Council
5 August, 2026
Yarriambiack shifts tourism strategy
THE Yarriambiack Shire Council has voted to dissolve its Tourism Advisory Committee as it moves towards a more contemporary approach to engaging with the region’s tourism industry.
Originally, the committee was established to supply advice to the council on tourism matters, strengthen communication with township representatives and assist with the development of tourism initiatives and strategic planning.
Mayor Andrew McLean expressed his gratitude to current and former committee members for their contribution over the years, recognising their role in shaping the municipality’s tourism sector.
“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.”
Cr McLean said the council’s tourism priorities had evolved since adopting the Tourism Strategy, with a larger focus on delivering projects through the strategy’s action plan, operational programs, council initiatives, and regional partnerships.
He acknowledged that the council has shifted away from traditional printed visitor information towards online itineraries, digital tourism content, and participation in regional visitor servicing platforms.
“Tourism engagement today looks very different to what it did when the committee was first established,” Cr McLean 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.”
Rather than readvertising for new committee members, the council determined resources would be better directed towards tourism project delivery, direct stakeholder engagement and industry-specific assistance.
Cr McLean said the decision did not signal a decrease in commitment to tourism.
“This decision is not about stepping back from tourism,” he said.
“In fact, it is about ensuring our resources are focused on delivering outcomes that support visitor growth, local businesses, and our communities.”
The council will continue working directly with tourism operators, community groups and regional tourism organisations, while maintaining its partnership with Grampians Wimmera Mallee Tourism to support visitor growth and destination promotion.
Since adopting its new Tourism Strategy in 2023, the council has invested in caravan park upgrades, digital visitor information, regional marketing campaigns, and tourism planning initiatives.
Cr McLean said the new approach would provide more flexibility to respond to the needs of the community, visitor demand and funding opportunities.
“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.”