The Goulburn Region covers three local government areas: Mitchell Shire, Greater Shepparton City and Strathbogie Shire. It spans the lands and waters of the Taungurung, Wurundjeri and Yorta Yorta peoples. Despite strong natural, cultural and food and wine assets, the region had not been part of a formal tourism region for many years.
Working as a subcontractor to TRC Tourism, episteme helped develop the Goulburn Region Destination Management Plan 2024–2029. The plan was shaped through workshops in each local government area, drop-in sessions, councillor briefings, an online survey and a week on the ground meeting operators.
The plan’s central recommendation is a new Visitor Economy Partnership, bringing the three councils together with industry and the State Government. It is aligned with Experience Victoria 2033 and sets priorities for First Peoples-led experiences, food and drink, nature, arts and wellness, along with a regional brand. By 2029 it aims to grow the region to 3 million visitors and $500 million in visitor revenue.