Tourism windfall

By Kath Gannaway
A $500,000 tourism windfall will help blur regional tourism boundaries and promote a wider destination focus.
McEwen MP and Federal Tourism Minister Fran Bailey announced the funding at Healesville on Friday as part of the Government’s nation-wide $31 million Australian Tourism Development program.
As one of seven regions located within 90 minutes of Melbourne, the Yarra Valley and Dandenong Ranges are set to benefit from the initiative.
Ms Bailey said the funding would encourage regional dispersal and increase length of stay in the regions.
Yarra Ranges Regional Marketing Limited (YRRML) will lead the seven member consortium which will collaborate on the project in conjunction with Destination Melbourne.
Jennifer Hutchison, YRRML CEO, welcomed the funding which she said would be used to effectively enhance visitors’ experiences in the region.
“Visitors to Victoria don’t recognise regional boundaries and we have an obligation to integrate across what are really artificial boundaries,” she said.
The funds will be used for a touring map, interactive website, visitor information, promotional tools and marketing activities.
Ms Hutchison said YRRML was looking forward to working with the other regions and Melbourne and Surrounds Inc. in integrated marketing activities.
Ms Bailey said the Yarra Valley and the Dandenong Ranges areas were two of many wonderful places to visit in Victoria which were just a stone’s throw away from Melbourne.
“By encouraging tourists to experience Victoria beyond Melbourne, not only will we offer these tourists great experiences, we will also boost the tourism dollar in our region,” Ms Bailey said.