Representatives of Rochester’s tourism industry were involved in a networking event co-ordinated by regional tourism chief Mark Francis, who said the town was “doing great work’’ in the tourism space.
Mr Francis, chief executive officer of Murray Regional Tourism, described the three-quarter day conference as an opportunity for Campaspe and Murray River councils’ tourism operators to contribute to a strategic plan for their towns.
The meeting offered an opportunity for Rochester’s tourism leaders to farewell Echuca Moama Tourism chief executive officer Kathryn McKenzie, who later this month will retire from her role after five years as the district’s “go-to” individual in the tourism space.
She has been a strong supporter of the work Rochester has completed in the years since the close of the Murray Goulburn facility — working closely with the Rochester Business Network to set things in motion for what is today considered as a burgeoning industry in the town.
Mr Francis said a key goal of the Murray Regional Tourism-co-ordinated event was to develop local action plans for the region’s tourism towns.
“As part of that process work we are working with Campaspe and Murray River councils to identify busineses in Echuca, Moama, Rochester, Kyabram and surrounds with a tourism focus,” he said.
“The meeting at Echuca followed earlier meetings in Albury-Wodonga and Yarrawonga-Mulwala, while we were in Mildura and Wentworth last week.
“It is designed to promote greater engagement as we work with councils to map a way forward.
“We are developing 10 of these plans right along the Murray River, which will work alongside Victoria’s visitor economy master plan.
“What the state has in place will provide a seamless and synergistic result at regional, council and town level.”
Mr Francis said the Campaspe tourism community was much larger than just Echuca and Moama.
He recognised the humble beginnings of Rochester’s now thriving tourism space, explaining how a mural project had provided the basis of what is now in place through the community.
“I remember community leaders wanting to develop a concept of how to tap into all the traffic that was coming through the town,” Mr Francis said.
“Since then there has definitely been an uplift in strategic direction.
“The mural project has morphed into silo art and been a major catalyst for other projects.”
He said Rochester had gone from a town which saw people stopping for a 10-minute “look around’’ to now staying overnight or for a weekend.
“For many towns it is about growing visitation or overnight stays,” Mr Francis said.
“We discussed the steps that needed to be put in place to achieve that goal.
“From the input of participants in the day we will formulate a document for further consultation with those groups.
“Eventually that will becomes the plan for the next five years, including marketing, events, product development, policy and a whole range of other things.”
Rochester’s tourism strategy will lives within the Campaspe Shire Council’s community plan, Mr Francis suggesting a bundling of experiences, better packaging and guided tours could be components of the town plan.
“It will be a very localised plan that goes hand in hand with the state, region and shire vision,” he said.
