A new look for tourism in Central Victoria
Published on 26 February 2026
Tourism across Central Victoria has unveiled a bold new identity with Destination Central Victoria launching its regional brand, ‘Victoria’s Heartland: Place of Plenty’.
Marking an exciting new chapter, Destination Central Victoria now proudly represents the shires of Central Goldfields, Hepburn, Macedon Ranges and Mount Alexander - creating one strong, unified regional identity.
Backed and funded by the Victorian Government and the four partner councils, the region-wide organisation is dedicated to leading tourism development, promotion and collaboration across the participating local government areas.
Launched by Destination Central Victoria last week, the new brand celebrates the richness and opportunity that define Central Victoria, positioning the region as a place where visitors can reconnect with nature, embrace wellness, enjoy exceptional food and wine, and immerse themselves in creativity.
Inspired by what makes our region distinctive, ‘Victoria’s Heartland: Place of Plenty’ captures the essence of a destination abundant in experiences – from mineral springs and spa retreats to cool-climate wineries, thriving arts communities and historic heritage townships.
Central Goldfields Shire Mayor Cr Ben Green said the new direction would unlock fresh opportunities, new stories and a stronger focus across the broader Central Victorian region.
“Previously we were connected to Bendigo Regional Tourism. This change, brought about by the Victorian Government to ensure equity of support for all councils, aligns with evidence showing visitation to our Shire is driven primarily from the southern part of Central Victoria,”
“Under the umbrella of Destination Central Victoria, Central Goldfields Shire is positioned as a key destination within Central Victoria. It also means our tourism sector will benefit from consistent marketing, collaborative programs and stronger support for regional product development and investment.”
The new direction stems from the Victorian Government’s Visitor Economy Recovery and Reform Plan, commissioned in 2019 to ensure regional communities receive the support and opportunities they need to grow within the tourism market.
A key outcome of the Plan was the transition of the existing network of Regional Tourism Boards into a new structure of Visitor Economy Partnerships, designed to deliver greater equity of support for all councils and strengthen collaboration across Victoria’s tourism industry.
For more information visit Destination Central Victoria:
- Victoria's Heartland website
- Facebook - @victoriasheartland
- Instagram - @victoriasheartland
- TikTok - @victoriasheartland
- App – Google Play or App Store