Yarra Ranges Tourism is the Regional Tourism Board responsible for the promotion of Victoria’s Yarra Valley & Dandenong Ranges tourism region.
To promote and support the region to be Victoria’s premier visitor destination for exceptional wine, food and indulgent short breaks, complemented by nature-based, cultural and village experiences.
Through shared leadership and accountability with our industry partners, we aim to:
To lead collaborative marketing for the Yarra Valley and Dandenong Ranges. Facilitated by effective partnerships that embrace industry groups and product diversity to attract, service and retain the visitor.
Our Assets: our natural beauty, tourism products, and fantastic people throughout our region and need to preserve them.
Our Brand: we believe our brand is world class.
Our region stretches from Westernport bay in the south, to Alexandra in the North, and encompasses key tourism townships including: Lilydale, Yarra Glen, Healesville, Warburton, Marysville, Kinglake, Emerald, Gembrook, Belgrave, Mt Dandenong, Kallista, St Andrews, Hurstbridge, Eltham, Olinda and Sassafras. To see a map of Victoria's Tourism region's click here.
Yarra Ranges Tourism have identified the following key opportunities that will form the purpose of working and engaging with industry:
% Visitors ate in the region
% Visited family
% Sightseeing visitors
% Visited wineries
Simon was appointed CEO in 2016, following three years as the COO. He has held senior roles in the private and public sectors. He is an innovative marketer and business leader and has worked in various positions building economic outcomes with local communities.
Sally brings a wealth of experience and industry knowledge from a range of leadership senior roles in hospitality and tourism. She is a connected lover of Food and Wine and with an enormous depth of expertise on what the Yarra Valley and Dandenong Ranges has to offer the visitor. Sally's key responsibilities include driving our Partnership Program with industry operators and co-ordinating our International trade promotion.
Yarra Ranges Tourism undertakes a range of activities and marketing strategies that focus on regional strengths including tourism, wine, food, arts and heritage, wildlife, nature, conferencing and agribusiness designed to promote the region at a local, national and international level.
Essentially we connect local businesses to global markets, showcasing our region as a whole and the unique products it has to the offer the visitor experience. The way we find new visitors is changing from traditional marketing and public relations activities to the power of digital connectivity and we seek to the be at the forefront of the way consumers access travel information online.
Yarra Ranges Tourism office have provided Valley Ranges Getaways with some invaluable support, training and guidance for utilising the Bookeasy Booking Engine. Natalija has been very informative at training sessions and has provided online and hands-on support when it has been needed.
What started as networking group for the "Upper Melba Highway" operators has, under the guidance of Yarra Ranges Tourism, developed into a fully fledged and functioning Trail Map, increasing business to participants and improving the regional experience by promoting products that suit the individual interests and tastes of visitors.
Having seen a substantial increase in the number of Chinese guests on our balloon flights over the past year, we certainly have identified the need for us to understand and service this market better. The "Introduction to Chinese" workshop was a wonderful (and fun) initiative offered by Yarra Ranges Tourism.
Working collectively in region to attract the visitor is really important to us and we see great value in partnering with the activities of Yarra Ranges Tourism