Last year, we had the privilege of hosting more than 220 tourism industry professionals, council leaders, CEOs and mayors from across Victoria, and we set out to show them a side of Shepparton and Goulburn Valley they may not have expected.
What followed was a celebration of place, culture and community that left a lasting impression on delegates and locals alike.
From the moment guests arrived, we invited them to experience some of the region's most iconic attractions. Delegates were treated to the acclaimed Brett Whiteley exhibition at the Shepparton Art Museum (affectionately known as SAM), showcasing the calibre of experiences available in regional Victoria. Later, we transformed the Museum of Vehicle Evolution into a spectacular venue for the Top Tourism Town Awards Presentation Dinner. Surrounded by an incredible collection of classic vehicles and motoring history, it was a setting that many attendees declared would be very difficult to top.
Beyond our venues, it was the authenticity of our people and stories that truly resonated.
Three unique cultural study tours offered delegates an opportunity to connect with the rich diversity that defines Shepparton & Goulburn Valley. The Art and Ale tour paired creativity with local flavour at Shepparton Brewery alongside celebrated artist Tank. A Cultural Bus Tour, co-hosted with Sam from the Shepparton Ethnic Council, explored places of worship and community significance, including the Afghan Mosque, Sikh Temple and Albanian Mosque, and lively Albanian dancing at Stanley's Café. Meanwhile, Kaiela Arts opened its doors for an immersive cultural workshop and gallery experience that showcased First Nations culture, creativity and connection.
Perhaps the most rewarding feedback was hearing delegates express genuine surprise at how much the region has evolved. For many, it was their first visit in years. They discovered a vibrant, confident destination rich in culture, hospitality, innovation and unforgettable experiences.
As we prepare for 2026, those memories remain a proud reminder of what happens when a region comes together to share its story. And what a story it is.
