NEWS FROM AROUND THE REGION - November 2025

1 Dec

Vale Steve Wroe

We at Tourism Macedon Ranges are deeply saddened by the recent news of Steve Wroe’s passing. As the CEO of Daylesford Macedon Tourism—now Destination Central Victoria—Steve was a steadfast advocate for our region. His initiatives and leadership have left a lasting legacy that continues to strengthen the organisation and tourism within our region.

As we all know Steve was a long-time friend and supporter of TMR and worked tirelessly for our region. His passing comes as a shock and he will be greatly missed. Our thoughts are with his family at this difficult time.

New Tourism Macedon Ranges Website Launched

We’re pleased to announce the official launch of tourismmacedonranges.au, a trusted, go-to resource for everything related to our region’s visitor economy. This site brings you:

Up-to-date news on trends, issues, and events shaping the Macedon Ranges and surrounding areas
Curated links to essential visitor economy websites and local tourism partners
Clear, accessible information to help businesses and industry groups understand the tourism landscape

Please feel free to share it with colleagues, collaborators, or anyone who wants a deeper understanding of our region’s tourism scene or who may wish to get in touch with us.

Shaping the conversation at State Level

The TMR Board meets annually with our State Government Member for Macedon, Mary-Anne Thomas, to table issues concerning the visitor economy in the Macedon Ranges. Our upcoming round-table discussion is scheduled for early 2026. All stakeholders will prepare their questions/concerns for submission to Mary-Anne prior to the meeting. Please forward any issues you would like raised to your BATA or Industry Group now so your voice is heard. We will update following the meeting.

Macedon Ranges Business Breakfast

Storm damage at the original venue necessitated the rescheduling of the biennial Macedon Ranges Business Breakfast. Plans are being confirmed with advice to follow.

Hanging Rock Masterplan

In productive meetings with Ministers Dimopoulos and Thomas on December 10, the advancement of the Hanging Rock Masterplan was discussed. The ministers were supportive, and while the meeting was largely procedural, Minister Dimopoulos asked what could help. It was emphasised that advancing the Hanging Rock plan was crucial, highlighting the entrance and visitor/cultural centre as key, interconnected elements that align with state-wide initiatives like Experience Victoria. The need for a $2 million boost for the entrance was put forward but it was noted that significantly more would be needed for the centre’s tech and overall scope.

Steve Wroe from DCV and Steve Hamilton from DEECA share optimism about a regional win and the potential cost range of $5–$10 million, though funding remains uncertain.

Destination Central Victoria Update

A big win for our neighbours in Trentham who were awarded the National Top Tiny Tourism Town. This marks the first time a Victorian town has earned gold in the National Top Towns Award and follows Mount Macedon’s win as Victoria’s Inaugural Top Tiny Tourism Town in 2022.

On the business side, partnerships and cooperative marketing package sales are tracking well, and the Industry Strengthening Plan is wrapping up its first phase this month with one-on-one mentoring for 11 businesses across four shires. Phase Two is scheduled to kick off in early 2026.

There are exciting developments on the digital and planning front: a new ROAM Visitor Website and App are in development with a launch planned for early 2026.

Localis, the region’s new tourism data and analytics platform, will provide more detailed tourism statistics for our region. Onboarding sessions have wrapped up. The Hanging Rock Masterplan Advocacy document has been produced in partnership with the industry and MRSC.

Victoria’s visitor economy has risen from third to second place nationally with an estimated $43.7 billion in spend for the year ending June 2025, with international growth up 20% from last year.

Macedon Ranges Visitor Economy Team Update

The latest visitor data shows a spring uptick in people visiting Council-managed sites, including Hanging Rock, Visitor Information Centres (Woodend and Kyneton), the Kyneton Museum, and the visitmacedonranges.com site. This follows sunnier weather and a busier event calendar anticipated over the next six months, with more reasons for people to come and experience the region.

Monthly Visitor Information Centre figures indicate a clear rise over the three months: Woodend VIC welcomed 329 visitors in July, 445 in August, and 546 in September (all seven days a week); Kyneton VIC recorded 96 in July, 141 in August, and 222 in September (three‑day operation). The Kyneton Museum also saw consistent visitation across July, August, and September, with 161, 118, and 184 visitors respectively. On the digital front, visitmacedonranges.com achieved 24,000, 24,500, and 30,000 website visits in July, August, and September, reflecting growing online engagement.

Hanging Rock remains a focal point with strong demand for ranger-guided tours and private group bookings, as the 75–90 minute Summit Walking Trail experience gains traction. Plans include ROAM and new wayfinding signage, along with two additional walking trails. A notable array of forthcoming events is already on the calendar, including New Year’s Day races, Australia Day races, and other seasonal activities that should sustain high visitor interest into 2026.

