Rutherglen Destination Management Plan

About this project

We are developing a Destination Management Plan (DMP) for Rutherglen and its surrounds (including Wahgunyah, Brimin, Gooramadda, Norong) to help target delivery of programs to grow the Visitor Economy and guide investment.

In developing the plan, we'll also explore what barriers to growth might exist and seek to identify ways in which they might be resolved. 

The Rutherglen Destination Management Plan will function as a living document, to be used as a reference tool to further develop the Rutherglen visitor economy and respond to market changes.

Project objectives

1. Conduct a situation analysis of the existing tourism environment, articulating the current visitor markets and their perceptions of the region, the area’s competitive advantages and lead products and experiences that provide these, an evaluation of the effectiveness of current marketing, a review of how tourism management is undertaken and what is limiting its effectiveness
2. From the situation analysis, identify a concise set of strategic issues and opportunities for the DMP to respond to
3. Establish an overarching strategic Destination Management Framework that encapsulates the key platforms for the destination management plan, such as vision, brand articulation, target markets
4. Identify strategies to direct the sustainable growth of tourism in the local area
5. Develop an Implementation Action Plan that provides specific, tangible actions to deliver the strategic directions

Project timeline

Consultation opportunities will be posted to the Have Your Say section of our website, as well as included in our Weekly Update and Rutherglen Weekly.

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