Tourism East Visitor Economy Partnership – FAQs

Yarra Ranges Council Nillumbik and Cardinia Shire Councils have partnered to create a new Visitor Economy Partnership, spreading tourism funding and initiatives across the outer east. Please see below some questions you might have about the change to Tourism East.

Why is Yarra Ranges Tourism changing to Tourism East?

The Victorian Government Visitor Economy Recovery and Reform Plan outlined the Government’s intention to replace Regional Tourism Boards with Visitor Economy Partnerships (VEPs).

State Government require a minimum of three Councils to partner and financially contribute to a VEP to be eligible for ongoing State Government funding. For this region the three Councils that are financial partners are Cardinia Shire Council, Nillumbik Shire Council and Yarra Ranges Council.

What is a Visitor Economy Partnership?

VEPs are independent bodies that represent their region as the official voice to government on visitor economy matters. VEPs are a collaboration with industry, Councils and State Government to coordinate tourism marketing, visitor dispersal for sustainable tourism growth, support the industry based on local needs, including during times of a crisis, and inform State Government policy through their local knowledge. There are currently eight VEPs throughout Victoria.

What are the benefits for the region?

Tourism East Limited, tourism business and Local Government partners will be eligible to apply for State Government tourism related grant funding. The partnership with Cardinia, Nillumbik and Yarra Ranges Councils and industry means Tourism East Limited will receive operational funding from the State Government and the three Councils to undertake the activities mentioned above.

What does this mean for Yarra Ranges Tourism?

In effect from 1 July 2025 Yarra Ranges Tourism Limited will be renamed as Tourism East Limited. The change of name to Tourism East reflects the broader geographical partnership with the three Councils, State Government as the industry’s peak regional tourism body. Existing YRT staff will transition across to the new entity, with dedicated resources from local government that will contribute to the partnership model and support delivery of destination management of the region.

The Board will continue to have representatives from industry across the region, the three Councils and skills-based board members, an independent Chair and an observer from State Government. This is consistent with other VEPs throughout the State and is consistent with State Government requirements.

What will Tourism East Limited do?

Tourism East Limited will be the peak regional tourism body, undertaking:

• Visitor attraction – marketing and promotion of the region.
• Industry support – providing opportunities for learning and networking.
• Product development – working with existing and new tourism businesses to share their knowledge of the local tourism sector and liaising with each Council’s Economic Development teams.
• Advocacy for matters relevant to the regional tourism sector.
• Implementing the Destination Management Plan in partnership with industry, Council and State Government.

Will the regional brand change?

It is too early to tell how the regional brand will change with an expanded geographical area. This will be discussed at future board meetings along with further work that will be required. The Destination Management Plan will be amended to include the areas within Cardinia Shire.

How can industry engage with Tourism East Limited?

Tourism East will have an industry advisory committee to engage with the local industry for input into key activities and strategies. There will be an expressions of interest process, with details confirmed in due course by the new board.

Existing marketing activities will continue. The new board will be responsible for developing strategies and material that are representative of the new region with support from the industry advisory committee.

How does the change affect my Marketing Partnership benefits?

For businesses in Nillumbik and Yarra Ranges essentially there will be no effect to your partnership benefits, the only difference you will see is the invoice will be in the new name of Tourism East Limited. Cardinia based businesses can also participate in the partnership packages. Businesses in the tourism region will also be eligible to apply for tourism related State Government grants.

Want to know more:

If you have any questions about the VEP and how it might impact your business, please contact:

Leigh Harry: Chair, Tourism East leigh@yarrarangestourism.com.au

Anne Blakeway: Yarra Ranges Council a.blakeway@yarraranges.vic.gov.au

Tania Treasure: Nillumbik Shire Council tania.treasure@nillumbik.vic.gov.au

Dana Harding: Cardinia Shire Council d.harding@cardinia.vic.gov.au