Other operational and program notes highlight ongoing recruitment to stabilise rosters at Hanging Rock, Visitor Information Centres, and the Kyneton Museum, plus volunteer recruitment for Fridays through Sundays. There are also infrastructure considerations like the public toilet closure in Piper Street and updated arrangements for nearby facilities, as well as planning for Honour Avenue management.

The Council continues to support local businesses through the re-signed Small Business Friendly Councils Charter and ongoing efforts to list and promote events and accommodations through visitmacedonranges.com.

Planning for the 2026 Macedon Ranges Autumn Festival continues. Click here to sign up for the Operator Newsletter to keep informed of opportunities for your business.

For free listings on visitmacedonranges.com click here.

Eastern Macedon Ranges Update

Since the August update, EMRBATA has been steering its energy toward making local villages more vibrant. In Romsey, the re-branded Thriving Romsey group is driving several visible projects, from refurbishing main-street timber signage with Romsey Men’s Shed, to a Stage 1 murals program and shopfront enhancements funded by the Community Bank. A pilot bunting project in a town colour palette is underway, and the main street elm will soon glow with a Light-Up tree.

Lancefield saw some momentum shifts again, with heritage-style lamp replacements completed and mosaic sculpture upgrades in progress, while a volunteer base remains light—a relaunch of the Action Team is planned for early 2026. Riddells Creek continues to receive EMRBATA’s supportive, hands-off backing as Reimagine Riddell pushes murals, street illumination, and Murnong Creek improvements forward.

On the engagement and event front, EMRBATA has kept the flow of connection with two “Morning Coffee Catch-Ups,” the latest held in Lancefield with modest turnout. The 15th Business Breakfast drew more than 80 attendees, with a well-received panel format and strong networking vibes, and ongoing sponsorship bodes well for a 2026 edition. The Christmas in Romsey Festival remains under EMRBATA auspice, though the group aims to pass leadership to a local team by 2026. Advocacy work continues, including backing for the Romsey and Lancefield Districts Historical Society’s Seymour Cottage Master Plan, efforts to smooth the Council Place of Assembly permit process, and ongoing advocacy for local road maintenance.

**Romsey Main Street Christmas Activation**

Reimagine Riddell

The Reimagine Riddell Action Team, with EMRBATA’s auspicing support, received funding through Round 2 of the Tiny Towns Fund to advance murals, street illumination, and Murnong Creek improvements.

Follow Reimagine Riddells Creek progress here.

Mount Macedon and Macedon BATA Update

Concerns have been raised about the proposed Macedon Battery Energy Storage System, a 100 MW facility planned to sit between Black Forest Drive and the Calder Freeway, aimed at boosting grid stability and supporting renewable energy.. MMMBATA has written to state member, Mary-Anne Thomas and the MRSC councillors about the lack of community consultation on the proposal and have been told that they will respond in due course.

The signage and lighting at Centennial Park, and the sign at Macedon Railway Station, have been damaged. MMMBATA have notified MRSC prior to Autumn 2025 for repair.

Woodend Traders Update

**Woodend Farmers Market** Image: Chloe Smith Photography

Woodend Traders is rolling out its new membership model, and things are really gaining momentum with businesses in the 3442 postcode area being invited to join as financial members, with a goal of 50+ members in year one. Click here for more details and to join.

The Traders are connecting with members of the business community with the first casual catch-up in November at Woodend Cellar and Bar. This will be a great chance to meet people, mingle, and hear about our upcoming initiatives.

The High Street Christmas tree display is coming together and will be shining during the Annual Late Night Shopping event on November 27. This initiative also contributes funds to Woodend Traders to assist with future projects.

And a big cheers to Woodend for being named one of the world’s top three farmers market towns at the World Farmers Market Assembly in Rome. A well-deserved shout-out to our market team and the Macedon Ranges Sustainability Group for boosting both the economy and community spirit.

Business Kyneton Update

Business Kyneton is expanding its role as a network that links local enterprise, creativity, and tourism, with a focus on strengthening community collaboration, boosting small business resilience, and showing Kyneton as a vibrant Macedon Ranges destination. The network has grown to 358 members (a 13% increase), attracting more hospitality, retail, creative, and service businesses, and maintains regular engagement through monthly coffee mornings at Social Foundry along with four major events, three of which sold out. Its reach aross social channels approaches 2,000 followers, newsletters boast a 57.6% open rate, and the updated website enhances governance transparency, member benefits, and an annual calendar.

