By MELISSA MEEHAN
YARRA Glen’s racecourse was the perfect setting for ideas to prosper.
And that they did at Yarra Ranges Tourism’s (YRT) inaugural industry summit.
Tourism providers of all shapes and sizes came together for the summit, which looked at ways to strengthen visits to the Yarra Ranges.
YRT CEO Julie Sampson conceded that, in the past, YRT had not been as transparent or proactive enough in its approach.
“We still have a long way to go to earn your confidence,” she said.
“We are setting ourselves KPIs – these will be monitored, we are trying to be transparent.
She said there were a number of measures now in place to increase tourism to the area, and said both YRT and the tourism providers needed to work together.
“It’s about presenting a united industry, and working together towards a brighter future,” she said.
“We have to provide content for people to come to the Yarra Ranges; you have the knowledge we need to share that,” she said.
Those who attended were then placed in groups to explore what were important issues to work on over the next 12 months.
The groups covered industry engagement, sustainable organisation, digital, marketing, visitor servicing.
All groups decided that the Yarra Valley and Dandenong Ranges should be Victoria’s premier destination for high value wine, food and indulgent short breaks complemented by nature-based, cultural and village experiences.
