Council embarks on new tourism brand

By Yarrawonga Chronicle

Federation Council is embarking on a new tourism brand for the region and is engaging consultants to assist in leading the project for the community. 

The landscape of tourism marketing in Australia is incredibly vibrant and diverse. Recent statistics from the Murray Regional Tourism show that visitation to the Murray Region reached 6.4 million in the year ending March 2019, with visitors spending $1.9 billion and staying a record 10 million nights. 

The competitive positioning of Federation Council’s tourism industry and identity is therefore critical to strengthen demand and grow the visitor economy even further. 

Federation Council Mayor, Cr Patrick Bourke said the new tourism brand will create a strong identity for the region and encourage community pride. 

“With a focus on our five key experiences, including the history and culture of the region, the great outdoor experience, family fun, food and drink, and the golfing experience, this project is directly relevant to a variety of sectors that will be utilising the tourism brand,” he said.

“This includes our local communities, regional partners, and many varied stakeholders including so many fantastic local businesses who all have links to tourism, some more directly than others.

 “Given the diversity across the council area, in landscapes, businesses, experiences, and in the many varied reasons visitors already visit for, this will be no easy task.

“The input of as many people as possible is critical, to ensure a strong, reflective, attractive and inspiring brand is developed for the Federation region,” said the Mayor. 

Residents are encouraged to complete the stakeholder survey, which closes September 11 to provide input. 

The tourism branding project will utilise the feedback from consultation with relevant sectors, visitor research and understanding of the existing attributes, along with emerging tourism product to develop the new tourism brand for the Federation Council area. 

Visit Federation Council’s website to complete the survey.