New chief executive at Yarrawonga Mulwala Tourism and Business Nathan Bibby with his team Jessica Ryan, Renee Parkes and Jo Harbrow.
New leadership, a new vision and a new brand identity is expected to propel the Yarrawonga Mulwala tourism industry as it faces the challenges ahead.
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A plan to rebrand Yarrawonga Mulwala and transform the area into a vibrant, welcoming, and accessible tourism destination was well received by almost 100 people who attended a recent networking evening.
As was the announcement of a $30,000 investment by Yarrawonga Holiday Park to help fund the rebrand.
Presentations by Yarrawonga Mulwala Tourism and Business board chair Michael Coldham and new chief executive Nathan Bibby outlined the focus moving toward 2027 - to build local capacity, strengthen partnerships and create better communications for members.
CEO Nathan Bibby took on the role in January and said his goal was to improve visitation throughout the entire year, by thinking more strategically.
“There's a great opportunity to really put Yarrawonga and Mulwala on the map, to distinguish our own identity, know what we stand for,” Mr Bibby said.
“We’ll develop an evidence-based approach to how we operate, and how we make decisions … better decisions.
“Then hopefully that means people will be more willing to invest in what we do, because the return on investment will be greater, and we'll be able to measure it.”
Board chair, Michael Coldham said change was necessary to increase visitation and economic development.
YMTB board chair, Michael Coldham.
“If we keep doing the same thing every day, we get the same result,” he said.
“We're shifting from delivering a single point of information and tourist engagement to an organization delivering integrated communications and advocacy.
“(This) will enable transformation from a Visitor Information Centre and event centric model to a market orientated approach.
“We want to see more people come here, spend their money here, attend events here, see attractions here, and ultimately end up buying houses here.”
Mr Coldham said the future of YMBT would depend on its capacity to support tourism and business, and to advocate for local businesses to government and decision makers.
New branding will be done in consultation with community and lead by Boldly Creative.
Upcoming projects include a volunteer ambassador program and a new investor prospectus, a regional tourism conference at The Sebel in Yarrawonga, Lake Mulwala Rod Run in November and $50,000 funding has been secured for the 2026 Yarrawonga Power Boat Spectacular in April.
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