High Country tourism benefits from state funding boost

Regional tourism businesses across the state will receive more support to upskill and boost their business through the State Government's Regional Tourism Network Industry Strengthening Program. Earlier this week, Minister for Tourism, Sport and Major Events Steve Dimopoulos announced additional funding for the program, which supports Victoria’s Visitor Economy Partnerships (VEPs) to deliver training and support regional tourism businesses. Under the program, VEPs will be eligible to receive up to $100,000 each in additional funding, ensuring regional tourism businesses continue to benefit from tailored training programs giving them the skills to grow their business and improve visitor experiences. Tourism North East welcomed the opportunity, saying it has already benefited from the first round of funding under the program. Tourism North East head of visitor experience Dean Cleave-Smith said $100,000 was received under the program last year, which was invested in the delivery of two key programs within local industry, focussing on accessibility, and on cycle tourism. Mr Cleave-Smith said the Accessible Tourism program involved working with a range of businesses to build their understanding and awareness of accessibility needs, how they may cater to people with those needs, and better present their offering to the market. He said the second key program was Ride High Country Preferred, working with a range of businesses across the region to refine their product offering for cycle tourists. "It's a key product for the region, supported by our dedicated Ride High Country brand, and it’s a very high yielding business, so optimising the product delivery to that sector is important, so we continue to be a destination of choice with all cycle tourists," Mr Cleave-Smith said. "It will culminate in an industry forum in September, where it will be launched." Mr Cleave-Smith said cycle tourism was "an incredibly important" sector to Victoria's High Country, and last year Tourism North East was the first organisation in Australia to launch a fully mapped and documented gravel cycling network, including a top 10 of gravel rides unique to the High Country. He said research showed gravel cyclists were some of the highest yielding cyclists, pedalling hard by day but enjoying themselves at night, accessing local accommodation and multiple hospitality venues. "The feedback from consumers around that launch has been astronomical - it has completely shifted the thinking of Melbourne - as a key market - around what the High Country can offer in terms of gravel cycle tourism," he said. Mr Cleave-Smith said the second round of funding was a welcome initiative from the government, and they look forward to submitting a strong application for it. He said Tourism North East is looking to develop a strategy to market the region's fabulous waterways, including its many lakes and rivers, exploring the potential to attract tourists interested in water-based experiences and recreational activities.

High Country tourism benefits from state funding boost

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