Festive programs including the Christmas Bow initiative and upcoming decorative tree installations continue to activate the town visually and foster community pride.

Sustainability efforts include adopting a tiered sponsorship program (Gold, Silver, Bronze) supported by key partners, with recent AGM leadership changes bringing Tim Allen as president and two new board members. Regionally, Business Kyneton has demonstrated impact beyond the town with the Malmsbury Town Centre Activation Plan funded by a $10,000 grant. Looking ahead, the organisation aims to develop joint activation projects to boost the visitor experience, strengthen regional brand storytelling, and expand training and networking to bolster small business resilience, continuing to position Kyneton as a hub where creativity, enterprise, and community thrive.

Gisborne Town Team

Following the Macedon Ranges Thriving Villages Workshop a group of Gisborne ‘doers’ met to discuss projects to enliven their town centre. They formed the Gisborne Town Team and joined the Town Team Movement, a group supporting ‘doers’ throughout Australia. The group consists of Katrina Buttigieg (Macedon Ranges Mumma, Gisborne Gazette), Jo Irwin (Community Bank Gisborne), Simon Matthee (Millet Road Maker), Barry Wills (Gisborne Rotary), Matthew Bacon (Three Little Pigs), David Rivers (TMR), and Andrew Towner (Braeside Mt Macedon Country Retreat, TMR).

To engage local businesses and to make their town centre sparkle this Christmas, Simon proposed a project to sell 50 Gisborne Town Team Christmas wreaths. The wreaths were sourced, Clare from inkanddesigns created the artwork, and the team assembled them and sold to businesses. Demand has outstripped supply. A social media campaign is underway to promote participating businesses. One lucky participant will have their business featured in the Gisborne Gazette. A great initiative to support the Gisborne Town Centre!

To get in touch with the Gisborne Town Team Group click here.

Macedon Ranges Accommodation Association Update

The September General Meeting at the Victoria Hotel in Woodend featured updates on local connectivity and services, starting with Telstra’s Marcus Swinbourne outlining improvements like new towers and better coverage, plus options for regions with poor signal. He also introduced StarLink as a satellite alternative.

Over the past few months, the mood around accommodation bookings remained quietly slow, with broader economic pressures such as Short Stay Levy changes, tightening budgets, and the State Revenue Office Vacant Land Tax looming (Dec 31, 2025 cutoff) contributing to the pinch felt across Victoria. The Budburst passport and MRAA QR code were highlighted to link travellers with Macedon Ranges stays, and Macedon Ranges Vignerons foldout brochure began featuring participating accommodation providers. A recent MRAA Committee meeting confirmed a revised plan to boost engagement and membership through more social media presence, broaden membership to include service providers and allied businesses, and launch a monthly showcase pairing an accommodation with a local business to attract new Short-Term Accommodation owners and promote the region. Members will also receive a survey to gather feedback and interest.

Macedon Ranges Vigneron’s Association Update

The AGM on 19 September marked a leadership transition after five years on the MRVA committee and the last two as President, with Andrew Wood stepping down. The 2025 committee, described as productive and collegiate, included Amber, Ben, Caroline, Geoff, Justine, Ollie, Patrick, and Peter. Oliver Rapson (Lyons Will Estate) was elected as the new President, and the new committee comprises Patrick Eckel (Secretary), Pete Mollison (Treasurer), Ben Rankin, and Neil Walsworth.

Key events and initiatives highlighted include Budburst 2025 (15–16 November) with 14 festival venues and 22 wineries, extensive marketing efforts and sold-out bus loops for Saturday and Sunday, plus a Friday night winemakers’ dinner at The Vic Hotel in Woodend showcasing four Budburst wineries. Other items noted were the Gippsland, Beechworth & Macedon Trade Tasting (16 September), the Macedon Ranges Wine Exhibition (8–9 October) with judges from notable wine bodies and a roster of sponsors, and the 2026 Summertime Fling (9–31 January) returning for its fifth year. Ongoing wine tourism collaboration was also mentioned, with the committee working with Wine Victoria and Destination Central Victoria to boost regional wine tourism.

From the Chair

There’s a lot in motion across the Macedon Ranges—from round-table conversations at the state level to on-the-ground momentum at Romsey, Lancefield, Riddells Creek, Woodend, Kyneton, and beyond. We’ll keep you posted with dates, decisions, and opportunities to get involved. The November board meeting welcomed our newest member, Anne-Marie Stenglein representing Macedon Ranges Accommodation Association. Thanks go out to Peter Chiller who served the past 12 months on the board and who’s contribution in that time was greatly valued.

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