The Yarra Ranges Tourism strategic framework illustrates the role individual strategies play in supporting the objectives of this Strategic Plan. These strategies provide more in-depth analysis and guidance of the growth areas for the organisation that inform the development of annual action plans adopted by the Board.
Marketing Strategy 2017-2020
Our Marketing Strategy aligns to our 3-Year Strategic Plan 2016-2019, and draws on the plans of local government, Visit Victoria and Tourism Australia. In particular, the Victorian Visitor Economy Strategy. It provides specific direction for Yarra Ranges Tourism to lead a collaborative marketing model that includes government, key stakeholders and industry partners. With the key objective of working together to achieve increased visitors numbers, length of stay and spend. The results of which help lead to a growing visitor economy that contributes to investment and jobs in the Yarra Valley and Dandenong Ranges.
Measurement and Evaluation
Yarra Ranges Tourism reports on its strategic outcomes at its Annual Industry Summit. Regular reporting against the strategies identified in the One Year Action Plan are communicated to the Industry following each Board meeting.
The measurement of visitor arrivals can be monitored but it cannot all be accounted to the sole work of Yarra Ranges Tourism. Rather it is a joint effort of the whole industry to work collectively and share the responsibility for visitor growth. Yarra Ranges Tourism will monitor visitation, visitor nights and market share via the National Visitor Survey data and make this readily available to industry and stakeholders to help explain trends and opportunities for business.