At Tourism Midwest Victoria’s June Industry Briefing, operators came together to explore the power of collaboration, sharing practical ideas, challenges and opportunities to strengthen the region’s visitor economy.
Through a facilitated exercise, attendees contributed insights across three key focus areas: sharing knowledge and solutions, value-adding through partnerships, and leveraging events. The result? A rich snapshot of what’s working, where the opportunities lie, and how regional tourism can evolve together.
Here’s what it means for your business.
1. Sharing knowledge: Collaboration starts with openness
A clear theme emerged: knowledge-sharing is one of the most powerful (and underutilised) tools in the region.
Operators highlighted the importance of:
- Sharing networks, suppliers and industry contacts
- Learning from others’ grant applications, council processes and operational challenges
- Exchanging insights on digital marketing, ATDW listings and customer expectations
There was strong recognition that no one business has all the answers, but collectively, the region has deep expertise.
“If one wins, we all win” was a sentiment echoed across tables.
At the same time, businesses flagged areas where they are seeking support:
- Understanding audiences and visitor segments
- Navigating permits, licensing and compliance
- Using AI and new technologies
- Improving reach beyond social media
The takeaway?
Collaboration isn’t just about co-delivering experiences, it starts with sharing what you know.
2. Value-adding: From products to experiences
If there was one standout insight, it’s this: visitors are looking for more than a standalone product—they want memorable, layered experiences.
Operators shared a strong appetite for:
- Bundled offers (accommodation + dining + attractions)
- Cross-promotions (e.g. value adding, ticket incentives, “show your ticket” offers)
- Story-led collaborations that feel authentic and place-based
Examples ranged from simple to highly creative:
- Packaging local food, wine and tours into bookable itineraries
- Creating limited-edition products with local makers (e.g. distillery or artisan collaborations)
- Pairing heritage experiences with dining, performance or accommodation
- Offering add-ons like bike hire, transport or guided tours
There was also a strong focus on authenticity and storytelling:
- Visitors want to connect with real people, local stories and regional identity
- Collaborations should feel natural, not forced, and deliver value to all partners
“Every place has an amazing story—and people love stories.”
Critically, businesses emphasised that successful collaborations require:
- Clear strategy and shared goals
- Alignment with target audiences
- Consideration of pricing and accessibility
The opportunity: Think beyond your product. Who can you partner with to create a richer visitor experience?
3. Leveraging events: Turning moments into momentum
Events were identified as one of the region’s greatest assets—but also an area with untapped potential.
Operators shared successful ideas including:
- Themed products through business collaborations
- Event-linked offers like carb parties, themed dining and venue activations
- Aligning with events through accommodation deals, transport solutions and packages
A strong message was the need to:
- Integrate local businesses into event experiences
- Encourage venues to “dress up” or theme their offering during events
- Develop pre- and post-event experiences to increase overnight stays and spend
There were also practical opportunities identified:
- Improving transport connections to and from events
- Creating multi-day itineraries around event programming
- Collaborating with organisers to bundle tickets, accommodation and experiences
From major events like the Ballarat Marathon to niche festivals, the insight was clear: Events shouldn’t sit in isolation, they should act as a platform for regional collaboration and extended visitation.
Key takeaways for industry
Across all three themes, several clear principles emerged:
Put the visitor first:
Understanding your audience is critical. Successful collaboration starts with identifying what will genuinely add value to the visitor experience.
Be strategic, not just enthusiastic:
Collaboration works best when it’s planned, purposeful and mutually beneficial, not just a good idea on paper.
Start local:
Many opportunities already exist within the region, from neighbouring businesses to complementary sectors like transport, food, events and accommodation.
Think creatively:
From gamification and themed experiences to product mash-ups and storytelling, the most memorable ideas are often the most unexpected.
Share and connect:
Whether it’s data, insights or networks, sharing knowledge strengthens the entire region.
Moving forward: A region that collaborates, grows together
What stood out most from the session was the willingness of industry to learn from each other, support each other and build something bigger together.
From small cross-promotions to large-scale partnerships, the ideas shared point to a future where:
- Experiences are more integrated and compelling
- Events deliver stronger year-round impact
- Businesses feel more connected and supported
Tourism Midwest Victoria will continue to play a role in facilitating connections, sharing insights and supporting capability-building across the region.
Because when collaboration works well, it doesn’t just benefit individual businesses, it elevates the entire destination.