NEWS FROM AROUND THE REGION - February 2026

26 Mar

New Regional Branch Launch

Led by the newly established Visitor Economy Partnership of Destination Central Victoria (DCV) ( formerly Daylesford Macedon Tourism), recently launched their new brand, Victoria’s Heartland, Place of Plenty supported by a new website and purpose built app. Encompassing four LGA’s - Macedon Ranges, Hepburn, Central Goldfields and Mount Alexander, both new and existing partners can play a key role in supporting the region’s peak tourism body. This new entity will be formally recognised by the Victorian State Government and will play a vital role in positioning our tourism industry for long-term growth and success. Check out the new consumer-facing website here and the DCV website here

DCV aim to sustainably increase year-round visitation and regional spend by developing new visitor experiences and products that highlight the area’s strengths. The goal is to position the region as a best-practice standard for the tourism industry, while enhancing the visitor experience and supporting a sustainable, engaged tourism sector with growth potential.

A key role is collaborating with State Government, industry, and the community to shape the right regional products. This includes implementing and managing the 2023-2027 Daylesford Macedon Ranges Destination Management Plan, which will merge with the plans for Mt Alexander and Central Goldfields Shires. These plans establish a multi-year vision for product development, align with the regional brand, identify product gaps, and promote sustainable growth.

The current Daylesford Macedon Tourism Destination Management Plan can be viewed here. In early 2026, an updated Destination Management Plan will be created to cover four regions: Hepburn, Macedon Ranges, Mt Alexander, and Central Goldfields.

Destination Central Victoria Update

Following the sad passing of CEO Steve Wroe in Nov 2025, the team has been navigating grief. DCV moved to co-CEO structure in Oct with Steve going part-time; Paul Matthews stepped in as Interim CEO in Dec 2025. A memorial was held Jan 22, 2026 and is viewable for six months.

The DCV Visitor App is live in Google Play and Apple stores. The new brand, Victoria’s Heartlands, is guiding a refreshed website which launched Feb 19 in Castlemaine, pulling content from the Australian Tourism Data Warehouse (ATDW) with interactive maps, events, and itineraries.

Australian Traveller magazine featured the region with a strong focus on Daylesford and Victoria’s Heartlands. A new Visit Victoria collaboration and influencer/PR plans are in motion to raise the brand and destination awareness.

Phase one of the DJSIR industry strengthening program completed; feedback is highly positive. The Visitor Economy Partnership (VEP) transition is progressing, with full board effective April 2026. An updated DCV Industry Advocacy document will be released later in the year.

Ravenwood/Harcourt fires have impacted the region; DCV is coordinating with state bodies to support recovery and boost marketing to restore travel. Fire damage affected storage and stock for several local businesses.

Local spend data via MasterCard shows December occupancy up 10% from November, average daily rate at $349 but overall rates lagging 2024. People are staying longer (average stay up from 3 to 4 nights), while per-visit spend is down. Forward bookings for the next 30 days rose 8% YoY. Fire impacts on bookings are still being assessed.

Hepburn Reserve Masterplan moving forward; handover of responsibilities completed. Shizuka Ryokan Regional Tourism Investment Fund grant progressing toward a masterplan for enhanced outdoor experiences, including forest bathing. Two Destination Management Plans to merge by June 2026 (Daylesford Macedon and Greater Bendigo).

Macedon Ranges Visitor Economy Team Update

The Macedon Ranges visitor economy is showing steady local engagement and domestic draw, with a focus on regional attractions, cultural experiences, and nature-based activities. Visitor information centers report consistent activity in Woodend and Kyneton across October to December 2025, while the Macedon Ranges tourism website remains a popular hub—drawing tens of thousands of

visits each month and highlighting key events, attractions, and accommodations. The topline data from the December 2025 snapshot indicates occupancy in the mid-40s with an average daily rate around $349, alongside stable accommodation capacity (507 rooms and 1,264 beds). Mobility data reveals that roughly half of regional visitation originates from Victorians, underscoring strong domestic demand and opportunities to deepen year-round visitation through targeted marketing and product development.

Looking forward, stakeholders are tracking near-term occupancy projections and evolving traveler behavior, with a continued emphasis on enhancing local experiences such as Hanging Rock events, markets, and partner attractions. Local activities and recovery efforts remain active, including support for businesses impacted by the Harcourt fires and ongoing recruitment to bolster visitor-facing services. Collectively, the region’s visitor economy is positioned to optimize pricing, capacity management, and community partnerships to sustain growth, while ensuring comprehensive, authentic experiences that resonate with both local residents and visiting travellers.

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For free listings on visitmacedonranges.com click here.

Eastern Macedon Ranges Update

EMRBATA is progressing a number of initiatives across Romsey, Lancefield, and Riddells Creek. In Romsey, Thriving Romsey groups completed the Main Street Tree Lighting project, illuminating the elm in the town centre with bud lights and receiving strong community feedback; this collaboration with MRSC was facilitated by arborist Phil Shaw.

