Our Partnership has a range of priorities it is championing. Some of these have led to new initiatives in our region.
Read about some of these projects below.
North East Victoria has long been recognised as having the strongest cycle tourism credentials in Victoria and is primed to become Australia’s premier cycling destination.
With over 100,000 overnight visitors coming to the region to participate in cycling each year, the region’s cycling visitation is double the average for regional Victoria.
“Developing cycle tourism is important for the region and a top priority of the Ovens Murray Regional Partnership,” explains Amber Gardner, Tourism North East CEO and Ovens Murray Regional Partnership member.
“Our aim is to create world class cycling experiences that drive significant growth to the local visitor economy," says Amber. "The region has developed a cycle tourism masterplan to drive strategic growth in this sector, with one of the first priority projects identified as part of this process being activation of the Murray to Mountains Rail Trail.”
Activation of the Murray to Mountains Rail Trail has four key components:
- A marketing campaign to drive awareness and increase visitation;
- Extension of the Murray to Mountains trail between Beechworth and Yackandandah to link the two heritage towns;
- Private sector activation for facilities that support business investment in a range of cycle tourism experiences;
- Enhancements and attractions along the trails, including artistic, interpretive and architectural installations.
“We were very pleased when the Victorian Government announced a $12 million contribution to this stage of the overall plan in its 2017/18 State Budget.
“Cycling in the North East provides a unique opportunity for locals and visitors to experience our fantastic natural environment and gain health, social and economic benefits through physical activity, community connections, business development and jobs,” says Amber.
As part of this activation, a multi-million dollar Ride High Country marketing campaign will launch in Spring 2018 and work on the extension of the Murray to Mountains Rail Trail between Beechworth and Yackandandah will commence in September.
Private activation has been initialised with the appointment of an experienced consultant, specifically charged with sourcing and analysing private sector investment opportunities, as well as sourcing and securing new commercial opportunities associated with both cycle experiences and the broader tourism products to effectively meet growing market demand.
Take a look at our vision for the region here.