Feedback sought for new five-year Tourism Strategy
Published on 08 December 2025
Development of a new five-year Tourism Strategy is under way, with community members, business owners, and event and tourism operators being asked to have their say.
The Tourism Strategy 2026-2031 aims to provide a clear direction on events, visitor servicing and strategic marketing which supports our community’s vision to be a liveable, people-friendly community.
It will:
- Consolidate and align Council’s tourism efforts across departments
- Develop a five-year action plan to guide events, tourism and visitor servicing for the region
- Establish clear, measurable goals and priorities to enhance tourism across the region
Councillor for Events and Tourism Rebecca Crossling said it was important Council heard from a wide range of key stakeholders and the community during the strategy’s development.
“This is your chance to help us understand the specific issues and opportunities you see for our region in this space,” Cr Crossling said.
“Help identify key priorities and needs and clearly define the role you think Council should play.
“Your feedback matters, and will ensure Council is the best position to support tourism, events and visitation well into the future.”
Cr Crossling said Council was developing the new strategy alongside Urban Enterprise, an experienced consultancy firm, combining local knowledge and lived experience with specialist expertise to ensure the best possible result.
“This is why it’s vitally important we consult with a wide range of stakeholders, including residents, local tourism businesses, industry groups, event organisers and government representatives and our newly established Tourism Advisory Committee,” Cr Crossling said.
“Our Tourism Advisory Committee in particular will play a key role in shaping this strategy, while also being the driving force behind achieving its outcomes once completed and adopted by Council.”
“A range of engagement methods are being used, including an online survey, community and industry workshops, targeted industry interviews and stakeholder meetings.”
Cr Crossling said the strategy would complement Council’s ongoing work in the tourism and visitation space over the past 12 months, following the launch of the Tropical North Victoria campaign in 2024, and our recent Arts and Culture campaign in November 2025.
“Our tourism and visitor market is vitally important to our community,” Cr Crossling said. “Over the past 12 months alone we’ve seen visitors inject $220 million into the local economy – a 3.5 percent increase on the previous year.
“We’ve also seen an 18% increase in spending on attractions, events and recreation, a 17% increase in spending on breweries and wineries and a 14% increase in spending on local restaurants – bucking the trend being experienced in a lot of regional centres.
“Once complete, the Tourism Strategy will continue to build on this work, providing a clear direction for future campaigns, initiatives and projects aimed at further cementing our region’s place as a tourist destination.”
Those interested in providing feedback, or registering for an upcoming workshop, are encouraged to visit yoursay.mildura.vic.gov.au/tourismstrategy before 22 December 2025.
ENDS