2011 - 2016 Goulburn River Valley Tourism Development Plan

The 2011 - 2016 Goulburn River Valley Tourism Development Plan highlights 44 Strategies that will be focused on under categories including product development, infrastructure development, industry support and development and administration and monitoring.

2011 - 2016 Goulburn River Valley Tourism Marketing Strategy

In 2010 the newly formed Goulburn River Valley Tourism (GRVT) organisation commissioned Pace Marketing to research, develop and deliver a marketing strategy for 2011-16. The Marketing Strategy was to reflect the findings of the Goulburn River Valley Tourism Development Plan 2011-16 being developed by Urban Enterprise in parallel.

Research of stakeholder panels was conducted and online surveys undertaken in August and September 2010. The research identified profile and image as the key external factors and industry development and co-operation as the dominant internal challenges. Signage, a website, maps and guides were identified as key activities along with above-the-line media campaigns.
The research and analysis successfully identified the need for an icon for the region and found it in the Goulburn River. The analysis also identified the need for finding hero products to address key market segments. Strengths of the region include the natural environment and proximity to Melbourne.

2010 - 2012 Goulburn River Valley Tourism Strategic Plan

The Goulburn River Valley 2010 – 2012 Strategic Plan is a concise document clearly articulating the direction of the organisation.

The Strategic Plan highlights six focus areas for development including:

• Brand development
• Marketing
• Product development
• Regional pride
• Research
• Regional dispersal

• 2011 - 2016 Goulburn River Valley Tourism Development Plan (1.74Mb)
• 2011 - 2016 Goulburn River Valley Tourism Marketing Strategy (5.36Mb)
• Goulburn River Valley Tourism 2010 - 2012 Strategic Plan (2.6Mb)