General News
27 December, 2025
Tourism tack-on ... please give us more respect
DOUBLE the size, a fraction of the population but equal in standing.
That should be the reality of the the Destination Greater Bendigo Loddon tourism structure following reforms imposed on all Victorian regions by the State Government.
The destination strategy designed to boost tourist visitation and spend across the new region that projects the riches of goldfields history, architecture and natural landscapes that have endeared Loddon towns to generations alongside the “bigger ticket” attractions that you mostly find only in a regional capital.
We’ve seen Loddon added to Bendigo’s spring Bloom promotion and then last week to the ambassador program that gives local residents free admission to attractions when bringing visitors - family, friends or both - with them.
Both launches have been held in Bendigo, timing all designed for the Bendigo market. The cynic forgiven if they think the new Destination Greater Bendigo Loddon is, in its infancy anyway, treating Loddon as a tack-on.
The ambassador program launch spruiked the great attractions of Bendigo. We were told details on Loddon will come later.
Why the delay with Loddon? It could be well after Christmas before we know whether Boort’s Spannerman Gardens, Inglewood’s Eucalyptus Distillery Museum and other attractions are part of the program that would surely tempt visitors (and locals) to get out of Bendigo for the day. Until then, the ambassador program is all one-way traffic into Bendigo and its big ticket sightseeing spots.
Was the launch of the ambassador program premature when not all details were in place? Will there be a second Loddon only launch? If there is, the wow factor will have disappeared. The focus Loddon deserves as an equal participant in the Government’s new destination tourism strategy potentially diluted.
We get it that Bendigo’s population of more than 100,000 really does dwarf the combined number of residents in Inglewood, Bridgewater, Wedderburn, Boort, Pyramid Hill and districts now heading towards 8000.
There’s also the long 20 or 30-minute drive out of Bendigo to be in a Loddon Shire community. Of course, the trip into Bendigo can never be so arduous for the driver!
What are the goals of DGBL? According to the new body, recently calling for applications for candidates to be part-time paid chair, the body will offer:
Stronger Industry Representation – Serving as the official voice of the visitor economy, ensuring industry priorities are heard at the highest levels.
Increased Funding and Resources – Recognised as the official tourism body with greater access to government investment and operational support.
Enhanced Regional Collaboration – By broadening its footprint, DGBL can connect businesses across the region, fostering innovation and expanding marketing and brand reach, bringing more visitors to the region.
A Unified Strategy for Growth – With a formalised structure, drive cohesive destination development, marketing, and visitor attraction strategies.
DGBL Board works in partnership with City of Greater Bendigo and Loddon Shire.
We know the Loddon leadership is strong, and indeed, loud in projecting its voice in a plethora of for a. As father of the council Gavan Holt has remarked many times, Loddon and its communities have an enviable track record of punching above its weight.
Equally, Loddon is taking the same approach to the new strategy for tourism across the region. They - and all businesses whether accommodation, hospitality and even retail - want local communities and attractions elevated in level of awareness with potential visitors, recognising the econonic benefits that will flow.
It’s only early days for DGBL. But if the partnerships, co-operation and engagement are to be truly beneficial for Loddon, the actions must be more inclusive to demonstrate our part of the world is a genuine participant in new promotions and the Loddon name is not merely a tack-on.