Destination Management Plan
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.
To better enable the delivery of the strategy, the City restructured its tourism staff to sit in the same directorate as economic development and communications.
“I have just read through the Latrobe City Events & Visitor Economy Strategy.
What an excellent piece if work! I’ve read quite a few over my career, and this one is gold!”
Referee
Kylie Gore
Coordinator Events and Tourism
Latrobe City Council
0428 921 110
kylie.gore@latrobe.vic.gov.au
www.latrobe.vic.gov.au
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