average, which is materially higher than other activity types in the region. (Source: goulburn-region-dmp.txt)
The plan therefore creates a clear Mitchell opportunity: military heritage, historic town centres, First Peoples interpretation, and food provenance are higher-yield itinerary anchors than generic drive-through visitation. (Source: goulburn-region-dmp.txt)
Almost half of overnight visitors, 44.9%, engage in social activities. (Source: goulburn-region-dmp.txt)
Nature-based and outdoor activities account for 15.1% of overnight visitor activities. (Source: goulburn-region-dmp.txt)
Active outdoor activities and sports account for 12.0% of overnight visitor activities. (Source: goulburn-region-dmp.txt)
Retired visitors aged 55 years and over and young visitors aged 25-34 years together make up more than 50% of overnight visitors. (Source: goulburn-region-dmp.txt)
CALD communities are significant visitors because of the growing multicultural nature of parts of Shepparton and Mitchell Shire. (Source: goulburn-region-dmp.txt)
Shock And Recovery
Visitor expenditure was estimated to have fallen by $216.6 million in 2020-21 because of the decrease in visitors. (Source: goulburn-region-dmp.txt)
Visitor expenditure was estimated to have fallen by $256.1 million in 2021-22. (Source: goulburn-region-dmp.txt)
The associated regional workforce contraction was estimated at 1,671 jobs. (Source: goulburn-region-dmp.txt)
The October 2022 flood event was estimated to cause a $87.7 million contraction in tourism gross revenue in 2022-23. (Source: goulburn-region-dmp.txt)
The same flood impact was associated with a $39.9 million value-added loss. (Source: goulburn-region-dmp.txt)
The same flood impact was associated with an estimated loss of 719 jobs. (Source: goulburn-region-dmp.txt)
Domestic overnight visitors had recovered to 101% of pre-COVID levels when the plan was prepared. (Source: goulburn-region-dmp.txt)
Day trip numbers continued to lag behind recovery rates in other regional areas of Victoria. (Source: goulburn-region-dmp.txt)
For Mitchell, this means resilience planning should not be separated from destination planning: flood, fire, power outages, telecommunications failure, and road access directly affect event viability and overnight conversion. (Source: goulburn-region-dmp.txt)
Accommodation Feasibility
The baseline research found 154 accommodation businesses in the Goulburn Region. (Source: goulburn-region-dmp.txt)
The majority of registered accommodation businesses were hotel/motel and self-contained accommodation, with 60 and 40 businesses respectively. (Source: goulburn-region-dmp.txt)
The region had 18 caravan parks, 15 bed and breakfasts, and 14 farm stays. (Source: goulburn-region-dmp.txt)
Room supply in 2021-2022 was estimated at 403,558. (Source: goulburn-region-dmp.txt)
Accommodation demand in 2021-2022 was estimated at 253,050. (Source: goulburn-region-dmp.txt)
Before COVID-19, Goulburn Region accommodation occupancy averaged 66%. (Source: goulburn-region-dmp.txt)
The comparable state average occupancy was 80%. (Source: goulburn-region-dmp.txt)
The plan suggests the occupancy gap may reflect supply not meeting contemporary market expectations because some stock is older. (Source: goulburn-region-dmp.txt)
The plan identifies investment in 4- and 5-star offerings such as Mitchelton Winery, Trawool Estate, and Hidden Valley Resort as evidence of demand for higher-quality boutique accommodation. (Source: goulburn-region-dmp.txt)
The short-term rental market was estimated at 787 total rentals, with 315 active listings. (Source: goulburn-region-dmp.txt)
Active short-term rental listings included 112 in Greater Shepparton, 108 in Strathbogie, and 95 in Mitchell. (Source: goulburn-region-dmp.txt)
The plan’s accommodation actions prioritise mid-range, unique, fit-for-purpose accommodation, including heritage buildings and new buildings close to natural and other attractions. (Source: goulburn-region-dmp.txt)
The plan explicitly says accommodation investment is critical for converting day visitors into overnight visitors and longer stays. (Source: goulburn-region-dmp.txt)
For Mitchell, accommodation feasibility is strongest where projects sit near Melbourne-facing demand, rail or road access, heritage assets, trailheads, wineries, nature settings, or major event venues. (Source: goulburn-region-dmp.txt)
The plan also prioritises farm stays, glamping, tiny houses, camping, caravan locations, and accessible accommodation. (Source: goulburn-region-dmp.txt)
Planning risk remains because the opportunities table names farming-zone restrictions, flood overlays, fire overlays, policy restrictions, and legislation restrictions as barriers to tourism development. (Source: goulburn-region-dmp.txt)
