RESIDENTS and local businesses have until Friday to submit their thoughts on the Rural City of Wangaratta's economic development and tourism strategy, as its consultation period draws to a close.
Described as "more than just a vision…a collective commitment to shaping the bright future of our region", the draft strategy was developed through a series of individual consultations, community workshops and an online survey designed to attract community and business feedback.
It lists strengths, challenges and opportunities for the municipality through to 2029, and includes priority initiatives and an implementation plan for fostering sustainable economic growth.
The priorities identified by the draft strategy are infrastructure and service enablers (including internet and telecommunications, sewage, roads, energy and recycling); a major tourism product development plan exploring initiatives which would increase visitor numbers; development of 'health and wellness tourism' to expand the luxury travel sector; 'township activation' to build individual character and tourism appeal; and ageing community infrastructure to strengthen aged care services and support in Wangaratta.
The implementation plan sets out objectives in five areas - investment attraction and local business support; infrastructure and planning; skills and workforce, township activation, and another which has attracted strong feedback through the Wangaratta Chronicle letters page: tourism development.
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Short-term goals in the implementation plan (scheduled to be undertaken within the next two years) include conducting a business health check survey and developing a comprehensive investment attraction framework targeting priority industries; encouraging housing developments that meet sustainability or affordability criteria and advocating for State Government funding for water infrastructure; conducting a regular skills gap assessment; and exploring the demand for extended hours from local businesses as part of township activation.
On the tourism front, the draft strategy proposes conducting detailed market research in the short-term to identify gaps and opportunities in agri-tourism, eco-tourism, food and wine tourism, arts and cultural tourism, historical tourism, sports tourism and high-value tourism.
It also suggests increasing the number of large and small festivals to encourage year-round visitation and community engagement, and increasing and enhancing Wangaratta's wayfinding to encourage stopover visitation and increase awareness of the region.
A number of recent letters from local residents published in the Wangaratta Chronicle have pointed to the need for a dedicated visitor information centre in Wangaratta, but the draft strategy does not suggest any change to the current arrangement.
The Rural City of Wangaratta's visitor services relocated last year from the former library in Murphy Street to Glenrowan's Ned Kelly Discovery Hub, where it opens from 10am to 4pm Monday to Sunday, with a visitor information kiosk established at the Wangaratta Performing Arts and Convention Centre which is open from 10am to 2pm Monday to Sunday.
Brochures are also supplied to eight ancillary information kiosks within partner businesses at locations throughout the district.
Information provided by the Rural City of Wangaratta says the visitor services team has experienced a significant increase in daily counts of face-to-face visitor interactions since relocating from Murphy Street to the hub and employing the kiosk model of operation.
It was also reported that visitation to the Rural City of Wangaratta by the end of 2023 was up by 31 per cent on the previous December, with council saying this supported the integration of resources such as visitor servicing with experiences or attractions.
"Our visitor information servicing must evolve and adapt in order to remain competitive and relevant," Stephen Swart, Rural City of Wangaratta director sustainability and culture, said.
"Positioning visitor services within the Ned Kelly Discovery Hub in Glenrowan and the Creative Precinct in Wangaratta has proven successful, with a notable increase in visitation.
"The Ned Kelly Discovery Hub is strategically located in Glenrowan, a prominent stop for travellers from Melbourne.
"Our visitor services play a crucial role in enhancing visitor experiences and extending their stays, thereby boosting the regional economy through widespread visitor dispersal."
Anyone wishing to lodge a submission relating to anything contained in the draft economic development and tourism strategy can do so by Friday at the Connect Wangaratta portal, https://connect.wangaratta.vic.gov.au
For more information, contact economicdevelopment@wangaratta.vic.gov.au
