Greater Shepparton Visitor Centre announced as finalist for the 2025 Victorian Tourism Awards

This nomination reflects the work that Greater Shepparton City Council, through its Visitor Economy team and the destination brand Shepparton & Goulburn Valley, have undertaken in the 2024/2025 financial year to support tourism businesses in the region. This includes in-person support for visitors, industry support and development, and marketing campaign opportunities.

Mayor, Councillor Shane Sali, said the nomination is a strong endorsement and a testament to the dedication and hard work of the Visitor Centre staff and volunteers.

“This recognition reflects the tireless efforts of our Visitor Centre staff and volunteers, who warmly welcome thousands of visitors each year and proudly share the stories of our region. Their commitment helps strengthen our visitor economy and builds lasting connections within the community,” he said.

The announcement follows an extensive application process, which included an onsite visit by a member of the judging panel. Greater Shepparton Visitor Centre continues to demonstrate leadership in regional tourism innovation, with its submission showcasing a range of creative and strategic initiatives. These include its role as a premium centre in the TAC Pause Stop program, uniquely integrating road safety messaging with local storytelling through the Careful Cobber installation.

The Centre’s support for major national events such as the GT Nationals was also highlighted, with tailored visitor servicing including pop-up visitor centres, themed Moooving Art cows, and custom itinerary planning to enhance the visitor experience. Collaboration has been key to this success, with Greater Shepparton working closely with Goulburn Region Tourism to develop a forward-thinking Visitor Servicing Strategy, ensuring consistent and high-quality experiences across the region.

CEO of Goulburn Region Tourism, Jane Lovell, praised the collaborative efforts driving regional tourism success.

"Receiving this nomination highlights the power of regional collaboration and Greater Shepparton's innovative visitor servicing. It shows how working together elevates tourism across the entire region, which is at the heart of what we are all about,” she said.

At last year’s Victorian Tourism Awards, the Greater Shepparton Visitor Centre received Silver in the same category. The Victorian Tourism Awards encourage businesses and organisations in the tourism industry to meet and exceed industry standards and play an integral role in recognising business excellence, innovation, professionalism and collaboration.

Entrants must meet a rigorous benchmark, achieving a minimum score of 70 per cent in their submission, to be considered a finalist.

Gold, Silver and Bronze recipients of the awards will be announced at a gala ceremony in Melbourne, on Thursday 27 November 2025. Gold winners will progress through to the National Tourism Awards.

The 2025 Victorian Tourism Awards are facilitated by the Victoria Tourism Industry Council and recognise outstanding contributions to Victoria’s tourism and events landscape.