Evelyn MP Christine Fyffe, Yarra Valley Tourism Association president Ross Stevens, Yarra Valley Wine Growers Association CEO Richard Howden, Shadow Tourism Minister Louise Asher, Balgownie Estate manager Anthony Brown and Yarra Ranges Regional Marketing CEO Mark Challis want visitors to the valley rain, hail or shine. 54915
By Mara Pattison-Sowden
Statistics from Yarra Ranges Regional Marketing show that overnight tourism has been declining and those in the industry realise the need to work together for a stronger tourism community.
Evelyn MP Christine Fyffe and Shadow Minister for Tourism Louise Asher joined tourism chiefs at Yarra Ranges Regional Marketing in Yarra Glen last Wednesday (13 October) to announce a $100,000 Opposition commitment for a feasibility study into a Lilydale Tourism Centre.
The Yarra Valley and Dandenong Ranges received 26, 400 international overnight visitors in the 12 months to June 2010, which is down by 28.5 per cent from the previous year.
Interstate contributed 18.5 per cent of visitors and 27.8 per cent of nights in the region in the last 12 months. Compared to the previous year, interstate visitors were down by 16.0 per cent and nights were down by 29.2 per cent.
Ms Asher said even in the Yarra Valley there was room for improvement, and a hub at the gateway to the Yarra Valley’s three major highways would allow promotion of the whole area for all businesses to prosper.
Yarra Valley Tourism Association president Ross Stevens said the valley was constantly growing and the information centres in Healesville and Warburton did not benefit the entire region.
“You don’t put your cash registers at the end of the store, see the product and then decide. You want to make plans,” he said.
Mr Stevens said the idea was to grow the Yarra Valley experience and get people coming back for more. “We want to stay as the premier wine and food region and that means bringing the industry together again,” he said.
Regional Marketing CEO Mark Challis agreed with Mr Stevens, and said a hub in Lilydale could present the Yarra Valley in a positive way and locate the associations to work in close physical proximity.
“It will give the opportunity to showcase our wine and food region and show that the Yarra Valley is an extension of Melbourne’s sophisticated brand,” Mr Challis said.
Mrs Fyffe said a feasibility study could identify the logistics of how it operated and get the ball rolling for future investment.
“Lilydale is the gateway to the Yarra Valley. It has the potential to be a one-stop shop for tourists who want to explore our many world-class attractions on offer,” Mrs Fyffe said.
“The bottom line is we need to make sure a tourism information hub will deliver a service that we know is needed in the Yarra Valley.”
