the west, City of Manningham and Yarra Ranges Shire to the east and Murrindindi Shire to the north. The Nillumbik Destination Management Plan is being prepared by Urban Enterprise on The visitor does not distinguish the Local Government boundaries of Nillumbik Shire and it is behalf of Nillumbik Shire Council. important to develop experiences targeted to visitor journeys, product and touring links from The Destination Management Plan includes the following components to provide a thorough the broader region. review and strategic framework for the tourism industry in Nillumbik: Figure 1 provides and outline of Nillumbik and its key destinations. Analysis of the current visitor and tourism profile, to assess the importance of tourism to the Nillumbik region; Nillumbik has good accessibility to the Tullamarine Airport and Melbourne’s CBD when Audit and assessment of tourism product within Nillumbik and the wider region, and compared with competing nature based, arts and wine destinations. Traveling by car, it is identification of gaps to meet market need; approximately 26 minutes from Tullamarine Airport to Diamond Creek and approximately 37 Development of a tourism vision and framework, including destination development minutes from the CBD to Eltham. planning, destination management, and destination marketing; Identification of roles and responsibilities of stakeholders to support the Tourism and Public transport access to the Nillumbik Shire can be made using the Hurstbridge railway Marketing Plan framework, and any capacity building required; line, travelling from Flinders Street Station, with 23 stations. The Hurstbridge railway line Development of strategies and an action plan, including budget and measuring for connects Melbourne’s CBD and Nillumbik Shire. The service takes 1 hr 20 minutes stopping all stations from Flinders Street to Hurstbridge. monitoring success. The primary visitor survey undertaken by Urban Enterprise highlights the importance of The Destination Management Plan is being conducted alongside two other tourism related touring through the Shire northwards to Kinglake and eastwards to the Yarra Valley. projects including a marketing and branding project. This Destination Management Plan focuses on developing an understanding of visitor markets, product and investment opportunities to grow tourism. IS MANAGEMENT A Destination Management Plan is a holistic review and strategy for the tourism industry Nillumbik is known as the Green Wedge Shire, located in partial bushland areas north east of acknowledging that the role of developing tourism is shared by numerous stakeholders Melbourne. Nillumbik is bounded by the City of Banyule to the south, City of Whittlesea to
The Nillumbik Destination Management Plan is being prepared by Urban Enterprise on behalf of Nillumbik Shire Council. The Destination Management Plan includes the following components to provide a thorough review and strategic framework for the tourism industry in Nillumbik: Analysis of the current visitor and tourism profile, to assess the importance of tourism to the Nillumbik region; Audit and assessment of tourism product within Nillumbik and the wider region, and identification of gaps to meet market need; Development of a tourism vision and framework, including destination development planning, destination management, and destination marketing; Identification of roles and responsibilities of stakeholders to support the Tourism and Marketing Plan framework, and any capacity building required; Development of strategies and an action plan, including budget and measuring for monitoring success. The Destination Management Plan is being conducted alongside two other tourism related projects including a marketing and branding project. This Destination Management Plan focuses on developing an understanding of visitor markets, product and investment opportunities to grow tourism. Nillumbik is known as the Green Wedge Shire, located in partial bushland areas north east of Melbourne. Nillumbik is bounded by the City of Banyule to the south, City of Whittlesea to the west, City of Manningham and Yarra Ranges Shire to the east and Murrindindi Shire to the north. The visitor does not distinguish the Local Government boundaries of Nillumbik Shire and it is important to develop experiences targeted to visitor journeys, product and touring links from the broader region. Figure 1 provides and outline of Nillumbik and its key destinations. Nillumbik has good accessibility to the Tullamarine Airport and Melbourne’s CBD when compared with competing nature based, arts and wine destinations. Traveling by car, it is approximately 26 minutes from Tullamarine Airport to Diamond Creek and approximately 37 minutes from the CBD to Eltham. Public transport access to the Nillumbik Shire can be made using the Hurstbridge railway line, travelling from Flinders Street Station, with 23 stations. The Hurstbridge railway line connects Melbourne’s CBD and Nillumbik Shire. The service takes 1 hr 20 minutes stopping all stations from Flinders Street to Hurstbridge. The primary visitor survey undertaken by Urban Enterprise highlights the importance of touring through the Shire northwards to Kinglake and eastwards to the Yarra Valley. IS A Destination Management Plan is a holistic review and strategy for the tourism industry acknowledging that the role of developing tourism is shared by numerous stakeholders MANAGEMENT
final-nillumbik-destination-management-plan-draft-nov15.docx