Destination Management Plan

The Destination Management Plan (DMP) is a 10-year tourism strategy currently being developed by Yarra Ranges Tourism (YRT) for the Yarra Valley and Dandenong Ranges tourism region. The DMP will support managing the visitor economy and the significant increase in visitation predicted for the region as well as reinforcing its position as a key tourism destination in Victoria. It will include a comprehensive Destination Management Plan (DMP) supported by four specific Local Area Plans (LAP) and a Workforce Plan (WFP).

Due to the variation in visitor behaviours across the Yarra Valley and Dandenong Ranges, the region has been broken down into four key sub-regions: Western Yarra Valley Area, Yarra Valley Area, Upper Yarra Valley Area and the Dandenong Ranges Area. This allows for more accurate analysis and specific planning to be conducted within each sub-region. The opportunities and challenges facing key tourism towns within the region can be identified and addressed through the development of local area plans (LAPs). Priorities to address the dispersal of visitors across the region and off-peak periods can also be outlined.

Part of the DMP project has also included the preparation of a Workforce Plan (WFP). This plan has analysed key data as it relates to the future jobs and skills required in the Yarra Valley and Dandenong Ranges visitor economy. It will inform the future recommendations for businesses, training pathways, infrastructure, services, housing and transport to sustain a skilled workforce to support our industry.

The DMP lays the foundations for sustainable destination growth, prosperity and development for the region and balance economic progress with the social, environmental, and cultural fabric of the region. The DMP also identifies how authorities, industry and the community can further strengthen the visitor economy and recovery efforts as a key tourism destination for Victoria and serve as a catalyst for stakeholder collaboration to managing the visitor economy across the YVDR region.

The DMP/LAPs/WFP will include:

• Evaluating the region's assets, experiences and needs for the future.
• Clarifying the boundaries, capability and capacity of tourism in the region and its major sub-areas.
• A supporting evidence base for future strategies looking at case studies and best practice exemplars for prioritisation.
• Making recommendations on infrastructure needs from a practical delivery and game-changing perspective.
• Ensuring both the new and existing projects/businesses in the region are provided with the necessary support to ensure their long-term success.
• Identifying pathways for resourcing the plan with physical and financial support.
• Identifying stakeholders to assist in implementing the DMP for the region’s success in 10 years.

A ‘do nothing’ approach is not an option. Whilst the benefit to YVDR region’s tourism sector is its proximity to Melbourne, it is also the biggest threat. By 2036, the population growth in areas bordering the YVDR region is in excess of 50%. Alongside the increase of international visitors to Melbourne, visitation to the Yarra Valley and Dandenong Ranges is expected to double in the coming 10 years. The purpose of the DMP is to help manage tourism and disperse visitation throughout the week from the current concentration on weekend day trips to mid-week and evening visitation to relieve pressure on local communities, the natural environment, infrastructure, services, facilities, attractions and sites of interest.

The DMP for the Yarra Valley and Dandenong Ranges region is a comprehensive document with specific plans for its sub-regions.

Yarra Ranges Tourism (YRT) has received funding contributions from the Department of Jobs, Skills, Industries and Regions (DJSIR), Yarra Ranges Council (YRC) and Nillumbik Shire Council (NSC) to undertake the DMP project.

In late 2022, Yarra Ranges Tourism appointed consultants ODIN360 to deliver the plan. The consultants have been a consortium of experts with various experience in the tourism industry. The team includes specialists with backgrounds in tourism & events, food & wine, communities, indigenous, economy, workforce, planning and research, addressing important aspects for the future planning of the region.

The DMP project is being managed by Yarra Ranges Tourism and guided by a Project Steering Committee (PSC). The members of this group include key stakeholders and representatives from across the region including Yarra Ranges Tourism, Yarra Ranges Council, Nillumbik Shire Council, Manningham City Council, Wine Yarra Valley, Tourism Network Yarra Valley, Nillumbik Tourism Association, Dandenong Ranges Tourism, Warburton Valley CEDA and regional transport operators. Regular progress reporting and direction has also been carried out with the Yarra Ranges Tourism Board who is responsible for overseeing delivery of the project.

There have been various steps in the preparation of the DMP. This had involved research, surveys, interviews, data analysis and stakeholder engagement workshops to garner insights from industry, residents, visitors and prospective visitors into the future needs of the YVDR destination.

The consultants commenced with tasks including:

• Economic, planning and accommodation analyses
• Online surveys distributed locally, regionally and south-east Australia
• 1:1 discussions with local individuals
• Industry and local government workshops

Workshops for industry were also held to identify views on the future vision and explore the various strengths, opportunities and enablers as well as weaknesses, threats and barriers for the region. A workshop was held separately to focus on different tourism products and services including:

• Food & Drink
• Attractions & Events
• Accommodation
• Industry Groups

The preliminary findings of the analysis were highlighted in an initial Key Findings Paper released for information and feedback. This provides an overview of the project, economic insights, shared visions and strategic directions for priorities and products for the region, in alignment with insights received (insert link to download your copy of the Key Findings Paper below).

The latter stage of the project has involved expansion of the DMP, LAP and WFP documents into draft implementation plans in consultation with tourism stakeholders within the region. These are now available for public exhibition and feedback.

Successful DMPs involve effective collaboration with key stakeholders and engagement with relevant members of the community. In the development of the YVDR DMP, three key local government areas of Yarra Ranges, Nillumbik and Manningham have been heavily involved. State departments, agencies and land management authorities including: Visit Victoria; Department of Jobs, Skills, Industry and Regions; Parks Victoria; Melbourne Water; Yarra Valley Water and Traditional Owners; have also been consulted and contributed to the preparation of the DMP.

Various industries within the tourism and visitor economy of the Yarra Valley and Dandenong Ranges have assisted in defining the DMP. These include local businesses and representatives from attractions, events, accommodation, hospitality, drinks/beverage, food, agribusiness, accommodation and transport through attendance at Project Steering Committee meetings, industry workshops, and the annual YRT tourism summit as well as surveys, 1:1 interviews and releases of the preliminary findings and draft versions of the DMP.

Over 2,300 individuals including residents, visitors and prospective visitors from interstate have provided input into the DMP process. Their perspectives and opinions have been captured via two rounds of online surveys, feedback from the Key Findings paper and a final opportunity now with the public consultation phase.

Following the research, engagement and analysis phase, a Key Findings Paper was compiled with results and insights. One of the key perspectives highlighted was the value of natural assets and the environment in the region. Residents live in the Yarra Valley and Dandenong Ranges because of the unique beauty it presents and have concerns about the impact of tourism.

The DMP has placed the natural environment and local communities as the highest priority and direction for the future vision. Sustainable tourism is referenced throughout the DMP and underpins all initiatives to ensure ongoing local support for the visitor economy in the region.

A significant amount of research and investigation, stakeholder engagement, data analysis and document development has been undertaken since the project’s inception in October last year. The project is now embarking on its final stage towards completion by the end of 2023 following a public exhibition and final community consultation phase.

Yarra Ranges Tourism alongside local authorities, land management authorities, state government departments and industry, each play an important role in partnering to implement the YVDR DMP. Key stakeholders are indicated throughout the DMP relevant to actions highlighted for each of the strategic priorities which varies for each initiative.

The draft DMP, LAPs and WFP is available for community consultation and public exhibition.