Melton council will explore how to boost the tourism potential of the local winery industry through partnerships or experiences, aiming to support local producers and attract tourist visitation.
A motion raised by councillor Brandi Morris at the June 23 Melton council meeting called for officers to brief councillors on how the tourism potential of the local winery industry can be enhanced through partnerships or experiences.
Cr Morris said the region “is home to a growing number of boutique wineries and cellar doors.“
“I believe that this presents a unique opportunity to promote local producers … celebrate our agricultural heritage, and attract visitors seeking authentic experiences close to Melbourne,“ Cr Morris said.
“This … has the ability to enhance local tourism economy and job creation. Other regions, including Rutherglen and Yarra Valley, have shown great success through coordinated promotion,“ she said.
Councillor Julie Shannon said that this could “easily dovetail into broader tourism initiatives for visitors to spend a good amount of time in our wonderful city and out in the west.“
Councillor Sophie Ramsey said that tourism is “vital for our municipality.“
“We’ve been recognised as a day experience for a number of years – I think it’s time Melton takes that next step,“ Cr Ramsey said.