The Main Street timber signage refurbishment is nearing completion after a Christmas break, and Stage 1 murals on four private properties has secured funding to begin, with a nature-based mural planned for the Lions Club skate park toilet block to align with the Main Street Murals Project.

The Shopfront enhancement bunting project is underway, and the Romsey Roundabout Enhancement Project is advancing through discussions with the Department of Transport and a subsequent MRSC funding submission for a Master Plan to redesign landscaping and potentially include an art feature.

In Lancefield, EMRBATA plans a relaunch of the Action Team early in 2026, while in Riddells Creek the association continues to provide arm’s length support to the Reimagine Riddell team as it progresses Tiny Towns-funded projects, including a Station Street Tree Illumination trial using a solar-lit tree at the Primary School and collaboration on a Murnong Creek enhancement initiative with stakeholders.

The EMRBATA Annual Business Breakfast is planned for July or August, with the exact date to be confirmed.

Woodend Traders Update

Woodend Traders reports successful community-focused activities in High Street, including a Christmas Tree activation that increased engagement, foot traffic, and local business exposure. The initiative generated a $390 excess, donated to the Woodend Neighbourhood House Foodbank to support those in need.

A January fundraising event held by local businesses , Rock & Ranges Beer, 600 Above and The Victoria Hotel supported Harcourt bushfire relief, reaffirming the strength of Woodend’s business community when they work together.

Two after-work drinks events boosted member engagement, helping to grow networks and collaboration. Looking ahead, quarterly after-work drinks will continue, and proceeds from activations will be reinvested into projects that strengthen the local economy and community partnerships.

Business Kyneton Update

The end-of-year Christmas gathering at the Kyneton Bowling Club drew strong attendance from members and supporters, with prizes donated by local businesses and key sponsors, including Commonwealth Bank. Sponsorship remains solid, with one Gold, three Silver, and one Bronze sponsor; Australian Unity and Kyneton on Riverside have joined as Silver Sponsors. Social media activity stays steady, and the website continues to support member communication and governance. Planning is underway for an International Women’s Day Lunch to celebrate women in business and leadership locally, with regular member activity and networking set to resume in early 2026, focusing on collaboration, sponsorship value, and regional engagement.tree installations continue to activate the town visually and foster community pride.

Keep an eye out for Business Kyneton’s monthly coffee catchups via their Facebook page here. All are welcome to attend.

Macedon Ranges Accommodation Association Update

The Macedon Ranges Accommodation Association and its members are focusing on responding to recent fire devastation, with discussions about offering Short Term Accommodations for those in need and a committee vote planned for early February to determine the best approach, including insurance considerations and duration. A member survey is being prepared to assess how fires have affected members and whether assistance is required, in collaboration with the council. There is ongoing clarification around the SRO Vacant Land Tax rules for 2025, with differing guidance about occupancy during 2025 and how it should be reported.

The association has launched a social media push, starting with Instagram, featuring accommodation showcases alongside local businesses, and a $50 membership fee for new business members has been well received. Cleanup efforts with the council continue, linking listed STAs to the MRAA event listings on the website, and MRAA D4 brochures are circulating with QR codes listing member accommodations, with analytics showing meaningful engagement. The Bolobek Plant Fair drew 3,700 attendees and supported local groups with approximately $40,000 donated, including $10,000 to SES, with other beneficiaries such as CWA, Rotary clubs, and local community groups.

Macedon Ranges Vigneron’s Association Update

Summertime Fling 2026 ran from January 9 to 31 with 20+ events across the Macedon Ranges wine region and involvement from more than 10 wineries; some weekend events faced fire-related cancellations, but overall attendance and wine sales remained strong. The Harcourt cool store fire caused stock losses for several wineries, and the association has been working with MRSC, Hepburn Shire, Wine Victoria, Agriculture Victoria, and members to support those affected by the fires. Economic development and wine tourism were priorities, with MRVA and MRSC strategizing for stronger regional cooperation and growth, a Wine Victoria member role is now supporting smaller producers, and collaborations are being expanded for 2026. An upcoming BuDBURST event is planned for November 14–15, while Gippsland, Beechworth & Macedon Trade Tasting is scheduled for September.

From the Chair

Congratulations to the team at Destination Central Victoria in launching their new brand which is a testament to the wonderful work that Steve Wroe contributed prior to his sad passing. The team have honoured Steve’s legacy in their tireless efforts to bring his vision for our region to life, they should be proud.

I’m looking forward to my favourite time of the year in the Macedon Ranges Autumn Festival which continues to grow and evolve each year with new ideas and innovations to encourage a great experience for both locals and visitors to our region.

In the meantime, if you have questions, ideas, or local success stories to share, drop me a line—I’d love to hear from you chair.tourismmacedonranges@gmail.com

Here’s to continuing to shape our region together - Nikki

Nikki Barker