General News
10 June, 2025
Tourism reshuffle for shire
The Central Goldfields Shire is linking up with nearby councils in an effort to improve local tourism.
Following a State Government review of regional tourism, it was recommended the Central Goldfields Shire join a new network of Visitor Economy Partnerships (VEP).
Carried by council in May’s meeting, it means the shire will no longer be a partner of Bendigo Regional Tourism (BRT) which included City of Greater Bendigo, Loddon Shire, Central Goldfields Shire, and Mount Alexander Shire.
Instead, alongside Mount Alexander Shire, the Local Government Areas (LGAs) will join Macedon Ranges and Hepburn Shire as the state transitions away from Regional Tourism Boards.
While council is testing the partnership for two years, it’s anticipated the LGA will benefit due to tourism primarily coming from the south — where these shires are.
While the VEP requires an already budgeted financial contribution of $30,000 in year one, and $40,000 in year two and ongoing, the shire is expected to receive more support for the investment.
Their current annual contribution to be a part of BRT is $10,000 plus website costs.
However, BRT has a single officer based in Bendigo who services the four LGAs whereas the VEP builds on the existing Daylesford Macedon Ranges Tourism (DMT) which is considered “highly successful” and has more capacity.
Councillor Gerard Murphy, while a “fence sitter” who remains there on some issues, is happy to join LGAs similar to the Central Goldfields.
“Sometimes you think we’re on the end of things,” he said.
“But we now are moving into an area where we are with shires who are like us. Same capacity, not a big hundred thousand people shire. I’m happy about that and I’m happy that we’re doing this for two years to see how we go.”
However, councillor Geoff Bartlett was against the decision primarily due to the increased cost.
“We already have a poor looking budget and we need to show fiscal responsibility and save as much money as we can,” he said.
However, Cr Murphy responded that membership in the VEP allowed them to access a shared pool of around $500,000 — including $350,000 from the State Government.
The State Government’s contribution was unclear in the report, however it may be referring to an annual operating grant for the first two years of the new VEP.
“At the end of the day the State Government goes ‘yep this is where we’d like you to go. Here’s your little kicker, a little $350,000,’ I’m happy with that,” Cr Murphy said.
It seemed to be a key incentive given if the council did not join ,there was no alternative state funding source for tourism across the shire.
Furthermore, while Cr Murphy considered the shire’s ability to manage tourism themselves, councillor Anna De Villiers believed that hasn’t been possible previously.
“We’re under-resourced to really effectively market our shire and hopefully this will be a good outcome for us as a council,” she said.
However, Cr Bartlett had further problems with the focus of the report on the south excluding the north and west.
“I acknowledge that tourism comes from the south as outlined in the report but the report fails to mention our historic economic catchment area,” he said.
“From Marnoo to Maldon, Rheola, Redbank, St Arnaud, Wedderburn, Amphitheatre and Clunes — they’re all areas outside of our local government area but they’ve all contributed to our economy greatly over decades.”
Cr Bartlett also doesn’t believe Maryborough shares a cultural identity with Kyneton or Daylesford, from Macedon Ranges and Hepburn shires respectively, outside of history playing football together.
“So I don’t think a vast majority of residents would appreciate the expenditure of our funds on an entity culturally removed from us. I still prefer to stay in the Bendigo region and more associated with Loddon Shire,” he said.
Assuming the other shires carry the motion, the Central Victorian VEP is expected to be legalised and ready to commence operating by July 1 2025.