Product Priorities
First Peoples-led experiences are a product priority, but the plan states they must be self-determined by Taungurung, Wurundjeri, and Yorta Yorta Peoples. (Source: goulburn-region-dmp.txt)
The plan identifies wawa biik tours departing from Nagambie and Euroa as bookable Taungurung experiences connecting visitors to living Country and Culture. (Source: goulburn-region-dmp.txt)
The success measures record three main First Peoples experience groups: wawa biik Taungurung Cultural Experiences, SAM, Kaiela Arts, Bangerang Cultural Centre, street art, and Mitchelton Aboriginal Art Galleries. (Source: goulburn-region-dmp.txt)
The plan records that no First Peoples Tourism Plan currently exists, with a self-determined First Peoples Tourism Plan under development. (Source: goulburn-region-dmp.txt)
Arts and culture priorities include SAM, Kaiela Arts, MOVE Stage 2, Mitchelton Gallery of Aboriginal Art, regional galleries, a Goulburn Valley Arts Trail, and First Peoples art. (Source: goulburn-region-dmp.txt)
Military heritage priorities include the Australian Light Horse Memorial Park, Victoria Cross Memorial Park, Tatura Museum, the Vietnam Veterans Commemorative Walk, and other facilities. (Source: goulburn-region-dmp.txt)
Food and drink priorities include branding regional products as Goulburn Region produce and building cross-regional food, wine, provenance, and farm-gate trails. (Source: goulburn-region-dmp.txt)
The DMP cites Seasoned as a curated taste trail for the Shepparton area and Go Meat the Farmer as an existing trail to build from. (Source: goulburn-region-dmp.txt)
The plan names The Meat Room in Kilmore as a family-owned small-batch salami specialist and gourmet providore that opens weekly on Fridays and Saturdays. (Source: goulburn-region-dmp.txt)
The Kilmore example is significant because it shows how Mitchell food businesses can function as itinerary content, not merely local retail. (Source: goulburn-region-dmp.txt)
Nature priorities include river-based activities, water sports at Lake Nagambie, fishing platforms, kayak areas, wetlands, trails, wildlife viewing, swimming, and access to natural settings. (Source: goulburn-region-dmp.txt)
The plan also recommends expanding the Yanha Gurtji Shared Path Network and exploring other opportunities to connect existing trails to key townships. (Source: goulburn-region-dmp.txt)
The plan identifies Mount Major Mountain Bike Park, pump tracks, BMX facilities, and the proposed Balmattum Hill Bike Park near Euroa as cycle opportunities. (Source: goulburn-region-dmp.txt)
Mitchell-Specific Interpretation
Mitchell’s strongest immediate role is gateway visitation from Melbourne, because 99% of its day trippers come from Melbourne. (Source: goulburn-region-dmp.txt)
Wallan is relevant to the plan’s market logic because the report names Greenhill Wallan among major event-space development opportunities. (Source: goulburn-region-dmp.txt)
Seymour is relevant because the plan names Seymour business district, Seymour’s Alternative Farming Expo, Seymour food and wine festival, Puckapunyal army base near Seymour, and the Vietnam Veterans Commemorative Walk. (Source: goulburn-region-dmp.txt)
Seymour is also relevant because the plan recommends linking Seymour to the Great Victorian Rail Trail at Tallarook. (Source: goulburn-region-dmp.txt)
Kilmore is relevant because the plan names Kilmore’s business district and The Meat Room as a local-produce example. (Source: goulburn-region-dmp.txt)
Tallarook is relevant because the plan lists Tallarook as a small town for Local Area Action Plan hidden-gem identification and as a market town. (Source: goulburn-region-dmp.txt)
Trawool is relevant because the plan names it as a small town for hidden-gem identification and identifies Trawool Estate as high-quality boutique accommodation evidence. (Source: goulburn-region-dmp.txt)
Tooborac is relevant because the plan lists it among smaller towns for Local Area Action Plan product identification. (Source: goulburn-region-dmp.txt)
Avenel is relevant because the plan names Avenel as a market town and as part of the region’s liveability and town-market opportunity. (Source: goulburn-region-dmp.txt)
The Mitchell planning implication is that economic-development work should connect these town-specific assets into regional itineraries rather than treating each town as an isolated offer. (Source: goulburn-region-dmp.txt)
The DMP’s two-night itinerary objective is the test for whether Mitchell assets are mature enough to capture overnight yield. (Source: goulburn-region-dmp.txt)
If Mitchell only captures day-tripper traffic from Melbourne, it helps visitation numbers but weakens the revenue, accommodation, dining, and evening-economy objectives. (Source: goulburn-region-dmp.txt)
