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Yarra Valley 231

Our Strategy YRT26


Through Yarra Ranges Tourism's leadership, the Yarra Valley and Dandenong Ranges will be Australia's preferred destination for integrated food, wine cultural, nature and activity-based experiences

Mission YRT26

As the lead tourism organisation, Yarra Ranges Tourism will market and facilitate the development of the Yarra Valley and Dandenong Ranges visitor economy, maximising the economic and social benefits that flow to the region

2021-26 Strategic Plan

Our Board and Executive developed this strategy to guide our work over a five year period. The plan sets the broad agenda and priorities for Yarra Ranges Tourism and outlines our continued vision to be Australia’s preferred destination for integrated food, wine, cultural, nature and activity-based experiences. Despite the Pandemic environment under which this document was developed, the long term outlook for visitation in our region remains very positive, and this is proactively considered in our approach.
Download the plan here >

What We Do

We nurture and lead tourism businesses of the Yarra Valley and Dandenong Ranges to invest, collaborate and inspire people to do more, see more, stay longer and visit more often.


  • Increase visitor yield through the length of stay and spend
  • Increase reasons to visit through integrated experiences to enhance visitor satisfaction
  • Increase the benefits to all stakeholders through a diverse and sustainable visitor economy

Key Focus Areas

Marketing Strategy

Our Marketing Strategy aligns to our Strategic Plan, and draws on the plans of local government, Visit Victoria and Tourism Australia. In particular, the Victorian Visitor Economy Strategy. It provides specific direction for Yarra Ranges Tourism to lead a collaborative marketing model that includes government, key stakeholders and industry partners. With the key objective of working together to achieve increased visitors numbers, length of stay and spend. The results of which help lead to a growing visitor economy that contributes to investment and jobs in the Yarra Valley and Dandenong Ranges.

Measurement and Evaluation

Yarra Ranges Tourism reports on its strategic outcomes at its Annual Industry Summit. Regular reporting against the strategies identified in the One Year Action Plan are communicated to the Industry following each Board meeting.

The measurement of visitor arrivals can be monitored but it cannot all be accounted to the sole work of Yarra Ranges Tourism. Rather it is a joint effort of the whole industry to work collectively and share the responsibility for visitor growth. Yarra Ranges Tourism will monitor visitation, visitor nights and market share via the National Visitor Survey data and make this readily available to industry and stakeholders to help explain trends and opportunities for business.