A collaborative partnership between Destination Gippsland and Food and Fibre Gippsland has seen the completion of a new strategy document to lead the way for more visitor experiences in the agritourism sector.
The recently completed Towards 2030 Gippsland Food, Drink & Agritourism Strategy aims to position Gippsland as the go-to epicurean travel destination in Australia by 2030, celebrated for its diverse, distinct, and authentic food, drink and agritourism encounters.
The strategy is one of the recommended outcomes of the Gippsland Destination Management Plan 2022.
It focusses on enhancing exposure for Gippsland, consolidating visitor conversion, and creating appealing and immersive food, drink and agritourism experiences to drive a greater contribution to the region’s overall visitor economy in an impactful, inclusive, and sustainable way.
The State Government’s roadmap for growth, Experience Victoria 2033, has identified food and drink products and experiences as key to maximising Victoria’s tourism growth plans for the visitor economy over the next 10 years.
Gippsland is one of the first regions in Victoria to complete an in-depth strategy and action plan to guide and enable primary producers to diversify for visitors to enjoy our first-class produce.
The document also supports the National Agritourism Strategy, launched in 2022 and developed by Australian Regional Tourism.
Destination Gippsland chief executive officer, Terry Robinson said Gippsland was a key agricultural region in Victoria.
“We are thrilled to be able to deliver our strategic findings in this document, to assist the region to realise our growth potential in this important experiential sector,” he said.
Food and Fibre Gippsland CEO, Ben Gebert, said the broad food and fibre production profile of the Gippsland region, coupled with its natural assets and curated experiences made for an ideal food and drink visitation destination.
“Food & Fibre Gippsland applauds the hard work of Destination Gippsland in bringing this strategy to fruition, and we look forward to our continued joint efforts to elevate the sector,” Ben said.