Infrastructure Dependencies
The plan identifies lack of public investment in trailheads, public BBQ areas, bridges, toilets, and similar facilities as a growth prohibitor. (Source: goulburn-region-dmp.txt)
The plan identifies poor passenger transport links as a growth prohibitor. (Source: goulburn-region-dmp.txt)
The plan identifies poor telecommunications infrastructure as a growth prohibitor. (Source: goulburn-region-dmp.txt)
The plan identifies lack of transport between accommodation, dining options, and major attractions as a growth prohibitor. (Source: goulburn-region-dmp.txt)
The plan identifies housing and worker accommodation supply as a growth prohibitor. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes Goulburn River facilities with stops, picnic tables, toilets, fishing, exploration, and natural-setting access. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes cycle opportunities and Great Victorian Rail Trail expansion. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes accommodation stock covering farm stays, self-contained accommodation, glamping, quality mid-range accommodation, 4-star-plus accommodation, and a family-friendly destination caravan park. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes streetscaping and liveability initiatives. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes regional transport improvements between major centres and to major attractions. (Source: goulburn-region-dmp.txt)
Suggested high-priority infrastructure includes digital connectivity upgrades and digital visitor information such as a regional website and social media channels. (Source: goulburn-region-dmp.txt)
Medium-priority infrastructure includes power supply improvements, priority Goulburn River bridges, EV charging stations, a regional agritourism centre, and touring-route development. (Source: goulburn-region-dmp.txt)
Touring-route development includes the Ned Kelly Touring Route, the Military Heritage Trail, food and wine routes, and activation of the Kelly House as an asset for the south of the region. (Source: goulburn-region-dmp.txt)
For development feasibility, these infrastructure dependencies mean private tourism projects in Mitchell will be more credible if they can demonstrate road access, flood/fire risk handling, visitor toilets, digital coverage, power reliability, and links to regional branding. (Source: goulburn-region-dmp.txt)
Governance And Delivery
The plan is to be owned and delivered by the Goulburn Region Visitor Economy Partnership. (Source: goulburn-region-dmp.txt)
The first action is to work with the State Government and the three LGAs to develop and implement the Goulburn Region Visitor Economy Partnership as a high and foundational priority. (Source: goulburn-region-dmp.txt)
The DMP says the Goulburn Region had not been formally supported by a State Government recognised Regional Tourism Board for over 15 years. (Source: goulburn-region-dmp.txt)
The three partner councils collaborated on the Goulburn Region Tourism Partnership in 2023 as an interim arrangement. (Source: goulburn-region-dmp.txt)
The future Visitor Economy Partnership is intended to be the peak regional tourism organisation for destination management planning, destination development, industry crisis response, industry support, advocacy, and marketing management. (Source: goulburn-region-dmp.txt)
Local government roles are described as visitor services, destination marketing, investment attraction and facilitation, industry training, and product development. (Source: goulburn-region-dmp.txt)
Visit Victoria is described as the state demand-driving organisation, with roles in destination marketing, industry support, industry training, product development, and events. (Source: goulburn-region-dmp.txt)
DJSIR is described as providing funding streams, business investment support, economic development, advocacy, research, crisis resources, and tourism project facilitation. (Source: goulburn-region-dmp.txt)
RDV is described as supporting rural and regional economic development through funding streams, business investment, industry support, and advocacy. (Source: goulburn-region-dmp.txt)
Industry associations such as Go Seymour, Go Nagambie, Go Shepparton, and Euroa Chamber of Commerce are identified as local support, event, marketing, networking, and representation bodies. (Source: goulburn-region-dmp.txt)
The governance mechanism is a delivery dependency because the plan’s success measures require secured five-year funding, staff, state-level advocacy, data sharing, destination planning, grant attraction, collaboration, and industry leadership. (Source: goulburn-region-dmp.txt)
