Events bring thousands of visitors to the High Country, generating significant economic and social value for the region. With a balanced portfolio of events that celebrate the region's strengths, Victoria’s High Country has an opportunity to increase destination awareness and intention to travel.
We encourage all events to list (for free) on the Australian Tourism Data Warehouse, to promote your event locally and state-wide.
The guidelines below provide a framework for event development, to assist event work with Tourism North East.
Event Types
Tourism/destination driving events
Significant events that have the potential to increase visitor nights and expenditure.
- Visitor number guide: >500
- Medium to large scale events that deliver profile to the region
- Attract intrastate and interstate visitation
- Increase overnight stays from to 2 nights to 3-4 nights
- Demonstrate plans to achieve economic impact/growth
Community events
Fall into the following categories: creative; cultural; festival; sport; culinary; agricultural/country shows; and community public holiday celebrations such as Australia Day or ANZAC Day.
- Visitor number guide: <500
- Targets primarily local audiences
- Undertakes local marketing
Cycle events
Events that offer synergies with the Ride High Country (RHC) brand.
- Visitor number guide: >100
- Cycle events that reinforce the market leading positioning of Australia’s premier cycling destination, to build the brand with our target segments
- Grow demand for the regional cycle offering from the four key cycle disciplines (road, mountain biking, gravel and rail trail/recreation)
- Educate our target segments about the region's natural cycling assets, cycling infrastructure and strong local cycling scene
- Present engaging activation opportunities
Event support summary
| Monetary or in-kind support | TNE brand presence (digital or in event village) | Listing on VHC website | ATDW listing support | Pre/post event promotion via VHC/RHC channels | Social media training and support | Access VJP program | Product development support | Encourage wider tourism support (eg Visit Vic, LGAs, RMBs) | Guidance re Funding support | Leverage VHC/RHC social media (eg #seehighcountry) |
|
| Tourism driving events (guide >500 pax) | Considered | ✔ | ✔ VHC website | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
| Community events (guide <500 pax) | - | - | ✔ | - | - | ✔ | - | - | - | - | ✔ |
| Cycle events - with RHC alignment (guide >100+ pax) | Considered | Possible | ✔ VHC & RHC website | Possible | Considered | ✔ | Considered | Considered | ✔ | ✔ | ✔ |
Regional Events Fund
The Victorian Government’s Regional Events Fund is instrumental in the continued recovery of tourism, and organisers are encouraged to consider making an application for support.
For more information about the regional events fund follow this link.