LODDON’S new visitor economy strategy will take a community-centric approach to building a sustainable and thriving visitor
economy.
Shire councillors last week ticked off the strategy after months of consultation with local industry stakeholders and communities.
Tourism and marketing co-ordinator Bradd Worrell said feedback had seen changes to the draft document to increase  focus on shire’s existing strength and natural advantages such as food and beverage production and  natural asset.
“The tourism sector in Loddon Shire contributes $35 million per year (direct and value-added) to the Loddon Shire economy and creates 110 FTE jobs,* he told councillors.
Mr Worrell said 59.8 per cent of business and consumer spending in Loddon Shire originated from people and businesses who live outside the shire.
“Anecdotally, tourism and visitor spending is critical to the viability of many local retail businesses,” he said.
“Retail viability underpins the function, performance and aesthetic of Loddon’s townships – as not only retail centres but social and community hubs. The importance of tourism and support for the visitor economy is therefore critically important.
“In showcasing a location’s uniqueness to the Visitor, tourism gives local communities reason to reflect and value the place where they live. This civic pride is not only inherently healthy, it is attractive to visitors and promotes Loddon Shire as ‘a great place to live’.”
The strategy says there are long-term opportunities to grow and develop the experience offering across Loddon Shire to 2030 and beyond. 
“Whilst the Experience Pillars identify experience pillar maturity, there are opportunities to grow and develop the emerging pillars,” it says.
“The future UNESCO Victorian Goldfields World Heritage designation will reinforce Loddon Shire’s important Goldfields heritage and contemporary gold prospecting experiences. It will provide the opportunity for trails and itineraries to leverage the broader region and encourage dispersal.
The strategy confirms pillars as nature outdoors and adventure, first nations, food and drink, arts and culture, history and heritage.