Agenda item

Visitor Economy Partnership

Minutes:

SUMMARY

The Victorian Government released the Visitor Economy Recovery and Reform Plan in April 2021, outlining its intention to transition Regional Tourism Boards into a network of Visitor Economy Partnerships (VEP). This framework ensures that VEPs will become the peak bodies for all visitor economy related matters within the regions of Victoria.

This report details the proposed establishment of a Visitor Economy Partnership, named Tourism East, for the local government areas of Yarra Ranges Council, Nillumbik Shire Council, and a new partner council, Cardinia Shire Council.

The three partner councils, along with representatives from State Government and the Chair of Yarra Ranges Tourism, have participated in a co-design process to create the proposed VEP entity and legal structures.

This report seeks in principle support for Yarra Ranges Council (YRC) to join Tourism East, subject to endorsement from the other two partner councils. This includes the associated ongoing financial commitment of $300,000 to the partnership. Tourism East will strengthen and grow the visitor economy of the region and provide an increase in opportunities to our region.

Membership of the new VEP entity has the potential to unlock significant opportunities for Council in realising the economic benefits of the visitor economy, ensuring it has an official voice into the Victoria tourism framework through Visit Victoria and unique access to greater State Government funding opportunities.

There are strong linkages between the proposed VEP model and Council’s strategic priorities, including the Council Plan, Economic Development Strategy, and the Yarra Valley and Dandenong Ranges Destination Management Plan. Each of these strategic documents identify the contribution of tourism and the visitor economy in achieving a strong and thriving local economy.

In accordance with Governance Rule 58, David Pratt spoke in objection of the recommendation included in the officer report.

Moved: Cr Child
Seconded: Cr Ward

That, in accordance with Rule 21 of the Governance Rules, the meeting be extended by 30 minutes to 11.00pm.

The motion was Carried unanimously.

In Favour:          Cr Child, Cr Heenan, Cr Higgins, Cr Ward, Cr Mcilwain,
Cr Mazzarella, Cr Child, Cr McAllister, Cr Marriott and Cr Cox.

Against:              Nil

 

The Mayor called for the meeting to be adjourned at 10.15pm.

The meeting resumed at 10.30pm with all Councillors present.

Cr McAllister moved a motion alternate to that printed in the agenda.

In accordance with Governance Rule 29.1, Cr McAllister, Cr Child, Cr Mazzarella and Cr Ward spoke to the Motion.

 

Moved: Cr McAllister
Seconded: Cr Child

That Council

1.         Endorses the establishment of the new Visitor Economy Partnership for the region, subject to subsequent endorsement from Cardinia Shire Council and Nillumbik Shire Council on 14 April 2025 and 29 April 2025 respectively.

2.         Supports the transfer of Yarra Ranges Council’s agreement with Yarra Ranges Tourism to the new Tourism East Visitor Economy Partnership for a period of 3 years to 30 June 2028.

3.         Supports the required funds of $300,000 per year, along with 1.0 FTE of Yarra Ranges Council’s staff time, as a contribution to the Visitor Economy Partnership in the 2025/2026 Council budgetary processes, and for the 3-year term of the agreement.

4.         Following legal incorporation, delegates responsibility for the implementation of the new regional Visitor Economy Partnership, Tourism East, to the Chief Executive Officer.

5.         Notes the Yarra Valley and Dandenong Ranges Destination Management Plan as the key strategic document for the Visitor Economy Partnership to implement.

6.         Notes that should Council decide not to participate in the Visitor Economy Partnership, this would result in:

(a)      Yarra Ranges Council and its tourism businesses being unable to apply for State Government tourism related funding opportunities.

(b)      Yarra Ranges Council being unable to participate in marketing, industry development and advocacy activities delivered by the Visitor Economy Partnership through a larger pool of funds that Yarra Ranges cannot access as a single Council.

(c)      Potential reputational risk to Council in response to not supporting a key objective of its Economic Development Strategy 2022-2032 to support local businesses.

7.         Request the Chief Executive Officer protect the interest of the Yarra Ranges community voting representation within the new constitution, ensure greater industry engagement moving forward and provide a breakdown across industry cost allocation to a future Forum meeting.

The motion was Carried.

In Favour:        Cr Child, Cr Heenan, Cr Higgins, Cr Mcilwain, Cr Child,
Cr McAllister, Cr Marriott and Cr Cox.

Against:            Cr Mazzarella and Cr Ward

 

Supporting documents: