Connect 26, hosted by Goulburn Region Tourism, will bring businesses from Greater Shepparton, Mitchell and Strathbogie together at Nagambie Waters on Monday, October 19.
The free industry event will provide insights into visitor behaviour, destination marketing and the region’s new brand, as well as a first look at the campaign set to take ‘The Goulburn Region’ into the Melbourne market this spring.
The day will combine presentations in the morning with four practical workshops in the afternoon, giving attendees the chance to explore ideas around marketing and operations, as well as connect with other local businesses.
Goulburn Region Tourism chief executive Jane Lovell said the event marked an important point in the organisation’s two-year journey.
“Two years ago, our region didn’t have a recognised regional visitor identity. Today we have The Goulburn Region brand, our own visitor website and a growing presence in the Victorian visitor economy,” Ms Lovell said.
Ms Lovell said the region had previously missed opportunities because there was no organisation promoting it as a collective destination.
“Every other region in Victoria has a regional tourism board,” she said.
“Nobody was promoting our region.
“Now we work with Visit Victoria, who work with Tourism Australia, who connects our area to the world stage.
The event will also celebrate the launch of The Goulburn Region’s new brand and visitor website, visitgoulburnregion.com.au, which went live on September 1.
Ms Lovell said the next step was ensuring local businesses were ready to capitalise on the region’s growing profile.
“It’s not one business, it’s businesses working together,” she said.
“The Goulburn Region has an incredible abundance of food, wine, nature, events, experiences and stories.
“As we take that story to Melbourne, we want our businesses to be ready to make the most of the attention.”
To register for Connect 26, visit goulburnregiontourism.ac-page.com/connect-26-invitation
