As Victoria's High Country continues to lead as Australia's Premier Cycling Destination, we are proud to introduce the program evolution of the Ride High Country Preferred (RHCP) program – an official endorsement for businesses that deliver exceptional experiences for cycling visitors.
The RHCP program is a partnership designed to elevate the regional brand by recognising businesses that exceed the standard of being merely "cycle-friendly." It ensures our collective offering is seamless, authentic, and memorable, reinforcing the High Country's position as a leader in cycle tourism.
WHY IT MATTERS
Cycle tourism is a key product pillar for Victoria's High Country, a market in which we have invested and championed for nearly a decade. Cyclists are a highly valuable visitor segment, characterised by repeat visitation, elevated spending, and a high level of engagement that drives positive word-of-mouth. The RHCP Program ensures our region continues to lead this market.
How does the Ride High Country Preferred program support industry?
Participating businesses will:
- Gain broader reach and exposure, capitalising on Ride High Country’s marketing and PR channels
- Demonstrate commitment to the cycle-tourism market, and build credibility with Tourism North East's industry endorsement
- Be part of a region-wide program to raise standards and position Victoria’s High Country as Australia’s premier cycling destination
WHAT YOU'LL RECEIVE AS A RHCP BUSINESS
STARTER TOOLKIT
- Digital logos (and brand guidelines) and brand assets
- Printable cycle maps
- Images for your marketing use
- QR codes to link your website to cycling route maps and visitor tools
- Marketing collateral, such as window stickers and counter stands
DEDICATED PROMOTION
- Listing on Ride High Country and Victoria’s High Country Visitor App
- Collaborative launch post on Ride High Country social media
- Preferred selection for features in Ride High Country communications
- Access to photography and videography opportunities
ONGOING SUPPORT
- Biannual RHCP industry e-newsletter
- Access to data, insights and industry resources
- Dedicated workshops and webinars
- Opportunities to attend immersion days, networking and media famils
- 1:1 business support from Tourism North East as required
Your Commitment
Once accepted into the RHCP Program, participating businesses are expected to maintain a proactive presence within the cycling tourism community and contribute to the strength of the Ride High Country brand.
RHCP businesses must meet clear eligibility and service standards, and commit to ensuring visitors receive consistently high-quality, cycle-friendly experiences.
1. Activate
Publish your cycle-friendly attributes on your website.
Maintain an up-to-date ATDW listing including your cycle-friendly attributes.
Display RHCP collateral in your business.
Add RHCP tiles to your website, linking to the Ride High Country website.
2. Amplify
Announce your RHCP status – Publish a collaborative post with @ridehighcountry (we can help).
Follow and engage with the Ride High Country social media channels.
Post a minimum of four times per year on your own social channels, referencing your RHCP status – Tag @ridehighcountry
3. Collaborate
Participate in RHCP surveys, workshops or check-ins when requested.
Work with us on marketing initiatives, media opportunities, PR and famils.
The Application Process
Step 1. Review the Eligibility Criteria
Step 2. Complete a self-audit of your current facilities and services
This is a chance to step back and ask: what do we already have in place, what needs improving, and where might there be gaps?
For some businesses it might be as simple as improving how information is communicated on your website, for others it might mean adding storage, recovery aids, or other cyclist-focused facilities. TNE can support you in identifying these opportunities.
Step 3. Complete the ONLINE APPLICATION FORM
Apply before December 17, 2025 to feature in the initial consumer launch. After December 17, 2025, applications are open year-round with a standard 14-day response time. TNE site visits will be scheduled as practicable.
Program renewals occur every two years, with the next cycle scheduled for September 2027. Businesses that join within six months of the renewal date will be carried through to the next cycle.
Step 4. Application review and approval
Tourism North East will review your application to ensure it meets program standards, with a 14-day response time. This review may include a site visit to your business. Once approved, you’ll receive access to the RHCP toolkit and promotional opportunities.
Need a hand?
If you’re unsure whether your business meets the criteria, or would like advice on how to strengthen your offering to qualify, please get in touch with the Tourism North East team. We’re here to help you understand your eligibility and support you in becoming cycle-ready.
