Shepparton shines at the 2025 TAC Victorian Top Tourism Town Awards

In Summary

Shepparton was named a finalist in the 2025 TAC Victorian Top Tourism Town Awards, alongside eight other leading destinations across the state.
While Warrnambool took out gold, Shepparton proudly hosted the awards ceremony at the Museum of Vehicle Evolution, further showcasing the region to industry leaders.
The submission highlighted Shepparton as a family-friendly destination, with an itinerary designed for visitors travelling to see friends and relatives — Shepparton’s largest visitor segment.
The awards help position Shepparton & Goulburn Valley as a thriving tourism destination, with over 1.2 million visitors recorded in 2024.

Shepparton was one of nine contenders in the ‘Top Tourism Town’ category, standing alongside Bendigo, Ballarat, Echuca, Warrnambool, Werribee, Swan Hill, Mildura, and Lakes Entrance.

In this category, Warrnambool was awarded gold, Ballarat silver, and Echuca bronze, with Warrnambool earning the honour of representing Victoria at the upcoming Australian Top Tourism Town Awards.

Adding to the excitement, Shepparton & Goulburn Valley had the privilege of hosting this year’s awards ceremony at the iconic Museum of Vehicle Evolution. This marks Shepparton’s third nomination for the Top Tourism Town Award, having been named a finalist each time.

Greater Shepparton City Council Mayor, Councillor Shane Sali, extended his congratulations to the award-winning towns and commended Shepparton’s local tourism sector for its exceptional efforts in welcoming visitors and promoting the region.

“We congratulate the winning towns and have every confidence they will proudly represent Victoria at the Australian Top Tourism Town Awards,” he said.

“Hosting this year’s Victorian Top Tourism Town Awards at the Museum of Vehicle Evolution has been a fantastic experience, placing Shepparton in the spotlight while showcasing one of our standout attractions to Victoria’s visitor servicing industry.”

The submission targeted families with teenage children who were in town to visit friends and relatives, a segment that aligns closely with local tourism trends. According to the National Visitor Survey, 56.4% of visitors to Shepparton & Goulburn Valley arrive for the purpose of visiting friends and family.

The itinerary included: Victoria Park Lake precinct, MOVE, the Giant Murray Cod, the Chocolate Apple Factory, Australian Botanic Gardens, Mini Golf, Bowling, Disc Golf, Escape Rooms, Movies, Moooving Art, Shopping, Dining and more.

The awards process presents a valuable opportunity to position Shepparton as a premier destination at a state level, while also reinforcing to the local community that Shepparton & Goulburn Valley is a thriving tourist destination, attracting over 1.2 million visitors in 2024.

Video and itinerary that formed part of the submission can be found on the Shepp & GV website by tapping here.