A NEWLY established tourism body for the whole Goulburn region is hoping to grow the tourism sector by $150m over the next five years.

Goulburn Region Tourism (GRT) is rallying local businesses, tourism operators, event organisers, and community leaders to help shape a bold new future for the visitor economy.

The initiative aims to add $150m to the local economy every year from 2030, to reach an annual target of almost $500m.

CEO Jane Lovell said GRT wanted start with a unifying brand that captures the Goulburn region’s strengths, people, and unique appeal.

She said the region’s ‘hidden gems’ needed discovering.

“We have a little bit of everything here except for a beach,” Ms Lovell said.

“I have lived here for eight years and had no idea about the diversity and quirkiness that we have to offer.

“There’s something for everyone in this region; for example, a few weekends ago at Kialla they had a round of dog sledding championships.

“Who knew?”

GRT is inviting anyone with an interest in growing visitation - as well as those who already visit and love the region - to contribute their ideas through targeted surveys and local engagement events.

Goulburn Region Tourism receives almost $500,000 from the Victorian Government in funding and $250,000 from the Mitchell, Strathbogie, and Greater Shepparton Councils and is overseen by a diverse and experienced board, comprising tourism, First Nations, and local council representatives.

Ms Lovell said GRT aimed to increase the number of visitors to the region from one million to three million per year.

She said for the GRT brand to be authentic, the organisation needed to hear from people ‘with skin in the game’, such as tourism groups and event organisers to local businesses.

“Visitors visit petrol stations too, so we want to have feedback from that sector as well.

“Over the next few weeks, we’ll be out in the region - talking with industry, visitors, and the wider community.

“If you’d like to be part of the journey or learn more, we’d love to hear from you,” she said.

“Now is our time to shine.”

For further information, visit: www.goulburnregiontourism.com

Email: hello@goulburnregiontourism.com