Destination Management Plan

CouncilsDestination DevelopmentDD

Apr 16

Written By Linda Tillman

Latrobe City Council

The Latrobe Valley’s economy is diversifying away from coal-fired power in the transition to clean energy.

Project purpose

The purpose for developing the Latrobe Events & Visitor Economy Strategy is to provide a roadmap for attracting and growing major events and tourism.

Project overview

The strategy’s development included

Thorough desktop research
An audit of the region’s tourism and events assets
Consultation with a broad range of stakeholders, local and beyond the region to garner many perspectives on what's working and what needs improvement
Feedback on a discussion paper before drafting and then finalising the strategy
Activation workshops for industry members and Council staff.

This project was undertaken in collaboration with JJ Strategic Consulting.

Project outcomes

This project successfully engaged the City’s executive team throughout the strategy’s development, resulting in an unusual ‘whole of Council’ approach to developing the visitor economy, even though the strategy includes ambitious projects.

Read the strategy