Unveiled at a Visitor Economy Industry Gathering attended by tourism operators, businesses and industry stakeholders, the brand represents a fresh approach to promoting the region and everything it has to offer visitors.

The Shepparton & Goulburn Valley brand, also known as Shepp & GV, evolved from the former Visit Shepparton channels and the Many Great Things campaign. More than just a new name, the brand was created to tell the region's story through authentic experiences, local voices and memorable visitor moments.

Connecting the region's unique cultures, traditions, innovation, history and growth, the brand invites visitors to "Come See For Yourself" and discover a place that is bold, independent and bountiful.

The destination brand highlights the experiences that make Greater Shepparton and the wider Goulburn Valley special, from fresh local produce and farm gate experiences to major sporting events, arts and cultural festivals, stunning natural landscapes and welcoming country hospitality.

The launch of Shepparton & Goulburn Valley also reflects the growing importance of the visitor economy to the region. Prior to the pandemic, the region attracted more than 1.3 million visitors annually. In 2022, one million visitors contributed over $349 million to the local economy, demonstrating the significant impact tourism has on local businesses and communities.

Today, Shepparton & Goulburn Valley serves as the destination brand for Greater Shepparton City Council, providing a strong and recognisable identity that supports tourism growth, showcases local experiences and encourages visitors to explore more of the region.

Whether it's to feast, discover, stay or celebrate, the invitation remains the same: Come See For Yourself.