Strategic Plan

Executive Summary YRT26

Vision

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.

Our key areas of our strategic plan provide a simple focus on the themes of:

• Marketing
• Product Development
• Visitor Servicing
• Strategic Partnerships

Our four main objectives are to:

• Increase Visitor Yield through length of stay and spend
• Increase Reasons to visit through integrated experiences to enhance visitor satisfaction
• Increase Benefits to all stakeholders through a diverse and sustainable visitor economy