As the Regional Tourism Organisation for the Yarra Valley and Dandenong Ranges Yarra Ranges Tourism seeks to connect local businesses to global markets. We are investing our efforts in developing marketing assets on behalf of the region tourism businesses so that we can attract greater numbers of visitors to experience our world class assets and diverse tourism product. Our branding positions our region as “Melbourne’s Dandenong Ranges” and “Melbourne’s Yarra Valley” to focus on our proximity advantage over other regions in the state.
Marketing the Regions Product Diversity
The traditional strengths of region have been wine, food and village experiences. Over the past year we have been particularly focused on delivering the untold stories of the regions diversity, in addition to the primary product pillars of wine and food. This has included hosting media and inbound tour operator famils on our cycling, farmgate, golf, arts and culture and nature based experiences and developed themed itineraries. This is just the start as the region has so many other hidden gems that can be shared, and the appetite from the visitor is there.
Digital Action Plan
Recognising that the future of marketing will be predominantly focused online, Yarra Ranges Tourism completed a detailed audit of its digital performance in 2013. This information was benchmarked against the latest research and best practice to inform a comprehensive action plan. This details specific strategies to ensure Yarra Ranges Tourism will become a digital marketing leader in regional tourism. The first major stage of the plan’s implementation is the redevelopment of our web platforms. The Digital Sub Committee of the Board is overseeing the implementation of this Plan.