Action plan to grow the visitor economy in Moyne

Published on 13 February 2025

Representatives of the tourism industry, businesses and local community have met at an event in Port Fairy on 11 February 2025 to launch the Destination Action Plan 2024-2029 for Moyne Shire.

Facilitated by Great Ocean Road Regional Tourism in partnership with Moyne Shire Council and first published in late 2024, the plan sets out key actionable goals to grow the visitor economy in Moyne Shire over the next five years. 

Mayor, Cr Karen Foster said the plan has been developed by visitor economy stakeholders representing businesses throughout Moyne Shire, as well as land managers, traditional owners and the community.

“A list of visitor economy objectives for the region included increasing the length of stay, expenditure and dispersal of visitors throughout the shire,” said Cr Foster.

“The group worked closely together to consider some big challenges such as workforce shortages and the uneven spread of visitation across the year.”

“Moyne has a number of beautiful towns that fly under the radar for some visitors. This plan highlights the opportunities that can be realised for destinations such as Koroit, Mortlake, Killarney, Macarthur and Peterborough, each with their unique attractions,” she said.

“Other opportunities identified in the Destination Action Plan include growing the calendar of events throughout the shire to advance the visitor economy, considering smaller-scale special-interest events during off-peak periods, providing accessible experiences and events, and supporting the development of cultural tourism experiences.”

“Agri-tourism is another under-developed opportunity that we’d love to support and grow, given the large agricultural sector at the heart of our shire.”