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Who We Are

AS THE OFFICIAL REGIONAL TOURISM ORGANISATION FOR THE YARRA VALLEY AND DANDENONG RANGES, YARRA RANGES TOURISM ADVOCATES ON BEHALF OF ITS TOURISM PARTNERS FOR PROJECTS, POLICES OR SERVICES THAT WILL BENEFIT OUR VISITOR ECONOMY.

ADVOCACY

We recognise we have a privileged leadership role within the region to advocate to Local, State and Federal Governments for improvements that will retain our regional advantage outside our own resourcing capacity.

Utility Infrastructure

The importance of reliable public utility services is an expectation of the modern visitor. A reliable continuous electricity supply and digital connectivity through connection to the National Broadband Network remain two high priorities for local business to deliver a world-class visitor experience.

Public Tourism Infrastructure

With extensive areas of public land and associated infrastructure, governments play an important role in the region’s ability to lever further investment that can realise the potential of these assets. The following priorities outline key projects supported by Yarra Ranges Tourism for investment that will grow our visitor economy.

  1. Puffing Billy Railway Discovery Centre - Stage 1 Fully Funded
  2. Warburton Mountain Bike Destination
  3. The Ridgewalk Mt Dandenong
  4. Yarra Valley Trail
  5. Yarra Valley Regional Tourist Precinct and Rail Link Stage 2
  6. Healesville Sanctuary Nocturnal Theatre

Private Investment

Yarra Ranges Tourism will advocate for further development of private sector tourism infrastructure and support by governments. It is widely recognised that there is a strong need for the renewal of accommodation stock to meet the expectations of the contemporary visitor. This includes development opportunities for ve star large-scale accommodation venues in the Yarra Valley and Dandenong Ranges. Evidence suggests that these would be suited to either in town or on farm/in nature experiences.

STRUCTURE

* Denotes Yarra Ranges Tourism Board representative

STRATEGIES

The Yarra Ranges Tourism strategic framework illustrates the role individual strategies play in supporting the objectives of the Strategic Plan. These strategies provide more in-depth analysis and guidance of the growth areas for the organisation that inform the development of annual action plans adopted by the Board.

Marketing Strategy 2017-2020

Our Marketing Strategy aligns to our 3-Year Strategic Plan 2016-2019, 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.

SUSTAINABILITY

PROVIDING STRATEGIC INDUSTRY LEADERSHIP, GOVERNANCE AND ACCOUNTABILITY

Yarra Ranges Tourism recognises the importance of its role in providing leadership to industry at a strategic level, ensuring effective governance to protect stakeholder investment and remaining accountable to its stakeholders for the successful delivery of its strategic objectives.

Secure resources for the organisation to effectively deliver regional tourism leadership
Yarra Ranges Tourism is committed to meeting the requirements of key funding arrangements with Yarra Ranges Council and Visit Victoria and exploring new partnerships with other local governments and tourism business in the region.

Adopt continuous improvement across the business
Yarra Ranges Tourism remains cognisant of the need to implement and continually monitor the effectiveness of its business systems to ensure it maintains efciencies and cost effectiveness. The organisation also ensures that it adheres to regulatory business standards and requirements.