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MEDIA RELEASE - Roadmap launched for Casterton tourism

2 May 2018

Strengthening the visitor economy and increasing visitor satisfaction are among the key objectives behind Casterton’s new Destination Action Plan.

The tourism strategic plan, developed by Great Ocean Road Regional Tourism (GORRT) in partnership with Glenelg Shire Council and local community leaders, includes priority actions for the short to medium term to increase the town’s competitiveness as a key tourist destination.

Local tourism operators, business operators and interested community members joined last night to officially launch the strategic document.

Great Ocean Road Regional Tourism General Manager, Liz Price said the plan aimed to grow visitor expenditure and dispersal across the local area.

“The passion and enthusiasm from industry and community in Casterton to grow as a tourism destination has been captured in the Destination Action Plan for Casterton,” Ms Price said.

“This plan identifies the priority, affordable, achievable actions that will assist Casterton in growing the visitor economy. It provides a roadmap to encourage all stakeholders to work collaboratively.”

The action plan was developed over recent months using feedback from a project working group including members of key stakeholder groups, council and passionate community members.

Initial steps in the plan include a product and experiences audit to identify new opportunities and reveal gaps in the market which may be hindering visitation. Furthermore, the plan highlights the need to engage business and community in tourism programs to stimulate product development and new marketing opportunities creating a unique brand positioning for the town.

Glenelg Shire Mayor Cr Anita Rank, who is also a GORRT board member, said there were great opportunities to establish new food and art inspired experiences.

“What has become evident from this working group collaboration is the rich underground art scene and home grown foodie experiences which are in this talented community,” Cr Rank said.

“These are the sort of experiences tourists will travel hundreds of kilometres to enjoy. Together we must collaborate to put these attractions front and centre to develop Casterton as a key tourist destination, highlighting the wealth of experiences on offer.”

Cr Rank said the eagerness of locals to provide their feedback to the plan had been enlightening.

“Casterton is a passionate community who are embracing their visitors with open arms. The welcome people receive, which is best showcased during the Kelpie Festival, is what makes the community such a delight to explore,” Cr Rank said.

“This plan celebrates this vibrant culture, highlighting the natural assets and heritage of the area. There are great opportunities to share these stories with visitors, leveraging the beauty and appeal of what is a quintessential Australian town which is strategically positioned between the Coonawarra wine region and Grampians National Park.

“In the short to medium term it is envisaged that this plan will assist in developing and attracting new tourism products, leveraging the town pride and creating new community festivals and celebrations.”


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