Identifying current and emerging food and agritourism businesses and visitor opportunities is the focus of a new TNE-driven research project being funded by a $60,000 Department of Economic Development, Jobs, Transport and Resources (DEDJTR) grant, with co-contributions by TNE, Murray Regional Tourism and Goulburn River Valley Tourism.

The research, taking place over coming months, will consider how agritourism offerings are defined, the current barriers and motivators for visitation, the type of experiences visitors are looking for and identify which segments represent the best yield and visitation opportunities.

The research will also look at current brand and product awareness levels and perceptions of the Hume region’s food and agritourism offering. This research will guide industry and product development efforts, infrastructure investment and marketing activities.