Council & Business
27 September, 2024
Plan to grow local tourism
The Central Goldfields Shire Council (CGSC) has officially endorsed a tourism action plan that hopes to be “a very important next step in tourism development” for the shire.
The Central Goldfields Local Area Action Plan, tabled at last Monday’s council meeting, aims to support Bendigo Regional Tourism’s vision for the district, involving CGSC, the City of Greater Bendigo, Loddon and Mount Alexander shires.
According to Tourism Research Australia (TRA), tourism in the Bendigo region (including the Central Goldfields) generated $38 million in 2019 from 273,000 visitors, with a typical traveller over the age of 55 visiting on a intrastate holiday or seeing friends and family.
TRA also reveals that 65 percent of tourists visit on day trips, spending on average $99 during their travels, while overnight tourists usually stay two nights and spend $221, less than half the Bendigo region average.
As stated in the report, council believes it can further grow “tourism as an emerging economic driver for the region” by developing six key experience pillars, including:
History and Heritage — the primary pillar centred around historical landmarks such as the Maryborough Railway Station and museums as well as traditional attractions such as the Highland Gathering.
Food and Drink — a secondary pillar aiming to build on the neighbouring Pyrenees wine region by promoting local markets and restaurants.
Arts and Culture — an emerging pillar centred around the Central Goldfields Art Gallery and complemented by local exhibitions and the Words in Winter Festival.
First Nations People — building on DJAARA storytelling at the visitor centre and art gallery with the shelter tree in Talbot and the Paddy Rangers State Park.
Nature, Outdoors and Adventure — promotion of existing activities such as cycling, hiking, prospecting, fishing and swimming at local state and regional parks as well as yearly events such as Energy Breakthrough.
Wellness — connection with self through experiences like art classes, workshops, and physical activity.
According to CGSC councillor Chris Meddows-Taylor, the plan provides a framework to expand the local tourism industry.
“[This] is a very important next step in tourism development within the Central Goldfields Shire,” he said.
“The strategic pillars I think are particularly important — they include creating a really exciting destination experience.
“It focuses very importantly on our two key infrastructure streams, the Maryborough Railway Station and the wonderful interpretive centre we are developing there as well as our magnificent gallery.
“There are a whole lot of changing things and the local area action plan is a work in progress, it focuses on our particular strengths [and] our particular opportunities to attract and retain tourists.”
The report also highlighted limited availability of human and budget resources, no local tourism organisation and “historical over-representation of negative media narratives” as key barriers which is preventing the shire from reaching its “full tourism potential”.
A survey was conducted over two weeks to gather feedback on the adopted plan. The page on council’s engage website received 92 visitors with only six completing the survey.
Responses to the survey called for “a more collaborative approach” across the tourism industry as well as recognising the value of CGSC’s World Heritage Bid, the need for historical sites to be publicised to visitors and improved public transport.