Local Area Action Plans
Action 2.23 requires advocacy and support for LGAs to implement Local Area Action Plans and localised strategies. (Source: goulburn-region-dmp.txt)
Action 2.23 specifically says these plans should identify key attractions and hidden gems in small towns such as Trawool, Tooborac, Dookie, Avenel, Tallarook, Murchison, and Violet Town. (Source: goulburn-region-dmp.txt)
Local Area Action Plans are high priority under the DMP. (Source: goulburn-region-dmp.txt)
These plans are important for Mitchell because regional brand work will otherwise remain too broad to resolve site-level needs such as parking, toilets, heritage interpretation, opening hours, and trail access. (Source: goulburn-region-dmp.txt)
A Mitchell Local Area Action Plan should therefore translate the regional DMP into town-specific actions for Seymour, Kilmore, Wallan, Tallarook, Trawool, Tooborac, and Avenel. (Source: goulburn-region-dmp.txt)
The mechanism is practical: a local plan can bundle small capital works and private product packaging into fundable projects aligned with the regional visitor-economy priority list. (Source: goulburn-region-dmp.txt)
Visitor Servicing
The plan says visitor attractions are not always evident to people when they arrive in or drive through the region. (Source: goulburn-region-dmp.txt)
The plan says local visitor information is provided but not connected across the region. (Source: goulburn-region-dmp.txt)
Action 2.37 is to complete a regional visitor servicing strategy. (Source: goulburn-region-dmp.txt)
Action 2.38 is to consider branding regional visitor centres with the regional brand. (Source: goulburn-region-dmp.txt)
Action 2.39 is to review regional wayfinding and interpretive signs, including online maps and visual languages. (Source: goulburn-region-dmp.txt)
Action 2.40 is to work with councils and land managers so public toilets and basic visitor servicing facilities are fit for purpose and well presented. (Source: goulburn-region-dmp.txt)
The 2029 success measure is for visitor information centres to be networked across the region with clear brand alignment, stories, narrative, provenance, and experiences. (Source: goulburn-region-dmp.txt)
The 2029 success measure is also for wayfinding and interpretive signage to be reviewed and for a signage strategy to elevate the regional brand through visual languages and First Peoples engagement. (Source: goulburn-region-dmp.txt)
For Mitchell, visitor servicing is an economic-development issue because day-tripper conversion depends on visitors finding a second stop, a meal, a trailhead, a heritage site, and a place to stay. (Source: goulburn-region-dmp.txt)
Brand And Marketing
The plan states there is no regional brand. (Source: goulburn-region-dmp.txt)
The plan states regional marketing is not currently undertaken. (Source: goulburn-region-dmp.txt)
The plan states there is no brand recognition in target markets. (Source: goulburn-region-dmp.txt)
The plan calls for a regional brand identity supported by a brand hierarchy for LGAs that already have consumer-facing brands. (Source: goulburn-region-dmp.txt)
The success measure is for the brand to be developed for the region while building on existing brand work. (Source: goulburn-region-dmp.txt)
The success measure includes familiarisations, websites, social media, and other marketing collateral featuring existing First Peoples product. (Source: goulburn-region-dmp.txt)
The success measure includes collaboratively developed packages with operators to meet target-market needs. (Source: goulburn-region-dmp.txt)
The brand challenge is especially important for Mitchell because Melbourne-facing visitors may know individual towns or events but not perceive them as part of a two-night Goulburn Region itinerary. (Source: goulburn-region-dmp.txt)
The plan says brand recognition by Visit Victoria would make marketing easier and more cost-effective. (Source: goulburn-region-dmp.txt)
Workforce And Housing
The plan identifies shortage of workers as a current workforce issue. (Source: goulburn-region-dmp.txt)
The plan identifies lack of affordable housing for tourism and hospitality workers as a current issue. (Source: goulburn-region-dmp.txt)
The 2029 success measure is for a regional skills assessment to be undertaken. (Source: goulburn-region-dmp.txt)
The 2029 success measure is for short courses to support tourism management and hospitality in the region. (Source: goulburn-region-dmp.txt)
The 2029 success measure is for some affordable housing to be developed in the region. (Source: goulburn-region-dmp.txt)
The workforce issue affects Mitchell feasibility because events, accommodation, food, and visitor services cannot scale if operators cannot source labour or workers cannot live near jobs. (Source: goulburn-region-dmp.txt)
