Lake Eildon Tourism Development & Marketing Plan

Lake Eildon has for many years been a traditonal holiday location for Victorians and visitors from interstate and overseas. The Lake and its surrounding region offers visitors with a wide array of experiences, including:

• an impressive natural setting
• water sports such as boating and water-skiing
• houseboating
• horse-riding
• 4WD touring
• bushwalking
• camping
• canoeing/kayaking
• white water rafting
• fishing

The main focus for tourism has historically been the strong connection with the Lake and the opportunities for water activities. However, in recent years low levels of rainfall have had a significant impact on businesses in the region as visitation rates have fallen. The extent of business loss during years of low water levels has been assessed in recent work by Essential Economics (Impact of Low Water Levels at Lake Eildon, 1999).

In response to the potential for significant business impacts, the Shire of Delatite and Murrindindi, and relevant State Government departments, provided funding for the development of the Lake Eildon Tourism Development & Marketing Plan.

This project was undertake by Essential Economics in association with Urban Enterprise Pty Ltd, and presents a strategic plan with identified actions which are designed to ensure a viable and sustainable tourism industry for the Lake Eildon region.

Action plans were developed to cover aspects such as:

• Industry structure and organisation
• Product development
• Infrastructure development
• Business development initiatives
• Marketing strategies

A key aspect of the study was the need to promote the region for activities which are not dependant upon water levels on Lake Eildon, and to establish market recognition and branding which emphasises the diversity of tourism product available for visitors. The study also incorporated primary research undertaken through the NEWSPOLL omnibus survey.

Some of the actions identified for local industry and Councils to pursue include:

• form a Lake Eildon Tourism Committee to oversee implementation of the Strategy
• incorporate all of the Lake Eildon region into the Legends, Wine & High Country tourism region
• develop touring routes which take advantage of the natural landscape and which promote intra-regional visitation
• undertake investigations to assess the potential benefits for sealing the Eildon-Jamieson Road and creating a lake "circuit"
• develop a signage strategy
• identify funding sources for a feasibility study into the development opportunities at the Mt Pinniger lookout
• develop a Lake Eildon brand and promote the brand via media campaigns, brochure distribution, etc
• update maps and other visitor information material
• develop interpretative facilities for key historic sites

For more information about the region:

Visit the Lake Eildon website
Visit the Delatite Shire website
Visit the Murrindindi website
Go to the Visit Victoria website