Yarriambiack Tourism Advisory Committee of Council Update
Published on 22 July 2026
Yarriambiack Shire Council Modernises Tourism Engagement Approach
Yarriambiack Shire Council has resolved to dissolve its Tourism Advisory Committee and transition to a more flexible, contemporary approach to engaging with tourism stakeholders across the municipality.
The Tourism Advisory Committee was originally established to provide advice to Council on tourism matters, strengthen communication between Council and township representatives, and support the development of tourism initiatives and strategic planning. Over time, the Committee has made a valuable contribution, including providing input into the development of the Yarriambiack Shire Council Tourism Strategy 2023-2027 and earlier visitor information resources.
Mayor Cr Andrew McLean thanked current and former Committee members for their commitment and contribution to tourism development across the Shire.
“I would like to sincerely thank all past and present members of the Tourism Advisory Committee for the time, energy and local knowledge they have contributed over many years,” Cr McLean said.
“The Committee has played an important role in shaping tourism initiatives across Yarriambiack and provided valuable input into the development of our Tourism Strategy, which continues to guide Council’s work in this area. Their efforts and knowledge have allowed us to get to this point of growth and change.”
Since the adoption of the Tourism Strategy, Council’s tourism priorities have become more clearly defined and are now being delivered through the Strategy’s action plan, Council Plan initiatives, operational programs and regional partnerships.
Council has also shifted its focus away from traditional printed visitor materials and towards digital visitor information, online itineraries, destination marketing and participation in regional visitor servicing platforms.
Cr McLean said the evolving nature of tourism promotion and visitor engagement meant Council needed to adopt a more responsive and targeted approach.
“Tourism engagement today looks very different to what it did when the Committee was first established,” he said.
“As Council increasingly focuses on digital tourism content, visitor experience development and regional partnerships, we need engagement methods that allow us to involve the right people at the right time for specific projects and opportunities.”
In recent years, Council officers have worked to refocus the Committee on contemporary tourism priorities, including implementation of Tourism Strategy actions, digital tourism content development, online itineraries and opportunities relating to camping and caravanning. While Committee members continued to demonstrate a strong interest in supporting their communities, the Committee structure had become less effective in generating strategic tourism advice and progressing deliverable outcomes.
Rather than readvertising for a new term without a clearly defined role, Council determined that resources would be better directed toward tourism project delivery, direct stakeholder engagement and industry-specific support.
Importantly, the decision does not diminish Council’s commitment to growing the visitor economy.
“This decision is not about stepping back from tourism. In fact, it is about ensuring our resources are focused on delivering outcomes that support visitor growth, local businesses and our communities,” Cr McLean said.
“Council remains strongly committed to implementing the Tourism Strategy and continuing to invest in initiatives that strengthen Yarriambiack’s visitor economy.”
Council will continue to engage directly with tourism operators, community groups, Progress Associations, event organisers, land managers, regional tourism organisations and other stakeholders as projects and opportunities arise.
Council’s partnership with Grampians Wimmera Mallee Tourism through the Visitor Economy Partnership will also play an important role in supporting tourism development, destination promotion, visitor servicing and industry capability across the municipality.
Since adopting the Tourism Strategy in 2023, Council has made significant progress, including investment in caravan park improvements, development of digital visitor information and itineraries, participation in regional marketing campaigns, advocacy for accommodation and visitor economy investment, tourism-related planning initiatives and collaboration with regional tourism partners.
Cr McLean said the new approach would provide greater flexibility and ensure Council can strategically prioritise tourism opportunities based on community needs, visitor demand, funding availability and alignment with adopted strategic priorities.
“By taking a more targeted approach, Council will be able to engage stakeholders with the most relevant expertise and interest in each initiative, helping us continue to build a vibrant and sustainable visitor economy for Yarriambiack Shire,” he said.
END OF RELEASE
Mayor
Cr Andrew McLean