Community consultation produced a quality-over-quantity theme, with visitor-economy growth expected to maximise community value and minimise overtourism risk. (Source: goulburn-region-dmp.txt)
Consultation also found tourism can support services that communities would not otherwise have, including restaurants, activities, infrastructure, liveability, and economic growth. (Source: goulburn-region-dmp.txt)
Consultation identified infrastructure investment needs in power, telecommunications, and public transport. (Source: goulburn-region-dmp.txt)
Consultation identified the need to balance development with environmental protection, cultural heritage, and State Government overlays in the planning scheme. (Source: goulburn-region-dmp.txt)
Named overlay and zoning risks include flood, fire, and farming-zone restrictions. (Source: goulburn-region-dmp.txt)
The DMP also notes that significant events on private land may be constrained by planning restrictions and permitting processes. (Source: goulburn-region-dmp.txt)
These constraints mean tourism growth is not automatically permitted by the DMP; project proponents still need site suitability, land-use permission, cultural heritage due diligence, environmental assessment, servicing, and emergency-risk planning. (Source: goulburn-region-dmp.txt)
The DMP’s opportunity list includes flood recovery, but the flood impact figures show that flood exposure is also a major downside risk for regional brand, access, and business continuity. (Source: goulburn-region-dmp.txt)
The plan’s aspiration for river access must therefore be read with caution: river activation can increase visitor value only if it is designed with flood behaviour, ecological protection, cultural values, and land-manager responsibilities in mind. (Source: goulburn-region-dmp.txt)
Development Feasibility Implications
Accommodation proposals have the clearest demand rationale where they help convert Melbourne-origin day visitors into overnight visitors. (Source: goulburn-region-dmp.txt)
Mid-range and 4-star-plus accommodation is a priority because current accommodation is dominated by hotel/motel and town-based stock and may not match contemporary market expectations. (Source: goulburn-region-dmp.txt)
Boutique rural accommodation such as farm stays, glamping, and tiny houses is supported where aligned to remote parts of the region and the boutique market. (Source: goulburn-region-dmp.txt)
Caravan and camping investment is supported where it boosts clean, serviced options for pass-through and short-stay markets. (Source: goulburn-region-dmp.txt)
Accessible and inclusive accommodation is a recurring action, including retrofitting older buildings and constructing new exemplars. (Source: goulburn-region-dmp.txt)
Food provenance businesses have a feasibility pathway where they combine retail sales with maker stories, trails, farm-gate access, events, and regional branding. (Source: goulburn-region-dmp.txt)
Military heritage assets have a feasibility pathway where interpretation is improved and connected into trails and other attractions. (Source: goulburn-region-dmp.txt)
Trail and cycling investments have a feasibility pathway where they connect townships, accommodation, attractions, and visitor services rather than existing as isolated recreation assets. (Source: goulburn-region-dmp.txt)
Event-space proposals have a feasibility pathway where they address ageing or limited event infrastructure and can attract state funding or partnership. (Source: goulburn-region-dmp.txt)
River-access proposals have a feasibility pathway where they provide basic but high-value infrastructure such as picnic facilities, walking trails, toilets, fishing access, interpretation, and safe access. (Source: goulburn-region-dmp.txt)
Projects with weak power, telecommunications, public transport, wayfinding, toilet, or workforce assumptions should be treated as higher-risk against the DMP’s own constraints. (Source: goulburn-region-dmp.txt)
Monitoring Signals
Check whether the Goulburn Region Visitor Economy Partnership is formally established with five-year funding and staff. (Source: goulburn-region-dmp.txt)
Check whether the partnership is gathering and disseminating visitor data and brand-health information. (Source: goulburn-region-dmp.txt)
Check whether total visitation is moving from 2 million toward 3 million visitors by 2029. (Source: goulburn-region-dmp.txt)
Check whether overnight visitation is moving from 700,000 toward 1 million visitors by 2029. (Source: goulburn-region-dmp.txt)
Check whether average overnight spend moves from 110 toward 200 per person per day. (Source: goulburn-region-dmp.txt)
Check whether domestic day visitor spend moves from 222 toward 250 per person. (Source: goulburn-region-dmp.txt)
Check whether regional product can support a two-night itinerary for target markets. (Source: goulburn-region-dmp.txt)
Check whether First Peoples aspirations are represented in a First Peoples Tourism Plan. (Source: goulburn-region-dmp.txt)
Check whether major events have regional brand connection and scale. (Source: goulburn-region-dmp.txt)
Check whether wellness investment produces actual products such as forest bathing, spa treatments, or floating saunas. (Source: goulburn-region-dmp.txt)
Check whether accommodation businesses open in mid-range, boutique, accessible, and higher-quality categories. (Source: goulburn-region-dmp.txt)
Check whether at least one new transport solution links accommodation and attractions at visitor-suitable times. (Source: goulburn-region-dmp.txt)
Check whether an integrated transport plan is developed for path and cycleway connections between towns. (Source: goulburn-region-dmp.txt)
Check whether reliable internet connectivity and telecommunications are available during major events. (Source: goulburn-region-dmp.txt)
Check whether power-resilience planning is underway for flood and fire events. (Source: goulburn-region-dmp.txt)
Check whether one focal sporting infrastructure priority is identified with state-government funding partnership. (Source: goulburn-region-dmp.txt)
Check whether visitor information centres are networked under a regional brand. (Source: goulburn-region-dmp.txt)
Check whether public toilets and visitor information areas have been audited and upgraded through a plan. (Source: goulburn-region-dmp.txt)
Check whether biannual tourism business networking or information-sharing events occur across the region. (Source: goulburn-region-dmp.txt)
Check whether a regional skills assessment is completed and linked to short-course delivery. (Source: goulburn-region-dmp.txt)
Which Mitchell assets can credibly anchor a two-night itinerary rather than a single day trip from Melbourne? (Source: goulburn-region-dmp.txt)
Which accommodation gaps are most binding in Mitchell: mid-range rooms, boutique stays, caravan and camping, accessible accommodation, or worker accommodation? (Source: goulburn-region-dmp.txt)
Which Mitchell visitor nodes lack basic servicing such as toilets, signage, digital coverage, public transport, and safe road access? (Source: goulburn-region-dmp.txt)
Which military heritage sites require interpretation, access, approvals, or land-manager coordination before they can be packaged as visitor product? (Source: goulburn-region-dmp.txt)
Which food-provenance businesses can trade beyond limited opening hours and join a cross-regional trail? (Source: goulburn-region-dmp.txt)
Which event sites in Mitchell face planning-permit, private-land, power, telecommunications, parking, or accommodation constraints? (Source: goulburn-region-dmp.txt)
Which river-access proposals are feasible after flood, cultural heritage, ecological, land-manager, and maintenance constraints are tested? (Source: goulburn-region-dmp.txt)
Assessment
The DMP is strongest as an investment-prioritisation and governance document because it links quantified growth targets to specific product, infrastructure, brand, and capability actions. (Source: goulburn-region-dmp.txt)
Its main weakness is that many success measures depend on future regional governance, future brand work, future local area plans, and supporting studies not included in the requested source set. (Source: goulburn-region-dmp.txt)
For Mitchell, the central economic-development opportunity is not simply more visitors; it is capturing more value from the existing Melbourne-facing flow by extending stays and increasing spend. (Source: goulburn-region-dmp.txt)
The plan’s own numbers show why: Mitchell already captures 31% of regional domestic visitors, but regional strategy prioritises overnight conversion, spend growth, and brand recognition rather than raw day-trip volume. (Source: goulburn-region-dmp.txt)
The most defensible Mitchell projects will be those that combine at least three plan mechanisms: accommodation, visitor servicing, food or heritage product, transport or trail connection, and regional brand packaging. (Source: goulburn-region-dmp.txt)
The highest planning-risk projects will be those relying on rural land, flood-prone land, fire-prone land, private event land, or river access without resolving approvals, servicing, emergency management, and cultural heritage. (Source: goulburn-region-dmp.txt)
The DMP should therefore be read as a mandate for coordinated feasibility work, not as evidence that any individual tourism project is already acceptable in planning terms. (Source: goulburn-region-dmp.txt)