Goulburn River Valley Tourism Ltd is the independent peak regional tourism body for the region covered by the local government areas of Greater Shepparton, Mitchell, Murrindindi and Strathbogie.
Through a Memorandum of Understanding that provides its core funding, the four municipalities have charged Goulburn River Valley Tourism with the delivery of a number of specific strategic functions that can be broadly grouped as:
Having had its genesis through the United Approach to Tourism study commissioned in 2009,
Goulburn River Valley Tourism was formally established as a company limited by guarantee in 2011.
Within the current tourism structure in Victoria, the Goulburn River Valley region is not currently ‘recognised’ as a region in its own right.
This presents both challenges and opportunities for the region. Currently our region sits above four separate tourism regions - The Murray, Yarra Valley & the Dandenong Ranges, High Country and Daylesford & the Macedon Ranges, with a very little bit of the region also in the Goldfields!
This approach does not adequately represent or reflect the product offer in the Goulburn River Valley region and does not reflect an adequate campaign platform for marketing the region. This lack of representation at a regional level was the key driver for the creation, and on-going existence, of Goulburn River Valley Tourism.
This lack of recognition does not stop Goulburn River Valley Tourism from providing leadership and direction for the ‘Heart of Victoria’….and being such a wonderful, diverse and engaging region it’s not a hard ask!
Find out what destinations are covered by Greater Shepparton, Mitchell, Murrindindi and Strathbogie and make up the 'Heart of Victoria'