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 supportTNE 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 supportAccess VJP programProduct development supportEncourage wider tourism support
(eg Visit Vic, LGAs, RMBs)
Guidance re Funding supportLeverage VHC/RHC social media (eg #seehighcountry)
Tourism driving events
(guide >500 pax)

VHC website
Community events
(guide <500 pax)

- - ------
Cycle events - with RHC alignment
(guide >100+ pax)

VHC & RHC website

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.