Alpine Shire Council is inviting community members, business owners, and anyone with an interest in the future of local tourism to get involved in the development of its new Tourism and Events Strategy.
Tourism and events have been identified as a key priority in Council's current Council Plan 2025-29, with community feedback highlighting both the value of tourism and events and the importance of ensuring it remains sustainable, well‑managed, and aligned with local values.
One outcome of the Council Plan is the development of a new Tourism and Events Strategy, including a refresh of the existing Alpine Shire Events Strategy 2021.
Alpine Shire Mayor, Cr Sarah Nicholas, said together, these will help Council build a long‑term approach to sustainable tourism and events, ensuring that growth is managed in a way that respects community expectations, environmental values, and the unique local identity of the region.
“Tourism is one of the region's most significant industries - it is central to our local economy and supports a wide range of businesses, jobs, and community services,” she said.
“At the same time, we’ve heard clearly from our community that we need to manage growth carefully and plan for a future that protects the lifestyle, environment, and character that make Alpine Shire so special.
"This strategy is our opportunity to work together on a long‑term vision - one that reflects the community’s priorities and ensures tourism continues to benefit everyone.”
The strategy development process includes three key stages: understanding the current tourism landscape; working with community and industry to define a shared vision for the future; and, developing practical actions to move from the current state to the desired future.
Stage one is already underway, with Council preparing a detailed report on the current state of tourism and events, and collecting data on community and industry attitudes.
Council is now inviting the community to participate in the second stage - vision‑setting for the future of tourism, with several ways to have their say:
- Complete the online survey on Engage Alpine: https://engage.alpineshire.vic.gov.au/tourism-and-events-strategy
- Pick up a printed survey available at Alpine Shire libraries and Customer Service Centre at Council's office in Bright.
- Register for a workshop.
A series of facilitated community workshops will be held across the Shire in April and May. These sessions will help shape the long‑term vision for tourism and be open to residents, business owners, and tourism operators. Individuals can express their interest in attending online via Engage Alpine, or by using the hard‑copy forms available at the locations above.
Cr Nicholas encouraged all community members - whether they work in tourism or simply enjoy what the region offers - to take part.
“This is a chance for our community to directly influence the future of tourism in Alpine Shire,” she said.
“Every perspective is valuable, and we hope to see strong participation across all towns and industries.”
Submissions close on Sunday, 24 May 2026.
Workshop dates, times, and location details are below:
Bright
Business
Monday, 27 April
5:30pm - 8pm
Pioneer Park, Bright
Residents
Monday, 4 May
5:30pm - 8pm
Pioneer Park, Bright
Combined (Business & Residents)
Monday, 18 May
5:30pm - 8pm
Pioneer Park, Bright
Mount Beauty
Business
Tuesday, 28 April
5:30pm - 8pm
Mount Beauty Community Centre
Residents
Tuesday, 5 May
5:30pm - 8pm
Mount Beauty Community Centre
Combined (Business & Residents)
Tuesday, 19 May
5:30pm - 8pm
Mount Beauty Community Centre
Myrtleford
Business
Wednesday, 29 April
5:30pm - 8pm
Myrtleford Senior Citizens
Residents
Wednesday, 6 May
5:30pm - 8pm
Myrtleford Senior Citizens
Combined (Business & Residents)
Wednesday, 20 May
5:30pm - 8pm
Myrtleford Senior Citizens
Harrietville
Business & Residents
Thursday, 30 April
5:30pm - 8pm
Harrietville Community Hall
Dinner Plain
Business & Residents
Wednesday, 6 May
10am - 12:30pm
Dinner Plain Community Centre